Jordan Travel Mart sets new business trends in tourism

More than 22 travel and tourism companies as well as a host of hoteliers, transport companies, airlines as well as travel associations like the Jordan Inbound Tour Operators Association, Jordan Hotel Association and the Jordan Restaurateurs Association and the Petra National Trust came together under one roof. They showed themselves as a force to be reckoned with and interacted and struck business deals with their counterparts including the USA, Canada, Mexico, and Brazil through 25-minute pre-scheduled appointments with their different colleagues from across the Atlantic.

The Jordan Travel Mart is the brainchild of the Jordan Tourism Board in Amman, Jordan Tourism Board, North America and executed by the William H. Coleman, a Florida-based management consultancy. It was a first time event conducted on a business-to-business format with everyone in the booth-designed floor hailing it as very productive and animated between 'buyers' and 'sellers' with the former wanting to know of the different destination packages available in Jordan and the latter explaining.

The JTM was under the patronage of HM King Abdallah who sees tourism as a vital and vibrant sector to the national economy. In attendances was Jordanian Prime Minister Nader Al Dahabi as well as Tourism Minister Maha Al Khateeb, and Upper House Senator Akel Beltaji who heads the House's Tourism Committee. They signified the fact that at 14.4 percent, tourism is the second largest contributor the country's gross domestic product and has a great potential.

This was translated on the Convention Center floor that saw tourism and travel operators like Petra Tours as well as many others interesting in boosting inbound tourism to the Kingdom. Latter, observers said you could see a steady pace of movement between the suppliers and buyers in different booths with discussion, explaining, shaking of hands and exchanging of company material taking place between them.

The atmosphere was described by one or two as 'razor-blade' serious, with buyers looking for best travel deals to hook their clients on once they returned to their country.

'It was a very exciting event that brought us as travel operators in Jordan with many of our counterparts across the Atlantic to discuss the possibility of improved business opportunities for travelers,' said Mazen Kawar, Managing Partner of Petra Tours.

However, there were one or two complaints which is not to be unexpected in these format-type events. One buyer from Canada, said while he had enjoyed the sightseeing tremendously, as he was taken on a pre-JTM tour of Jordan's south, he said, it was 'somewhat hectic' and a 'more leisurely pace was required'. The same goes he said for the pre-scheduled appointments which he said made you feel like as one tripping from one booth to another and needing to gulp your breath!

However, one of the organizers said the point about the strict business schedule was to allow buyers to see as much of the suppliers as possible to generate the required tourism business between Jordan and the countries across the Atlantic which is why everybody is here for.

Overall, and judging from the level of interaction the organizers were very pleased and hoped this first travel mart in Jordan would become a yearly event that would allow American buyers to explore the Jordanian market fully, which a number of whom hadn't realized of its huge potential as leisure, cultural, religious, historical, eco-tourism and meetings and incentives destination.

Words like 'incredible', and 'warm' were frequently heard by attendees like Mexican Gray Line General Director Jorge Mejia while people like Kenneth Luzietti of The Travel Society in Denver said he came here amongst other thing to explore the Religious/Faith based market which there is a growing demand for in the United States and which Jordan has.

While some complaints were made about what was called as service issues and emphasized better training may overcome, many of the incoming agents came to the believe Jordan is a great product and some continued to feel the Kingdom would be better preferred with the clients if it is sold as part of a regional package with Egypt and Israel rather than a 'stand-alone' destination.

However, Malia Asfour of Tourism Board North America, said she hoped the doubters will change their mind as they realize Jordan offers great wonders and experience the diversity of this unique destination whether in terms of genuine hospitality, exploring ancient cities and castle ruins, going on incredible eco-adventure activities, and soaking in mineral hot springs.

Despite the doubters, many of the incoming tour operators from the Americas agreed Jordan was a selling destination as they stayed in some of the top luxurious hotels in the Dead Sea that in themselves were a sight to see and remember.

In between the B2B meetings and not to disturb the sellers and buyers business schedule, a full course of lectures, seminars, speeches, presentations and panel discussions were given by industry experts. These included a presentation by a Jordanian tour guide about his impressions of the touristic value of the country, on adventure and eco-tourism, as well as a talk the investments developments in Aqaba, on Royal Jordan and cruise liner destinations as important holiday packages.

So as to make sure time is not spared some of these talks were given at breakfast and luncheons and sometimes evening dinners and not forgetting the mingling during after-dinner parties.

The first Jordan Travel Mart will certainly be remembered for its introduction to Jordan as a vibrant destination, many of whom already know about but many others will continue to remember long after they've gone home, to the USA, Canada, Mexico, Brazil and Argentina.