The capital is not living up to its full potential as a tourist destination and must do more to enhance its cultural charm and spirit — this was the general consensus among city and tourism authorities convening on Monday March 12, 2007. 

Stakeholders from the country’s tourism and planning communities shared these sentiments at a meeting designed to shape the future course of the capital.

Some 50 industry representatives attended the meeting, part of an inclusive effort by the Greater Amman Municipality (GAM) to transform Amman into a “Destination City” and “Gateway to Jordan.”

Experts noted that while the Kingdom is doing well in attracting tourists to key sites, the capital has a certain weakness in standing as a competitive urban destination for visitors.

“Although the capital is rich with historical and cultural attractions, it is still a challenge to attract tourists here,” said one participant.

“Most visitors spend little time in Amman as there are very few leisure activities available, while at the same time, the overall tourist appeal remains under-developed,” he added.

During the discussions, participants noted the capital has not done much to capitalize on its assets, with the focus mainly on restaurants, malls and hotels. At the same time, the urban infrastructure and underdeveloped visitor information services have hindered the capital’s potential as an attractive destination from flourishing.

Historical sites, such as museums and residential areas in the old city were also cited as not being fully utilized to support tourism.

Amman Mayor Omar Maani acknowledged these weaknesses and challenges, saying they would be addressed.

“The distinct attractions, heritage and geographical location of the capital are key assets for making it stand out, but we acknowledge there is a lot more to be done to improve services as well as boost investment opportunities,” Maani told participants.

“This is among our priorities and we will be working on enhancing these with the cooperation and consultation of various entities in the industry,” he added.

Maani said GAM is ensuring that the various services and attractions are developed in a way that makes a tourist’s stay enjoyable.

He cited several projects under way as part of the overall master plan for the city. These include the redevelopment of the Sweifiyeh shopping district, the old commercial and residential area of Rainbow Street in Jabal Amman, and the Raghadan bus terminal in downtown Amman.  Maani said the plan is also taking into account allotting spaces for exhibition, medical and pedestrian zones.

The municipality has also allocated funds for selected tourism development projects designed to boost Amman’s attractiveness as a destination.

These efforts are being guided by a tourism committee and Amman commission in a joint taskforce with the Ministry of Tourism and Antiquities.

GAM’s tourism strategy is an offshoot of the National Tourism Strategy launched in 2004, which cited “urban tourism” as a major international growth trend.

(Source: Jordan Times)