The Kingdom launched a critical remedial action plan to enhance public understanding of the tourism sector and address prevailing misconceptions jeopardizing its future growth.

The National Tourism Public Awareness Strategy, introduced by USAID-funded Siyaha, is considered a critical step for Jordan, which has been working hard to build a solid tourism industry at home. As investments are being poured into marketing the country, developing and expanding quality services for visitors and building new hotels to accommodate thousands of tourists projected to visit the country in the coming years.

Such investments are critical for the country, which is competing with other regional and international destinations providing upscale services. With plans for an additional 12,000 hotel rooms in the next five years, these developments require a 25,000-strong workforce.

The first phase of the campaign, undertaken in cooperation with the Ministry of Tourism and Antiquities, will target policy-makers, current industry employees, employers, media, the general public, career influencers such as parents and teachers and students, with messages designed to change negative perceptions and garner greater engagement and commitment to this sector. The second and third phases of the campaign will commence next year.

The campaign is designed to raise the profile of tourism as an important part for the economy in job creation, investments and income generation at both the local and government level.