In a pivotal move to strengthen bilateral tourism ties, Dr. Abed Al Razzaq Arabiyat, Managing Director, Jordan Tourism Board (JTB), recently held a close-knit meeting with the travel trade. His visit showcases Jordan’s renewed commitment to the Indian market, aiming to capitalise on the untapped potential and forge deeper cultural and economic connections between the two nations.
In line with Jordan’s Vision 2025, five strategic pillars were introduced: MICE tourism, destination weddings, luxury tourism, adventure tourism, and film tourism. Each pillar is designed to leverage Jordan’s unique attractions and cater to the varied interests of global travellers. Highlighting the decade-long efforts in marketing Jordan in India, Dr. Arabiyat noted that while these initiatives have laid a solid foundation, the time has come to advance with more serious and structured engagements. His visit included crucial meetings with Indian officials, setting the stage for enhanced tourism and cultural exchanges.
Jordan’s Diverse Attractions
Jordan boasts a myriad of attractions, catering to a wide range of tourist preferences. From the lush greenery in the north, evocative of Scandinavian landscapes, to the historic and bustling metropolis of Amman, Jordan proffers a plethora of experiences.
A short journey from Amman brings visitors to the Dead Sea, the lowest point on Earth at 420 mt below sea level. Renowned for its therapeutic properties, the Dead Sea is a natural spa unmatched anywhere in the world. Nearby, the site of Jesus’ baptism, acknowledged by the Vatican and multiple Christian denominations, draws countless pilgrims, enhancing Jordan’s reputation as a pivotal destination for religious tourism. The nation is home to numerous sites mentioned in both the Old and New Testaments, further solidifying its appeal to Christian pilgrims.
Jordan, often likened to India in its diversity, albeit on a smaller scale, offers an array of attractions catering to varied tourist preferences. “Jordan is like India but a smaller country. We have it all! And the diversity of our products is amazing,” Dr. Arabiyat remarked.
Petra and Beyond
To the south lies Petra, a UNESCO World Heritage site and one of the New Seven Wonders of the World. Just as the Taj Mahal holds significant cultural and historical value for India, Petra symbolises Jordan’s rich heritage. “Petra, an ancient city carved into red sandstone cliffs, stands as a testament to the ingenuity and artistry of the Nabateans. Recognised as one of the New Seven Wonders of the World, Petra is a must-visit for history enthusiasts and adventurers alike,” he shared.
Umm al-Jimal was recently included as the seventh distinguished site in Jordan to be inscribed on UNESCO’s World Heritage List, joining the ranks of Petra, Quseir ‘Amra, Um er-Rasas, Wadi Rum, Al-Maghtas, As-Salt, and Umm Al-Jimal. Adjacent to Petra is Wadi Rum, a landscape so otherworldly that it has served as a backdrop for numerous Hollywood films, including The Martian and Star Wars. Wadi Rum’s stargazing bubbles and adventure activities make it a magnet for thrill-seekers and nature enthusiasts alike.
Aqaba is another emerging destination for diving and snorkelling enthusiasts. “The crystal-clear waters teem with vibrant coral reefs and marine life, making it a haven for underwater enthusiasts,” Dr. Arabiyat shared. He added, “Aqaba’s warm climate and luxury resorts make it a perfect year-round destination for relaxation and recreation.”
Adventure tourism is another growing segment in Jordan. Dr. Arabiyat highlighted the Jordan Trail, recognised by Lonely Planet and National Geographic as one of the top 10 trails globally. This 675 km route stretches from Um Qais in the north to Aqaba in the south. Over 40 days, hikers pass through 75 villages and towns, immersing themselves in Jordan’s rich cultural heritage and stunning natural beauty.
Marketing Strategies
Understanding the importance of targeted marketing, the Jordan Tourism Board tailors its campaigns based on extensive research and feedback. “We design our marketing campaign according to the feedback and the research conducted by our office. So, we know exactly which audience we need to target,” Dr. Arabiyat explained.
Innovative tools, including artificial intelligence, are being incorporated to enhance these marketing efforts. The upcoming launch of the “Jordan Gates” super app will integrate various applications and offer personalised itineraries and content to tourists. The AI-driven platform will engage tourists through voice chatbots and geofencing recommendations, enhancing their overall experience aimed at enriching and extending their stay in Jordan.
Jordan as a Wedding Destination
Jordan is positioning itself as a unique destination for Indian weddings. Dr. Arabiyat shared success stories of Indian weddings held at the Dead Sea, highlighting the appeal of such unique locations. “We had five Indian weddings in Jordan. The Dead Sea has now become a wedding destination for Indian couples,” he stated. The JTB has actively engaged with Indian wedding planners, resulting in several high-profile weddings at unique locations. Dr. Arabiyat personally oversees the facilitation of these events, ensuring smooth customs processes and providing a warm Jordanian welcome from the moment guests arrive.
Film Tourism
Film tourism has emerged as a significant segment for Jordan, thanks to its supportive infrastructure. One of the latest Bollywood movies, Bade Miyan Chote Miyan, as well as major Hollywood productions, including Aladdin and Dune, have been filmed in Jordan. Dr Arabiyat highlighted the incentives provided by the Royal Film Commission, which include up to 25 per cent rebates for films. “The camera lens loves Jordan’s weather because it doesn’t fog up due to humidity or dust,” he explained, underscoring the cost savings and convenience for filmmakers during post-production of a movie.
MICE and Connectivity
Jordan is making significant strides in enhancing its appeal for Meetings, Incentives, Conferences, and Exhibitions (MICE). The establishment of a convention bureau within the Jordan Tourism Board marks a strategic move to attract business events. The King Hussein Bin Talal Convention Centre, managed by Hilton, is situated on the eastern shores of the Dead Sea, and is capable of accommodating up to 4,000 guests, providing a robust infrastructure for large-scale events. “We have incentive schemes for bringing business and conferences to the country,” Dr. Arabiyat noted. Additionally, the upcoming convention centre in Aqaba will further enhance Jordan’s capacity to host large-scale events.
Connectivity is another critical focus area. Dr. Arabiyat highlighted successful negotiations with airlines like Indigo and Royal Jordanian to establish direct flights between Amman and major Indian cities. “Next year, in 2025, Royal Jordanian will commence direct flights between Amman and Delhi,” he announced.
Seamless Visitor Experience
The introduction of the Jordan Pass, which exempts visitors from visa fees and grants access to over 40 sites, simplifies the travel process. Dr. Arabiyat also emphasised the importance of understanding and catering to the culinary preferences of Indian tourists, highlighting the presence of several Indian restaurants in Jordan.
In response to concerns about regional stability, Dr. Arabiyat assured potential tourists of Jordan’s safety and security. He highlighted Jordan’s longstanding reputation as a peaceful and secure destination and emphasised the country’s welcoming atmosphere.
Looking Ahead
With strategic initiatives, enhanced connectivity, and innovative marketing, Jordan is poised to attract more Indian tourists. Dr. Arabiyat concluded by reiterating the importance of the Indian market and the board’s commitment to fostering strong bilateral relations. “We are looking forward to increasing tourism between the two countries and the level of bilateral visits,” he affirmed.
