US taxes pay for Jordan Tourism Board’s outreach to North America

The USAID Economic Growth Through Sustainable Tourism Project today marked a series of grants to the Jordan Tourism Board (JTB) to strengthen the promotion of Jordan as a tourist destination in the Eu

The USAID Economic Growth Through Sustainable Tourism Project today marked a series of grants to the Jordan Tourism Board (JTB) to strengthen the promotion of Jordan as a tourist destination in the European, North American and Mexican markets. U.S. Ambassador to Jordan Stuart Jones, USAID/Jordan Mission Director Beth Paige and Minister of Tourism and Antiquities H.E. Prof. Nidal Mardi Al Katamine signed a certificate acknowledging continuing collaboration and support.

The series of grants will help the Jordan Tourism Board use social media, online and direct marketing to reach new groups of potential tourists abroad. Efforts will also include revamping the online Jordan Travel Agent Academy to help North American travel agents market Jordan; developing Spanish-language promotional content to reach travelers in Mexico and the U.S.; hosting press trips for travel writers; and increasing Jordanโ€™s exposure with U.S. tour operators. The grants will also fund TripAdvisor campaigns in Europe, the U.S. and Mexico.

โ€œWe are striving to increase Jordanโ€™s competitiveness as a global tourism destination and to expand its reach to new and more targeted markets using the latest tools and technologies,โ€ said H.E. Katamine, Chairman of the Jordan Tourism Board.

Ambassador Jones added that the partnership in tourism between Jordan and the U.S. is vital, just as it is in education, health, science and technology. โ€œThe U.S. is committed to its ongoing support of Jordanโ€™s tourism sector, which highlights the countryโ€™s beauty, rich history, culture and hospitality,โ€ he said.

USAID/Jordan Mission Director Beth Paige said the USAID tourism project is delighted to continue its support of JTBโ€™s efforts. She noted that during the past eight years, USAID has provided over JOD 256,811 (US $362,727) to support the promotion of Jordan to global markets. โ€œThis has introduced people throughout the world to Jordanโ€™s spectacular landscape and ancient treasures.โ€

The marketing initiatives implemented by JTB, with support from USAID, should increase the number of tourists visiting Jordan, said Dr. Abed Al Razzaq Arabiyat, Managing Director of the Jordan Tourism Board. โ€œNorth America is a major tourism market for Jordan with huge potential for growth,โ€ he noted.

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Linda Hohnholz

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