Associations mean business says expert

American consultant Susan Stratton talked at length on the issue of becoming an owner and not just a member of a business association which is a novel concept in Jordan.

Speaking to JITOA members she said association members don't realize they are owners and are there to make an investment, build a relationship and understand that membership has an ownership role.

She added the importance of an association like JITOA lies in its members' attempts to affect policy on the national level and represent their members through improving the business environment in favor of all through such actions as advocacy, capacity building, education and building a team-spirit to ensure competitors such as tour operators-who after all compete against one another-are able to work as a team for commonality in business approaches and setting up different projects.

Stratton, who is not new to Jordan, and has been working on a number of issues like governance and leadership, also sees the economic potential and environment can also be improved through networking, establishing channels and unifying business tools to build relations through 'sharing the experience,' with one another, and building relations and coalitions with other associations.

And again as evidenced by JITOA, there is the establishment of a common vision in associations stressed by common frameworks, actions and priorities to see what can be achieved rather than striving for something that can't.

As part of creating the basis for economic growth Stratton stressed the importance of creating a shared system of beliefs in associations based on a compelling mission and a positive image with the constant posing of questions like 'what is our mission and how would we improve the business environment for the common good that impacts all of us and create a win-win situation'.

To create that she added the process of institutional development is very important, and has to be tangible like having a code of ethics and professional conduct as a guide to action and procedure to improve the business environment and growth.

This is manifested by the creation of committees to follow up on different objectives and make sure the associations continue its communication role with its members, ensures their continued participation, and its relations with government and other professional bodies.

The Jordan Inbound Tour Operators Association (JITOA) comprises tour operators as core members and other associate members such as hotels, event management, publishing and insurance companies as well as other professional individuals like tour guides, academics and tourism consultants.