Amman – One million Jordanians are becoming more aware of the importance of tourism to the country’s economy and the difference it can make to their lives through a nationwide campaign. As part of the National Tourism Awareness Campaign, posters, brochures and flyers with the message that ‘tourism enriches our lives’ are being distributed across the Kingdom to all sectors of society. The campaign is being implemented by the Ministry of Tourism and Antiquities and the USAID/Jordan Tourism Development Project.
The message that ‘tourism enriches’ is being aimed at six target groups in nine clusters. The target groups are policy makers, students, teachers (career influencers), employers, current tourism sector employees, media, and the Jordanian public. The tourism cluster areas are Ajloun, Jarah, Salt, Amman, Madaba, Karak, Petra, Wadi Rum and Aqaba.
“While Jordan has many magnificent sites to offers visitors, it is the people of Jordan who can have the greatest impact on the tourist experience, whether they work directly or indirectly in tourism, or simply encounter tourists,” said H.E. Ms. Maha Khatib, Minister of Tourism and Antiquities. “The awareness brochures and flyers that are being distributed are one of the tools we are using to get this concept across to Jordanians.”
“Tourism has so much to offer Jordanians and the industry can only develop through the support and contribution of all Jordanians. This is what the awareness campaign is about,” said Steve Gonyea from USAID.
In general the messages conveyed through the posters and brochures explain what tourism is and everything that it encompasses. Jordan’s tourism assets and attractions are highlighted along with the advantages that tourism brings to Jordan’s economy and to communities and individuals. The messages also identify the role that Jordanians can play to contribute to the development of the tourism industry, from considering a career in the industry to simply being hospitable towards tourists. The material is further customized towards each target group. For example, the messages sent to policy makers aim to mobilize support from them and ensure that policy reform issues are prioritized and addressed effectively for a legislative environment. For teachers and students, the aim is to re-position tourism as an employer of choice for students and a field with many opportunities. For tourism workers and the general public the material seeks to encourage and embed hospitable behavior towards tourists and educate the public on the importance of tourism to the Jordanian economy.
More than 700,000 posters and brochures were distributed to students, teachers, policy makers, workers, media and general public around Jordan through schools, workshops, the Jordan Central Post, Social Security Corporation, inserts in local newspapers and major malls in Amman, Aqaba and Irbid. In addition, further promotion materials such as calendars, caps and mouse pads were distributed.
Implementation of the first phase of the awareness campaign involved delivering targeted key tourism messages and information principally through print media, awareness workshops, seminars and training. As part of this, 300 teachers were trained to deliver awareness courses and supported with a comprehensive teacher’s kit with booklet, handouts and audio-visual supports. A national tourism poster competition attracted entries from 2,000 students around Jordan. Also, 250 taxi drivers and over 250 tourist police were trained in tourism awareness and tourist care and welcoming skills. Over 300 policy makers were informed of the importance of tourism to Jordan through town hall meetings.
Upcoming activities of the campaign include Tourism Enriches our Lives Awareness workshops for the ‘We Are All for Jordan Youth Commission’ (Khulna Al Urdon), supported by the Petra Marriott Hotel, Crowne Plaza Hotel Petra and the Intercontinental Hotel Aqaba.