Jordan | Emerging MICE Destination
Francesco Mari
Hotel Contractor | TTOO Sales Account Manager & Representative | Multilingual Travel & Hospitality Writer | Hospitality Coordinator & Guest Relations | Tourism & Travel Management
Jordan, beautiful Arab nation located on the eastern bank of the Jordan River that boasts a historical and cultural heritage of immense value, among which the famous archaeological site of Petra, the Nabataean capital dating back to 300 BC, nature reserves of great beauty and renowned seaside resorts, is rapidly positioning itself in the Middle East next to Dubai as one of the MICE destinations of very high value.
Meetings, incentive trips, congresses, exhibitions, as well as business trips are consolidating Jordan in the elite of destinations for these segments thanks to investments in modern infrastructure developed by the Middle Eastern country with absolutely surprising growth.
Jordan has developed for some years a strategic plan focused on improving its MICE capabilities and the presence of unique places such as the King Hussein Bin Talal Convention Center managed by Hilton on the eastern shore of the Dead Sea,the country's largest convention center and the Royal Cultural Center, landmark of the cultural, artistic and literary life in the capital Amman both well equipped to host large-scale international events.
Jordan's rich cultural heritage and historical sites, including the iconic Petra and the Dead Sea, undoubtedly add immense added value to the incentive, business and cultural tourism offerings, places that apart of their beauty offer ample opportunities for leisure, adventure and tourism for corporate delegates during their stay.
Other extremely important elements to take into account are the political stability and the strategic geographical position of the country which increase its great attractiveness as a safe and accessible destination for events, congresses, conventions and international conferences.
The Jordanian government, moreover, thanks to its proactivity through solid international collaborations alongside remarkable marketing plans, has consolidated the country as an emerging force in the MICE market in the entire region, attracting more and more companies interested in this tourism segment, proposing themselves as an alternative to Dubai.
The country's efforts helped by a significant government support with initiatives emphasizing infrastructure development, various promotional activities and numerous partnerships with foreign investors are a further highlight.
The excellent air access and the presence of hotels with global brands are also considerable resources to significantly and progressively improve the market share in the global MICE sector.
领英推荐
In the absence of international tourism, domestic tourism with Urdunna Jannah, the program that encourages domestic tourism activities that has attracted many people, has achieved considerable success in keeping several tourist facilities such as tour operators, hotels, transport services, tour guides and restaurants in operation.
?A significant figure dating back to 2020 states that in that year there was a record number of domestic tourists,? a resource that will be used as a tool to compensate for the impact of seasonality.
The National Tourism Strategy is greatly improving Jordan's image as a destination and the importance of the tourism sector is a great growing resource for the country which is highly focused on targeted plans and initiatives.
This strategy is part of the country broader economic development objectives which include creating a favorable investment environment and market competitiveness.
Improvements in infrastructure and accessibility are other key factors in Jordan's attractiveness as a MICE destination and the country is investing in the modernization of its facilities to fully cater for international corporate events.
Connected to all that are stability plans for the improvement of event venues, connectivity through transport operations and digital infrastructure, developments that are key to facilitating successful large-scale business meetings ensuring a smooth and hassle-free experience for international delegates.