Jordan and UNWTO join forces to revitalize tourism in the face of regional instability

03-03-24

The Government of Jordan has launched a proactive strategy, in close collaboration with the World Tourism Organization (UNWTO), to counter the negative impact on tourism due to security concerns over its geographic proximity to conflict areas in Israel and the occupied West Bank. The initiative comes in response to a marked decline in visitor numbers, exacerbated by recent war events in the Gaza Strip and attacks on shipping lines in the Red Sea, which have significantly reduced tourism to Jordan.

The plan, described by Jordan's Minister of Tourism, Makram al Qaisi, as "ambitious and solid", focuses on diversifying and expanding Jordan's tourism markets, reaching out to new horizons in Africa, China, Malaysia, India, Pakistan, among others. 

This expansion seeks not only to recover previous figures but also to explore new opportunities that will strengthen Jordan's position as a key global tourism destination.

During a press conference with UNWTO Secretary-General Zurab Pololikashvili, both officials expressed their optimism about the early recovery of the sector. Pololikashvili emphasized Jordan's value as an essential tourism hub, assuring UNWTO's full support to overcome current challenges. The strategy includes a global campaign to reaffirm the perception of Jordan as a safe destination, challenging the narrative of insecurity that has deterred potential visitors.

In addition, Jordan intends to enhance specific tourism niches, such as medical tourism, through the creation of a specialized academy at the Dead Sea, and religious tourism, capitalizing on its rich heritage of Christian holy sites. The latter is reinforced by Jordan's efforts to break into the African market, where there is significant ignorance of Jordan's religious significance, representing a unique opportunity to attract visitors interested in religious tourism.

The strategy also envisages attracting foreign investment, with a particular focus on China, a market the Jordanian government considers to have high confidence and potential. Minister Al Qaisi stressed the importance of multiple visits and promotions in different areas of China to maximize Jordan's visibility and attractiveness as a tourist destination.

At a time when the region is facing significant challenges, the partnership between Jordan and UNWTO represents a step forward towards the recovery and strengthening of the tourism sector. Through this strategic collaboration, Jordan seeks not only to overcome current adversities but also to ensure a prosperous and sustainable future for its tourism industry, demonstrating to the world its resilience and unchanging attractiveness as a tourism destination.