Building Economic Sustainability through Tourism Project

JITOA promotes Jordan as region's premier meeting and events destination at Turkey's ACE of M.I.C.E. Exhibition 2016

21 Mar 2016

Jordanian tourism professionals promoted Jordan as the region's premier destination for hosting meetings, incentives, conferences and events, known as MICE, among the Turkish and international market at the "ACE of M.I.C.E. Exhibition" in Istanbul that took place from March 16 to 18. Jordan Inbound Tour Operators Association (JITOA), Jordan Tourism Board (JTB), ten local trade representatives, Royal Jordanian Airlines and three hotels participated in the exhibition with USAID Building Economic Sustainability through Tourism Project (BEST) support in order to introduce Jordan's products, services, and packages as a MICE destination to over 11 thousand international participants from 25 countries that participated in the exhibition.

"MICE is an important and high-yielding segment of the tourism industry - it's big business around the world with around 400,000 conferences and exhibitions taking place every year; in fact the industry has an annual output of $1.6 trillion and Jordan alone generates on average $50 million annually," said Ibrahim Osta, Chief of Party of the USAID Building Economic Sustainability through Tourism Project. "The USAID tourism project supported the tourism industry to develop a national MICE sector strategy to strengthen the MICE segment in order to attract more MICE business to Jordan."

"ACE of M.I.C.E. Exhibition 2016" is Turkey's most extensive business to business (B2B) annual event gathering the world's most important MICE industry companies with corporate companies, MICE professionals, associations and national and international hosted buyers. JITOA, JTB and participating trade introduced Jordan and its products to interested international buyers, especially the Turkish MICE market, an important market for Jordan due to its proximity, frequent air access and presence of international corporations looking for new destinations for their upcoming events.

Jordan Tourism Board Managing Director Abed Al Razzaq Arabiyat noted: "Jordan is an ideal destination for Business Tourism; it is friendly, hospitable and has excellent facilities ready to host MICE events. Not many destinations can offer Jordan's combination of amazing historical and cultural offerings in addition to its professional services."

USAID BEST project funded the participation of 10 JITOA members and two partners as a continuation of previous USAID support to help expand and grow visitor arrivals from Turkey and other important source markets for leisure and MICE business travel. The Jordanian delegation held one-on-one meetings with significant Turkish and international MICE companies and buyers, strengthening business relationships and expanding business volume.

"Participating at Ace of MICE exhibition provided some of Jordan's top tourism operators with access to the important Turkish market as well as many international ones. Important contacts were made, and we were able to get the word out that Jordan is an attractive destination with enormous potential to host both regional and international MICE events," said Ghada Najjar, JITOA Chairperson and Managing Director of Karma House for Travel and Tourism.

Jordan's MICE industry can positively impact tourism development and stimulate economic growth and job creation in destinations and their communities within all parts of the country. For that reason, USAID Building Economic Sustainability through Tourism Project is working in cooperation with partners such as the Government of Jordan, Jordan Tourism Board and Jordan Inbound Tour Operators Association to support destination marketing efforts in order to rebound arrivals and achieve future growth.