The Jordan Tourism Board has become a member of the Association of Touring and Adventure Suppliers as part of its commitment to the UK market.
A focus on adventure tourism was a key part of Jordan’s tourism growth strategy outlined at a major international conference in London last week.
Called Jordan: Growth and Opportunity, the London Initiative 2019, the conference brought together politicians and business leaders to discuss the Jordanian economy, including tourism and travel.
The conference was attended by Jordan’s King Abdullah II, Jordanian prime minister Omar Razzaz and British prime minister Theresa May.
Dr Abed Al Razzaq Arabiyat, managing director of the Jordan Tourism Board, said: “It was great to showcase Jordan’s tourism at the conference, as the UK is one of our main source markets.
“We are committed to supporting the trade to generate more tourism to Jordan.”
He added: “Jordan is a hot destination for adventure tourism because of attractions such as the Jordan Trail.
“Being in Atas will mean we can support the trade and agents selling packages, and we will have more exposure to adventure suppliers.”
He said the focus on tourism was a key element of Jordan’s drive to create jobs, as the sector is forecast to reach 22.3% of the country’s GDP in 2027.
Last year, British visitor numbers rose by 21% year-on-year to more than 50,000, thanks to an increasing range of adventure activities and tours; development in the Red Sea resort of Aqaba; and new cultural initiatives in the capital, Amman – as well as the popularity of famous sites such as Petra (pictured), Wadi Rum and the Dead Sea.
Other sectors being highlighted by the tourist board include sustainable travel, homestays and dining at local restaurants in communities beyond the well-known attractions.
Atas members have cited Jordan as one of the key destinations driving growth for 2019.
easyJet started a service from Gatwick to the Red Sea resort of Aqaba in November 2018 and the tourist board also hopes Ryanair will expand its range of Jordanian services from Europe.
Furthermore, Jordan is lobbying the UK, along with Israel and Egypt, to reduce the rate of Air Passenger Duty to help make flights cheaper.
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WTM 2018: Aqaba seeks to position itself as winter-sun destination