Amman:Jordan's tourism sector anticipates that the upcoming Jordan-EU Investment Conference will attract new investments, expand access to European markets, and establish partnerships with airlines and major tour operators, potentially increasing visitor numbers.
According to Jordan News Agency, the conference on November 19 at the Dead Sea will position tourism as a key investment sector, capitalizing on the presence of European officials, investors, business leaders, and media to directly promote Jordan in important source markets.
Hussein Hilalat, President of the Jordan Hotel Association, emphasized the importance of private-sector involvement in discussions due to their understanding of market demands and investment opportunities. He highlighted low-cost aviation as a priority to boost tourist arrivals and strengthen market competitiveness. For sustainable routes, attracting low-cost carriers should come with conditions.
Hilalat also suggested that new investments should focus on diversifying Jordan's tourism offerings rather than just adding hotel rooms. Projects should align with market demand, create jobs, and enhance international competitiveness.
Hikam Shatnawi, a professor at Yarmouk University, recommended that tourism and hospitality projects be prominently featured for European investors. He viewed the conference as a marketing platform, proposing familiarization programs and visits to tourism sites for participants to increase media coverage and firsthand exposure to Jordan's offerings.
Mahmoud Khasawneh, President of the Jordan Society of Tourism and Travel Agents, advocated for building direct partnerships with European tour operators, travel companies, and airlines. He proposed agreements for annual bookings, seasonal packages, and long-term airline partnerships for seat capacity from European cities.
Tourism expert Osama Abu Taleb suggested the conference should serve both as an investment and marketing opportunity, presenting Jordan as a destination for capital and travelers. Preparations should focus on identifying priority European markets and establishing targeted meetings with investors and tourism platforms.
The potential investment opportunities could extend beyond traditional hospitality to include tourism technology, smart transport, green tourism, and community-based experiences. The conference's success will be measured by its ability to convert European interest into actual demand, increasing visitor numbers and tourism spending.
The conference, held under the patronage of King Abdullah II with European Commission President Ursula von der Leyen's participation, aims to strengthen Jordan's position in the European tourism market.