Research conducted to enhance Jordan’s tourism promotion efforts

Amman – To improve marketing of Jordan as a tourism destination, and gear promotional activities to better reach one of the country’s key markets, the Jordan Tourism Board in partnership with USAID/Jordan Tourism Development Project II conducted a UK Qualitative Research project in London and Manchester. The results of this study were presented to industry stakeholders in an event held today. 

The main purpose of the research was to assess the potential for attracting tourists from the UK for whom Jordan would be a destination of interest and determine how to convert that interest into actual visits by stimulating demand from these segments. It also sought to gauge a clearer understanding and determine levels of awareness and perception of the UK markets about Jordan as a tourism destination and to benchmark Jordan against other destinations by identifying travel preferences and incentives.

JTB is Jordan’s official destination marketing entity responsible for developing and implementing short and long term marketing plans according to sound research data.In 2009, the USAID tourism project awarded JTB a grant to support and guide the development of the UK Qualitative Research Project. This project is part of an overall plan to capture the insights and motivations for potential visitation to Jordan.

“In the first half of 2009 the UK market made up almost 11% of visitors from Europe to Jordan and the potential for increasing this number is promising,” said Mr. Nayef Al Fayez, JTB Director. “This research will help us to customize our promotional efforts to the specific requirements of this market, and thus attract more visitors.”

“Marketing is a key element in developing Jordan’s tourism industry and we are supporting the JTB’s efforts to augment promotion and tailor marketing campaigns based on specific and detailed research,” said Mr. Ibrahim Osta, Chief of Party of the USAID/Jordan Tourism Development Project II.  

This study will help the industry develop and implement better promotional and sales plans which will reflect on improving marketing of Jordan as a tourism destination, and focus messages towards one of the country’s key markets.