Jordan in new sales drive


The Jordan Tourism Board (JTB), the Kingdom's official marketing organisation, has launched a new sales drive and communications campaign to promote Jordan as a leisure, business and MICE destination for GCC travellers.

Marwan Khoury, managing director of the JTB said, "We are revitalising our drive to boost Jordan's tourism industry, marketing the Kingdom as the number one destination of choice among GCC residents. The Gulf region is a very important market for us - in particular the UAE, Kuwait, Saudi Arabia and Bahrain. We are launching a multi-faceted campaign - covering sales, marketing, advertising and public relations.

"In 2002, we welcomed 910,831 Gulf residents - a growth of 18 per cent from the year before. With the launch of this new drive, we're expecting a 20 per cent increase in overnight visitors from the four countries to travel to Jordan by the end of this year. Jordan offers a host of undiscovered options to holidaymakers and businesses with varied interests, and we are confident that the country is a huge draw."

The new sales initiative will target three sectors across the four GCC markets - leisure, business and MICE - and will include a customer relations marketing, below the line and advertising campaign. Key activities will include the launch of a dedicated hotline, database and website development, direct mail campaign, consumer road shows and in-mall promotions. Furthermore, the JTB will roll out a comprehensive media relations campaign.

The JTB offers tour operators and travel agents promotional and support services for Arab travellers, and the region's large expatriate community. The most popular destinations among Arab holidaymakers are Petra, Aqaba, Jerash, the Dead Sea and Wadi Rum, with Amman as the business hot spot.

Khoury added, "Jordan offers a wealth of incentives from historical attractions, remote desert canyons, beautiful scenery to excellent hotel accommodation, luxurious spas, diverse shopping, and of course warm hospitality. Travellers from the Gulf wishing to escape the hot summer months, will find the Mediterranean climate ideal."

Jordan is renowned for the rock-carved city of Petra - a UNESCO World Heritage Site, as well as the spectacular wilderness of Wadi Rum, the Red Sea coral reefs, and the healing powers of the magnificent Dead Sea.