An extensive marketing plan for the GCC kicks off today

Jordan relies heavily on Arab visitors, who make up 60% of overnight visitors to the country. In 2006, the total number of overnight tourists from Arab states totaled 1.9 million while tourists from the Gulf States alone reached 576.000.

The campaign, coinciding with JTB's participation in the 2007 Arab Travel Market, which convenes in Dubai during May 1-4, will highlight Jordan's tourist products, including historic, entertainment and leisure sites and activities that cater for the entire Arab and Gulf family.

Minister of Tourism Osama Dabbas said his ministry and JTB are exerting continued efforts to translate H.M. King Abdulla's directives to focus on attracting Arab tourists into the Kingdom and to prepare an integrated work plan for this year's tourist season to include programs and packages designed to promote what the country has to offer. The Tourism industry constitutes one of the largest income generating sources for Jordan, making up 11.2 of the GDP.

The marketing plan will target tourists in Saudi Arabia, Kuwait, Qatar, Bahrain, UAE and Oman, and will use TV promotional campaigns and print adv. to reach its target audience.

During its participation in the ATM, JTB will launch its Arabic language website, designed in such a way as to provide the potential visitor with all the needed information on Jordan, complete with directories, pictures and maps. Furthermore, JTB will launch a visitor's guide, also in the Arabic language, to include information on prime tourist sites in the Kingdom, as well as listings of shopping centers, entertainment facilities, restaurants, hotels, museums, in addition to festivals and other cultural activities taking place during the season.

JTB, the official body entrusted with promoting Jordan as a tourist destination, produces various publications and promotional material on Jordan that reaches countries across the world in English, French, Italian, Spanish, German, Russian and Arabic.

Deputy JTB Chairman and acting Managing Director Michael Nazzal said the new marketing plan was designed with the aim of attracting Arab tourists to certain sites and products that may be missed out during their visit to the Kingdom. He said a 30-second film and three 10-second segments were produced especially to highlight the various leisure and entertainment spots available for Jordan's visitors.

In another measure to promote Jordan in Arab and Gulf states, JTB Board held a meeting last week and decided to enhance the work of the Arab Marketing Department by recruiting additional highly qualified staff to lay down the groundwork for an effective marketing and promotional plan.

The Arab Travel Market, taking place at Dubai International Expo Center, is a leading tourism and travel exhibit that hosts top hotels and other market related participants on the Arab level. JTB booth, which extends over 180 square meters, is part of JTB strategy to promote Jordan's tourist products and enhance the Kingdom's position on the international tourism map.

The Ministry and JTB had earlier launched a promotional campaign under the slogan "smile you are in Jordan" which will last throughout the summer of 2007 targeting Arab and international tourists visiting the Kingdom. The campaign aimes at reflecting Jordan's hospitality and traditions and the warmth of its people through the phrase "yah hala bil-deif" (visitors are warmly welcomed).

The tourism sector in Jordan is the largest export sector and the second employer of human resources, in addition to being the third producer of foreign currency.