AGAINST the backdrop of ongoing political unrest in the Middle East, Jordan is looking to stand out as a “100-per-cent safe destination”.
Present for the first time at IT&CMA, Rasha Hamshawi, business tourism officer, Jordan Tourism Board (JTB), said: “We want people to look at just Jordan and not let what is happening in the other (Middle Eastern) countries affect their judgement.
“It will be a pity if they miss out on visiting the fascinating city, which boasts the famous Dead Sea and Petra, one of the seven wonders of the world.”
Hamshawi said the Hilton-managed King Hussein Bin Talal Convention Centre, which can seat 2,000 delegates, is one of the pulling factors for MICE groups as it can host meetings on the Dead Sea with its shore location.
While Hamshawi was unable to provide figures on MICE visitor arrivals, she said it had “definitely dropped” in recent years hence the new marketing focus on the Asian market.
According to Moawia Qtaish, product manager of Jordan-based Bridge Travel, inbound arrivals recorded a dramatic year-on-year 80 per cent slump as a result of the political unrest in the Middle East.
Qtaish said: “We want people to know that Jordan is still friends with everybody and it is important for travellers to know that Jordan is perfectly safe.
“We decided to reach out to Asia as part of our strategy to attract new markets, and meetings and incentives are a good place to start with because we can offer exactly what Asian event planners need.
Being a compact environment, Jordan is useful for business travellers because they can work and play easily in the same compound. We have well-established five-star hotels that are situated next to unbeatable historical sights.”
He said his company is targeting Singapore, Malaysia, Thailand and India in particular, as these markets are the sources of well-heeled, experienced travellers.
Read more in the IT&CMA and CTW Asia-Pacific Show Daily
