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Jordan
National Tourism Strategy 2004 - 2010
“I do not set the strategies. In Jordan
the economy is private sector led so we challenge the
private sector to propose the strategy for their sector
and we respond to and facilitate their
requirements.”
His Majesty King AbdullahII
Dublin , March 1,2004
VISION
Tourism is an essential and vibrant growth
sector that will contribute to improving the long-term
economic and social well-being of Jordanians.
MISSION
Jordan will
develop sustainable tourism economy through a partnership
of government, the private sector, and civil society to
expand employment, entrepreneurial opportunity, social
benefits, industry profits, and state revenue
GOAL
Double Jordan's tourism economy by
2010 in real terms.
EXECUTIVE
SUMMARY
Tourism is
the largest global industry, and the tourism market is
growing. According to the World
Tourism Organization (WTO), the global
tourism market will triple in
size by 2020. Tourism benefits local economies
substantially by increasing foreign exchange earnings, creating
employment and investment opportunities, increasing government revenues, developing a
country's image, and supporting all
sectors of the economy as well as
local communities.
Tourism is of vital importance to the national
economy of Jordan . It is the Kingdom's largest export
sector, it's second largest private sector employer, and
it's second highest producer of foreign exchange.
Tourism contributes more than US$800 million to Jordan
's economy and accounts for approximately 10 percent of
the country's gross domestic product (GDP).
Jordan is a destination with many iconic tourist
attractions, such as Petra , Wadi Rum, and the Dead Sea
. Yet despite its advantage and its importance to the
economy , Jordan 's tourism sector is performing at a
level far below it's potential. To achieve reasonable
growth in the tourism sector that will in turn
contribute to economic development and job creation,
Jordan needs to make a significant investment of funds
and efforts.
Jordan must focus on attracting high-yield
visitors, developing niche products, enhancing the
visitor experience, increasing international marketing,
and improving infrastructure and the regulatory
environment.
Jordan 's National Tourism Strategy 2004-2010
outlines the steps for doubling the Kingdom's tourism
economy by 2010 using an integrated, value-chain
approach involving government facilitation and
investment in partnership with the private sector.
The strategy is designed to
bring about the following results by 2010:
-
Increase tourism receipts from JD570 million in 2003 to 1.3
billion (US$ 1.84 billion)
-
Increase tourism-supported jobs from 40,791 in 2003 to
91,719, thus creating over 51,000 jobs.
-
Achieve taxation yield to the government of more than JD455
million (US$637 million)
The
strategy targets the following priority niche markets:
-
Cultural Heritage
(Archaeology)
-
Religious
-
Eco-tourism
-
Health and wellness
-
Adventure
-
Meetings, incentives, conferences, and
events (MICE)
-
Cruising
The government of Jordan is committed to allocating four percent of national tourism receipts for international marketing, product development, and human resources development through 2010.This contribution will more than double the current level of tourism investment. In addition to financial commitments, the government and the private sector will work together to strengthen the industry's institutional and regulatory framework. Together, they will take action to improve the competitiveness of the tourism sector and achieve the strategic objectives and plans set out in the National Tourism Strategy.
Click here to download the
complete strategy (PDF Format - 10.2
MB)
Working Group Presentations - Suggested 2005 Sect oral Action Plans
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