Jordan’s Minister of Tourism, H.E Makram Mustafa, took to WTM to stress the importance of positioning the destination on the global stage.
The Minister took to the WTM stage to highlight Jordan’s independence away from the Middle Eastern conflict and unveiled visitor numbers remain high for the region post-pandemic.
“The World Tourism Organisation has released a chart for the performance according to the region in 2023. Europe was short of minus 8% compared to 2019, Asia and Pacific was maybe short 39%, but the Middle East was up with 20%. Jordan was above the Middle East by 5%, so we’re talking 25% more than 2019 according to WTO.”
Increased connectivity to the region is a huge driver for the above numbers, and Mustafa hails praise on the airlines for remaining resilient with their offering amid the current crisis.
“We have direct flights from London twice every day with British Airways, offering low cost options which has really made the difference. We really value their commitment as, although there is a crisis in the region, they did not change course with us. We were so appreciative that they will continue their flights as usual.
“The no-fly zone in specific certain areas, but Jordan continues to have open skies. We don’t claim that business is as usual, but Jordan is resilient and will continue to be resilient, and we will come out of this crisis stronger than before.”
A destination’s unique touch is a major catalyst for travellers, and the Minster highlighted Jordan’s unrivalled historical offering that can’t be found anywhere else.
“How do you become unique? When you have something that nobody else does, and we have Petra. Petra is the capital of the Nabateans civilisation, we know there are extensions of that civilisation in Egypt with the Pyramids, as well in Sudan and other places around the world. But where is the core of that civilisation? It is Petra.
“We speak about all aspects of civilisation that surrounds the whole story of Petra. It’s not just the architecture, it’s about engineering, water systems, trade, finance, coins, the culture of music, language, kings and queens, it’s about the mystery. It is the centre stage of the whole Silk Road. That is unique.
“There is also the Dead Sea, the lowest point on Earth. It is 10 times saltier than the water in the oceans and is one of the best places in the world for the concentration of oxygen. These are unique products that no other destination has.”
“I need people to understand that you cannot judge anything from a distance, you have to come and explore for yourself. London is London, but when you come to London, you have a completely different feeling than what you had before you arrived. It’s about a destinations sharpened character when you’re there, so I urge people to come and have a look at Jordan, come and explore. You will have a completely different feeling than anything you have been told.”
