Building Economic Sustainability through Tourism Project

BEST presents draft 2020-2023 marketing and niche strategies to the Jordan Tourism Board

18 Dec 2019

The Jordan Tourism Board presented its draft marketing strategy for 2020-2023 to the tourism sector today. The overall strategic direction for marketing Jordan over the next three years was shared, in addition to strategic pillars, segmentation models, challenges and opportunities, targets and goals. The marketing strategy, which was developed with USAID BEST support, encompasses strategy documents for key areas of work and target segments, including digital marketing, wellness tourism, and strategic planning for Meetings Incentives, Conferences and Events (MICE).

This effort comes as a continuation of the 2017-2019 strategy that BEST helped develop in 2016, which proved very successful for the JTB and reaped solid results for Jordan. The updated strategy takes changes in the tourism environment into consideration, including the introduction of low-cost carriers to Jordan. It focuses on achieving four ‘pillars’:

  • Yield, revenue – to increase tourism revenue for Jordan
  • Dispersion – spread tourists around the country
  • Sustainability – increase tourism in a way that will be sustainable in the long term
  • Seasonality – address seasonality to distribute visitor numbers and tourism income throughout the year

The strategy is due to be finalized and implementation is to begin in early 2020.