New Dutch-funded project to stimulate tourism, diversify tour offerings in Jordan

AMMAN — A new project aiming to stimulate tourism and diversify tour offerings in Jordan was launched Sunday, sealing a new partnership between the Embassy of the Kingdom of the Netherlands in Jordan and Leaders International (LI).

The three-year project, titled “Curated Experiences: Developing innovative and diversified touristic products across Jordan”, and funded by the embassy’s Shiraka fund, will diversify Jordan’s tourism offerings by introducing new experiences such as star gazing, nature trail, yoga and meditation, and agritourism, according to a LI statement.

The project will begin with mapping and assessing existing and potential experiences, developing new product offerings, and building the capacities of experience providers — specifically local communities — in an attempt to improve their standards of living and help them generate sustainable revenue streams.

The fund also dedicates a significant portion to marketing and communications support in order to promote the newly developed innovative experiences to attract both local and international tourists.

Dutch Ambassador to Jordan Barbara Joziasse stressed the importance and timeliness of the project, noting that “it could not have come at a better time, following the COVID-19-induced disruptions in tourism worldwide”. 

“Jordan, specifically, experienced severe economic distress due to the sector’s significance with regards to economic activity and national income. Therefore, attracting inbound tourism by developing and promoting the travel products is critical at this time, as we strive to support Jordan’s recovery,” the ambassador said.

Voicing his support to the embassy’s ongoing contributions to develop Jordan’s tourism sector, LI Country Manager Hamzeh Shamaileh stated “the new project will showcase Jordan in a new light – one that is not merely confined to mass tourism and typical group tours in the so-called golden triangle [Petra-Wadi Rum-Aqaba]. Instead, the newly developed products will also target a new niche of tourists — solo travellers and those interested in adventure, experiential, and community-based tourism — helping Jordan adapt to new travel trends and strengthen the resilience of the sector as a result.”

The project builds on previous tourism-related support, funded by the embassy and implemented by LI, which created new economic opportunities for local communities living along the southern — more marginalised — part of the Jordan Trail, the statement said.