JTB plans to diversify Kingdom’s tourism market by establishing ecotourism alliances

AMMAN — Jordan Tourism Board (JTB) Managing Director Abdul Razzaq Arabiyat announced on Tuesday that the JTB is shifting focus from traditional tourism to establishing ecotourism alliances, aimed at creating a new outlook on curating tourism experiences.

During the weekly press conference at the Ministry of Government Communication, Arabiyat highlighted the challenges that the Jordanian tourism market is currently facing, particularly due to the Israeli aggression on Gaza, which led to a significant decrease in the number of tourists, especially from the US and Europe.

He also noted that despite a 5 per cent drop in tourist numbers in the first quarter of 2024, and a revenue of around $1.2 billion, the impact on sector operators has been substantial.

Arabiyat also highlighted the emergency plan currently in place, which aims to diversify the tourist markets for Jordan amidst uncertain tourism prospects, emphasising that the JTB is actively working towards establishing ecotourism alliances with various countries.

Arabiyat also underscored the importance of tourism revenue for Jordan’s economy, saying, “Tourism revenue, which reached $7.3 billion in 2023, is a cornerstone of our local economy, contributing the highest share of foreign currency.”

He added that over the past five to six years, relevant authorities have successfully enhanced the sector’s value by increasing investment and improving competitiveness and services.

Minister of Government Communications Muhannad Mubaidin said, “The tourism sector in the Kingdom, despite being one of the industries hardest hit by the ongoing geopolitical challenges, is also one of the fastest to respond to local and external difficulties.”