jordan’s tourism strategy and aspirations for the future h.e. issa gammoh, secretary general,...
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Jordan’s Tourism Strategy and Aspirations for the Future
H.E. Issa Gammoh, Secretary General, Ministry of Tourism and Antiquities
Jordan has
Iconic Attractions
Quality Accommodations
Established Reputation
Yet, Jordan’s tourismWas severely underperforming
Operated within a weak institutional framework
Lacked capacity to compete effectively on the global arena
Lacked true partnership within industry
Suffered from being in a region with a stigmatized reputation
Tourism is Jordan’s largest industry: first recipient of foreign direct investment, and second contributor to foreign exchange. However, in 2003 growth was far below potential.
First is firstMobilized support from stakeholders for need of strategyDeveloped a comprehensive approach from vision to implementationCreated Strategy Steering Committee
The Strategy was developed through a partnership between the government and the private sector using a value chain approach. Competing interests enriched the process by challenging everything.
Marketing & Promotion
Marketing & Promotion
Product Development
Product Development
HumanResources
HumanResources
Regulatory & Institutional Framework
Regulatory & Institutional Framework
Jordan Tourism Board
Ministry of
TourismUSAID
Subject Matter Experts
Strategy Steering Committee
Strategy Steering Committee
Strategy Steering Committee
Strategy Steering Committee
Strategy Steering Committee Membership
Hotel Investors
Tour Operators
Airline & Tourist Board
Tourism Public Institutions
Many challenges were faced along the way, and some persist.
Industry ChallengesThe GroupLanguage Differences
Public Sector ChallengesTourism was not a priority
sector
Economic Value of Tourism
TOTAL IMPACT=
Supplying inputs required to support tourism purchases
Food Products, Raw Materials, Energy, Produce, Banking, Insurance, Advertising, etc.
Indirect Impact
As a result of direct and indirect demand, income
generated gets spent domestically
Household disposable income gets spent and re-spent in successive rounds as expenditure of one becomes income of another.
Induced ImpactDirect recipients of
tourism expenditure on goods and services
where tourists make purchases
Hotels, Restaurants, Transport, etc.
Direct Impact
Integrating International Benchmarks
WEF 9 - ICT Infrastructure
(65, 2.6)
WEF 2 - Environmental Sustainability
(38, 4.9)
Tourism Product Development Pillar
WEF 6 - Air Transport Infrastructure
(60, 3.1)
WEF 7 - Ground Transport Infrastructure
(65, 3.7)
WEF # 8- Tourism Infrastructure (56, 3.8)
WEF 13 - Natural Resources (87, 2.8)
WEF 14 - Cultural Resources (91, 1.8)
H R & Quality Assurance
WEF 11 - Human Resources
(70, 4.9)
WEF 4 - Health & Hygiene
(58, 4.8)
WEF 1 - Policy Rules & Regulation
(78, 4.1)
WEF 5 - Prioritization of Travel & Tourism (16, 5.5)
WEF 3 - Safety & Security (15, 6)
COMPETITIVENESS-BASED NATIONAL TOURISM STRATEGY
National Tourism Strategy Pillars weaving in World Economic Forum Competitiveness Index
Marketing Pillar
WEF 5 - Prioritization of Travel & Tourism
(16, 5.5)
WEF 10 - Price Competitiveness
(37, 5)
WEF 12 - Affinity for Travel & Tourism
(9, 6.1)
Tourism Awareness
Gender Integration
Enabling Environment Pillar
Economic Benchmarks
1. International visitor expenditures – export tourism foreign earnings – expressed in JD’s
2. Domestic visitor expenditures – expressed in JD’s
3. Tourism balance of payments – tourism earnings less expenditures by Jordanians travelling abroad
4. Employment – jobs and job equivalents created in the economy by tourism
5. Foreign Direct Investment (FDI) attracted
6. Taxation and other income to national treasury
Social Benchmarks
1. Employment of Jordanians
2. Employment of females
3. Basic Levels of pay
4. Distribution of tourism income within Jordan
5. Support to traditional rural sectors – agriculture, crafts, food production etc
6. Community engagement in tourism
National Targets 2011-2015
• Doubling tourism receipts to reach 4 Billion
• Increase tourist expenditure
• Increase domestic and international visitors
• Creation of 25000 new jobs
• Enhancement of enabling environment to empower industry to create global competitive advantage
Strategic Objectives
• Grow domestic and international visitor number sand tourism receipts
• Improve country access and expand quality and diversity of authentic visitor experiences
• Balance labor demand and supply and develop a professional workforce
• Raise industry competitiveness and business performance