Jordan: Could It Become The New And Astonishing Event Destination For Business Travel Alongside Dubai? Here Are The Reasons Why

Saturday, July 6, 2024

Jordan is swiftly positioning itself as a significant contender alongside Dubai in the business travel and MICE (Meetings, Incentives, Conferences, and Exhibitions) sectors. With investments in modern infrastructure it is becoming new and astonishing destination. In addition, a strategic focus on enhancing its MICE capabilities, Jordan offers unique venues like the King Hussein Bin Talal Convention Centre and the Royal Cultural Center, which are equipped to host large-scale international events. Additionally, Jordan’s rich cultural heritage and historical sites, including Petra and the Dead Sea, add exceptional value to its business tourism offerings. These sites not only provide spectacular settings for events but also offer leisure and adventure opportunities for delegates. Moreover, Jordan’s political stability and strategic geographic location enhance its appeal as a safe and accessible destination for international conferences and business gatherings. The government’s proactive approach in promoting Jordan through international collaborations and marketing initiatives further supports its emergence as a formidable MICE destination in the region. In the Middle East, Dubai stands out as Jordan’s biggest competitor in terms of MICE (Meetings, Incentives, Conferences, and Exhibitions) business. Dubai’s advanced infrastructure, state-of-the-art facilities, and global connectivity make it a leading destination for international business events, attracting a significant number of corporate and MICE travelers each year.

Jordan is strategically positioning itself to attract more MICE (Meetings, Incentives, Conferences, and Exhibitions) business, aiming to become a significant player in the region and a viable alternative to Dubai. The country’s efforts are backed by substantial government support and initiatives that emphasize infrastructure development, promotional activities, and partnerships.

Jordan’s Position in the Global MICE Industry

• Strategic Advantages:
  • Jordan is well-placed to improve its market share in the global MICE industry.
  • With iconic heritage sites, natural assets, and necessary infrastructure, Jordan is in a strong position to attract MICE business.
• Convention Facilities:
  • Jordan boasts one of the largest convention facilities in the Middle East, the King Hussein Bin Talal Convention Center at the Dead Sea.
  • With excellent air access and global-brand hotels, Jordan has most of the necessary ingredients to enhance its competitive edge and increase its market share in the global MICE industry.
• Key Elements:
  • Conference and Meeting Facilities:
    • Availability of high-profile conference and meeting facilities and connected infrastructure.
    • The King Hussein Bin Talal Convention Centre at the Dead Sea is the largest convention facility in Jordan.
    • Jordan has a wide range of convention facilities located within global-brand hotels.
  • Iconic Heritage Sites:
    • Jordan’s iconic heritage sites and cultural experiences make it a compelling destination for “leisure” travel.

Domestic Tourism

• Success in Domestic Tourism:
  • In the absence of international tourism, domestic tourism, in the form of Urdunna Jannah, has been a great success in keeping various tourism establishments (Tourism Transport, Restaurants, Hotels, Tour Operators, Tour Guides) “ticking”.
  • There was a record number of domestic tourists in 2020.
• Focus Areas:
  • Domestic tourism will focus on areas hardest hit by COVID-19, such as Petra and Wadi Rum.
  • It will also be used as a tool to offset the impact of seasonality.

Government Initiatives and Strategic Planning

The Jordanian government, through various initiatives and strategic plans, is enhancing its attractiveness as a MICE destination. The National Tourism Strategy emphasizes the importance of the tourism sector to the country’s economy and outlines plans to bolster growth through targeted actions. This strategy is part of Jordan’s broader economic development goals, which include enhancing competitiveness and creating a conducive environment for business and investment.

Infrastructure and Accessibility

Improvements in infrastructure and accessibility are key factors in Jordan’s appeal as a MICE destination. The country is investing in modernizing its facilities and services to cater to international business events. This includes upgrading event venues and enhancing connectivity through improvements in transportation and digital infrastructure. Such developments are crucial for facilitating large-scale business gatherings and ensuring a smooth experience for international delegates.

Promotional Efforts and International Collaborations

Jordan’s proactive approach in marketing its MICE capabilities includes engaging in international collaborations and promotional campaigns. These efforts are aimed at showcasing Jordan’s unique offerings, which include a blend of historical sites and modern facilities. The country’s participation in international forums and exhibitions helps in creating visibility and attracting interest from global event planners and corporations.

Economic and Cultural Appeal

Jordan offers a unique proposition for MICE travelers, combining rich cultural heritage with modern amenities. The presence of historical and cultural sites adds an additional layer of appeal for international meetings and conferences, providing a distinctive backdrop that is both inspiring and enriching. Moreover, Jordan’s political stability and strategic geographic location make it an attractive and safe choice for international events.

While Dubai continues to be a dominant force in the MICE industry, Jordan’s concerted efforts to enhance its infrastructure, coupled with aggressive marketing and strategic government initiatives, are making it an increasingly attractive alternative. With continued development and a focus on leveraging its unique cultural assets, Jordan is well-positioned to increase its share of the global MICE market.

MICE Facilities in Jordan

Jordan offers a variety of venues that cater to the MICE sector, including the Royal Cultural Center and King Hussein Bin Talal Convention Centre, managed by Hilton. These venues are equipped with modern facilities that meet international standards for hosting large-scale global events, conferences, and exhibitions. The Royal Cultural Center, for example, provides a rich setting for cultural, literary, and artistic events and includes advanced technical capabilities for hosting diverse events​.

Impact on Tourism and Travel

The growth of the MICE sector in Jordan is expected to have a significant positive impact on its tourism and travel industries. By hosting international events, Jordan can attract more business travelers, who often spend more than leisure tourists. This influx can lead to higher occupancy rates in hotels and increased business for local service providers, including restaurants and transport services.

Furthermore, MICE tourists often extend their stays to explore the destination’s attractions, such as Petra, the Dead Sea, and Wadi Rum, which helps in promoting cultural and leisure tourism alongside business tourism. The strategic focus on MICE by the Jordan Tourism Board underscores the sector’s potential to enhance Jordan’s image as a multifaceted tourism destination.

Strategic Developments

The Jordanian government, through entities like the Jordan Investment Board, is fostering an environment conducive to investment in the tourism sector, including the MICE industry. Efforts include streamlining procedures, offering incentives, and ensuring high standards of infrastructure and services to attract and facilitate large-scale international events​.

Overall, Jordan’s investment in MICE facilities, coupled with strategic marketing and comprehensive support services, positions it as an emerging favorite in the region for business tourism. This focus is part of a larger national strategy to enhance economic diversification and capitalize on its unique cultural and historical assets to attract diverse groups of travelers.

Visitors to Jordan for MICE purposes have a variety of accommodation and leisure options to enhance their stay:

Where to Stay

1. Amman:
   • InterContinental Amman: Centrally located with excellent conference facilities.
   • Le Royal Hotel: Offers luxurious accommodations and full-service meeting spaces.
   • The St. Regis Amman: Known for its elegant decor and prime location for business travelers.
2. Dead Sea:
   • Kempinski Hotel Ishtar Dead Sea: Ideal for those looking to combine business with relaxation, offering excellent conference facilities along with spa services.
   • Mövenpick Resort & Spa Dead Sea: Features meeting rooms and banquet facilities perfect for corporate events.
3. Aqaba:
   • Hyatt Regency Aqaba Ayla Resort: Offers modern meeting spaces with the added benefit of being close to the beach.
   • InterContinental Aqaba: With comprehensive business facilities and a view of the Red Sea.

Destination Management Companies (DMCs) in Jordan

1. Jordan Select Tours:

• Services: Offers customized tours, MICE services, and specialized travel packages.

2. Zaman Tours:

• Services: Provides a variety of travel services including corporate travel, incentive tours, and event management.

3. Travco Jordan:

• Services: Specializes in tour packages, event planning, and destination management services.

4. JIT (Jordan Inspiration Tours):

• Services: Offers bespoke travel experiences, MICE services, and cultural tours.

5. Amani Tours:

• Services: Provides a range of travel services including business travel, conferences, and incentive trips.

These hotels and DMCs in Jordan offer a combination of luxury accommodations, modern conference facilities, and specialized services that cater to both business and leisure travelers, enhancing the country’s appeal as a prime destination for MICE tourism.

Places to Visit for Leisure

1. Petra: One of the New Seven Wonders of the World, this ancient city carved from rose-red stone is a must-visit for its historical significance and breathtaking architecture.
2. Wadi Rum: Known as the Valley of the Moon, this desert landscape offers stunning vistas, camping under the stars, and a variety of adventure activities such as jeep tours and hot air balloon rides.
3. The Dead Sea: Famous for its high mineral content and buoyant waters, the Dead Sea is perfect for a relaxing day, with many resorts offering luxury spa treatments that utilize the mineral-rich mud.
4. Jerash: Home to some of the best-preserved Roman ruins outside Italy, Jerash offers a fascinating glimpse into ancient civilizations with its colonnaded streets, temples, and theaters.
5. Amman: The capital city itself is rich in history and culture, featuring attractions like the Amman Citadel, the Roman Theatre, and numerous museums and cultural sites.
6. Aqaba: For those interested in marine life and water activities, Aqaba provides opportunities for snorkeling, diving, and enjoying the Red Sea’s vibrant coral reefs.

These options provide a well-rounded experience, combining efficient business facilities with rich cultural and leisure activities, making Jordan an attractive destination for MICE travelers.

Jordan is served by several airlines and airports that facilitate both domestic and international travel:

Airlines Operating in Jordan

1. Royal Jordanian Airlines: Jordan’s flag carrier and largest airline, offering flights to a variety of destinations across the Middle East, Europe, Asia, and North America.
2. Jordan Aviation: A private airline that provides charter services as well as scheduled passenger services to destinations in the Middle East and Europe.

Major Airports in Jordan

1. Queen Alia International Airport (AMM): Located in the capital, Amman, it is the main and largest airport in Jordan, serving as the hub for Royal Jordanian Airlines. This airport is the primary gateway for international air traffic into and out of Jordan.
2. King Hussein International Airport (AQJ): Located in Aqaba, this airport is key to the development of the tourism sector in the region, especially for access to the Red Sea and surrounding areas.
3. Amman Civil Airport (ADJ), also known as Marka International Airport: Situated in East Amman, it mainly serves domestic and nearby international routes, and is used for cargo flights and charter aviation.

These facilities support Jordan’s connectivity with the global travel network, enhancing its accessibility for tourists and business travelers alike.

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