Jordan launches bid to revive troubled industry

Marketing campaign

Jordan launches bid to revive troubled industry

Report by STEVEJONES

Worried Jordanian tourism chiefs have warned that jobs will be lost and hotels will close unless business picks up in the next six months.

The country’s tourism industry has been ravaged following the Palestinian uprising in Israel and September’s terrorist attacks in New York and Washington. Trade from Europe and the US has plunged 65%.

Tourist Board managing director Marwan Khoury said it was a critical time for the nation’s tourism industry and insisted Jordan remained a safe destination to visit.

“Although business was still down about 20% since the uprising, it was beginning to pick up,” he said.

“However, we are now facing an even larger crisis. The downturn after September 11 was understandable as people were, and still are, afraid of flying, but we can assure people that Jordan is tranquil and welcoming.

“We are optimistic as we are seeing a little more interest now, particularly from the meetings and incentives market, but we need it to improve considerably by the middle of next year. If it doesn’t, I am afraid we will see hotels close and people laid off.”

The warning came as Jordan launched a $7 million marketing campaign aimed largely at the trade. Travel agents in particular will be targeted, after Khoury said many remained unaware of where Jordan is, let alone what it has to offer.

“We do not have the resources to target customers directly and believe it is more important to focus on the trade who, we hope, will instill confidence in people about the destination,” said Khoury.