Jordan – Sustainable Tourism Pioneer of the Middle East
See Her Excellency Maha Khatib talking to Travelmole’s Graham McKenzie
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Most famous for the ancient stone city of Petra, Jordan is a well established tourism destination in the Middle East. At this year’s ITB, however, Jordan’s stand impressed with a clear sustainable tourism message. As Her Excellency Maha Khatib, Minister for Tourism and Antiquities, explains, sustainable tourism is not a new concept in Jordan. But it is a concept that has been wholly embraced. Jordan’s National Tourism Strategy 2004-2010 targets eco-tourism, adventure, religious, cultural and heritage, and health and wellness tourism as priority niche markets.
The Ministry of Tourism and Antiquities has recently developed twelve non-traditional tourism trails that purposefully cross local communities. The idea is to let local communities share the benefits of tourism, lengthen tourists’ stay in Jordan, and most importantly to allow for intercultural exchange between tourists and locals. The Ministry has conducted a marketability study amongst tour operators about the trails which has yielded very positive results. In addition, the Government will work with local communities to establish micro-enterprises to serve visitors, some of which will be ‘eco-friendly’. The idea is to promote the establishment of small logdes and campsites as opposed to hotels which have a less adverse impact on the environment.
The Government’s mainstreaming of sustainable tourism is to large extent due to the work of the The Royal Society for the Conservation of Nature (RSCN). Established in 1966 this NGO is responsible for the management of Jordan’s main nature reserves, including the famous Wadi Rum Nature Reserve and Dana Nature Reserve. Through its daughter organisation Wild Jordan, RSCN makes a significant contribution to the country’s tourism development. Over 40,000 visitors visited RSCN sites and the tourism revenues generated helped to cover a large chunk of the annual conservation costs and supported local community employment. Some 30 Jordanian tour operators are involved in promoting RSCN sites, often in conjunction with visits to historical and heritage sites, thus extending the average stay of visitors to Jordan.
Although Jordan has experienced steadily increasing visitor numbers in recent years, it remains to be seen how the current global economic situation will impact the country’s sustainable tourism product. Her Excellency Maha Khatib reckons that in tougher economic times, travellers will make sure to select a more authentic experience and Jordan’s sustainable tourism initiatives certainly offer that.
Rosalina Babourkova
Valere
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