“People are looking for new destinations and new experiences.”

Monday, February 26, 2024

Ahmad Al-Hmoud, the Director of Marketing of Jordan Tourism Board engages in a candid conversation with Travel And Tour World.

He shares his two cents on Jordan’s present tourism scene and the strategic plans taken up by the Jordan Tourism Board to build broader connectivity across the continents.

Travel And Tour World: How has been your experience at Routes?

Ahmad Al-Hmoud: The Routes is a very important exhibition to participate- be it Europe, America, Asia or World edition. We have participated in all of them at a regular basis. It is very important for us to meet the companies, airlines, airports and others who are in charge of connectivity it is very important for us to build relationship and sign contracts with important airlines and other organisations. That will make it easy for tourists to come and enjoy Jordan’s tourism scene.

So, connectivity is very important to build a bridge between countries and make it easy to travel to these destinations and experience them.

Travel And Tour World: What are your plans to take Jordan’s leisure as well as MICE industries forward?

Ahmad Al-Hmoud: Jordan is, in fact, a rich destination and we have a limited capacity in this destination. This year we have been reaching the maximum capacity in regards to the high season. So we are focussing on the fact that our destination is specialised and niche in terms of experiences and sights as well.
Jordan is a very rich destination with its history, culture, adventure and MICE tourism. We have been promoting intensively these segments and waiting for pitches, seminars and exhibitions in Jordan with a small to medium capacity.

Travel And Tour World: After two years of pandemic what changes do you notice in Jordan’s tourism and hospitality sectors?

Ahmad Al-Hmoud: About Jordan, I can tell you is that our recovery was over expectation. Last year we reached 96% of the best year which was 2019. This year we have already exceeded 2022 and will exceed 2019 also. We are doing really well and we are going to have the best year ever through this year. So, the recovery was great for Jordan we can say.
We can notice the length of stays has been increasing at the destinations as well as the expenditure. People are looking for new destinations and new experiences. So, I can say that we have reached the level of recovery over our expectations.

Travel And Tour World: Which markets do you want to focus on?

Ahmad Al-Hmoud: In 2023 our focus was on the short-haul and mid-haul destinations for example, America and Europe. We have been doing good business with these countries.

In addition to these of course are the long haul destinations. But our main focuses have been these countries and we have been trying to build more connectivity between these short-haul and mid-haul destinations.

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