Larger numbers of tourists from Latin America are finding Jordan an attractive destination, according to the country’s tourism board.

Jordan Tourism Board Managing Director Nayef Al Fayez told media that bringing tour operators and agency representatives from the US, Canada and South America to the first Jordan Travel Mart earlier this year was instrumental in raising the country’s image in those markets.

He said these efforts have already increased tourist traffic from Brazil, Chile and Argentina in particular.

Jordan also hopes to lure more Latin American tourists to its much-touted tourist hotspots when it unveils a new marketing campaign later this year.

Al Fayez told media that the new promotional scheme is designed to highlight the kingdom’s appeal as a vacation destination for those seeking holidays abroad. “A lot of people usually use this time of year to start planning where they would like to go on vacation; this is why it is important for us to start preparing now.” The cross-media effort will put a strong emphasis on e-marketing.

The JTB has been at the forefront of promoting the country’s main attractions, diverse tourism products and appeal as a year-round holiday destination, and the authority has now honed its approach to target tourists with specific tastes.

By Clark Kelly