NATIONAL TOURISM STRATEGY

1
National Tourism Strategy Launch
Tour Operators Airlines workshop Lead by Mr.
Mark Mortell
2
Todays Program

• Discussion on selected strategic challenges
• Develop sector specific 2005 action plan for
  strategy implementation
• Proposed Action Plan to present from group 1400
  hrs.

3
Challenge 1

• Overcoming the fear factor

• Tourists perceive Jordan to be a higher risk
  destination
• How can the industry help counteract this?
• How can you help overcome this fear factor?
• How can you reduce the high risk perception of
  Jordan?

4
Challenge 2

• Up scaling the marketing effort - changing
  methodologies and approaches

• How do you upscale the marketing effort?
• How can you improve the existing product
  distribution systems?

5
Challenge 3

• Establishing working partnerships

• The coalition for marketing
• What coalition for marketing can you form?
• What should be the format of the partnership?

6
Challenge 4

• Increasing the value of Visitors
• to Jordan

• Current value per visitor is low
• How can it be increased using value chain
  analysis?

7
Challenge 5

• Better distribution of visitors throughout Jordan

• Amman, Petra and Aqaba are main centers
• What new tourism circuits can be created for
  visitors ?
• FIT business needs to be encouraged!
• What new strategic opportunities can be
  identified?

8
Challenge 6

• Developing and facilitating
• access air travel visas

• Access, Access, Access
• Would an open skies policy contribute to an
  increase in tourist numbers and how can you
  benefit from it?
• What improvements can you make to the arrival
  and welcome procedures for tourists at the
  airport?

9
Challenge 7

• Jordans strategic positioning as
• a Boutique Destination

• Reasons to come to Jordan
• Are you satisfied with Jordans positioning on
  price quality compared to competitor
  destinations?
• How can you move Jordan to a new positioning?

10
Challenge 8

• Competitiveness Quality in everything

• Attracting Visitors and Keeping them
• How can you become more competitive?
• How can you reduce cost to the tourist and add
  value?

11
Next Steps

• The results of the workshop will be reported on
  at 1400 hrs.
• Follow up meetings with sector representatives
  on actions implementation