Friday, February 8, 2013
Enhancing marketing of Jordan through the "Know Your Niche" series
Amman –Jordan's tourism industry is taking further steps to tap into new niche markets as the USAID Jordan Tourism Development Project launched a new workshop series "Know Your Niche to Grow your Niche" in cooperation with the Jordan Tourism Board (JTB) and Jordan Inbound Tour Operators Association (JITOA). The first workshop focused on eco-tourism and adventure and was opened last Saturday by H.E. the Minister of Tourism and Antiquities.
"Eco and adventure travelers are the last to cancel bookings and the first to return, spend longer durations, and their spent dollars trickle down to local communities. This makes eco and adventure travel a very attractive market segment for Jordan to capitalize on and grow," stated H.E. Nayef Al Fayez, Minister of Tourism and Antiquities.
"We believe that Eco and Adventure Tourism are two of the major niche markets that Jordan can capitalize on in increasing the number of visitors, and we are lucky to have with us today several experts who will share with us their expertise in these fields," said H.E. Munir Nassar, JITOA Chairman.
"Our support to this important initiative comes as a response to global travel trends and the growing demand of travelers for more diverse experiences," said Mr. Ibrahim Osta, the USAID Jordan Tourism Development Project Chief of Party. "Jordan is a country that has it all in terms of touris m offerings, and there is a huge potential for it to attract more visitors by smartly promoting its wide-range of products," he added.
The workshop introduced 150 tour operators, hoteliers and guides to eco-tourism and adventure travel, highlighting niche insights and trends, types of packages and ways to develop products as well as promote experiences. Three international experts with keen knowledge of eco-tourism and adventure provided first-hand information to participants in order to help them achieve better penetration of target markets and the highest potential segments through enhanced tour itineraries which will increase sales and tourism arrivals.
Also, a panel of local niche experts presented strengths and opportunities for Jordan niche product offering.
Eco-tourism and adventure travel are the fastest growing niche markets internationally, achieving 15 - 30% growth a year as opposed to 4% growth of classic tourism and resilient niches worldwide. Jordan offers a wide range of products that can appeal to many segments seeking rich and diverse experiences which encompass authenticity, deep-rooted history and rich culture. In addition, the demand on eco-tourism and adventure in Jordan is already increasing.
Other workshops will take place over the next four months, covering other market niches; including incentive travel, voluntourism, astro-tourism, religious tourism and family holidays as part of the "Know Your Niche" series.