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One for all, all for MICE in Jordan
February 2007 133
The hospitality industry in the Dead Sea seeks to makes a joint impact statement at ITB to focus on the MICE market By Keith J Fernandez

TAKING the next step forward in a plan to promote the Dead Sea as a single destination to the MICE market, reported by TTN in December, some of the leading hotels will exhibit alongside each other at ITB under the name Dead Sea destination.

The Kempinski Hotel Ishtar Dead Sea, the Jordan Valley Marriott Resort & Spa, and the Moevenpick Resort & Spa are collaborating with the King Hussein Bin Talal Convention Center at the annual trade fair, the Kempinski’s Silke Macke told TTN via email.
“We are joining hands to promote the Dead Sea as the perfect MICE destination combining unparalleled service, supreme facilities, stunning accommodation, gourmet dining and leisure facilities. The natural wonder invites you to an atmosphere of relaxation and state-of-the-art technology combined with incomparable natural environment in a serene and exclusive setting to make the experience unique, memorable and rewarding,” she writes.
The Mِvenpick Resort & Spa Dead Sea and regional manager for the brand in Jordan told TTN earlier that the four entities want to present themselves as one destination, not as individuals. “We are targeting two markets: the international MICE business, to whom we will be able to offer 1000 rooms once the Kempinski is finished, and the wellness market,” he said. The latter, of course, will be attracted by the Dead Sea’s links to Cleopatra and the Queen of Sheba, both of whom bathed there.
“The Dead Sea is the oldest spa in the world, and we will market it as the leisure destination that has meeting space,” Jan G Heesbeen, country director of sales and marketing for the Marriott in Jordan, told TTN when we first reported the story.
“The alliance was due as a result of Jordan is stepping towards a new stage of economic growth after a decade of successful economic period. The Dead Sea is simply the ideal location for conventions and events, where modernization meets with a rich history along with a very unique climate, it is in fact a linking point due to its proximity in the region,” says Macke.
“Additionally the close proximity of Jordan and the Dead Sea to Europe and Middle East alike makes it an ideal location.”
The King Hussein Bin Talal Convention Center plays host to most of Jordan’s major events. With 25 fully equipped conference and meeting halls that vary in size and capacity, it is able to accommodate numerous events with different requirements simultaneously, catering to all the MICE sub-segments, including international conferences with more than 3000 guests and major social events of 500 guests or more.
Without a doubt, Jordan has no shortage of places that draw millions of tourists annually from all over the world. According to official tourism statistics, arrivals were up 7.4 percent in 2006, with 4.9 million visitors entering the country and it continues to grow as a multifaceted tourism destination.
Investments valued at more than $2.5 billion are going into hospitality projects within the next five years, with the focus moving from traditional leisure and business hotspots such as Petra and Jerash to the development of the Dead Sea and the southern Red Sea Coast at Aqaba.
Jordan has been at the crossroads of some of the world’s greatest civilizations for millennia giving it a unique and interesting mix of history, culture, archaeology and geography that makes it a fascinating destination for adventure and exploration.
From the haunting, primeval starkness of Wadi Rum, to the teeming centre of urban Amman; from the majestic ruins of bygone civilizations to the timeless splendor of the Dead Sea, it is an exhilarating destination that offers mysterious and breathtaking sights, high standards of accommodation, exquisite cuisine and countless activities that can provide visitors with inspiration, motivation, and rejuvenation.
Not many places in the Middle East can boast such a diverse selection of experiences for incentive and business travellers. In a few short hours it is possible to go from snorkelling in some of the world’s most exquisite coral reefs, to exploring one of the best preserved Roman cities in the world, trekking with a camel in the footsteps of Lawrence of Arabia or enjoying luxurious spa experiences in the most unusual and therapeutic locations. 




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