introduction: Building on history
Building on history
Jordan has enthralled travellers for centuries. With breathtaking sights like the immensity of Wadi Rum and the imposing ruins of the ancient Nabataean Kingdom at Petra to the healing properties of the Dead Sea and the hub-bub of the capital city of Amman, Jordan offers visitors the most modern of amenities contrasted by spectacular evidence of past civilisations and natural wonders.
The recognition of Petra as one of the 'New Seven Wonders of the World' in July 2007 prompted an increase in interest in Jordan as a tourism destination and since then the Jordan Tourism Board (JTB) and other tourism industry leaders have worked hard to capitalise on this international recognition.
According to the Ministry of Tourism and Antiquities (MoTA), Jordan welcomed more than seven million tourists in 2009. Generating almost US$2.26 billion, tourism is recognised as one of the most important components of the Jordanian economy, representing 14 percent of the country's GDP.
From January to September 2010, Jordan welcomed 6.4 million visitors representing a 19 percent increase from this period the previous year and a sure sign that the Kingdom is on track to exceed a yearend total of seven million visitors.
About 10-15 percent of those visitors can be attributed to meetings and incentives. Jordan started focusing on the meetings and incentives sector a few years ago and this has become one of the most important niches within its tourism portfolio.
To ensure Jordan's continued tourism growth, the government is supporting the private sector on many fronts and continues to invest in new amenities with the aim of becoming a meetings and incentive frontrunner in the Middle East.
Quality assurance
One new quality assurance measure that was initiated in 2010 is the new hotel classification system introduced to hotels and tour operators in Jordan. Developed by MoTA and the USAID/Jordan Tourism Development Project II in coordination with the private sector, the new classification system focuses on services rather than facilities. "This is an exciting time for Jordan's hotels. This system will help significantly raise the bar at hotels across the country," says Her Excellency Suzanne Afaneh, Jordan 
Tourism Board's Minister of Tourism and Antiquities.
The new system is split into mandatory basic standards and optional standards. Hotels must meet all
basic standards within their star category, and the optional standards allow hotels to customise their service based on their target market. A unique feature of the system is that it is fully automated through an integrated ICT system that will give MoTA, classification assessors, hotel operators and guest's easy access to comprehensive information about hotels.
By January 2011 all hotels in Jordan will be re-classified under the new system and hotels will be continuously revised and upgraded in response to new trends in the tourism industry.
All of Jordan's top hotels have fully-equipped conference and banqueting rooms with dedicated staff. Meanwhile, both the Zara Conference Centre in Amman and the King Hussein Bin Talal Conference Centre at the Dead Sea provide world-class facilities for large events.
For large-scale exhibitions, the Zara Expo Amman is the country's leading exhibition facility, linked by a walkway to the Hyatt Amman and the Hyatt Tower. Containing three purpose-built exhibition halls, it offers around 3,000 square metres of air-conditioned exhibition space.
With almost 5,000 square metres of meeting space and 23,000 square metres of built-up area spread over three storeys comprising 27 meeting rooms, King Hussein Bin Talal Convention Centre (KHBTCC) is one of the largest in the region. In addition to the KHBTCC at the Dead Sea attracting large events such as the World Economic Forum, Jordan hosts a number of organisations and big conference events.
Meetings hardware
This demand has inspired further development plans to increase venue space. There are proposed plans for an extensive new venue in Amman as well as a huge conference facility in Petra, located at the entrance to the visitors centre. Aqaba is also now on the map for meetings and incentives with big resorts and conference halls under development at Saraya and Ayla Oasis.
There are currently more than 20,000 hotel rooms in Jordan, almost half of which are in four- and five-star hotels, while several projects are underway that will increase the offering by 5,000 rooms by the year 2012, mostly in Aqaba and the Dead Sea.
"We are also developing the infrastructure of the downtown areas of five cities. This is a World Bank funded project and will see us rejuvenating the spirit of Karak, Jerash, Ajloun, Irbid and Madaba," says
Afaneh. "This is a very important project because each of these cities has beautiful archaeological sites and we want to link the sites to the cities themselves. Downtown Salt will also be rejuvenated with a cultural trail in the city that will inevitably become an important attraction for tourists."
Big changes are in store for Amman, with the Abdali Urban Regeneration Programme transforming the capital to look like downtown Beirut with more boutique hotels, boulevards and office space. While the Greater Amman Municipality (GAM) project is in the final stages of design, featuring the rejuvenation of the Roman amphitheatre and Citadel as part of the Wadi Amman project and an opera house designed by Zaha Hadid.
Another development of note is the new state-of-the-art airport project, planned to open in 2012. The JTB has amended the restricted nationalities list opening up many more tourists to visa-on-arrival. There is a focus on attracting GCC visitors, as well as emerging markets like India and China, but Europe and the US remain the main markets.
Incentives options
Great options exist for incentive activities across Jordan. Delegates with a taste for adventure can enjoy a desert experience to discover the challenges and wild beauty of some of the country's outstanding natural sites such as Wadi Rum or Petra, where 4x4 vehicles, camels or spirited Arabian horses are the preferred modes of transport.
More daring delegates can soar with the eagles over the towering desert mountains in a hot air balloon, learn to fly, go skydiving, or climb and explore the challenging cliff faces to discover the ancient rock carvings and manmade tombs of those who lived in the area thousands of years ago. Guests can also experience life Bedouin-style, dining by the firelight under a million stars, with the dramatic tones of Arabic music in the background.
Jordan is also famous for its imposing ancient castles, such as Karak and Shobak, where mock battles can be fought and won (or lost), and medieval banquets are served under the vaulted walls and mighty ramparts. Also, there is Jerash - a Rome away from Rome - where chariot races and gladiator-style challenges make for exciting and memorable dinner show performances.
Jordan's famous Dead Sea resorts provide a more relaxed, therapeutic experience. These exclusive spa resorts offer self-indulgence and pampering for workworn delegates and other visitors who emerge feeling relaxed and rejuvenated.
Jordan's nature reserves also provide some great adventure opportunities. 4X4 safaris, cycling trips, hiking and horse riding are all excellent ways to discover the beauty, fauna and flora of this outstanding country, where thermal springs, cascading waterfalls and deep canyons provide a natural playground for energetic incentives (see Eco Jordan on P38 for more details).
Aqaba, to the south, offers fantastic dive sites, where vast coral reefs are home to countless species of fish and underwater life. Delegates can dive with whale sharks, dolphins and turtles, and marvel at the kaleidoscopic colours beneath the warm, gentle waves of the Red Sea. Above the waves there is sailing, waterskiing, windsurfing and just about every other water-related fun activity imaginable.
Red Sea Riviera
The Red Sea port of Aqaba, a favourite weekend destination for holidaying locals, is transforming itself into an international resort offering sun, sea, sand, diving and access to some of the world's most famous cultural and archaeological sites.
Aqaba mainly attracts European visitors, as well as Arab travellers and locals. Its international airport offers flight links with Sharjah, Dubai, Abu Dhabi, Oman and Kuwait, while many Arabs also drive to Aqaba from Saudi Arabia.
Among the developments is the 430-hectare Ayla Oasis lagoon project being built on the coast of Aqaba close to the boarder with Eilat; Saraya Aqaba, a mixed-use development that will offer six hotels, a Wild Wadi water park and convention centre; and Tala Bay, located on a two-kilometre natural beachfront 14 kilometres south of the city of Aqaba.
From the Red Sea coast at Aqaba to the desolate desert dunes, eerily still waters of the Dead Sea and the hustle and bustle of Amman, Jordan is an ideal meetings and incentives destination.
"Jordan's unique selling point is our diversity and wide spectrum of attractions. So for meetings and incentive visitors, we can enrich their experience by combining culture, eco tourism or leisure and wellness," says Afaneh. "The close proximity of different attractions means that groups can see a lot in one week."
