Today’s tourism industry is customer-centric and experience-based: visitors’ behavior is researched and customized travel services are developed to meet consumers’ preferences. Source market tour operators and travel agents are developing sophisticated new marketing techniques for segment and lifestyle groups. Unless Jordan employs equally sophisticated tourism marketing, research, and communication techniques, it will lose ground in this increasingly competitive tourism marketplace.
The USAID/Jordan Tourism Development Project II's marketing approach focuses on four main areas:
Support GoJ, MoTA, JTB and the industry to improve capacity in destination marketing
Develop partnerships to improve Jordan’s approach to international markets
Strengthen niche, segmented, and product marketing initiatives
Build sector capacity to plan and market tourism effectively
The adopted overall strategic approach is based on “destination marketing.” While Jordan itself is the overarching destination, JTDII will promote important sub-destinations with attractions for various visitor segments, particularly Amman, Aqaba, the Dead Sea cluster, and Petra. JTDII will support promotion of the Jordan destination through JTB and tour operators, and work with local DMCs to promote sub-destinations. This will help to strengthen tourism destination and product marketing for Jordan.