As Jordan"s tourism industry grows, it requires a cadre of skilled hospitality workers to meet those industry needs. Siyaha is strengthening the skills and expanding the pool of qualified workers in the tourism industry to improve service quality and increase work opportunities. Siyaha is also providing a range of support to the sector as a whole, including improving tourism-related business associations, developing new quality assurance standards, launching an awareness campaign about the benefits of tourism to the country, and strengthening the tourism sector's research capacity.
Developing Jordan's tourism products
Siyaha is developing targeted, comprehensive strategies to build the tourism economies in communities that feature key attractions. The Madaba governorate and Wadi Rum, well-known for their archaeological and natural sites, are serving as leading projects for community-based tourism development.
Improving Madaba's attraction as a hub for religious tourism and mosaics
In Madaba, Siyaha is partnering with the Ministry
of Tourism and Antiquitiess (MOTA), the governorate of Madaba, and community-based organizations and businesses to develop the area into a premier tourist attraction for local and international visitors, bringing economic development to the area. A comprehensive strategy to develop tourism in Madaba was develop by more than 100 of the local community and the tourism industry. Siyaha has also launched a special Madaba Enterprise Development Program providing training, counseling, grants, mentorship, business development services and financial support for enterprises in Madaba. This integrated development model of a local tourism strategy and enterprise development support will be replicated in other key tourism locations around the Kingdom.
Developing eco tourism in Wadi Rum based on authentic Bedouin culture
In Wadi Rum, Siyaha is partnering with the Aqaba Special Economic Zone Authority (ASEZA), local community-based organizations and the Wadi Rum Protected Area management team are working on projects that will increase income-generating opportunities, including:
. Developing and expanding "tourism experiences," such as camel treks and connecting with Bedouin culture and enhancing eco campsites
. Developing local handicrafts, especially through women organizations and entrepreneurs
. Empowering women and the community to participate in tourism-related enterprises
. Building the capacity of community-based organizations
Supporting tourism enterprises nationally through better access to capital and business services
Banks, microfinance lenders and other business support institutions play an important role in supporting tourism enterprises. Without this support, growth, employment opportunities and tourists' experiences are limited. Siyaha is working with local institutions and other USAID programs to encourage private lenders and NGOs to extend loans and business development services to underserved tourism businesses. Siyaha has signed cooperation agreements with eight
financial institutions that have committed to promote and support tourism enterprises in priority clusters. Siyaha is also creating a referral and business development center specifically designed to support the tourism sector so that technical assistance, grants, mentorship and other business development services are more accessible to businesses.
Improving site management
Siyaha is helping the government of Jordan implement new site management and development strategies to improve the quality of tourism services and experiences on these sites. The creation of a government-owned institution specialized in tourism site management and provision of high-quality tourism services will facilitate private sector and community investment and participation in select aspects of site management. This institution will develop linkages with communities to bring more of the economic benefits to those local communities. This approach for management provides investment and job opportunities while enhancing the visitors' experience with better services and facilities.
Strengthening tourism marketing and research
Siyaha is supporting market research and marketing efforts of organizations like the Ministry of Tourism & Antiquities, Jordan
Tourism Board, industry associations, and private enterprises to better promote Jordan as a leading tourist destination.
AHLI Microfinancing Co (AMC)