Tourism is the fastest growing industry in Jordan and is the largest contributor to GDP and tax revenue.  Jordan’s tourism industry leaders recognized its potential power to positively influence the country’s economic welfare and partnered with the government to develop a tourism strategy.

At the 2004 World Economic Forum, His Majesty King Abdullah II launched Jordan’s National Tourism Strategy (NTS). The strategy aims to expand employment, entrepreneurial opportunity, social benefits, industry profits and state revenue.

The strategy’s comprehensive approach targets building a sustainable industry and doubling the tourism economy by 2010.

NTS goals also include:

Contribute JD 1.9 billion to GDP

Generate JD 408 million in tax revenue

Support 308,000 jobs nationally.

Today, Jordan has surpassed the goal it set in 2004 of doubling tourism receipts and is in the process of updating the strategy and setting new goals.

VEGA Long Term Business Advisers are supporting organizations in Jordan which advance the  tourism strategy, such as the Jordan Inbound Tour Operators Association (JITOA). 

JITOA aims to raise the standard of practice in inbound tourism to Jordan. As an association, JITOA bases its work on the vision of effectively contributing to the sustainable growth and development of Jordan’s tourism industry, leading to enhanced economic and social benefits to Jordan.

In September of 2008 VEGA deployed a Business Development Officer to support JITOA’s management.  Laura Hagg, who holds an MA in both Public Administration and International Policy and Practice, was selected by VEGA member organization IIE’s Emerging Markets Development Advisers Program.

As a Business Development Officer, Ms. Hagg’s role entails spearheading new association development goals, coordinating PR and fundraising activities as well as developing educational programs for members.

As part of her communication efforts, she has furthered the public image of JITOA among local and international stakeholders. JITOA’s  visibility has increased and the local media is realizing the value of JITOA’s tourism product development and educational services.

JITOA has been partnering with USAID, the Japan International Cooperation Agency (JICA) and Jordan’s Ministry of Tourism and Antiquities to conduct Familiarization (FAM) trips of restored tourist attractions. FAM trips guarantee that tour operators’ managers, marketing and sales staff  are kept informed about initiatives such as renovated museums and new view points along historical trails. JITOAs most recent FAM trip generated the most interest ever, with over 100 participants.

As JITOA’s Business Development Officer, Ms. Hagg organized JITOA’s co-sponsorship in  the Jordan Travel Mart (JTM) at the Dead Sea. Though participation in this travel conference geared towards North and South American markets, JITOA has already sparked interest in buyers who want to help JITOA’s members build up adventure and walking style tours.

Since Ms. Hagg joined JITOA, the organization has hired an additional staff member and has undergone an increase in business activity, press coverage and potential new contracts and partnerships. Ms. Hagg is   currently coordinating the launch of the first Tourism Management internship program, a pilot project of up to 10 students.  Through partnering with USAID and university academics, the program will address Jordan’s  lack of trained tourism staff by placing students in full time positions with JITOA members and providing training sessions on weekends.

Ms. Hagg’s work for JITOA has even lead to discussions on how the JITOA model can be replicated other developing nations.

Learn more about Jordan’s Tourism Industry and USAID’s involvement at:

www.siyaha.org.