Building Economic Sustainability through Tourism Project

AdventureNEXT Near East returns to Jordan for third year

The AdventureNEXT Near East (ANNE) Conference, hosted by the Adventure Travel Trade Association (ATTA) under the patronage of HRH Crown Prince Al Hussein Bin Abdullah and in partnership with the Jordan Tourism Board, takes place between April 1 to 3, 2019 at the Ayla Resort in Aqaba.

Held annually in Jordan since 2017, ANNE aims to connect the international travel trade with regional suppliers and discover new adventure tourism products and experiences in the region. Tourism professionals from Jordan and nearby countries, along with international tour operators and media will take part in the travel trade delegation. The conference offers networking opportunities, marketplace meetings and workshops.

“The ATTA is committed to building adventure travel in the Near East region and seeing success beyond visitation numbers and revenue, and Jordan has been the ATTA’s long-standing partner in this journey,” said Manal Kelig, executive director of the Middle East and Near Africa region for the ATTA. “The experiences and stories of the past two years keep us optimistic and excited about the future of travel and the way it is improving people’s lives and helping the local community manage its resources. We are very excited to hold AdventureNEXT Near East 2019 in Aqaba, and we are looking forward another new prolific ATTA event in Jordan.”

Adventure tourism is a strategic market for Jordan, given the country’s rich and diverse product offering that ranges from softcore to hardcore adventure activities and transformative experiences. Jordan offers a variety of adventure activities, including walking and hiking trails, desert adventures, watersports, canyoneering, and local community-based experiences. International tour operators, media, and travelers have shown interest in Jordan, which has helped establish the country as an adventure travel destination. According to a recent exit survey, more than two million visitors to Jordan engaged in one or more forms of adventure activity while in the country.

Since the 2017 event, Jordan has witnessed a surge in new itineraries, international media coverage, and inbound visitors as people discover its accessibility, diversity, and unique character. According the ATTA and JTB’s North America office, 40 new adventure travel products were introduced in Jordan between 2017 and 2018, and tourism arrivals grew by 15 percent in the first quarter of 2018 over the same time period in 2017.

USAID BEST has supported the partnership between ATTA and JTB since 2016, including hosting the Adventure Basecamp workshops in Amman, and supporting the ANNE conference at the Dead Sea in 2017 and 2018.

Over 5,300 travelers visited Jordan in 2017 and 2019 via AdventureNEXT Near East buyers, with 6.7 million USD spent in Jordan in 2017 and 2018 as a result of adventure buyer spending with Jordanian suppliers and 41,900 cumulative days spent by tourists exploring Jordan in 2017 and 2018 via trips organized by AdventureNEXT Near East buyers.