Partnerships Continue to Help Boost Jordan Tourism

It’s been two months after The Travel Agent Next Door’s epic 10^th Anniversary in Jordan, and as we head into the busy travel season, TravelPulse Canada spoke with Omar Banihani, Marketing Director for the Jordan Tourism Board North America about plans to continue the momentum they’ve seen.

Last year, 45,000 Canadians visited the country, a number the tourism board is hoping to grow. As we reported while we were in Jordan, Canadian spend more time in Jordan than other nationalities and their spend is higher than visitors from other countries, they contributed over $60 million in tourism receipts in Jordan in 2023 alone. Simply put, Canadians are visiting for longer and spending more than most other visiting countries, making the Canadian traveller highly sought after.

Banihani says agents are a strong driver of those numbers.

“In the dynamic landscape of the travel industry, host travel agencies have emerged as a significant force, fundamentally altering the traditional supply chain,” says Banihani. “In North America, this evolution has been particularly pronounced in recent years, driven by technological advancements, shifting consumer preferences, and the quest for more personalized travel experiences.”

Driving tourism to Jordan is a major economic undertaking for the country. Nearly 30% of the country’s workforce is employed in tourism, both directly and indirectly.  Last year tourism represented 14% of the GDP. The Jordan Tourism Board’s goal was between 10 and 12%.

Jordan-born Banihani spearheaded the partnership between the Tourism Board and TTAND and G Adventures and the partnership evolved rapidly, transitioning from a simple marketing plan and conference attendance to planning their annual conference in Jordan.

“For the TTAND conference, 300 advisors from Canada, arrived on a private Royal Jordanian 787 Dreamliner, with ground arrangements supported by G Adventures. This collaboration was remarkable, and without our partners, it wouldn’t have been possible,” says Banihani.

“This event was a game-changer for host travel agencies in Canada and North America, showcasing the potential for future partnerships. The future bookings to Jordan through this partnership are projected to surpass $2 million in the first two months after the event took place.

We have been focusing a lot of our work on partnering with the travel trade in North America. Travel Leaders Network, is also close partner for Jordan and they produce a great volume of Jordan bookings from the U.S. and Canada. We have partnered with them in 2019 and successfully hosted their International Summit in Petra. This event was also a game changer for Jordan. We saw an uptick in bookings immediately after the event with 173% increase in the following quarter alone.

We are actively looking to work with all host travel agencies who have not only transformed the travel business but have also become vital partners for tourism suppliers. It’s time to formalize these relationships, participate in their events, and invest in their members.”

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