“We take pride in offering visitors the chance to engage deeply with our local communities”
Makram Al-Queisi, Jordan’s Minister of Tourism and Antiquities, spoke to ITB Berlin News about what makes Jordan tourism different from other destinations
Makram Al-Queisi outlined Jordan’s efforts to become a year-round destination and to encourage travellers to interact with local communities for authentic experiences.
How does it feel to be back at ITB Berlin this year? Why is this such an important event for Jordan ?
We view ITB Berlin as one of the most important international travel trade shows in the world and a must-attend event. ITB Berlin serves as a perfect platform for us and the global travel tourism industry to convene, showcase our products and services, establish business contracts and new partnerships and discuss developments and trends within the sector.
Jordan is a tourism pillar in the travel industry. We can proudly say that we have achieved a new anchor year in 2023, in both the number of tourists and revenue generated. According to UN Tourism, we became the ninth fastest country in the world for the recovery of tourist numbers.
What is your strategy towards the European market?
First, we are participating in trade fairs in Europe to enhance visibility and create brand awareness. We are also currently focusing on B2B business, complemented by travel and trade training courses and informational trips for the media. Attending ITB Berlin 2024 is critical for ensuring Jordan remains highly visible and a top choice for consumers.
Jordan tourism has always shown resilience in times of turmoil in the region. And we always emerge stronger afterwards.
We have 100,000 archaeological sites mapped in Jordan, out of which 15,000 belong to our national registry. This turns Jordan into an open museum, shaping its uniqueness. There is only one site acknowledged by the Vatican to be the authentic site where Jesus Christ was baptised, and this is in Jordan. There is also only one Petra, the magical seventh wonder of the world; there is only one Dead Sea, a natural spa with 6-8% more oxygen than anywhere else in the world and waters 10 times more saline than the ocean.
Jordan’s Mansaf dish and traditional dance, As-Samer, have been recognised by UNESCO Intangible Cultural Heritage. Why is it important for Jordan to promote them?
We take pride in offering visitors the chance to engage deeply with our local communities and traditions. Parts of cultural heritage such as Mansaf and As-Samer provide a window into our rich traditions. As such, Mansaf is not only a dish, it is a celebration of generosity, of cultural heritage, or national unity.
Engaging visitors’ senses and emotions are reflected in our brand “Kingdom of Time,” a place where the past and the present converge. The warmth, hospitality, and welcoming nature of the Jordanian people are key elements to Jordan’s uniqueness.
Jordan has a dedicated adventure tourism booth at ITB Berlin this year. Why is it important for Jordan to prioritise this sector?
Although cultural tourism is considered our bread and butter with regard to the number of tourists who visit the Kingdom each year, we have diversified our tourism offering over the past seven years. The new trend is that people are seeking to maximise the number of experiences they engage in when visiting a destination. We consequently target specific niche products, such as adventure tourism, medical/wellness tourism, MICE tourism, faith tourism and educational tourism. We believe that Jordan has a wealth of experiences in adventure tourism – from hiking to more hardcore activities such as climbing. Our dedicated booth for adventure tourism at ITB is perfect for professionals to interact with local adventure tourism providers.
How is Jordan working to encourage year-round tourism?
Few people actually realise this, but Jordan is really a classic year-round destination. In February, you can already swim in the Red Sea in Aqaba, in midsummer the north of the country has a Mediterranean climate and you can also enjoy wellness at the Dead Sea all year round. Low-Cost Carriers (LCCs) in Jordan have significantly bolstered the country’s image as an attractive year-round travel destination.
How is Jordan including local communities in its overall tourism strategy?
Engaging local communities and enhancing local experiences are pivotal to our strategy, sitting at the heart of our marketing efforts and ongoing development plans for 2024. We are currently assessing the potential of over 850 local community experiences, aiming to integrate them into existing tourism itineraries.
Aqaba selected as a global top six Green Destination
Aqaba, Jordan’s only coastal city, is in competition with global tourism destinations for the top sustainability standards according to the Green Destinations Organization. Jordan’s Red Sea destination was selected as one of the Top 100 global green destinations by applying 15 criteria of the sustainable destination standard. It then submitted a good practice success story about the Aqaba Bird Observatory in cooperation with the Royal Society for the Conservation of Nature. The initiative showcases an environment-related tourism product offering a rich biodiversity while implementing the reuse of water, in a country that is facing scarce water resources.
This good practice story qualified Aqaba to be selected amongst the top six global tourist destinations that meet sustainable tourism standards in the Environment and Climate category. Today, an international jury at ITB Berlin composed of sustainable tourism experts is due to select and reveal the final three award winners.
At the same time, there is a vote to win the People’s Choice Award as the public’s best and favorite success story. Jordan hopes that the Aqaba Bird Observatory was able to attract many votes from a broad audience!
Green Destinations Top 100 Story Awards
Wednesday 6 March,
Blue Stage /Hall 7.1
6:00 p.m.
