The city of Salt hosted more than 40 tour operator managers and staff, as well as officials from the Ministry of Tourism and Archaeology (MoTA) and representatives of the USAID/Jordan Tourism Development Project II during a FAM trip conducted over two days this month. The trip was organized by the Jordan Inbound Tour Operators Association (JITOA). During the trip, held on 7 and 8 February, participants were introduced to Salt as an attractive destination and were briefed on the initiatives taking place to upgrade tourism services and facilities and develop Salt’s tourism potential.

 

The day began with a tour of the Abu Jaber Museum, which opened earlier this year after extensive renovations and preparations as part of a MoTA project supported by the Japan International Cooperation Association (JICA). The museum gives visitors a glimpse into the history, culture and people of Salt, as well as offering a beautiful example of Ottoman architecture and design.

 

The tour was followed by a brief on the major tourism development projects taking place in Salt. These include the development of the city center’s infrastructure as part of the Third World Tourism Project funded by the World Bank; the development of a Salt City Trail, which MoTA is developing with support from the USAID/Jordan Tourism Development Project II; and JICA’s efforts in Salt.

 

“The projects are great and Salt has a lot of potential,” said Mr. Fadi Sayess, Managing Director of Discovery Travel & Tourism, commenting on the Salt tourism development projects. He added, “To use this product we need the story of Salt to be reflected (through museums and interpretation), as well as having basic food and beverage services. For now, we could include Salt as a short tour until tourism facilities become available. If eventually accommodation services are made available, Salt could be an alternative station to Amman for tourist groups.”

 

In developing the city trail, MoTA and the USAID project will be working with the community of Salt, local businesses and entrepreneurs and local government to provide tourism products and services along the trail by upgrading existing services and introducing new ones. This will entail training, raising awareness, and technical and financial support.

 

“We are utilizing our experience in developing the tourism product in Madaba and Wadi Rum to create a tourism development strategy for Salt and are working closely with MoTA to involve all stakeholders in implementing this strategy,” said Mr. Ibrahim Osta, Chief of Party of the USAID/Jordan Tourism Development Project II. “This includes local government, the private sector and entrepreneurs, and the community in Salt.”

 

All these tourism initiatives aim to tap into the rich heritage of Salt and transform it into an attractive tourism destination for both local and international visitors. The Salt city trail has already been mapped out and should be ready within the year; it will be clearly marked and include informative signs located at key sites along the route to introduce trail users to the history and culture of Salt. Work to introduce tourism services along the way, including cafes, handicraft shops, restaurants, etc., has already begun, and it is anticipated that these will materialize over the next couple of years as local investments are encouraged and supported.

 

“The product has tremendous potential and projects like JICA and USAID’s work are a good start,” said Mr. Munir Nassar, General Manager of International Traders. “But we won’t include it on itineraries before things start happening. We’re ready to start selling the product as soon as the needed services are available.”

 

While most tour operators accede that Salt’s development into a full-fledged product will take time, they are enthusiastic about its potential and the unique experiences that it can offer. “Salt is a good heritage destination, which we don’t have many of,” said Mr. Awni Kawar, General Manager of Petra Travel & Tourism Company. “Also, clients are asking to interact with the local community, and Salt can offer this.”

 

Salt is just a 20-minute drive from downtown Amman and is dotted with Ottoman-era buildings and is full of quaint alleyways and staircases that make it fascinating to explore. MoTA and the USAID Tourism Project recently completed an initial assessment of the existing tourism services in Salt using a method that engaged the local community, including decision makers, associations, and leaders to help in gathering information, determining needs, and assessing results.