Building Economic Sustainability through Tourism Project

Jordan’s Tourism Competitiveness Index 2017 presented

27 Sep 2018

Jordan’s Tourism Competitiveness Index 2017 presented

This month, the Ministry of Tourism and Antiquities (MoTA) in partnership with USAID BEST, and in coordination with Oxford Economics, presented Jordan's Tourism Competitiveness Index (TCI) to the tourism sector. The Jordan TCI specifically tracks trends in Jordan’s tourism industry through statistical data and compares it to 13 countries with similar tourism potential and offerings.

“Jordan’s TCI is a unique and tailored analytical intelligence tool for Jordan’s tourism sector, that draws on vast domestic and international data to distil clear messages on and recommendations for Jordan’s tourism competitiveness. It measures progress in and benchmarks Jordan’s domestic and international tourism competitiveness and it also acts as an alert system, monitoring performance of the Jordan tourism sector against future national tourism strategy implementation and targets,” said Oxford Economics senior consultant, Graeme Harrison.  He continued, “Jordan’s TCI is intended for use by the government, industry and other stakeholders to better understand the latest developments in Jordan’s tourism competitiveness and performance, and to encourage collaborations to improve the competitiveness and performance of the tourism sector.”

The World Economic Forum produces a global travel and tourism competitiveness report that ranks countries according to their tourism competitiveness. However, to be able to pinpoint the changes and needs of its tourism sector on a more bespoke scale, Jordan developed its own TCI.

The Jordan TCI is based on two pillars: enabling environment and performance. These branch into sub-pillars under which 81 international and 129 Jordan indicators are distributed.  The indicators measure areas such as hotel occupancy, room supply, air transport infrastructure, tourism employees, etc. The indicators all feed into the overall index, which weighs Jordan’s competitiveness on a scale of 1 to 7.

Jordan’s overall composite TCI score showed an increase for the second year in a row, standing at 3.68, in comparison to 3.62 in 2016 and 3.27 in 2015.

The TCI gives public and private tourism stakeholders insight on areas of progress, demand, and need for improvement within the sector, making it a useful tool for strategic decision-making. For example, the TCI showed that seasonality declined, which means that stakeholders could prepare for visitors to Jordan more regularly rather than in seasonal spurts. International visitor arrivals increased by 7.77% and tourism receipts increased by 14.6% in 2017.

While Jordan’s tourism sector continues to move in the right direction, the country still falls below the mid-point of 4 on the scale, affirming that there remains a need for improvement in the years ahead. The symposium offered a chance for Jordan’s sector to see the proven statistics that impact them and their work. It also gave attendees a chance to review the findings and discuss ideas on how to further improve tourism in Jordan. Jordan’s TCI will continue to be updated annually to track trends in the sector.