Building Economic Sustainability through Tourism Project

Jordan to be promoted to hundreds of millions of travelers through TripAdvisor

22 Jul 2019

Supported by BEST, the Jordan Tourism Board has launched a global digital marketing campaign with TripAdvisor to inspire interest in Jordan and convert interest to actual bookings. The campaign targets key source markets and segments for Jordan. Through tailored content, the campaign is expected to reach millions of people from Jordan’s target markets and segments interested in or looking to book travel.

“This campaign aims to push Jordan to people using TripAdvisor,” said Alaa Al Hindi, Digital Marketing and IT Director at Jordan Tourism Board. He explained, “This year we are targeting the American market through the support of USAID BEST.”

The campaign will utilize user-generated content, organic reviews, and shared content with top travel industry brands, such as GoPro, Conde Nast, and National Geographic. It will also include promotional advertisements, sponsorship of Jordan’s profile on TripAdvisor, featuring Jordan in TripAdvisor’s ‘discovery carousel’, and pushing content on Jordan online via targeted messaging. A ‘Jordan Travel Feed’ will be created that allows users to access everything on offer in the destination, from hotels to attractions, experiences, and restaurants.

USAID BEST began supporting JTB in 2016 to revise its approach towards an interest-based tourism strategy applied to Jordan and its competitive offerings. BEST worked closely with JTB to produce their 2017-2019 strategy, which included a large digital component. USAID BEST also supported the JTB to develop its new Visit Jordan website, which was launched in May 2019.

In 2018, BEST facilitated an Memorandum of Understanding between the Jordan Tourism Board and TripAdvisor to support Jordan Tourism Board’s global promotional efforts by implementing three targeted campaigns. The first campaign focused on low cost carriers to Jordan, specifically, Ryanair, and targeted markets served by the airline. Through this partnership, Jordan was advertised to TripAdvisor’s audience of 450 million travelers around the globe, resulting in a 34% overall year on year increase in engagement with Jordan content online and a 34% uplift in unique sessions looking at Jordan content online. In terms of digital marketing, JTB’s social media performance has seen unprecedented growth and tactical engagement with audiences from top tier source markets, competing with highly-funded and competitive tourism boards in the regions such as Dubai, Israel, Oman and Egypt.     

USAID BEST also supported the Jordan Tourism Board to host the Destination Academy with TripAdvisor conference in February 2019, which drew in destination marketing organizations and tourism boards across the region to discuss the importance of user-generated content in travel planning, the challenges of curating content, impacts of social media outlets on destinations, and mobile, tablet and location-based marketing techniques. It was the first iteration of the event held in the Middle East, and Jordan was selected to host because of the Jordan Tourism Board’s strong digital marketing performance.