Khalid Tawalbeh
Doha
As time unfolds, Jordan’s journey within the realm of tourism paints a portrait of remarkable growth and unwavering alliances. This captivating narrative invites the world to embark on a journey of discovery and learn about the country’s treasures and cultural riches.
At the heart of this flourishing tourism sector lies a meticulously crafted roadmap, the National Tourism Strategy 2021-2025. This visionary strategy illuminates a promising path for the industry’s future, promising innovation and evolution that is set to leave an indelible mark on Jordan’s tourism landscape. It’s a blueprint designed to elevate visitor experiences and cultivate economic sustainability.
Beyond strategy, Jordan’s tourism story is enriched by a profound connection with Qatar, a bond that transcends mere diplomacy as it’s a tapestry woven with threads of cooperation and mutual respect.
At its core is the special relationship between King of Jordan His Majesty King Abdullah II and the Amir His Highness Sheikh Tamim bin Hamad Al Thani, a bond that has forged a path of collaboration.
In an exclusive interview with Qatar Tribune, Jordan’s Minister of Tourism and Antiquities Makram Al Qaisi shared valuable insights into the dynamic developments in Jordan’s tourism sector.
He discussed not only the remarkable achievements that have bolstered the country’s tourism industry but also unveiled the comprehensive strategies aimed at enhancing cooperation with Qatar and attracting increased investments.
The minister highlighted the steps taken to enhance cooperation in the tourism sector with Qatar, saying: "We work effortlessly to enhance this special relationship with Qatar by adopting a series of strategic steps aiming at attracting visitors from Qatar and providing them with unique special tourist experience.”
He added, "These steps are built on an already unique relationship between the two countries on all fronts but mainly based on the special relationship between His Majesty King Abdullah II and His Highness Sheikh Tamim bin Hamad Al Thani. We have a signed memorandum of understanding (MoU) for cooperation in the tourism sector since 2004 that reflects this relationship, and here comes the importance of reviewing this MoU and updating it to align it with development in this sector for both Jordan and Qatar.
"However this effort exceeds governmental cooperation into steps on the ground on all levels, such as conducting marketing campaigns aiming at introducing Jordan to the Qatari public as a destination of captivating natural landscape and a rich cultural and historical heritage.”
The minister continued, "The campaigns carried out during the period of the FIFA World Cup Qatar 2022 matches served as an example of this cooperation, where events were marketed to attract the interest of Qatari visitors to come to Jordan.
"Besides that, we have extended invitations to delegations from Qatar Airways to visit Jordan and give them firsthand unique touristic experience to encourage more Qataris to visit Jordan and Jordanians to visit Qatar. The success achieved in the recent time works as a motivation to enhance even further cooperation and increase the visitors from Qatar to enjoy the wonders of their second home Jordan.”
On the role of the private sector in both Jordan and Qatar to contribute to boosting tourism relations between the two countries, the minister said, "In Jordan, the enthusiasm with which the private sector deals with the ministry is unprecedented. Tourist service providers are the core of our strength and their efforts are the cornerstone of the sustainability of this sector.
"With the same spirit, we are leaving the door wide open for all Qatari businessmen interested in investing in the Jordanian tourism sector, welcoming any strategic partnership which will add real value that will enhance the tourism experience in Jordan.”
He added, "The private sector in both Jordan and Qatar can play a vital role in promoting and developing tourism cooperation through mutual investments in the sector. One example is for both businesses in the industry to share experiences and information, and organise promotional trips and activities to increase awareness of tourist destinations in both countries, not to mention the efforts in working together in developing tourist programmes serving international tourists.
"To provide a suitable investment environment, we are providing a range of incentives and exemptions to hotels, tourism facilities and businesses, restaurants, conference centres, parks and other entertainment facilities. Our new investment law includes many courageous unprecedented steps to encourage investments through many exemptions in both costumes and taxations fees.”
"To further encourage tourism projects, we provide tangible incentives in the form of leasing or purchasing government-owned properties alongside facilitation in the water and energy for those projects, including renewable energy. In addition, we give incentives in customs and taxation tied to providing job opportunities to Jordanians which serve the economic and social sustainability for the sector,” the minister pointed out.
Qaisi added, "We do face challenges in this sector such as seasonal fluctuations and shortage in skilled labour. However, we work hard in bypassing them, we work in diversifying activities and providing tourist experiences throughout the year to attract visitors in all seasons. We also launch comprehensive awareness campaigns targeting university students to instil the values of working in this sector by offering comprehensive training opportunities.
"All this is based on the cooperation of the private sector in both Jordan and Qatar, as well as the support of both governments in providing a suitable and sustainable investment environment. This will result in creating significant opportunities to increase the number of visitors between both countries and enrich their experience.”
Regarding the most prominent achievements of the Ministry of Tourism and Antiquities in Jordan during the recent period, the minister said, "Tourism sector is one of the most important contributors to the Jordanian economy. Our main goal at the ministry is the development and modernisation of this sector by adopting strategies with a proven track record.
"About 3.72 million visitors came to Jordan in the first seven months of this year, which represents a 51.3 percent rise compared to the same period in 2022, generating just above $4.238 billion.”
He continued, "And this is a direct result of the strategies we adopted, the clarity of our vision, the planning and execution but mostly the deep conviction and understanding of the touristic identity of Jordan which resulted in the slogan we adopted right after the pandemic ‘Kingdom of Time’.
"This is not just an empty slogan for Jordan is the perfect mix between deep rooted history and a modern state, not to mention other tourist attractions like health and medical tourism, entertainment, adventure and religious tourism, to name a few.”
Asked about the plans the ministry has in the pipeline to enhance the tourism sector and attract more investments, Qaisi replied, "Our 2021-2025 strategy focuses on developing and improving the tourism products in a way that meets the ever developing demand of the visitors across the sector.
"This is translated into continuously improving and modernising the tourism infrastructure, and also diversifying the investments in this sector through attracting foreign investors and creating the right environment for them, which will eventually contribute to the overall economic health of the country.”
The minister added, "Let me list the five pillars in our National Tourism Strategy 2021-2025; developing the product, human resources, marketing, heritage protection and development and legislative reforms. We have made significant strides on all those pillars and we are always taking into consideration the changes in the international tourism and travel market. For example, we turned to low-cost aviation and the results were impressive and direct as we have witnessed an increase of 148 percent compared to last year.”
Commenting on the role tourism plays in enhancing the overall economy of Jordan and mainly creating more jobs, the minister stated, "Tourism plays a significant role in supporting the economy in Jordan. It is one of the main pillars of economic growth as it represents 13 percent of the GDP. Providing job opportunities sits at the top of our priorities.”
He added, "We also support and encourage private sector partnership through providing an attractive environment for investors which will eventually create more jobs and have a direct impact on the economy and local community.
"We are also working on creating new touristic areas and opportunities in Jordan and guiding investments towards it, and the government is giving this part the support it needs. For example, lately we launched Ajloun (Cable-Car) Telefrik, which is a huge success, and we have more plans around the country.”
Answering a question on the efforts to promote the cultural and historical heritage of Jordan in Qatar and the region, Qaisi said, "We take this task seriously through a combination of creative and diverse methods. Jordan provides a rich tourist destination throughout the year, especially for our brothers in the Gulf region and particularly Qatar. This experience includes a combination of entertainment and cultural sights for its uniqueness amongst all world heritage.
"We have six sights listed on the World Heritage List, which are the famous Petra, Amra castle, Um AlRasas, Wadi Rum (Moon Valley), Baptism sight and AlSalt city, all of which enjoy unmatched international unique value that embodies the Arabic and Islamic tolerance throughout the ages.
"We also provide incentives and implement strategies aiming at encouraging our brothers in the Gulf region to choose Jordan as their favourite tourist destination. Let me also emphasise that Jordan is considered to be the best family destination in the region.”
"Besides, the Jordanian Government extends special treatment to Qatari and Gulf visitors in the form of allowing more than one car per family, visa facilitation for house maids of foreign nationalities at the border crossings and treating Gulf visitors the same as Jordanians when it comes to entrances fees of touristic sights. Our aim is to provide an unmatched and unforgettable tourist experience to our brothers from Qatar and the Gulf region,” he added.
The minister sited examples of the successes in increasing the number of visitors from Qatar in the recent period, saying: "We built our successes on our model year 2019 in which we received 30,000 visitors from Qatar alone and this number reflects what Jordan means to Qatari as a tourist destination. "But as you well know, the number has diminished significantly due to COVID, not only from Qatar. So, in 2021 we received 8,700 visitors from Qatar but in 2022, and due to our efforts and the cooperation between our two countries, we managed to increase the number to 14,200, which is an indication of a healthy recovery and the increased interest from the Qatari public.”
He concluded, "This year, we have received 9,000 visitors from Qatar so far, which we believe to be another healthy indication and a true indication to the success of the cooperation between our two countries in the tourism sector. We are increasingly optimistic that the current steps and regulations will result in further successes in increasing the numbers in the coming years.”
With a rich blend of historical heritage, a vision for the future, and a steadfast commitment to cooperation with Qatar, Jordan is poised to continue its remarkable journey as a top-tier tourist destination.