Jordan has officially launched its National Tourism Strategy 2011-2015 at a ceremony held under the patronage of HE Dr. Marouf Al Bakhit, Prime Minister of Jordan. The strategy builds on achievements of the previous initiative (2004-2010) and will guide the continued development of Jordan’s tourism sector over the next five years with the overall goal of increasing Jordan’s tourism receipts to JD4.2 billion ($5.9 billion) by 2015. The strategy was developed by the private sector guided by the Ministry of Tourism and Antiquities (MoTA) in partnership with the Jordan Tourism Board (JTB), Department of Antiquities, and the Federation of Tourism Associations. The USAID Jordan Tourism Development project (Siyaha) provided technical expertise and funding for the development of the strategy over a period of more than a year. “Jordan will be a distinctive destination offering diverse, year-round visitor experiences that will enrich the lives of Jordanians and their guests. This strategy will direct the tourism sector in planning and implementing the changes and actions necessary to raise the overall competitiveness of Jordan’s tourism industry, enhance the visitor experience through innovation in product development, better position and promote the tourism offering to global markets so as to attract higher yield customers throughout the year, create a regulatory and operating environment which drives better business performance, and release the full energy of the private sector as the engine of growth,” said HE Dr. Haifa Abu Ghazaleh, Minister of Tourism and Antiquities.Dr. Abu Ghazaleh said: “Jordan will continuously work on creating a more supportive business climate to enable successful investments in the tourism sector, as Jordan has great potential, which investors can help us reach, and we in return can help investors reach their potential and contribute to the economic prosperity.” In 2010, Jordan welcomed 8.2 million visitors, and tourism receipts totaled JD 2.4 billion. The updated strategy aims to raise the overall competitiveness of Jordan’s tourism industry.Marketing efforts will be stepped up and focused towards increasing the total number of tourist arrivals to 9.4 million, growing domestic tourism receipts by 30% and reducing seasonality so that annual receipts are more evenly distributed throughout the year. In the area of product development, efforts will be geared towards increasing air capacity into Jordan by 20% over the lifespan of the NTS, completing 20 new demand-driven tourism infrastructure projects and ensuring that 100% of hotels and 80% of restaurants are approved and classified under the new national classifications scheme.In terms of labor market development, the sector will work towards creating 25,000 new direct jobs in tourism, increasing female participation in the workforce by 15%, getting 5,000 students trained at the 11 VTC centres, and enhancing hospitality skills of 40,000 employees working in tourism.The strategy includes provision for a new tourism law and updating the professions bylaws, which regulate private enterprises working in the tourism sector while increasing the level and quality of services provided to tourists.
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