At Jordan’s presentation on Tuesday on the Lighthouse Stage in Hall 4.1, Hakim Tamimi Marino, Head of Adventure Tourism at the Jordan Tourism Board, explained that the country’s sustainability initiatives extend far beyond its considerable environmental and economic sustainability efforts to embrace cultural sustainability.
Mr Tamimi Marino expressed how delicate a balance it is between wanting travellers to experience the same emotions as those who visited before them and allowing local community service providers to develop organically. He explained that Jordan is providing these communities with the tools they need to do this. “For us it is important for local communities to evolve on their own,” he said.
Mr Tamimi Marino went on to outline how this is being achieved. Namely, the tourism board is not involved in starting up any local community experiences, but rather encourages local entrepreneurs to initiate their own tourist services and experiences. Harnessing the power of marketing, the organisation helps to drive traffic to these experiences to ensure their continuity.
Touching on continuity, Mr Tamini Marino underlined the importance of stability over seasonality, detailing how the adventure department of the board allocates at least 25% of its annual budget to one locally driven experience until the entrepreneur can stand on his or her own feet. And, apart from funding, Jordan’s Tourism Board is also involved in lobbying and support, aiding in the access to financing.
By working together with local community service providers, Jordan Tourism also looks to reach out to the curious traveller, avid for original experiences. Visitors to ITB Berlin can stop by Jordan’s dedicated stand in the ITB adventure hall to learn more.
