Siyaha/ Jordan Tourism Development Project

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 human resources for the tourism industry � A national strategy and a Council

On the strategic level, Siyaha is creating a human resource development strategy that identifies the staffing needs of this growing industry. The strategy looks at the industry needs from the demand side, examining the needed manpower, skills and qualifications and outlines a plan to build institutions and programs to meet those needs.

The human resource development strategy will be implemented by a Council for Human Resource Development in Tourism to be created by the sector. This Council will coordinate, for the first time, these critical industry-wide training needs. Siyaha will work with the tourism industry to create the Council and to introduce a new program to provide continuing professional education to tourism and hospitality workers.

To upgrade training and education for the industry, Siyaha is working at three levels: strengthening professional training at the university and college level; providing capacity building at the high school level through the Jordan International School for Hotel and Tourism Studies; and by developing an internship program to provide specialists in the hotel industry with hands-on work-related experience.

At the vocational skills training level, Siyaha is working with Jordan's Vocational Training Corporation (VTC) to develop model training centers. The VTC operates 16 centers around the country, training entry-level hospitality employees. With the VTC, Siyaha is developing three model centers in Madaba, Salt, and Aqaba. These centers, with improved management, curriculum and graduates, will be used as models to upgrade the remaining centers.

In addition, the project is working with the Department of Antiquities, and the Ministry of Tourism and Antiquities to transform the Madaba Mosaic School into the Madaba Institute for Mosaic Art & Restoration. The Institute will be developed into a regional center that specializes in mosaic art and stone restoration, enabling graduates to better preserve Jordan�s national treasures for the world to appreciate. A full version of the Strategy for Madaba Institute for Mosaic Art and Restoration may be viewed by downloading the attached document Madaba Mosaic School Strategy.

The lack of business know-how often prevents enterprise development and expansion. The Siyaha mentorship program links successful business owners with business experience to up-and-coming businesses to improve the viability of growing businesses. The program�s pilot in Madaba, as part of the Madaba Tourism Development Strategy and Enterprise Development Program, is connecting restaurateurs, hotel owners, handicraft shop owners and other tourism-related businesses.

Strong, active business associations play a key role in developing Jordan�s tourism industry by providing services that benefit their members and by advocating on behalf of their industry�s interests. Siyaha is providing grants, a broad range of training and other assistance to the main tourism-related business associations producing active, dynamic, and responsive organizations.

As part of this association support, Siyaha works with associations to develop sound management practices, strengthen public policy advocacy capacity, create and offer member benefits that lead to industry enhancement and member competitiveness.

Siyaha is developing a new classification system for hotels, guesthouses and campsites, as well as tour guides and other industry professionals. This system will align Jordan�s rating system with international best practices ensuring that establishments and tourism professionals live up to industry regulations and visitor expectations.

Policymakers, industry employees, and the general public need to more fully appreciate the important role tourism plays in driving the economy of Jordan. To raise the awareness of the economic and social benefits of tourism, Siyaha is launching a national education campaign. Policymakers will be more aware of the economic benefits of tourism, one that warrants governmental financing and other support. Industry employees will better appreciate their role in promoting a culture of hospitality and customer service. The public, looking for work opportunities, will see tourism as a viable career path.

Working with the MOTA, JTB and Department of Statistics, Siyaha is supporting and co-funding with the Ministry of Tourism (MOTA) a National Tourism Visitor Survey. This survey strengthens these institutions in two ways. First, it provides an opportunity for them to improve their technical skills in developing and conducting visitor surveys which is key to understanding visitors� perceptions of Jordan. At the same time, it collects and analyzes critical data to use in formulating tourism marketing strategies.