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Saudi Travel & Tourism Investment Market 2016
Case Study:
Building Jordanian Economic Sustainability
Through Tourism
Ibrahim K Osta
Director General, Economic Growth Through Tourism
iosta@siyaha.org
Financial
Sustainability of
Tourism Enterprises
About Chemonics (HQ: Washington, DC)
Multi-disciplinary
development consulting firm
A leader in international
development for over 40 years
Projects implemented in 145
countries, currently in 80+
countries
Largest implementer of USAID
programs worldwide
Regions
Africa
Asia
Europe and Eurasia
Latin America &
Caribbean
Middle East
Chemonics Practice Areas
Agriculture and Food Security
Conflict and Crisis
Corporate Partnerships
Democracy and Governance
Economic Growth and Trade
Education and Youth
Environment and Natural Resources
Gender Equality & Social Inclusion
Health
Supply Chain Solutions
Urban Development and Energy
Water and Sanitation
Chemonics International
What have we
done in tourism?
A sampling!
Rural Tourism in MOROCCO
Rural Tourism Trails
Restored largest beehive in the
world to become a tourist attraction
Traditional handcrafts
Mountain community solid waste
management
Foreign press & trade
FAM
Environmental Park Protection & Marine Tourism in EGYPT2004-2008
Protection of Red Sea coral reefs
Manual for resorts coral protection
Provision of equipment & international best
practices in conservation
Hurghada Environmental Protection Association
Support
International promotion of diving sector
Wadi El Gemal National Park Management
Ranger equipment, training & GIS
Handcraft development
Indigenous population visitor experiences
Niche Tourism Products in DOMINICAN REPUBLIC
To reduce emphasis
on beach tourism
Bed & Breakfast & rural
homestay
Visitor center & safety
equipment engaging river
communities around 27
waterfalls
With local communities
combated pollution and
destination cleanliness
Created marketing materials
emphasizing history and culture
A restored
Victorian house
in Puerto Plata
Professional Skills, Education and Promotion in ALBANIA
Established tourism diploma
programs to make the sector
more professional
Educated hotel professionals
on international standards for
hotels
Reformed country’s tourism
law
Albania featured in National
Geographic Traveler Magazine
Developed country website for
tourism
Promotion & Adventure Tourism in MONGOLIA
Destination Information
Established Mongolia’s first Tourism
Information Center
Destination booklet sold in 23
countries
International
Destination Recognition
2008 NatGeo Adventure Destination
Award
Local Development Program in Kyrgyzstan
Air & Sea Access
New flight route to Lake Issyk-
Kul
Restore ferry service to shore
destination
International Market
Development
National tourism website
Destination image building via
sponsored trade participation in fairs
Economic Empowerment via Aquatic Resources Protection in Nicaragua & El-Salvador
Protected at
least
1.5 million
sea turtle
hatchlings
throughout
Central
America
Food safety awareness
among tourists in Panama
Conservation in Indigenous
Managed Areas Project in Ecuador
Culture & Spa Tourism in Ukraine
Culinary Tourism &
Destination Branding in Moldova
Agribusiness & Village Tourism in Romania
Tourism Services SMEs in Georgia
Multi-country GeoTourism promotion in Central America
Multi-state
coastal
destination
promotion
Launched Go
Blue regional
Geotourism
website
Building Economic Sustainability Through Tourism in Jordan
$100 Million total USAID funding, a quarter billion dollars in development value
National tourism policy & regulation
Urban and master planning
International tourism promotion
Statistics, research and decision
support
Archaeological conservation and park
interpretation
New tourism products & experiences
Community-based tourism
Workforce development
For more details, see:
www.siyaha.org
http://www.siyaha.org/EGST2014
http://www.siyaha.org/Finalreport
ACCESS TO FINANCE
For Small & Medium Tourism Enterprises
New lending products
Build capacity of SMEs
to present bankable
applications
Improved lenders
handling of tourism loan
applications
Support SMEs
profitability
INCREASE ACCESS TO FINANCE
However,
Success requires a complete eco system
for growth
That’s what bankers want!
Competitive Business Enabling
Environment
Tourism Asset Development
Tourism Destination Marketing
Industry Development and
Destination Excellence
Increased Access to Finance
– OUR DEVELOPMENT APPROACH IN JORDAN
Business Enabling Environment For Competitiveness
National Tourism Strategy
Local sub-strategies
Integrate competitiveness
criteria
Develop Jordan Competitiveness
Index and annual work strategy
plans
Research capacity
– NATIONAL TOURISM STRATEGY 2016/20
Regulatory and
administrative reform
Business incentives
Business associations
Public Private Partnerships
SME regulation and
facilitation
POLICY AND INDUSTRY CAPACITIES
Tourism Asset
DevelopmentExperiential
Authentic
Community Engagement for SME Growth
Models to diversify products
Mexico’s ‘Magic Towns’ Model
Model to local destination
development reviewed
Two Jordanian destinations
selected competitively, to start!
Upgrade local tourism offerings in
rural areas
Support rural cooperative in
upgrading services and
marketing
DISTINCTIVE TOURISM DESTINATIONS
DEVELOP AND EXPAND PLACE-CENTERED TRIP CIRCUITS AND
TOUR ROUTES
600 Kilometers North to
South
52 villages
Encourage SME tourism
offerings along segments
Trail marketing
Support Trail Association
JORDAN TRAIL
PROMOTING FOR NICHE MARKETS
PROMOTING FOR NICHE MARKETS
PROMOTING FOR NICHE MARKETS
Craft routes or circuits
Promote new experience
for domestic and
international tourists
Engage community SMEs
in experience provision
Guaranteed departures
NEW ROUTES AND CIRCUITS WITH JETT
Launch a motorcycle
circuit as an annual
event
Create new
community tourism
opportunities
Support international
promotion to attract
participants
Create attraction for
international media
coverage
DEVELOP MOTORCYCLE TOURS AS AN
INTERNATIONAL ATTRACTION
A model for
replication
SITE-BASED
CLUSTER
APPROACH
HOLISTIC
DEVELOPMENT
Site is the anchor
Region is theater of
operation
Local assets
Local culture &
traditions
Potentials
Visitor experience
defines approach
The true
Cradle of
Civilization
NEW PETRA
TRAILS
INFORMATION &
INTERPRETATION
SUPPORT DEVELOPMENT OF NEW OR ASSIST WITH
SCALING UP OF NASCENT TOURISM ASSETS AND PRODUCTS
Support themed activities
rooted in Jordan’s
cultural heritage
Community-based
festivals
THEMED CULTURAL EXPERIENCES AND FESTIVALS
Support Ministry in Concessions
Business model for Ministry Site
Management Unit
Concessions manual
Capacity building in contract
management
Investment promotion
EFFECTIVE SITE MANAGEMENT & PRIVATE
SECTOR CONCESSIONS
INCOMES FROM THE ENVIRONMENT
COMMUNITY ENTERPRISE DEVELOPMENT
TELLING THEIR STORY ……..
AND MAKING A PROFIT ……..
Tourism Awareness
Destination Excellence
Update classification
standards for hotels
and restaurants
Advise enterprises on
upgrade requirements
– SUPPORT HOTEL & RESTAURANT CLASSIFICATION
Enhance standards desert
and eco camps
Assist camp owners in
upgrade and promotion
– STANDARDS FOR CAMPSITES
Gap analysis of university
curriculum vs industry
needs
Forge industry-academia
partnership to update
education programs
Support universities pursue
international certification
(UNWTO TedQual )
Update university
professors with current
industry practices
Integrate entrepreneurship
& business start-up and
finance in curriculum
– UPGRADE HIGHER EDUCATION PROGRAMS
Supporting Destination Marketing
Keep up with the world
WHAT’S OUR CHALLENGE?
“We didn’t do anything
wrong, but somehow we
lost!” Nokia CEO
Destination choice heavily influenced by perceived risk
– PERCEPTION OF RISK IS WHAT MATTERS
– DISRUPTIVE CHANGE RESHAPING THE INDUSTRY
Support Jordan Tourism
Board marketing strategy
and messages
effectiveness
Trade e-marketing and e-
commerce readiness
Business-to-business
support
SUPPORT JTB AND TRADE DESTINATION
MARKETING
Cooperative marketing
Support MICE strategic
business unit
International travel
agents education
SUPPORT JTB AND TRADE DESTINATION
MARKETING
Online campaigns to portray destination positive image
Support press and familiarization trips with tourist board and trade
Social media campaigns
ENHANCED DESTINATION IMAGE
INTERNATIONAL PERCEPTION MANAGEMENGT
Support Jordan
promotion as a
filming destination
DEVELOP EXISTING AND NEW MARKET NICHES
–WAYS WE
WORK WITH
INDUSTRY IN
FINANCE
NEEDS
Tourism Partnership Fund Grants
Seed or complementary
capital
FACILITATE LOANS
&LOAN
GUARANTEES
Like
these!THANK
YOUwww.chemonics.com
www.siyaha.org
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