Published on : Friday, January 5, 2018
In a behind-the-scenes conversation, Jordan’s Minister of Tourism and Antiquities Lina Annab, spoke of her thoughts about influencers, the area’s competitive advantages, and the rapid evolution of destination marketing.
She said Jordan is planning to promote adventure tourism this year, which she believes is a competitive strength. And the destination is also exploring how it can better use technology to drive visitation.
“Apart from marketing, the evolving technology in terms of virtual reality, artificial intelligence, all of these, are also enhancing the ways we are exposing and we are communicating the destination,” Annab said. “We’re trying to avail Jordan virtually before people can experience it on the ground or in reality.”
“Oftentimes we get asked about our plans for the next five years, and I find that this is a question that probably was relevant 10 years ago,” she said. “But today, with the changes that are taking place with the new digital ecosystem that we find ourselves in, planning for the next five years is probably a bit unrealistic. We take it at a maximum a year, two years.”