sign in sign up
<<
Home , Adventure travel, Ajloun, Ajloun Forest Reserve, Aqaba, Azraq Wetland Reserve, Convention (meeting)

DESTINATION REVIEW FROM A SOCIO-ECONOMIC, POLITICAL AND ENVIRONMENTAL PERSPECTIVE IN This publication has been produced with the financial assistance of the European Union under the ENI CBC Mediterranean

Sea Basin Programme. The contents of this document are the sole responsibility of the Official Chamber of Commerce,

Industry, Services and of Barcelona and can under no circumstances be regarded as reflecting the position of the European Union or the Programme management structures.

The European Union is made up of 28 Member States who have decided to gradually link together their know-how, resources and destinies. Together, during a period of enlargement of 50 years, they have built a zone of stability, democracy and sustainable development whilst maintaining cultural diversity, tolerance and individual freedoms. The

European Union is committed to sharing its achievements and its values with countries and peoples beyond its borders.

The 2014-2020 ENI CBC Basin Programme is a multilateral Cross-Border Cooperation (CBC) initiative funded by the European Neighbourhood Instrument (ENI). The Programme objective is to foster fair, equitable and sustainable economic, social and territorial development, which may advance cross-border integration and valorise participating countries’ territories and values. The following 13 countries participate in the Programme: Cyprus, ,

France, Greece, , Italy, Jordan, Lebanon, Malta, , Portugal, Spain, Tunisia. The Managing Authority (JMA) is the Autonomous Region of Sardinia (Italy). Official Programme languages are , English and French. For more information, please visit: www.enicbcmed.eu

MEDUSA project has a budget of 3.3 million euros, being 2.9 million euros the European Union contribution (90%). Contents 0. EXECUTIVE SUMMARY...... 1

1. SOCIAL, ECONOMIC AND CULTURAL PROFILE...... 2

1.1 General Overview ...... 4

1.2 Administrative, Political and Territorial Structure...... 4

1.3 Demographic Evolution...... 5

1.4 Economic Structure...... 5

1.5 Employment and Living Conditions ...... 7

1.6 Local ...... 8

1.7 Gender dimension in tourism...... 9

2. INFRASTRUCTURES AND MOBILITY...... 11

2.1 General Overview...... 13

2.2 Hard infrastructure...... 13

2.3 Soft Infrastructure...... 15

2.4 Accessible Information on Heritage and Culture ...... 16

3. ENVIRONMENTAL PROFILE...... 17

3.1 General Overview ...... 19

3.2 Protected Areas...... 22

4. Destination Strategy and Management...... 27

4.1 - Numbers ...... 29

4.2 Destination Management System...... 30

4.3 Destination Strategy...... 30

4.4 Policy ...... 34

4.5 Legal framework affecting adventure tourism ...... 35

5. Annex...... 37

Sources ...... 39 0. EXECUTIVE SUMMARY

Jordan is considered a pillar of stability and there were 4.5 million overnight in the region. Despite challenging visitors (up 8.1% over 2018). About 40% of surroundings, Jordan has been able to Jordan’s tourism revenue comes from manage the misperceptions about its the Jordanian Diaspora. Jordan is in an safety and security and maintain positive excellent position to embrace adventure economic growth in tourism. Jordan tourism, yet adventure products are in lacks natural resources but has a highly their infancy. The Adventure Tourism educated population and aims to become product requires robust research and a regional leader in growth sectors, such development, as well as investment and as renewable energy, communication marketing efforts to grow this potentially technology, manufacturing, and tourism. lucrative sustainable prioritised tourism Last year, 2019 was heralded as a product. For Jordan to become a regional positive year for tourism in Jordan. With destination for adventure , a robust the growth in the sector increasing by private-sector-led effort is required. The 7.6% over 2018, compared to a global economic potential of adventure tourism increase of 6%. In 2019, tourism receipts must be assessed, and a legislative reached JD4.11 billion (up 10.2% over 2018), framework must be put in place. 1. SOCIAL, ECONOMIC AND CULTURAL PROFILE General & Social info

Extension Area 89.342 Km2

Population 10.193.973 (May 2020)

Population Density 115 people/km2

3.843.500/10.193.973= Tourists/Residents 37% tourists

Health - Hospital Beds/1000 National 1.8 people (Feb2020) 2.6 1m+

750k+

500k+

250k+

100k+

22k+

aGriculture hOsPitality Economic info finance GOvt.services 26% GDP (2019) 44.40 Billion USD trade 15% Other educatiOn 12% 3236.90USD s GDP/Inhibitant (2019) e ic manufacturinG 10% PPP 8309.3 USD r v ea r l e e Other 9% s .s ta t te v GINI Indes (2018) 40% O aGriculture 2% G cOnstructiOn

Unemployment Rate (Jan 2020) 19% hOsPitality 2% m t

m e ra finance 2% O a

c d de & n

Tech, Services, ns u a u

r c real estate 5%

Innovation (top sectors) t f

a a Health, Tourism c t

i

t O cOnstructiOn 6% u

n

r

i

n & cOmms 9% G electricity & water 1% mininG 1%

elec & water mininG

CULTURAL info

Dialects and language Arabic & English

• UNESCO World •Baptism site Heritage Sites •Um er-Rasas (kastrom Mefa’a) 1 2 •Quseir Amra 3 68 investment Opportunities Investments (appx. JD 3.83 billion)

Culture uniquenesses Hopspitality

4

1. baPtism siZe (al-maGhtas)(2015) 5 2. Queir amra (1985) 3. um er-rasas (kastrOm mefaÕa)(2004) 4. Petra (1985) 5. PrOtected area (2011)

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 3 1.1 General Overview The country is divided into twelve Jordan is in the Asia continent near governorates; , , , , and cross-roads. The Kingdom , , , Karak, Tafileh, borders five countries, namely , , Ma’an, and and Amman, the , Palestine and West Bank capital. Each governorate is broken down and two seas; the (internal high into districts and sub-districts, forming salt content body of water) and the Red the administrative units. Sea. Jordan covers an extension area of a total: 89,342 square kilometres, of which Over the past decades, Jordan has been the land area is 88,780 square kilometres. centrally governed. All planning and The western region along the Jordan development processes were led by the plateau is suitable for farming. The Dead central government. Since 2015, changes Sea is the lowest geographical point in have been introduced to empower Jordan as well as the lowest point on earth governorates and districts, under the 2015 at 420 meters under sea level, while the Decentralisation Law and Municipality highest peak is Mount Jabal Umm al Dami Law, allowing first steps to be taken to in the South at 1,854 meters. The eastern enable bottom-up planning processes. side is a desert with temperatures up to By engaging the municipalities, service 40 degrees Celsius. and policy priorities can be identified at a local level. 1.2 Administrative, Political and Territorial The international donor community has long supported Jordan, offering both Structure technical and financial aid to support Jordan, which is located in a region Jordan is located at the very heart of constant economic, political, and of the Arab world. From the time the security turmoil. Jordan is committed Hashemite Kingdom was established, the to developing good governance and is country and its leadership have become supported through its regional alliances an example of evolving democracy, in the global debate in this regard. Jordan evolution and moderation in the region. Vision 2025 places Jordan’s citizens Jordan’s governing system is based on centrally to the reform process and a progressive constitution. The Kingdom advocates transparency, accountability, is a hereditary, parliamentary monarchy. and participation. Due to its geographical location and history, various tribes and people settled Parliaments and governments tend in Jordan, resulting in a diverse mixture of to govern for short periods. As a result religions, dialects, ethnicities, and styles. continuity and sustainability are As a result, the Kingdom is influenced by negatively impacted. Tribal affiliations a sense of family that positively impacts continue to strongly impact political stability. decisions. The public sector is over-

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 4 inflated and put significant pressure By putting King Abdullah II’s Vision 2025, on government spending and leaves and the endorsed Decentralisation little space for investments and other and Municipality Laws, into practice, expenditures, as funds are consumed the opportunity exists to engage public by public obligations and salaries. There participation in national and local are strong disparities between the better development1. off and the poor, with wealth typically concentrated in West Amman.

1.3 Demographic Evolution

The Jordan population has doubled in the decade between 1999 and 2019. The growth, in part, is attributed to the influx of refugees who settled in Jordan as a result of the Iraqi & Syrian crisis.

JORDAN – 2020 Estimated at just over 10 million Population annual growth rate % : 2012 / 2019 / 2020 5.57% / 1.37% / 1%

Jordan population equivalent to total world population 0.13%

Under-five mortality rate (per 1000 live births) 17

Life expectancy at birth (years), male 73 (51% of population)

Life expectancy at birth (years), female 76 (49% of population)

Population density 115 per square kilometer

% of the population is urban in 2020 (graph below) 91.5%

Median age 23,8 years old

necessary for its development in the 1.4 Economic Structure medium term and to offer refugees on Jordan has an excellent position in the its territory the conditions for a decent . It has managed to maintain life. The London conference in February its stability despite major crises affecting 2016 laid the groundwork for a medium- Syria and Iraq, whose impact on the term contract between Jordan and the country is massive through the influx of international community to support this refugees, the cessation of regional trade dual ambition. or the decline of tourism and international Jordan is one of the smallest in the Middle investment. To cope with this challenging East and suffers from a lack of natural economic situation, Jordan has received resources. The country relies heavily exceptionally high foreign assistance. on foreign assistance. The Jordanian The Jordanian government is organising economy experienced a phase of rapid to continue the investments and reforms

1. https://www.oecd.org/mena/governance/Jordan-Highlights-2017.pdf

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 5 growth between 1991 and 2007, marked cumulatively amounting to close to US$5 by a doubling of per capita income in billion, or around 12% of average GDP dollars. Jordan remains a service-based from 2012 to 2018” (World Bank 2018) and economy. Jordan’ s GDP was worth aims to restore fiscal, monetary, and USD44.40 in 2019, according to official data macroeconomic stability. The program from the World Bank and projections from is supported by a new five-year Jordan Trading Economics, of which 12.5% were Economic Growth Plan which targets attributed to Tourism (2018) according to doubling of economic growth over 2018– MOTA. The GDP value of Jordan represents 22 and reducing the debt burden, through 0.04% of the world economy. structural reforms aimed at improving the business climate, boosting exports, Micro and small-scale businesses creating jobs and sustainably lifting (MSMEs) make up 98% of the Jordanian incomes. The Government of Jordan economy, a significant number of which is currently undergoing a review of its operate informally. It is estimated that the economic reform plan, focusing on fiscal informal sector with no legal registrations policy. and operation outside the tax system 2 makes up 26% of the Jordanian Economy . Investments

In terms of ease of doing business with Investment is essential to developing Jordan, it was ranked as 75 out of 190 tourism infrastructure for Jordan ranked economies according to “Doing to become a stand-alone tourism Business” Report 2020 produced by the destination. A key area of need is to grow 3 World Bank Group . The rank of Jordan infrastructure around the airports and improved to 75 in 2019 from 104 in 2018. roads to drive tourism into and across the Kingdom. Support in this regard Engines of local Economy requires substantial budgets as well as the recurring need for maintenance. The enormous public debt, 95% of GDP PPPs are a solution for developing in 2017 vs 60% in 2000, is one of the new infrastructure and operating and main features of deterioration of the maintaining these capital- intensive Jordanian economy. As a response to investments. In February 2020, the this macroeconomic instability, Jordan government identified 68 investment has started implementing a national opportunities worth approximately JD economic and fiscal reform program 3.83 billion across the Kingdom for various in coordination with the International sectors, (including tourism4). The tourism Monetary Fund (IMF) through a Stand-by sector has been allocated some $2 billion, agreement. The reform program hinges about JD1.42 billion, of these investment on “a tremendous fiscal adjustment, opportunities.

2. Jordan Times April 2017 3. (https://www.doingbusiness.org/content/dam/doingBusiness/country/j/jordan/JOR.pdf) 4. (https://www.jordantimes.com/news/local/govt-launches-68-investment-opportunities-worth-45b)

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 6 1.5 Employment and including education provision. Living Conditions Health Occupation According to the Jordan Population and Health Survey 2017-2018, the total fertility The unemployment rate was upwards of rate dropped from 3.5 children per 19% during 2019, and it is expected that woman in the 15-49 age group in 2012 to the unemployment rate would rise in 2020 2.7 in 2017-2018, which means that women due to COVID-19. Private employment in Jordan have an average of 2.7 children remains dominated by low-skilled jobs throughout their reproductive life. The and does not offer sufficient opportunities prevalence of modern contraception for young graduates. This situation is among married women was 37%. The coupled with lower oil prices that lead to infant mortality rate was 17 per 1,000 a net decreased opportunity for skilled live births, and the under-five mortality jobs in the Arabian Gulf (GCC). Also, rate was 19 deaths per 1,000 live births. the social norms within the Jordanian 98% of births took place in safe health society, impede access for the less well- facilities5. With the influx of refugees, there off Jordanians to this type of work, which is additional pressure on all resources, is mainly occupied by the hand of Egypt including health care provision. and South Asia and in recent years, by Syrian laborers. Social Welfare Education Social safety nets function but are stretched in the face of high poverty The educational attainment sub-index rates, unemployment and inflation. of the 2018 WEF report places Jordan in There is a need to improve targeting and th an advanced position of 45 globally. coordination and to expand gender- and This ranking suggests Jordan could play age-responsive social programmes The a leading role to integrate more women National Social Protection and Poverty in the economy and decision-making Alleviation Strategy for 2019-2025, calls circles. The situation in the Kingdom is, for improved targeting, coordination and however, exacerbated by the lack of expansion of gender- and age-responsive legislative or policy initiatives to take social programmes6 and positions the NAF advantage of its positive educational as a central social assistance programme gains. With the influx of refugees, there is additional pressure on all resources,

5. Key Indicators Report for the Jordan Population and Family Health Survey (JPFHS) 6. https://docs.wfp.org/api/documents/WFP-0000108637/download

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 7 alongside the national school meals programme (NSMP). Religion Rule of Law The state religion is Islam; however, the Jordan ranked 2nd country in the Middle constitution provides for the freedom to East and North Africa (MENA) region and practice one’s faith per the customs that 49th worldwide in the 2018-2019 Rule of Law are observed in the Kingdom, unless they Index issued by the World Justice Project violate public order or morality. In general, (WJP), which assesses the adherence to and Christians live together the rule of law of a total of 126 countries with no significant problems regarding around the world. Jordan dropped four differences and discrimination. Jordan ranking points in comparison to the last is also home to various minority groups, report. Rule of Law Index measures the consisting of , Armenian, Circassian countries’ rule of law performance across and chechens contingents. eight factors: constraints on government powers, absence of corruption, open Hospitality and tradition government, fundamental rights, order Jordanian culture is one of hospitality. and security, regulatory enforcement, civil The social rule to take care of all guests is justice, and criminal justice. rooted in Bedouin tradition and is deeply embedded in Jordanian customs and society. Jordanians are well known for 1.6 Local Culture their generosity and hospitality. Some people wear their traditional outfits every Origins day, especially in the more rural areas. Others may dress up in national costume Most Jordanians are from Bedouin on occasions. The traditional garment or Palestinian origins as well as other for men is the “dishdasha” or “thoub” minorities. To this day, Jordan is considered with a conventional scarf-like headcover. a haven for those suffering conflict. As Women’s costumes are typically hand a result, Jordan’s blended culture is rich embroidered long garments that reach and diverse in terms of arts, cuisine and the floor, with intricate embroidery, jewels customs as well as dialects. The regional and head coverings. colloquial Arabic of the Levant, which is spoken in Jordan, Lebanon, Syria and Cuisine Palestine. Written Arabic, of Fussha, is a classical standardised language that Jordan’s cuisine is derived from and is taught across the Middle East and shared with other Mediterranean is typically used for formal addresses countries and strongly relies on seasonal and occasions. English is relatively often vegetables and grains. However, the most spoken in tourism but can be a bit hit and famous Jordanian dish is (either miss across the Kingdom.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 8 lamb or goat cooked in dried yoghurt Jordan committed to taking action to and served over a bed of shrak (Arabic eliminate all forms of discrimination flatbread) and rice). In the South in against women and to achieving the Aqaba, the Sayyadiyeh is mostly favored Sustainable Development Goal n°5 on - fish cooked in a blend of spices and rice. gender equality. As a result of the law While the famous sweet dish - Kunafa, amending the constitution women’s which originated in , Palestine is political and civil freedoms have been strongly preferred by all and is widely strengthened. The amendment affirmed used at weddings and social occasions that the family was the cornerstone of alongside the mansaf. Local cuisine is of the society, and provided for mandatory national importance to Jordanians. education. Leadership positions are now more accessible to women, and the In addition to the rich culture, Jordan now requirement for a woman to obtain her also boasts new forms of arts and music. husband’s approval for travel had been Younger generations express themselves repealed. As in several cases, the general in creative ways which can be found law and actual implementation of the back in paintings, graffiti, photography law are often not aligned and requires across cafés and galleries and artistic upholding and embedding within movements and societies. Jordanian society and mindsets.

Events Traditionally, the face of tourism in Jordan is male. Recently more women are taking For the past ten years, Jordan has been the helm of tour companies and taking host to many conferences and events their place within a position of influence in such as the World Economic Forum on the the sector. The current Minister of Tourism Middle East and North Africa and ATTA and (May 2020), as indeed the previous Near East Adventure fairs. Jordan has also Minister, are women. Across rural Jordan, been growing in popular and classical however, apart from the leadership concerts and performances by local, positions of women driving their own regional and international artists which companies, the reality is different. attract many visitors from neighboring Support services, including guiding, are countries. Local festivals and fairs are also predominantly delivered by men, with popular like Jerash Festival of Culture and the women taking back of house roles in Arts. terms of cleaning and cooking within the guesthouses and homestays run by local 1.7 Gender dimension in families. tourism It is important to note that working in the According to the Gender Gap Index 2018, service is often looked down on. Jordan ranks 138 of 149, which means that Women should not be seen to be engaged Jordan sits within the worst 15 countries in in establishments where there is alcohol terms of gender equality. or cleaning bedrooms, for example. These ‘bad influences’ and being seen as

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 9 ‘servants’, goes against the grain for some Tourism and COVID-19 Jordanian families, steering the female members away from tourism as a career As we put together this study, the outbreak of choice. Women represented a mere 9% of Coronavirus COVID-19 presents the of the total labor force supporting tourism tourism sector with a significant and in 2019. The Jordan Tourism Strategy will evolving challenge. Tourism is currently focus on the development of human one of the most fragile and affected areas, capital and fully engage Jordanians and UNWTO has revised its 2020 forecast in the tourism and hospitality sectors. for international arrivals and receipts, Awareness campaigns will be designed though emphasises that such any and launched to motivate Jordanian predictions are subject to further revision. youth and women to choose careers in Jordan will naturally have to consider its tourism. Tourism and hospitality training response to recovery as matters unfold. will be founded on a balance of theory and practical internships, providing students with work experience on which to build careers.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 10 2. INFRASTRUCTURES AND MOBILITY HARD INFRASTRUCTURE

AIR 3 commercial airports 100+ Airlines

SEA 1 port 70+ Tourism vessels & cruise ships

ROADS 4 Major Highways

1 Railway local transportation of RAILROAD phosphate

soft INFRASTRUCTURE

Yarkmouk, Ajloun & Dibbeen Forest RSCN Reserves, , Mujib & TRAILS Dana Biosphere Reserves

Canyoning, or wet trails can include Wet Trails swimming, jumping, abseiling and floating

Stretches 650 Km from North to south JORDAN across 52 villages and town and takes an TRAIL average of 40 days to complete

CYCLING Jordan Bike Trail TRAILS

ECO-PARKS JORDAN ECOPARK (Sharhabil Bin Hasnah)

soft INFRASTRUCTURE

www.mota.gov.jo, www.visitiordan.com, www.|itoa.org, www.rscn.org.jo, www.|sta.org.jo, www.jordantrail.org, www. jordanbiketrail.com, www.aqaba.jo, www.jonotels.org, www.jra.jo, WEBSITES www.iourguides.com.jo, www.wildjordan.com, www. pdtra.gov.jo, www.phajordan.org, www. accessiblejordan.com, www.jreds.org

www.instagram.com/RSCNJordan, www.facebook.com/rscn.org, www.instagram.com/ wildjordan, www.facebook.com/wildjordan, www.facebook.com/VisitJordan, www. instagram.com/visitjordan, www. youtube.com/user/visitiordan, www.twitter.com/ Main social VisitJordan, www.instagram.com/jordan_ trail, www.facebook.com/TheJordan Trail, networks www.facebook.com/jordanbiketrail, www.instagram.com/jordanbiketrail, www.facebook. com/Aqaba Tourism, www. instagram.com/aqabatourism,www.facebook.com/ aqabadivingassociation, www.facebook.com/JHPAssoaciation

PUBLIC TOURIST Jordan Tourism Board OFFICES

Above and Below, Aithuraya Travel, Ashtar Tours, Dakkak Travel, Discover Jordan, Discovery Specialized Private Tours, Experience Jordan, Golden Gate, Jordan Select Tours, Jordan and Beyond, Jordan Operators Inspiration Tours.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 12 the initiative of His Majesty the Late King 2.1 General Overview Hussein Bin Talal. Jordan is relatively well developed in Jordan has recognized the aviation sector terms of infrastructure allowing for as a fundamental driver for the country’s mobility across the Kingdom. The road prosperity, encouraging growth across a network runs from north to south, and variety of industries, from tourism to trade. connects the country along that axis. New routes and promotions to capture A major international modern airport incremental traffic have been put in place serves Amman, with a smaller one serving by national flag carrier . the south. Significant investments are being made in further improving the The growing presence of low-cost carriers key transportation routes, and include (Ryan Air and Easy Jet) have enhanced extensive work on the air accessibility, providing travellers from as well as on the Rapid- project new destinations with value-for-money which is currently under development, options to fly to Amman and Aqaba. aimed to alleviate traffic issues and Increasing Jordan’s ability to attract mobility challenges in the capital. The tourists from new markets with direct air transportation infrastructure and mobility service is critical to enhancing Jordan’s assets are set out below. tourism competitiveness.

2.2 Hard infrastructure Port Airports Aqaba on the , located at the far south of Jordan, is the only port in Jordan operates three civilian airports Jordan. The port is situated between four for passengers, two of which are located countries and three continents. Being in Amman and one in Aqaba. The main Jordan’s single port; it is split into three airport is the Queen Alia International terminals; The passengers terminal Airport (QAIA) which is located some 32 which can receive up to 4 cruises kilometers south of Amman and services simultaneously and is located closest to all regular international flights coming to the city; The Containers terminal which Jordan as well as LCCs. The Amman Civil is located midway to the South, and the Airport (ADJ) is located in Marka area, South terminal which is located on the north of the capital and services primarily border with Saudi Arabia and is used for charters and private operators, in addition industrial purposes. to housing the air ambulance service. While the King Hussein International Daily ferry services connect Aqaba with Airport in Aqaba (AQJ) services charter port on Egypt’s Red Sea coast, flights, LCCs, private jets as well as some and there is a regular boat service regular flights, it is also home to the world- linking Aqaba to Taba in the northern renowned Royal Jordanian Falcons. This tip of this coast. International freight national aerobatic team formed in 1976 at containers sail from Aqaba across the

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 13 world. Neighboring landlocked countries, Jordan has four primary highways as including Iraq, use Aqaba port for their follows: shipping purposes. Over the past years, • (Desert Highway): connects the port of Aqaba has undergone a multi- the Syrian border with Amman and billion dollar investment to transform the to the port city of Aqaba on the Gulf port to compete on an international and of Aqaba. It is a four-lane, double global level. Through a public-private carriageway road almost in its entirety, partnership, Aqaba’s port is being fully from the Syrian border until the junction revamped. Capable of servicing ultra- with the way to Petra. large cruise and container ships, the • (King’s Highway): connects port plays a crucial role in the Jordanian Irbid in the northern region to Aqaba, it economy, which can drive growth and takes the name and route of the historic development regionally. King’s Highway. It has four lanes on the Railroad dual carriageway on its stretch from Irbid to Amman. The only railroad in Jordan is dedicated to • (Dead Sea Highway): the transportation of phosphate between connects Aqaba to the northwestern Maan and Aqaba. There used to be the region of Jordan. old Hejaz Railway. It was constructed by the Ottomans between 1900 and 1908. • Jordan Highway: encircles the city of The primary purpose was to facilitate Amman and connects it to Jerash and to the Muslim Holy places Irbid in Arabia. It also served to strengthen Ottoman control over the far-flung Tourist Mobility provinces of their empire. The mainline Public transport is considered inconsistent linked to . Though this in terms of standards and quality levels. railway no longer functions, it has been The usual 20-seater are mostly well maintained and is often rented for used by the local population and are not special private sector trips depicting the frequently used by visitors. Ottoman era experience. Jordan’s tourism transportation system Roads currently relies on nine private tour bus companies that offer a variety of large, According to the World Economic Forum’s medium, small buses and vans. They Index of Economic Competitiveness, can be rented privately for any required Jordan ranked 35th in terms of the best route. The only regular tourism transport infrastructure in the world. This is one of service is offered by the public-private the highest rankings in the developing JETT company, which provides a speedy world. and reliable service with scheduled daily

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 14 departures according to a fixed schedule Conservation of (RSCN) provides and connects Amman with Irbid and many opportunities for adventure Aqaba. Also, JETT offers periodic seasonal travellers to explore the Kingdom on foot routes that link Amman with prime via Wild Jordan, a registered trademark of attractions like the Dead Sea, Jerash and RSCN, at the RSCN nature reserves. Trails Madaba. Cars can be rented in Jordan via can be found in Yarmouk-, Ajloun- and car rental companies or tour operators. Dibeen Forest Reserves as well as at Azraq In the case of car rental, great caution is wetland reserve and the award-winning required as the driver is always guilty in an Mujib and Dana Biosphere Reserves7. accident. There is a risk of imprisonment The Jordan Trail was officially launched in or substantial compensation payments in 2015 and presents a top-rated and diverse case an accident is caused. adventure product that is quickly gaining Taxis are widely available as are Über a positive international reputation. It and Careem services. Taxi drivers, stretches over 650 kilometers from north unfortunately, suffer a bad reputation to south across 52 villages and towns and in terms of overcharging international takes an average of 40 days to complete. tourists. Some of the taxis may not The trail crossed diverse landscapes. be equipped to the safety levels and from the rolling wooded hills in the north, standards as expected by foreign visitors. the rugged wadis and cliffs overlooking the Jordan Rift Valley, to the red rose city Connectivity to and from the airport is of of Petra, the dramatic sands and towering paramount importance to tourism as the mountains in Wadi Rum, and south to the vast majority of internationals arrive by air. 8 crystal waters of the It’s QAIA has its airport taxi service. However, believed that , and prophet there remains a clear gap in connectivity Mohammed walked this path. The Jordan to and from the three airports, which offers Trail Association (JTA) is a voluntary non- a development opportunity for future government organization set to develop linkages between the regions and sites and maintain the Jordan Trail. It provides of Jordan are missing which negatively visitors with information including impacts travellers to move efficiently and downloadable files for high-resolution effectively across the Kingdom. PDF and GPX, a Google , as well as JPG images for maps and elevation 2.3 Soft Infrastructure profiles. Details on route services, things

Jordan offers a high number of excellent to see, and photos to aid in planning a guided and self-guided hikes and trails. Jordan Trail experience can be accessed They range from easy to moderate and via the JTA website. The Jordan Trail was challenging. The The Royal Society for the awarded one of the Best in the World

7. (http://rscn.org.jo) 8. Gulf of Aqaba. (https://jordantrail.org)

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 15 experiences by National Geographic 2018. warmth during winter and summer, with an average sea temperature of 24°C. or wet trails are primarily Jordan’s 27km coastline represents the available in the Wadis () along northernmost outcropping of the mountains facing the Dead Sea shores in the world and tolerates a high salinity such as , and others and can rate compared to other seas, according include swimming, jumping, abseiling, to the guide on toxic creatures in the Gulf and floating. Distinct trails are open at 9 of Aqaba . different times of the year. The wet trails are restricted to access between April 2.4 Accessible and October only. Outside of this period, the water levels can make these wadi’s Information on Heritage too dangerous. The best months for and Culture are April and May. Information relating to culture and Diving and the Coral reefs are in the heritage, nature-based activities, events, South of Jordan, on the Red Sea in the weekend trips and other events are Gulf of Aqaba. Marine Conservationists typically available online and are freely are rallying support to list the coral reefs downloadable. in Jordan as a UNESCO World Heritage Websites Include: Site. Extensive conservation efforts are www.mota.gov.jo www.jra.jo ongoing to protect the coral reefs which www.visitjordan.com www.tourguides.com.jo are over thousands of years old with www.jitoa.org www.wildjordan.com 250 out of Aqaba’s 500+ fish species, www.rscn.org.jo www.pdtra.gov.jo inhabiting the reefs. The Gulf of Aqaba is www.jsta.org.jo www.phajordan.org a semi-enclosed water basin attached to www.jordantrail.org www.accessiblejordan.com the semi-enclosed Red Sea, with a length www.jordanbiketrail.com www.jreds.org of 170km, an average width of about 15km www.aqaba.jo www.calendar.jo and with a maximum depth of more than www.johotels.org www.visitas-salt.com 1,800 meters. Its water is characterized by Dive in Aqaba App, visit Jordan travel app and others. Adventure Companies

Above and Below Althuraya Travel Ashtar Tours

Dakkak Travel Discover Jordan Discovery Tours

Experience Jordan Golden Gate Jordan Jordan and Beyond

Jordan Inspiration Tours Jordan Select Tours

9. http://jordantimes.com/news/local/aqaba-calls-listing-coral-reefs--world-heritage-list

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 16 3. ENVIRONMENTAL PROFILE General & GEOGRAPHY info

% of cities with +20K inhabitants 33%

Jabal Umm ad Dami Highest point AMMAN 1.854m QUSEIR AMRA Dead Sea - 411 m UM ER-RASAS MUJIB NATURE Lowest point below sea level - the RESERVE lowest point on earth 2 Kilometers of coastline 26 km PETRA JORDAN TRAIL WADI RUM

BIODIVERSITY info

Protected areas 15%

• Hammada • Steppe • Decidous Oak • Saline Vegetation • Evergreen oak • Sand Dune • Tropical Juniperos • Mediterranean non-forest • Mud Flat

2000+ species of plants 62 Flora tree species

• 70 species and subspecies of mammals • 73 reptile species Fauna • 1000+ Species of fresh water fish • 425 species of bird

Climate info

• Sudanian • Saharo Arabia Biogeographic Zones • Irano-Turaninan • Mediterranean

Annual Rainfall 250-450 millimeters

Summer sunshine hours 330h monthly

Winter sunshine hours 200h monhly

Summer temperatures 26.5°C-45°C

Winter temperatures 8.5°C-15°C

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 18 area is semi-desert, and some parts of it, 3.1 General Overview located above 1,000 meters are even quite Located in the Middle East, a recognized green. Occasionally torrential rainfall may geographical region of southwestern cause the beds, called wadis, which Asia, the country is bordered by Palestine remain dry most of the year, to suddenly / Israel, Syria, Iraq and Saudi Arabia. The fill up and make it difficult to get around Great Rift Valley, where the Dead Sea is, or worse, cause flash-flooding. At times, runs from the north to the south of Jordan, Jordan can be affected by a strong and forming a basin between Palestine on the hot wind blowing from the Egyptian desert. West- and Jordan on the East bank of the This particular wind brings dust and sand . In the South, the land meets storms; this happens more in spring and the Red Sea at the Gulf of Aqaba, and in autumn as the seasons are changing. the north, the significant bordering body In Amman, the climate is mostly dry and of water is the . mild. The capital is located at around Weather 800 meters above sea level and has an average temperature ranging from 8.5 °C Winters can be quite cold. Summer is in January to 26.5 °C + in July and August. typically hot, dry and sunny. The climate is During winter, there are sunny periods. It is considered subtropical arid. For the most mild during the day and a bit cold at night, part, Jordan is occupied by a plateau. alternating with periods of bad weather The altitude ranges between 700 and and rain. From December to February, 1200 meters. In the West, the plateau falls cold air masses from the north can arrive sharply and reaches levels of over 400 and cause snowfalls. As the western meters below sea level, at the Dead Sea. suburbs of the city are located at a higher At the lowest point on earth, temperatures altitude, around 1000 meters, the snow is are typically around 8-10 degrees Celsius more frequent. At night, the temperature warmer than in Amman, the capital city, can drop a few degrees below freezing. which is around 1200 meters higher in Summertime in the capital is hot and altitude. In the South, Jabal Umm Dami, at sunny, but the altitude tempers the heat; the height of 1,854 meters, is the highest of in fact, highs are usually around 32/33 °C, the mountains. even though there can also be scorching days, with peaks of 37/40 °C from May to In Jordan, rainfall is generally scarce and September, and more likely in July and typically occurs between November and August. April. The lion share of the precipitation, and sometimes snow or hail, occurs Irbid, in the extreme northwest, is even between December and February. The rainier than Amman; there, the rainfall total annual rainfall ranges between 250 reaches 450 mm per year, with maximum and 450 millimeters in the northwestern precipitation in winter and dry summer. area, decreasing to a desert level, below Irbid is located at 600 meters above sea 100 mm per year. The majority of the level, so it is slightly warmer than Amman. country is desert, while the northwest

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 19 In Ruwaished, in the north-eastern territory kaolin and salt as well as more recently of Jordan, there is a desert climate. During discovered minerals like barite, quartzite, winter, the temperatures are similar gypsum and feldspar are found. There to Amman with possible frost at night. are also deposits of shale oil, and Despite the altitude at 700 above sea uranium which have not been exploited. level, summer day temperature averages Jordan does not have significant oil at 38 °C, with heights of 45 °C. deposits; however, it does have modest reserves of natural gas, located in the As a result of its extremely low altitude, Eastern Desert. the is typically extremely hot in summer and mild in winter. The Even though Jordan is a relatively small rainfall pattern in the north is like the country, it is vibrant from a biodiversity Mediterranean. As you travel from north to perspective. Different biogeographical south along the Jordan Valley, it becomes zones can be found and include increasingly arid, with rainfall between Mediterranean, Iran-Turanian, Sahara- November and April of 300 mm per year. Arabian and Sudanian zones. The three significant ecosystems include wetlands, The Dead Sea, which is a deep large salt marine and terrestrial. lake, is situated at the lowest point on Earth. The Dead Sea loses up to 1 meter in Jordan’s influx in population, as indicated, depth every year because of the intense has put massive pressure on all types evaporation. In the Dead Sea area, there of resources. Natural ecosystems have is just over 100 mm (4 in) of rainfall per been destroyed in favour of industrial, year. agricultural, affecting soil erosion, or urban development. The average daily temperature moves between 15 °C in January and increases As a result of the demographic pressures, to around 31 °C to 33 °C in Aqaba10. Jordan is facing a ‘waste crisis’. With a production of more than 2 million tons Natural ecosystems and of municipal waste and 18000 tons of resources industrial waste, projected to grow at a rate of 3%11 and less than 5% of solid waste The natural ecosystems in Jordan support is recycled at present; the crisis is looming. human activities in agriculture, forestry, At present, there is no focused legal animal husbandry, tourism, traditional framework or national strategy for solid and pharmaceutical health products, waste management in Jordan, and there traditional medicine and many others. is no evidence of progress to tackle the Jordan boasts several mineral resources. issue. There is an opportunity for Jordan These include potash, limestone, and to embrace the subject and pursue waste phosphate deposits. Marble, dolomite, management solutions that can result in energy and fuel.

10. https://www.climatestotravel.com/climate/jordan. 11. https://www.ecomena.org/waste-energy-jordan/

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 20 Also, pressure on and overexploitation of the became locally extinct water resources has led to a reduction in through , and several species the quality of biological systems. Some of deer and gazelle were reduced to species have had to leave their original remnant populations. The Royal Society habitat. Others have died as a result of for the Conservation of Nature (RSCN) the lack of water. This event, in turn, has was established in 1966 to preserve impacted and resulted in an imbalance Jordan’s natural resources, several of other species. protected areas have been created, and conservation measures and captive The use of pesticides is widespread in breeding programs have been put Jordan, as is the use of chemical fertilisers. in place, increasing the numbers of Both affect the quality of the soil and these animals. The Oryx has since been the water. The heavy use of machinery reintroduced and protected and now on fragile land has resulted in erosion. thrive in Shaumari wildlife Reserve, run by Overgrazing has led to desertification in the RSCN. some cases. Deforestation causes dust with adverse effects on both wildlife Around 73 species of reptiles and some and humans, impacting the holistic 70 species of mammals and sub-species ecosystem. have been recorded in Jordan. There are only four amphibian species in Jordan, due In certain parts of Jordan the traffic to the dry climate. Around 1000 varieties is terrible and the pollution high and of fish are known to live in the waters of uncontrolled. Illegal hunting occurs, the Red Sea, in the Gulf of Aqaba. The 20 and wildlife is continuously threatened. freshwater fish species can be found in Jordan is committed to the the streams and of Jordan. of International Trade and Endangered Species (CITES); however, the reality Around 425 species of bird have been of enforcing and managing unwanted recorded in Jordan. Many migrate over activity generally goes unchecked and Jordan during winter, while others breed unpunished. in the country. Some of the birds are threatened globally. From an ornithologist All the issues mentioned have impacted perspective, Jordan is a bird paradise, the natural habitat. As a result, the and birding is a popular pursuit for some. biodiversity in species has been severely and adversely affected. Many rare Jordan has a wide diversity in terms of its and endemic animals and plants are flora. There are around 2000 plant varieties endangered and facing extinction. found. Most of the species depend heavily on winter rains. In the Jordan Valley, the In Palaeolithic times, Syrian brown bears, dry climate is well suited to shrub trees zebras, Asiatic lions, Asian elephants, and that require less water. In the north, the rhinoceroses roamed the land. They are pine, pistachio, cinnabar and oak trees now all extinct in this part of the world. thrive. Olive, eucalyptus and cedar trees thrive throughout the highlands and the More recently, in the twentieth century, Jordan Valley.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 21 biodiversity Jordan

imPOrtant bird areas

sinai rOsefinch (carPOdacus synOicus)

black iris (iris niGricans)

arabian OryX (OryX leucOriX)

reserve used to be a popular stopover 3.2 Protected Areas for millions of migratory birds flying Over the years, RSCN has established ten from Africa to Eurasia. Due to severe nature reserves in Jordan. The RSCN has overpumping to support Azraq’s growing managed these areas over the years and population, the wetlands now make up has engaged specialised staff to manage 0.04% of its former size. RSCN maintains the reserves. the water levels to protect indigenous fish species and to keep the site asa Azraq Wetland Reserve tourist site. Partially, efforts have been • North East successful; some birds have returned, and • 72 square kilometres Killifish have increased in numbers. RSCN • Established in 1978 managed successfully to increase water This wetland was established to try and mass by 10% of the original size. Water protect and conserve the oasis. Between pumping and lack of human resources 1981 and 1993 there was a sharp decrease and wetland experience keep water levels in water levels which led to the springs at a low. drying up in 1992. Located in the eastern desert just outside the town of Azraq, the

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 22 Dana Biosphere Reserve Mujib Biosphere Reserve • South Central • Eastern shore of the Dead Sea • 320 square kilometres • 212 square kilometres • Established in 1989 • Established in 1985

Jordans largest biosphere reserve Lowest biosphere reserve in the world Dana Biosphere Reserve, usually simply Mujib Biosphere Reserve, or Wadi Mujib called Dana Nature Reserve, is Jordan’s as it is more commonly known, is a long largest biosphere reserve, located around that runs through the ancient Dana Village in the mountains east of region of . The network of freshwater Wadi Araba. The geology switches from streams that run through Wadi Mujib, sandstone, to granite and limestone. directly east of the Dead Sea, make their The dramatic rocky mountains, soaring way downstream and feed the Dead Sea. canyons and sweeping valleys offer a The freshwater nourishes around 300 desolate yet beautiful landscape with species of plants. In addition, Wadi Mujib changing desert colours. Some illegal has more than ten animals, including activities, including woodcutting, illegal the Nubian ibex, hyrax and badger. hunting and grazing, threaten ibex and Due to illegal hunting, efforts to reach chukar populations. a sustainable number of wild ibexes continues to be challenged. Dibben Forest Reserve • North West Shaumari Wildlife Reserve • 8.5 Square KIlometers • 22 square kilometres • Established in 2004 • Established in 1975

Smallest reserve in Jordan Close to Located in the eastern desert, not the ancient Roman city of far from Azraq Wetland Reserve, this Jerash is the smallest reserve in Jordan. reserve comprises desert wadis as well Dibeen Forest Reserve was established as extensive areas covered in black in 2004. In the pine-oak habitat, animal flint. Founded in 1975, Shaumari was inhabitants such as Persian squirrels are established for the wildlife in the desert found amongst pistachio, strawberry and area. A key goal of the reserve has been olive trees. Littering, notably plastic trash, to bring back locally extinct species, presents a significant problem, often the notably the Arabian Oryx, into the wild. In result of careless visitors. 1978, 4 Arabian Oryxes were brought to the sanctuary for a breeding program. From 1983 onwards, the successful release of 31 oryxes was achieved, hereby successfully returning the Oryx into its native environment. Additional species, such as Somali ostriches, Persian and gazelles reside in the reserve.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 23 Fifa Nature Reserve have been important to local people • 23 square kilometres for their wood, scenic beauty, and quite • Established in 2011 often for medicine and . The reserve supports a wide variety of wild plants In July 2011, the Fifa Nature Reserve was and animals and is a peaceful place to established. It is located in the southwest relax and enjoy nature. Among the more of Jordan. The reserve is located well unusual animals to be spotted are the below sea level and covers an area of 23.2 Striped Hyena, Crested Porcupine and square kilometres. As a result, the reserve Stone Marten. In spring, the reserve is contains the salt plant pattern and the a carpet of wildflowers, including drifts tropical plant pattern. anemones and rockroses. Yarmouk Forest Reserve • 20 square kilometres Burqu Nature Reserve • Established in 2010 • 906 square kilometres • Established in 2018 Yarmouk Forest Reserve is located within Burqu Reserve is located approximately the Mediterranean biogeographical 28km off the main road to Rweished and region of the Kingdom and situated at 112km from Amman, in the outermost the border with the Golan Heights, in the populated area in Jordan’s eastern desert. far northwest of Jordan and to the south It serves as a refuge for migratory birds of the . The altitude ranges and represents one of the Kingdom’s last from 300 m above sea level to 210 m oases, hosting a freshwater lake which below sea level.Since Yarmouk is located serves animal life and nearby residents along with one of the significant migratory alike. Burqu hosts 200 unique plant species flyways for birds, it is considered of very which have unique characteristics and high importance. Consequently, Yarmouk endurance capacities, adapted from the was identified by BirdLife International as rough environment of the area. Fauna an IBA, and was recognised as a wetland rapid assessment shows 10-recorded of particular importance in the Wetlands mammalian species, among them: of the Middle East Directory. Around 120 Arabian Gazelle, lynx, sandy cat, Arabian species of plants were recorded in the wolves, striped hyena and badger, sandy reserve, including the Deciduous Oak, fox and , wild rabbits. which is Jordan’s national tree.

Ajloun Forest Reserve • 12 square kilometres • Established in 1987

Ajloun Forest Reserve is located in the Ajloun highlands north of Amman. It is dominated by open woodlands of Evergreen Oak, Pine, Carob, Wild Pistachio and Wild Strawberry trees. These trees

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 24 Marine climate change. The hard coral species may provide scientific insight to build reef Located some 330 kilometres south of resilience across the world’s oceans. The Amman, in the Gulf of Aqaba, the globally field guide reports 11 endemic species in diverse coral reef stretches over thirteen the waters of Aqaba. Sixty-five per cent kilometres of Aqaba’s 27-kilometre of the 23 known endemic Red Sea coral natural coastline. With 21 diving sites, species dwell in the Gulf of Aqaba. Dirreh Bay is considered one of the most famous, because of its unique coral cover As in other areas of Jordan, the biggest and biodiversity. issue affecting the marine environment is the impact of people. The plastic littering Fish include species with possible local and cigarette ends contaminate the populations (e.g. Groupers and Lionfish) water and strangle all aquatic life forms. as well as migratory species such as Tuna The increased presence of such harmful and Swordfish. The majority of the species materials, unless addressed, may have an are associated with the benthic habitats, irreversible impact on the fragile marine most of them to corals and rocks. life.

JREDS, the Royal Marine Conservation The marine resources of the Gulf are under Society of Jordan was founded in 1993 heavy pressure resulting from different by a group of concerned Jordanian stakeholder’s interests and represented ecological divers and one of the first by mass tourism, construction of female divers in Jordan, HRH Princess megaprojects, increasing industrial Basma bint Ali, who heads up JREDS. The activity and trade, which resulted in association, which started as a simple for- severe impacts on the vulnerable and fun nature dive, officially became the first unique ecosystems in the last decades. specialised Jordanian non-profit, non- As a response measure to conserve governmental organisation dedicated the marine habitat, the Aqaba Marine to the conservation of the marine Park (AMP) was established in 1997 as a environment in 1995, JREDS was selected conservation area. The AMP is located to be the National Representative for south of Aqaba city and extends over the Foundation for Environmental 7 km in length. Human activities which Education (FEE) (non-profit/governmental may cause harm to the environment are organisation) to run three of five FEE restricted by law in this area9. programs; Green Key for tourism facilities, Blue Flag for beaches, marinas and boats, JREDS is a Green Key member. Green Key and Eco-Schools. International is a leading international eco-label awarded to accommodations New studies by JREDS reveal that the Gulf and other hospitality facilities that of Aqaba coral reefs show resistance to commit to sustainable business

12. (http://www.jreds.org/Portals/0/pdf/GIZ%20Booklet%206.10.2015.pdf). 13. www.greenkeyglobal.com

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 25 practices. Awarded establishments comply with strict criteria, independently verified through regular on-site audits. There are currently 16 Green Key awarded establishments including eco-camps in Jordan13.

In addition, there are also Blue Flag certified locations, managed by JREDS, who also runs an educational programme relating to environmental conservation.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 26 4. Destination Strategy and Management TOURISM NUMBERS AT A GLANCE

TOURISM INDUSTRY SHARE OF 12.5% GDP GDP(2019)

TOURSIM INDUSTRY 53600 jobs EMPLOYMENT

ARRIVALS | NIGHTS Average 4.7 nights

TOURIST AVERAGE DAILY Approx. 76 JD EXPENDITURE

DESTINATION STATEGY

Jordan Tourism Strategy 2020-2025 STRATEGIC PLAN (unpublished)

Jordan to be a year around stand alone destination of choice for VISION international, regianl and domestic visitors

PRIORITY Water, Agriculture, Energy, Land Use SECTORS and Desertification

SUSTAINABLE The national climate change policy DEVELOPMENT and sector strategic guidance POLICIES framework extended to 2030

DESTINATION MANAGEMENT

PUBLIC DMO Jordan Tourism Board

Culture & , SUSTAINABLE advemture tourism, faith PRIORITISED TOURISM based tourism, health PRODUCTS and welness tourism and developing

$2 Billion allocated for the INVESTMENT Tourism Sector

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 28 from Asia/Pacific (7.7%) and weak growth 4.1 Tourism in Jordan - from countries Numbers (0.2%)/ Arab Countries (6.2%) during the same period. Jordanians residing 2019 was a positive year for tourism abroad grew moderately (4.4%). Sites in Jordan with growth in the sector, that attracted the most visitors in 2019 are increasing by 7.6% over 2018, compared Petra (+37%), Jerash (+44%), Wadi Rum to a global increase of 6%. In 2019, tourism (+51%), Baptism Site (+29%), Madaba receipts reached JD4.11 billion (up 10.2% (+49%), and (+40%). There over 2018), and there were 5.4 million were marked improvements in visitors visitors, of which 4.5 million overnight arriving by Low-Cost Carriers (LCC), visitors (up 8.1% over 2018). The average particularly , Italy, France, Spain length of stay was 4.7 nights. About 40% of and some Eastern European countries. Jordan’s tourism revenue comes from the Also, many arrive by charter flights which Jordanian Diaspora. primarily fly into Aqaba though their The main tourism source markets in 2019 numbers have been decreasing due to were the Kingdom of Saudi Arabia, USA, increased competition from LCCs. , Lebanon, Russia, Germany, , Jordan ranks 84th out of 140 countries Italy, France, and the . according to the Travel and Tourism There was significant growth in visitors Competitiveness Report14. from Europe (32.7%) and the Americas (18.7%) over 2018. There was slow growth

Industry Characteristics 2019 figures – source MOTA

Tourism sector share of GDP 12.5 % GDP (2018)

The average length of stay: 4.7 nights

Tourists/Residents (3843500 / 10,193,973 ) = 37% tourists

International tourist arrivals 5.4 million visitors / 4.5 million overnight visitors

Average receipts per arrival US $1,206.9

International tourism inbound receipts 2019: US $4,638.7 million

T&T industry employment 56300 direct jobs

T&T industry share of employment 7 % of total employment

Jordan Tourism Strategy 2020-2025 (yet to be published – and Strategic plan requires the incorporation of COVID-19 response and direction)

Rooms inventory 60,000 beds

14. http://www3.weforum.org/docs/WEF_TheGlobalCompetitivenessReport2019.pdf

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 29 4.2 Destination They will be incorporated in resulting implementation plans. Management System The principles are in place to cultivate and Jordan’s Public Destination Organization protect Jordan’s rich cultural heritage is The Jordan Tourism Board (JTB). and tradition, and serve Jordan’s local Jordan’s system is quite complex and citizens while preserving Jordan’s natural an in-depth analytic description can be resources and assets. Also, the inclusion of found in the Inventory of Tourism Assets, these principles aligns Jordan’s strategy Infrastructure and Services, Human and to global consumer demand and ethics, Institutional Capacity Report on page 76. including the United Nations Sustainable Development Goals (SDGs) as they relate 4.3 Destination Strategy to tourism. The Jordan Tourism Strategy 2020-2025 Global megatrends have been has not been officially published due to incorporated in informing and setting the the COVID-19; however, its draft version is direction for the Jordan Tourism Strategy. the result of input from stakeholders and These trends include the demand for new beneficiaries along the tourism sector and authentic experiences and tailored value chain. products, in addition to expectations The overarching guiding principles around sustainability and respect for of sustainability, accessibility and the environment. Other factors that innovation, as well as engagement and are driving demand revolve around empowerment of local communities, innovation and digitisation and revolve are embedded throughout the strategy. around mobility and accessibility focus,

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 30 including air travel. The markets showing is fast emerging as a the most substantial growth are senior product that offers excellent potential travellers as well as a rise in (Asian- and is being explored as it aligns well with Pacific) middle-class and tech-savvy health and wellness as well as cultural travellers. Post COVID-19 however, it is and adventure tourism products. thought that the senior traveller segment The strategic focus will be on offering will steeply reduce. local and authentic tourism products and To bolster its economy through tourism experiences. To this end, the enabling and create jobs, Jordan will place environment will be improved to support anchor sites at the core of its product tourism growth and competitiveness. development strategy. The six anchor Additionally, tourism product development sites of Amman Petra, Wadi Rum, investments will be mobilised. Attention Dead Sea, Baptism Site and Jerash will be given to developing tourism have been identified as priority sites services and accessibility as well as for product development, design, and focusing on developing qualified human services upgrades. Secondary sites will resources according to international best be mapped and assessed for sustainable practices and promoting Jordan as a use for further growth, as a result of this year-round stand-alone destination. unlocking formerly inaccessible areas, Investment is an essential component and allowing more local communities, of the more competitive and faster previously unreached, to benefit socio- development of tourism infrastructure, economically through enhanced products, and services in Jordan. livelihoods as a result of tourism. Investment primarily relates to improving This strategy sets the path to achieving tourism products, services, and facilities, Jordan’s vision to be a year-round needed to achieve a better degree of stand-alone destination of choice for competitiveness. MOTA lacks the required international, regional and domestic resources to invest and develop the visitors. The Ministry of Tourism and identified sites to their optimum. MOTA Antiquities (MOTA) and stakeholders will have a clear investment map which will cooperate, align their product identifies priority tourism products development efforts with global and anchor sites for investment and megatrends, design tourism products development. The tourism investment based on customer demand while map will be developed in partnership with building on Jordan’s strengths. Provisions the Jordan Investment Commission (JIC) are being made to adjust the strategy to setting out what is needed to achieve the include a COVID-19 response adjustment strategic tourism goals. With this map, and part re-write. Prioritised tourism MOTA and JIC will engage with investors products are culture and heritage tourism, in tourism. There is a growing emphasis adventure tourism, faith-based tourism, on tourism sector investments with listed health and as well as opportunities varying from traditional focus on developing domestic tourism. , , amusement parks,

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 31 recreational villages, and entertainment New partnerships between educational facilities. Developing and improving institutions and tourism stakeholders will public and private tourism infrastructure be established, to include internships, is critical to sustainable tourism growth graduate programs, and on the and enhanced competitiveness. It training. The focus will be on upgrading requires partnerships to mobilise needed technical skills, competencies and resources and attract investment to grow language skills. the sector. High employee turnover is a problem MOTA will lead efforts to encourage encountered by employers. Employees investment in Jordan’s tourism sector in are highly mobile and move jobs for a coordination with JIC, ASEZA, PDTRA, JTB nominal increase in salary. With this high and development zones’ companies. 21 turnover, it is difficult for service providers Tourism Projects have been identified, to build consistent service levels and as specified by the Jordan Investment delivery standards. Under this strategy, Commission. Tourism investment projects actions are recommended to engage include 3, 4 and 5-star hotels and employees in meaningful ways during and spas as well as ecolodges, cinemas, times of downturn to avoid the brain health and wellness centres. Other drain and lack of resources needed when investments include a Nature-Based tourism improves. Tourism Hub, a Camel Farm, a classified Online services and business operations tourist camp, adventure activities, have increasing importance in travel local community experiences, lagoons, and tourism. ICT is now so important sport and beach clubs, traditional for all sectors; it is considered part of marketplaces, a giant wheel, clay pigeon 15 the general enabling environment. The shooting and other investments . strategy measures not only the existence Tourism and hospitality education will of modern hard infrastructure (i.e. be a priority of the strategy. Efforts are mobile network coverage and quality of required to attract youth and women into electricity supply) but also the capacity hospitality, which offers high potential of businesses and individuals to use and for employment. Education institutions, provide online services. training centres and industry operators The digital revolution has brought about a are encouraged to cooperate to improve way for consumers to search for and book and upskill Jordanian employees. A more such experiences. From the dreaming comprehensive range of tourism and stage, through booking and sharing hospitality education-focused programs, stages, the impact of the sharing economy ranging from entry-level skills training to is a trend that offers opportunities and professional development programs for poses potential problems for Jordan as managers, need to be developed. services on demand continue to grow at a fast pace.

15. (https://www.jic.gov.jo/en/tourism-sector).

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 32 User-generated content is key to online to offer new authentic experiences to word-of-mouth and influencing that service market trends. Local community attracts travellers. The efficiencies in engagement could be achieved through marketing reach and impact, along local jobs at the site, the supply of goods with the effectiveness of this tool, are and services, shops, providing the reason that the Digital Development catering, guiding, producing and selling Strategy for Jordan will be prioritised. The handicrafts, or putting on performances Internet has transformed the industry. The and entertainment, etc. In the drive for Jordan Tourism Strategy 2020-2025 is social inclusion, potentially important fully aligned with the JTB Digital Strategy sites that align with market segments 2020-2025. will be assessed to identify cultural, adventure, faith-based and wellness From a tourism perspective travel opportunities.

Jordan boasts some unique UNESCO Adventure tourism World Heritage Sites sites including Petra, Baptism Site, Wadi Rum, Um er-Rasas Adventure tourism has grown in recent (Kastrom Mefa’a), Quseir Amra and times. Travellers are seeking a variety several ancient sites including Jerash, of experiences. This type of tourism one of the Roman Decapolis cities. Natural involves with perceived, and resources include the Dead Sea, the Azraq possibly actual, risk. Specialised skills and Oasis, the Gulf of Aqaba and the Dana enhanced levels of fitness can be required Valley as well as Ajloun and Dibbeen to engage in this different type of tourism forests. experience.

Travellers are increasingly demanding According to the Trade authentic, experiential opportunities Association (ATTA), adventure travel may with more meaningful interactions be any tourist activity, including two of the with locals. By adding factors such as following three components: a physical art, cuisine, culture, music and other, activity, a cultural exchange or interaction travel experiences can be made rich and engagement with nature. Adventure and memorable. These elements will be tourism involves some of the activities embedded in the design, upgrade, and such as , hiking, , , development of the six key tourism sites canyoning, diving and other activities. identified by MOTA including Amman, Adventure tourism involves travel to Petra, Dead Sea, The Baptism Site, Jerash remote areas for unique and challenging and Wadi Rum. experiences and interaction with local communities. Local communities must be consulted and engaged in developing and servicing sites Adventure Tourism is one of the fastest- and activities. They can also be harnessed growing segments within the tourism

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 33 sector. The global adventure tourism trip organisers who are not formally market was estimated at $586.3 billion in registered. 2018. It is projected to reach $1,626.7 billion For Jordan to become a regional in 2026, registering a CAGR of 13.3% from 16 destination for adventure travel, a robust 2019 to 2026 . private-sector-led base is required. The While Jordan is well placed to embrace economic potential of adventure tourism adventure tourism, the country’s must be assessed, and a legislative adventure product is in its infancy. framework will need to be put in place. It requires robust research and development, as well as investment and 4.4 Sustainable Tourism marketing efforts to grow this potentially Policy lucrative tourism niche product. Besides Jordan’s overarching 2025 Adventure tourism activities in Jordan National Vision and Strategy and National include but are not limited to; hiking, biking, Green Growth Plan, the country’s primary canyoning, , ziplining, bird- policy on climate change is the National and other wildlife watching, abseiling, Climate Change Policy and Sector , water trails, snorkelling and Strategic Guidance Framework, which has . Many of the offered now been extended to 2030. In it, Jordan experiences are supported and provided has emphasised adaptation rather by local community members. than mitigation, intending to achieve both socio-economic development Adventure travellers are more likely to and environmental resilience. The travel to remote locations and engage priority sectors it identified include in riskier recreational activities than water, agriculture, energy, land use, and mainstream tourists. It is, therefore, of desertification. crucial importance to regulate the sector and mitigate risks that are inherent to this One of the reasons that Jordan’s efforts tourism product. Prioritising regulation on climate change, including on water of this adventure tourism sector is of and electricity, have remained limited is the utmost importance. The safety of because policy-makers do not see the adventure tourism activities must be topic as a priority when compared to, for through specialised qualified licensed example, unemployment. Policy-makers tour guides and operators. are not unified. There is a lack of cohesive strategic plans, and institutions lack Key players in adventure tourism include consistency, comprehensiveness, links, RSCN, Jordan Trail as well as private and common purpose. service providers and operators, Wild Jordan as well as other entities including

16. https://www.alliedmarketresearch.com/adventure-tourism-market

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 34 While the Jordan Tourism Strategy conservation in efforts to reduce the 2020-2025 includes the elements environmental footprint. MOTA aims to of sustainability and community lead programs in coordination with donor engagement; there are currently no agencies and other related government formal policies in place to inform or entities, to ensure that new and existing direct providers along the tourism value tourism projects apply to environmental chain. Each stakeholder works by their and energy conservation. Jordan has perspective. committed to implement the United Nations Sustainable Development Goals These stakeholders within tourism, (SDGs) as well as the UNWTO professional including the RSCN, JITOA, Jordan Code of Ethics in Tourism. Trail, Jordan Bike Trail and other service providers are committed to 4.5 Legal framework upholding sustainability and community engagement principles and practices. affecting adventure Despite progress being made with tourism regards to protecting the environment, The tourism industry in Jordan is governed there is currently not a set of legally by Tourism Law No. 20 (1988) and its binding regulations and laws to protect ensuing amendments. Further regulations the environment. and instructions shape the industry rules, As a result, many of Jordan’s natural regulate five leading associations of assets and resources are being tourism professions and the respective exploited by other for economic licensing processes, and set several development and gain rather than being public-private to help cross- protected and maintained, which is of sector dialogue and strategic planning. great concern. There are urgent calls from Recently, a new regulation was issued society to adopt a more ethical approach for adventure tourism, which primarily to the business of tourism, which regulates the guiding aspect, as well as includes the way the tourism industry operational safety for the operators and sometimes interacts with consumers, the service providers. In regards to licensing, environment, and the locals. Issues such the adventure sector operators do not as littering, child labour, begging, animal fall under a particular category and are abuse, harassment, overcharging, single- licensed in the same way as any tour use plastics, etc., need to be addressed operator. However, the Ministry of Tourism through legislation, education, and & Antiquities provides guidelines that community engagement. somehow help guide adventure providers, MOTA is set to adopt initiatives in areas though not sufficient. such as transport, energy use, water, With adventure tourism gaining in and waste reduction, management and popularity around the world, several Jordanian operators are offering

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 35 adventure tourism products and experiences.

While adventure travel has significant potential to grow, it is also at risk if not managed effectively and judiciously in a sustainable manner. This tourism product, more than most others, requires a focus on policy and litigation and a legal framework, operator licences and certification, first aid and correct equipment to ensure safe and proper facilitation of the activities. Adventure and legal experts are needed to develop this segment effectively.

It is essential to create links and collaboration between the tourism adventure stakeholders and associations including; The Jordan Trail, The Royal Society for the Conservation of Nature, JREDS, Aqaba Diving Association and other operators and actors as well as local community associations involved in supporting this business and being involved in its execution. Engaging international professionals is of fundamental importance. Due to the nature of this newly developing industry product, the strategy recommends engaging experts both locally and from abroad who are well versed with international standards of safety and implementation, to ensure this segment can be professionally and effectively established and developed. A dedicated Adventure Tourism subcommittee is envisaged under the MOTA’s strategy under the umbrella of the Jordan National Tourism Strategy along with a plan to bring this high potential adventure tourism segment to fruition.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 36 5. Annex

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 37 Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 38 Sources • “Adventure Tourism Market opportunities and forcasts 2019-2026.” Accessed March 2020. https://www.alliedmarketresearch.com/adventure-tourism-market.

• “Aqaba’s Local Fish Tourist Guide.” The Royal Marine Conservation Society (JREDS), 2015. https://doi.org/http://www.jreds.org/Portals/0/pdf/GIZ%20Booklet%206.10.2015.pdf.

• “Climate and Average Weather in Jordan.” Accessed April 2020. https://weather-and-climate.com/average-monthly-Rainfall-Temperature- Sunshine-in-Jordan.

• “Economy Profile of Jordan Doing Business 2020 Indicators.” World Bank Group, 2020. https://doi.org/https://www.doingbusiness.org/content/dam/doingBusiness/ country/j/jordan/JOR.pdf.

• “Geographic Multidimensional Vulnerability Analysis.” Accessed April 2020. https://www.unicef.org/jordan/Geographic-Multidimensional-Vulnerability- Analysis.

• “Gov’t Launches 68 Investment Opportunities Worth $4.5b,” February 12, 2020. https://www.jordantimes.com/news/local/govt-launches-68-investment- opportunities-worth-45b

• Green Key Global. Accessed April 2020. http://www.greenkeyglobal.com/.

• “Jordan - UNESCO World Heritage Centre.” Accessed March 2020. https://whc.unesco.org/en/statesparties/jo.

• “Jordan Climate: Average Weather, Temperature, Precipitation, Best Time.” Accessed March 2020. https://www.climatestotravel.com/climate/jordan.

• “Jordan GDP | 1965-2019 Data | 2020-2022 Forecast | Historical | Chart | News.” Accessed March 2020. https://tradingeconomics.com/jordan/gdp.

• “Jordan GINI Index, 2017-2019 - Knoema.Com.” Knoema. Accessed March 2020. https://knoema.com//atlas/Jordan/GINI-index.

• “Jordan Population (2020) - Worldometer.” Accessed April 2020. https://www.worldometers.info/world-population/jordan-population/.

• “Jordan Population 2020 (Demographics, Maps, Graphs).” Accessed April 2020. https://worldpopulationreview.com/countries/jordan-population/.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 39 • “Jordan Trail.” Jordan Trail. Accessed July 1, 2020. https://jordantrail.org/.

• “Jordan Unemployment Rate | 2005-2020 Data | 2021-2022 Forecast | Calendar | Historical.” Accessed July 1, 2020. https://tradingeconomics.com/jordan/unemployment-rate.

• “Middle East :: Jordan — The World Factbook - Central Intelligence Agency.” Accessed March 2020. https://www.cia.gov/library/publications/the-world-factbook/geos/jo.html.

• Namrouqa , Hana. “Gov’t Approves Establishment of Burqu, Dahek Nature Reserves.” Jordan Times, 19 Dec. 2018, jordantimes.com/news/local/govt-approves-establishment-burqu-dahek- nature-reserves.

• “ RSCN.” RSCN. Accessed March 2020. http://rscn.org.jo

• Schwab, Klaus. “The Global Competitiveness Report 2019.” World Economic Forum, 2019. https://doi.org/http://www3.weforum.org/docs/WEF_ TheGlobalCompetitivenessReport2019.pdf.

• “Tourism Sector - JIC.” Accessed March 2020. https://www.jic.gov.jo/en/tourism-sector-3/.

• “Tourism Statistical Newsletter, 2019.” Accessed March 2020. http://www.mota.gov.jo/Contents/stat2019Ar.aspx.

• “Towards a New Partnership with Citizens: Jordan’s Decentralisation Reform | En | OECD.” Accessed March 2020 https://www.oecd.org/gov/towards-a-new-partnership-with-citizens- 9789264275461-en.htm.

• “Waste-to-Energy Outlook for Jordan | EcoMENA.” Accessed March 2020. https://www.ecomena.org/waste-energy-jordan/.

• “2017-18 Jordan Population and Family Health Survey (JPFHS): A Focus on RH Key Indicators Report.” Document - 2017-18 Jordan Population and Family Health Survey (JPFHS): A focus on RH Key Indicators Report, October 2018. https://data2.unhcr.org/en/documents/details/66314.

Global Market Research And Analysis Report On Mediterranean Adventure Tourism - Jordan 40 ACRONYMS atta adventure Travel and Trade Association

ASEZa aqaba Special Economic Zone Authority

DMO destination Management Organization fdi foreign Direct Investment

GDP Gross Domestic Product ict information and Communications Technology

Jd Jordanian Dinar

Jic Jordan Investment Commission

JITOa Jordan Inbound Tour Operators Association

Jta Jordan Trail Association

Jtb Jordan Tourism Board ksa kingdom of Saudi Arabia

Moen ministry of Environment

MOta ministry of Tourism and Antiquities msme micro Small and Medium-sized Enterprise

PMO Project Management Office rscn the Royal Society for the Conservation of Nature

SDGs united Nations Sustainable Development Goals

UNESCO United Nations Educational, Scientific and Cultural Organization

UNWTO united Nations World Tourism Organization usaid united States Agency for International Development wef world Economic Forum wta world Tourism Association wttc world Travel & Tourism Council