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AMMAN — The Jordan Tourism Board’s (JTB) executive plan to promote the Kingdom’s tourist attractions over the upcoming four years will mainly target the British, German and French markets, an official said Wednesday.
The “unprecedented” contingency marketing strategy, which is being carried out in cooperation with several local partners, seeks to address concerns over regional safety, boost online and offline communication with prospective markets, and design packages based on their preferences, JTB Managing Director Abed Al Razzaq Arabiyat said.
At a meeting with journalists, he highlighted the role of low-cost aviation in enhancing the efficiency of the marketing plan, adding that the board pins hopes on the new strategy; once it proves successful in Europe, it will be replicated in other supporting and potential markets.
The Kingdom’s main tourism markets also include Italy, Spain, Gulf Arab countries, the US and Canada, while supporting markets include the Netherlands, Belgium, Russia and Scandinavian countries.
Potential markets include Brazil, Austria, China and India.
In a presentation on the marketing strategy, Adel Amin, the board’s director of marketing, highlighted the British market as one “well acquainted with Jordan and its history”, adding that Germany’s strong economy enables quick reactions to marketing plans, while France is one of the largest markets supporting tourism in Jordan.
Although the number of tourists from the three countries has registered a drop over the January-July period this year compared to the same period last year, the number of visitors just in July this year has increased by 22 per cent compared to July last year.
“The marketing plan seeks to promote Jordan in its land, diversity, treasures and people,” said Amin, who cited the rose-red city of Petra as the Kingdom’s unique selling point, in addition to the Dead Sea and the Baptism Site.
The marketing campaigns will target means of public transport and public parks for maximum exposure, he said.
‘The Martian’
The JTB also sees an opportunity in promoting Wadi Rum, the filming location for the Hollywood movie “The Martian”, which will be in cinemas on October 2, alongside the film’s promotion campaign in the UK, said Amin.
Directed by Ridley Scott, the Century Fox production tells the story of a mission to Mars where an astronaut, played by American actor Matt Damon, is presumed dead after a fierce storm and is left behind by his crew.
The film depicts his struggle in finding a connection back to Earth.
The tagline “140 million miles away but only five hours by plane” encourages visitors to experience Damon’s journey on Mars by visiting the filming location, Wadi Rum.
Amin expected the campaign to reap its fruits next spring, as tourists from Europe usually visit the Kingdom on the March-May period as well as the September-November period, highlighting summer as the peak season for Arab visitors.
The JTB is also working on “special” projects and events, such as an international Baptism day; a diving challenge in Aqaba honouring His Majesty the late King Hussein, who used to practise diving on his birthday; and targeting countries with teams in the 2016 FIFA U-17 Women’s World Cup to encourage their nationals to visit attractions.
The board has four tourist attachés in Dubai, Riyadh, Austria and France working at Jordan’s embassies, according to Arabiyat, who said the JTB has 10 offices outside Jordan.
He added that the board has met with representatives of hotels, tourism agencies and airlines to coordinate and start working according to the JTB’s marketing plans.
