Tourism Sector Leaders: HRH Crown Prince's Directives for an Action Plan are Key to Enhancing Sustainability and Growth

Jordan News

19-03-2025

Tourism Sector Leaders: HRH Crown Prince's Directives for an Action Plan are Key to Enhancing Sustainability and Growth Tourism sector stakeholders have emphasized that the directives from HRH Crown Prince Hussein bin Abdullah II to develop a comprehensive action plan for the tourism sector represent a pivotal step toward enhancing the sustainability and growth of the industry. These directives reflect a clear commitment to improving the tourism product and the quality of services provided, which will strengthen Jordan's position as a premier global tourism destination. اضافة اعلان They highlighted that HRH the Crown Prince prioritizes the tourism sector, recognizing its central role in supporting the national economy, providing quality employment opportunities for Jordanian youth, and empowering local communities. During a meeting with tourism sector stakeholders at Al-Husseinieh Palace earlier this week, HRH the Crown Prince stressed the importance of creating a work plan for the tourism sector in the coming period to ensure the sustainability of tourism activities and highlight investment opportunities. The Crown Prince also underlined the need for the plan to revitalize tourism and enhance the tourist experience, particularly emphasizing investment in health tourism sites through enhanced partnerships with the private sector. Dr. Ibrahim Al-Kurdi, a tourism expert and Dean of the Faculty of Tourism and Hotel Management at the University of Jordan - Aqaba Branch, explained that the Crown Prince is committed to continuously developing the sector by supporting strategies aimed at sustainability and improving the tourist experience, while boosting investment opportunities across various tourism sites. He emphasized that HRH's leadership and constant follow-up demonstrate his dedication to developing Jordan's tourism sector into a more sustainable and innovative industry. His direct supervision in formulating strategies and his continuous direction for fostering public-private sector partnerships reflect a profound understanding of the importance of collaborative efforts to achieve a sustainable tourism renaissance. Dr. Al-Kurdi further pointed out that digital transformation is essential for enhancing the tourist experience through the development of smart applications that facilitate easy exploration of tourist sites and booking services. He stressed the importance of upgrading tourism infrastructure, improving hotel services, and offering public amenities at tourist sites. He also called for the promotion of sustainable tourism by adopting practices that preserve the environment, such as reducing pollution at archaeological and natural sites, and launching international marketing campaigns that highlight Jordan as a unique tourism destination. The focus should also be on leveraging Jordan's strengths, such as medical, religious, and heritage tourism. Dr. Al-Kurdi added that attracting investment in the tourism sector and creating an attractive investment environment with incentives and facilitations would encourage more investments in the industry. He also highlighted the importance of enhancing partnerships with the private sector to develop tourism facilities and services, especially at health and natural sites. The tourism expert emphasized the significance of launching innovative tourism projects, such as developing health resorts, eco-parks, and sustainably utilizing archaeological sites to generate new revenue streams while preserving heritage. Dr. Raef Al-Tahat, spokesperson for the Jordanian Travel and Tourism Agents Association, noted that the Crown Prince's interest in the tourism sector aligns with King Abdullah II's vision, which sees tourism as a key pillar in supporting the national economy and enhancing Jordan's global standing. This vision focuses on tourism innovation, effective promotion, and improving the tourist experience. He stressed the importance of addressing the challenges facing the sector by actively participating in meetings with investors and tourism companies to develop sustainable, innovative solutions to ensure sector growth. Al-Tahat explained that the royal vision for tourism is based on an inclusive development approach that combines environmental sustainability, technological innovation, and investment in human resources, which will ensure Jordan's continued prominence as a top destination in the region and the world. He also stressed the need for the tourism action plan to diversify tourism products, focusing on health, eco-tourism, adventure tourism, and traditional tourism, while also developing digital infrastructure and enhancing the shift towards digitalization through the launch of platforms that promote tourist sites and offer integrated services. Al-Tahat emphasized that improving the tourist experience should focus on enhancing facilities, developing transportation, offering world-class hospitality services, and utilizing social media for smart promotion. He also called for launching campaigns targeting new markets, training and developing tourism sector staff, encouraging domestic tourism, and ensuring environmental sustainability by preserving archaeological and natural sites. He pointed out the importance of organizing global forums and exhibitions to showcase investment opportunities in tourism, financing small and medium-sized projects, and supporting entrepreneurs in the emerging tourism sector. Al-Tahat also mentioned the need to develop health facilities at the Dead Sea, Ma'in hot springs, and other natural sites to attract more tourists seeking natural therapies, as well as improving air connectivity and encouraging airlines to open new routes and increase direct flights to Jordan. Hussein Hlalat, Vice Chairman of the Jordan Hotels Association, emphasized that HRH the Crown Prince is keen to promote Jordan as a preferred destination on both regional and global levels by highlighting the unique tourism resources that combine rich history and natural beauty, with a focus on eco-tourism and health tourism, where Jordan holds competitive advantages. Hlalat stated that during HRH's various meetings with sector stakeholders, he emphasizes the importance of building effective public-private partnerships to expand tourism investment and achieve comprehensive development that benefits local communities and supports the national economy. He also highlighted the attention given to cultural and environmental tourism, preserving natural and historical heritage, and fostering diversity in tourism products. The Crown Prince advocates for innovation, technological integration, and the improvement of the tourist experience, whether through digital booking platforms or providing smart services at tourist sites. Hlalat concluded that it is essential to energize cultural and artistic events and festivals to promote tourism and position Jordan as a vibrant destination year-round. This is particularly important during challenging times, such as crises, to ensure the continued operation of tourism establishments and protect workers in the sector until tourism returns to normal. The importance of providing investment incentives and procedural facilitations to encourage both local and foreign private sector participation was also emphasized, as was the need to strengthen public-private sector partnerships to achieve inclusive development and ensure a fair distribution of benefits. The role of tourism and professional associations in shaping the future of Jordanian tourism and enabling them to provide insights and plans to improve the business environment was also underlined. --(Petra)