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Published on : Tuesday, December 1, 2015
Jordan is trying to make itself visible as people look away from Turkey and Egypt. Stored with treasures old and new, its historical biblical sites have attracted visitors from around the world. The destination is mostly fed by tourism and unlike its neighbors Jordan lacks the bounty of natural oil reserves.
Despite its position as a safe region offering stability, tourism continues to suffer owing to its proximity with the troubled countries. There was 40 per cent drop in the number of tourists visiting Jordan in the first seven months of this year.
In a bid to attract more tourists from the UK, Jordan’s tourism campaigns in Britain, German and France in central public areas and public transport has earned the country a good response.
Pilgrimage and archeological tourism has always been popular in Jordan. Popular places for tourists are resorts in Aqaba and the Dead Sea. The destination has also invited a number of medical tourists. Jordan appeals to people of all age groups from pensioners to the younger generation who are seek adventure travel.
Luxury hotels like the St. Regis, the Fairmont and W, all due to open in Jordan’s capital, Amman in 2016 and 2017. The government is planning on incentive packages for low cost air carrier to increase diversify local destinations for tourists.UK is a main traditional market for Jordan. Stakeholders must spread word Jordan’s safety and eliminate misperceptions. The country is taking help of social media to promote its destination as a safe hub.
With the growing tension in the neighbouring countries it remains to be seen how convincing Jordan will be in inviting foreign tourists and offering them safety and tension free holidays.