AGENDA

11:00 Welcome Coffee 11:30 Opening Note and welcome by Mr. Awni Kawar / Chairman – JITOA 11:35 Welcome Note by Mr. Yehya Khaled /Director General RSCN 11:40 Introduction to MEDUSA Project Overall Objectives, Administration and Partners by Ashraf Barqawi - RSCN 12:00 MEDUSA Project Work Plans 2020 – 2022 by Lina Al-Khaled - JITOA 12:20 Introduction to Project Team and Next Steps 12:30 Open Discussion 13:00 Close of Meeting KEY INFORMATION

• Project: MEDUSA - Development and Promotion of Mediterranean Sustainable • Funded by: ENI CBC MED Program which targets 14 EU and Mediterranean partner countries and aims to foster fair, equitable and sustainable development on both sides of the EU’s external borders • Priority: - Encourage sustainable tourism initiatives and actions aimed at diversifying into new segments and niches • Countries: Spain, Jordan, Lebanon, Italy, Tunisia • Project duration: 3 years (Sep 19 – Aug 22) • 3.3 million euros of total budget (Jordan budget – 662,345 euros) • 2.9 million euros of total EU contribution (10% project co-financing) OBJECTIVES

General objective:

Develop a competitive form of Adventure Tourism (AT) in the Mediterranean, that is based on environmental and economic sustainability values and that will create more business opportunities and new jobs.

BENEFICIARIES

• 110 public authorities among tourism and environmental ministries, regional and national governments, municipalities, tourism boards and associations

• 250 organizations from the private sector including tour operators and agencies, tourist guides, SMEs, farmers, developers, NGOs

• 60 civil society organizations among heritage organizations, sports associations, park and wildlife organizations

• Local communities in 135 municipalities (Eligible territories in Jordan are: Irbid, Balqa, Madaba, Kerak, Tafileh, Aqaba) PARTNERSHIP

7 partners | 5 countries

• Lead Beneficiary: BCC (Spain) • P1: ASCAME (Spain) • P2: JITOA (Jordan) • P3: RMF (Lebanon) • P4: REGIONE PUGLIA (Italy) • P5: RSCN (Jordan) • P6: WWF NA (Tunisia) ASSOCIATED PARTNERS

• Jordan Tourism Board (JTB) Amman, JORDAN • The Agency for the Promotion of Industry and Innovation (API) Tunis, TUNISIA • Jordan Ministry of Tourism and Antiquities (MOTA) Amman, JORDAN • Association of Travel & Tourist Agents in Lebanon (ATTAL) Beirut, LEBANON • Tunisia Network (TEN) El Mourouj, TUNISIA • The Lebanese Ministry of Tourism (MOT) Beirut, LEBANON • Conference of Peripheral Maritime Regions (CPMR) Rennes, FRANCE • FederTrek Escursionismo e Ambiente (FederTrek) Roma, ITALY • Diputació de Barcelona (DIBA) Barcelona, SPAIN • Directorate-General for Forestry (DGF) Tunis, TUNISIA • Adventure Travel Trade Association Seattle, USA EXPECTED OVERALL PROJECT RESULTS

• 1 global market research and analysis report on adventure tourism in the Mediterranean region • 33 training sessions organized on sustainable destination management and business planning • 10 strategic alliances to foster public-private destination management in a sustainable manner • 10 new or improved adventure tourism products • 3 cross-border adventure tourism routes, itineraries and day trips • 1 marketing strategy to establish relationships with tour operators and travel agencies MEDUSA Jordan Implementation Partners

Partner Roles

JITOA RSCN - Conduct training and capacity building - Lead Jordan adventure tourism for tour guides, tour operators and assessment service providers. - Conduct training and capacity building - Develop and support implementation of for local community and stakeholders Adventure Treasures Competition - Support development the Adventure alongside RSCN. Treasures Competition mechanism for - Provide technical aftercare for sub- all partners grantees - Implement local sub granting process - Organize MEDUSA events alongside - Support and Participate in marketing international trade exhibitions programs and Adventure Treasures - Organize Jordan FAM trip program sales & marketing alliance - Support creation of cross-border routes - Organization of sustainable local and itineraries among partners tourism councils

Project Implementation Work Plans

1. Assessment of Adventure Tourism status in partner countries 2. Capacity Building Program 3. Tourism Offer Promotion and Capitalization

1. TOURISM ASSESSMENT

Objective: • Provide an insightful analysis of the MED current position within the Adventure Tourism market & the existing opportunities for future development of the sector;

Approach: • Conduct a comprehensive economic, environmental & social contexts assessment , in addition to a territorial & local asset mapping, focusing on less known areas that have the potential for future development;

Outcome: • Knowledge & market intelligence to design and develop relevant capacity building programs and consistent development and marketing strategies for Adventure Tourism. 1. ACTIVITIES & OUTPUTS

Output 1.1 - Global Market Research & Analysis Report on adventure tourism in the Mediterranean

The aim is to provide an insight into the AT market, the MED current position within that market and which opportunities exist for future sector development. Main components are:

1. Inventory of tourism assets, infrastructures and services, human and institutional capacity (month 1-7)

2. Destination review from a socio-economic, political and environmental perspective (month 1-7)

3. Research and study of market demand, supply and competitiveness (month 3-7)

4. Identification and analysis of sustainable innovative practices in Adventure Tourism (month 7-10)

1. ACTIVITIES & OUTPUTS

Output 1.2 Cross Border Seminar on Mediterranean tourism products for the AT segment

Organised to bring together inbound tour operators & tourism providers of the MED region together with niche tour operators & travel agencies of key outbound markets (Northern & Western , USA, etc.), alongside a seminar to share conclusions from the Global Market Research & Analysis Report as well as to exchange ideas based on sustainable innovative AT Products identified in the region and elsewhere. Also develop a a set of guidelines with existing examples of how international TOs design tourism products & packages (The Seminar was planned alongside the AdventureNEXT Near East event in Jordan – currently in review). Main components are:

1. Cross-border Seminar on Mediterranean tourism products for the AT segment (month 8-12)

2. Conceptualization of sustainable tourism products for the AT segment (month 11-12) 2. CAPACITY BUILDING PROGRAM

Objective: • To deliver a capacity building program, which is relevant to the needs & priorities of host communities, & public & private stakeholders, that contributes to conservation and local development in the participating territories.

Approach: • This WP counts on 3 key elements: training , which will be developed by experienced tourism experts, & will seek to build local capacity while ensuring potential replicability through train-the-trainers’ modules; Support for product conceptualization geared towards attracting tourists in the off-season periods through product co-creation workshops facilitated both at local & cross-border levels; and creating a Stakeholder alliance to support sustainable destination governance, promoting the engagement of multiple stakeholders in planning & managing targeted destinations.

Outcome: • Tourism enterprises & providers will be equipped with the necessary skills & knowledge that will allow them to operate profitable business while delivering social & environmental value

2. ACTIVITIES & OUTPUTS

Output 2.1 - Multi-stakeholder training program for adventure tourism development in the Mediterranean - Designed to deliver training components addressing all stakeholders on sustainable destination management & monitoring, business planning with emphasis on a social purpose, international sales & marketing and market access requirements. Organized through train-the-trainers modules for process expansion and to ensure that local capacity is built and scaled-up to other territories.

1. Training component on sustainable tourism destination management (month 8-14)

2. Training component on tourism business planning, international sales & marketing, and market access (month 8 -14)

3. Training component for local guides (business planning with emphasis on a social purpose) (month 13-18)

2. ACTIVITIES & OUTPUTS

Output 2.2 - Sustainable adventure tourism Product Co-creation Program Consists of a seminar where results from local co-creation workshops will be presented by AT experts. It also hosts a pitching event of product ideas & matchmaking sessions with carefully pre-planned meetings between different stakeholders to support the creation of cross-border products with the objective of giving tourists the opportunity to delve into the treasures & become emotionally connected to the Mediterranean.

1. Sustainable Tourism Product co-creation networking workshops at local level (month 12-14)

2. Mediterranean Business event on Tourism Product Co-creation at Cross-border level (momntn 13-16)

2. ACTIVITIES & OUTPUTS

Output 2.3 - Strategic alliances and co-management agreements for destination stewardship in a sustainable manner Aimed at facilitating the establishment of public-private partnership agreements around formal or informal destination stewardship councils, governed by specific action plans tailored to local circumstances, to promote assets, monitor sustainability & ensure that tourism capacity is appropriately managed.

1. Facilitation of strategic alliances and co-management agreements (6-14)

2. Creation of Sustainable Tourism Stewardship Councils and development of action plans (15-36)

3. TOURISM OFFER PROMOTION AND COMMERCIALISATION

This component is led by JITOA and RSCN guiding the rest of the partners

Objective : • To enhance the AT product & experiences’ offering in the MED; • To create a marketing alliance between the destinations to collectively boost the image of the MED as a versatile destination. Approach: • Launch a Product development competition, targeting less known destinations to create new innovative & quality tourism products & experiences and upgrade existing ones. • Create linkages for tour operators and service providers in the international markets to promote adventure tourism in partner countries and increase sales. Outcome: • Allow businesses, associations & other stakeholders to benefit from financial and technical assistance through a sub-granting mechanism, and utilize networking opportunities through international exhibitions and cooperation on cross-country routes & itineraries. • Develop a long-term exploitation strategy of the products & experiences to enhance the sustainability, through the design of a cross-border marketing & communication alliance between the targeted destinations. 3. ACTIVITIES & OUTPUTS

Output 3.1 Technical and Financial assistance package for tourism business and product development Organized through a sub-granting competition (the Mediterranean Adventure Treasures Competition) to develop new or improve existing tourism products for the AT niche that are environmentally & economically viable & benefit host communities.

1. Planning and preparation of the Mediterranean Adventure Treasures Competition (month 15-19)

2. Implementation of the Mediterranean Adventure Treasures Competition (month 19- 21)

3. Aftercare for Mediterranean Adventure Treasures' sub-grantees (month 22-33)

3. ACTIVITIES & OUTPUTS

Output 3.2 Sustainable cross-border adventure tourism routes, itineraries and day trips Aimed at further fostering cross-border cooperation among various actors along the tourism value chain, as well as to encourage partnerships between different tourism segments and synergies between destinations.

1. Developing and establishing relationships with tour operators and travel agencies (month 12-36)

2. Building cross-country tourism routes and itineraries (month 22-33)

3. Mediterranean Treasures Familiarization Week (FAM trips) (month 26-35) 3. ACTIVITIES & OUTPUTS

Output 3.3 Mediterranean Adventure Treasures sales & marketing alliance Developed as a joint, cross-border & long-term strategy for sales, marketing & communication to promote & exploit the routes & associated products developed under this work plan. Intended to promote the MED as a destination that offers more than Sea, Sand & Sun, while increasing the sales of participating tourism professionals. Includes creation of tools & materials such as Web Portal, App, Social Media, interactive destination/route , road books, audiovisuals, etc...

1. Design of the Mediterranean Adventure Treasures Marketing Strategy (month 9-31)

2. Development of the Mediterranean Adventure Treasures marketing and communication activities and linkages (month 20-36) 3. ACTIVITIES & OUTPUTS

Output 3.4 Cross-border Adventure Tourism Trade Mission and Networking event Organized to bring tourism service providers & inbound tour operators, together with other key stakeholders, to attend an fair/exhibition & exhibit under the Mediterranean Adventure Treasures Alliance. Includes a workshop & networking event to discuss further steps to consolidate a Mediterranean Adventure Treasures network of stakeholders working together to promote the region as a sustainable destination.

1. Organization of Trade Mission and Networking event alongside international travel (month 30-36) SUSTAINABILITY AND IMPACT

• A variety of new niche products at the targeted destinations

• Raises visibility of less-known destinations & an increased flow of tourists in these areas

• New jobs creation and income generation for host communities with particular focus on women and youth.

• Increased profit from enhanced tourism business operations & increased international sales.

• Greater public revenue from increased tourism activity. GET IN TOUCH

Project Website: http://www.enicbcmed.eu/projects/medusa

Social Media: Twitter: Project: @Medusa_Tourism Programme: @ENICBCMed Hashtags: #MedNow #GOMED #Medusa #AdventureTourism #sustainability ….

Contacts:

Lina Al-Khaled Rawan Atallah Ashraf Barqawi Project Leader Product Development & Project Manager Phone: (+962) 79 5579378 Grants Expert Phone (+962) 78 8816666

[email protected] Phone (+962) 79 7311377 [email protected]

JITOA JITOA [email protected] RSCN THANK YOU