Amman – Representatives of the local tourism industry and business community working in the meetings, incentives, conventions and exhibitions (MICE) sector recently participated in the inaugural project advisory committee meetings and co-creation sessions to lay the groundwork for a national MICE sector strategy for Jordan. This effort aims to develop the sector and enhance the promotion of Jordan as a unique and compelling MICE destination to the world. The advisory committee will oversee the strategy development in this USAID Economic Growth Through Sustainable Tourism Project initiative that is being implemented in partnership with the Jordan Tourism Board.
Dr. Abed Al Razzaq Arabiyat, Managing Director of Jordan Tourism Board said of the initiative: “The committee was formed to provide a forum for meaningful and effective partnership throughout the tourism community. This will ensure that the initiative will make a tangible contribution to the future development of the tourism sector and the national economy.” The Board is set to oversee implementation of the initiative’s subsequent action plan.
The committee, through the USAID Economic Growth Through Sustainable Tourism Project, has retained the expertise of Global Meetings and Tourism Specialists to help develop the strategy and action plan.
“It’s time to establish ourselves as a MICE destination. We need to lay the foundation and regulate by identifying local destination marketing companies to handle this niche. We need to brand Jordan as a MICE destination and reach out to decision makers in each market. This is an excellent move and there is huge untapped potential for Jordan to benefit from MICE tourism,” commented Ms. Ghada I. Najjar, Karma House Managing Director and Steering Committee member.
“Clearly Jordan possesses unique visitor attractions of global significance, which make it a strong contender as a regional MICE destination. And as the MICE segment is quite high value, it can bring enormous economic benefits to the Kingdom. That is why the tourism industry is working on this coordinated and collaborative effort to strengthen this segment and attract more MICE business to Jordan,” said Ibrahim Osta, Chief of Party of the USAID Economic Growth Through Sustainable Tourism Project.
The committee is comprised of public and private sector representatives including destination management companies, hotels, conference venues and independent event organizers. A five-year (2014 – 2019) MICE sector strategy and three-year action plan will be implemented by the Jordan Tourism Board in collaboration with the local tourism trade. The strategy is one in a series of initiatives recently implemented by the USAID Tourism Project to develop Jordan’s MICE sector.