The Jordan Tourism Board (JTB), the Kingdom’s official marketing organization, has launched a new sales drive and communications campaign to promote Jordan as a leisure, business and Meetings, Incentives, Conventions and Exhibitions (MICE) destination for Gulf Cooperation Council (GCC) travelers.
“We are revitalizing our drive to boost Jordan’s tourism industry, marketing the Kingdom as the number one destination of choice among GCC residents,” said Marwan Khoury, managing director of the JTB.
“The Gulf region is a very important market for us—in particular the United Arab Emirates (UAE), Kuwait, Saudi Arabia and Bahrain. We are launching a multi-faceted campaign, covering sales, marketing, advertising and public relations,” he added.
“In 2002, we welcomed 910,831 Gulf residents—an increase of 18 percent from the year before. With the launch of this new drive, we’re expecting 20 percent overnight visitors from the four countries to travel to Jordan by the end of this year.”
The new sales initiative will target three sectors across the four GCC markets: leisure, business and MICE. It will include a customer relations marketing, below the line and advertising campaign. Key activities will include the launch of a dedicated hotline, database and website development, direct mail campaign, consumer roadshows and in-mall promotions. Furthermore, the JTB will roll out a comprehensive media relations campaign.
The JTB offers tour operators and travel agents promotional and support services for Arab travellers, and the region’s large expatriate community. The most popular destinations among Arab holidaymakers are Petra, Aqaba, Jerash, the Dead Sea and Wadi Rum, with Amman as the business hot spot.
The Jordan Tourism Board (JTB) was officially launched in March 1998 as an independent public-private sector partnership. The JTB is committed to brand, position and promote Jordan as an international destination of choice.
With a 13-member Board of Directors, the JTB is headed by Minister of Tourism and also includes nine private sector members representing hotels, inbound tour operators and tourism transport companies.
As part of its new marketing plan, the JTB offers an integrated programme of international promotional activities including representations, trade fairs, workshops, roadshows and familiarization trips. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
