MICE Tourism: Jordan’s tourism industry promoter

Published on : Tuesday, December 24, 2013

globeJordan has recognized the Meetings, Incentives, Conferences and Exhibitions (MICE) sector, as one of the major high-value niche markets that will further fuel the growth of its tourism industry.





Around 10 to 15% of all visitors to Jordan are MICE related claims the Jordan Tourism Board (JTB), which offers a desirable mix of attractions, from the antique city of Petra to modern hotels and convention centres, has invested millions in the development of tourism-related infrastructure designed to promote its appeal still further. To increase this percentage, the Jordan Tourism Board has increased its level of participation at this year at Gulf Incentives, Business, Travel, and Meetings (GIBTM), which takes place at Abu Dhabi National Exhibition Centre (ADNEC) from 24-26 March 2014.


The JTB will provide GIBTM’s Hosted Buyers with an imminent into business and meetings facilities offered in Jordan, by hosting a familiarization trip after the 2014 event to highlight the country’s unique MICE-focused attractions and services.


Jordan has also been quick to invest in its transport infrastructure, with the latest opening of the brand new state-of-the-art terminal at Amman’s Queen Alia International Airport, helping to protect the Jordanian capital’s position as the preferred aviation hub for the Levant region.


Tourism is an important part of the Jordanian economy, representing around 14% of the country’s GDP. The sector has rebounded in 2012 in stunning fashion following the impact of the Arab Spring, generating $3.5 billion in tourism revenues, up 15.3% or $3 billion in 2011, according to the Central Bank of Jordan (CBJ).





Arab nationals fuelled the growth in tourism numbers, with income generated by regional visitors rocketing 47.1% year on year. Jordan’s venue highlights include the King Hussein Bin Talal Convention Centre (KHBTCC) managed by Hilton at the Dead Sea, which stages many prestigious global events and has been home to the Middle East edition of the World Economic Forum (WEF) since 2003.


In addition to the post-event familiarization initiative, GIBTM 2014 which takes place at Abu Dhabi National Exhibition Centre (ADNEC) from 24-26 March, will also comprise Business Travel @ GIBTM featuring professional exhibitors within the Business Travel Zone, a dedicated Business Travel Knowledge programme and exclusive networking opportunities for this specific sector. The 2014 show will also attribute the first-ever GIBTM-hosted ‘Market Focus on Asia’ event along with a dedicated Asia Pavilion; and the sourceme Pavilion, in joint venture with Nicholas Publishing InternationaI (NPI), which will highlight the region’s leading event service suppliers.





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