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Jordan Travel Mart sets new business trends in tourism

Feb 14, 2008

Buyers, sellers and organizors are already describing it a success. The Jordan Travel Mart (JTM), held in the Dead Sea (10-12 February) is being hailed as a major event in establishing business cooperation between Jordanian tourism professionals and travel operators that came especially from North and Latin American countries for the three-day event at the King Hussein Ben Talal Convention Center at the Dead Sea.

More than 22 travel out of a total of 45 management destination firms, top hotels, transport companies, airlines and travel associations as the Jordan Inbound Tour Operators Association, Jordan Hotel Association and the Jordan Restaurateurs Association and the Petra National Trust came to showecase themselves and build relations with their counterparts in the USA, Canada, Mexico, and Brazil through 25-minute pre-scheduled appointments with their different colleagues from across the Atlantic.

The Jordan Travel Mart is the brainchild of the Jordan Tourism Board in Amman, Jordan Tourism Board, North America and executed by the William H. Coleman, a Florida-based management consultancy. A first time event, and as a business-to-business format on a booth-designed floor it as very productive and animated between “buyers” and “sellers” especially on the packages and incentives levels.

Tourism is a vital and vibrant sector to the national economy and at 14.4 percent, it is the second largest contributor the country’s gross domestic product and the JTM is seen as a continuing travel booster for that.

On the Convention Center floor were travel operators like Petra Tours, Karma House and International Traders as well as others interesting in building travel and tourism relations across the Atlantic to the Kingdom. Latter, observers said you could see a steady pace of movement between suppliers and buyers in different booths with discussion, explanation, shaking of hands and exchanging of company material taking place between them on such aspects as adventure and MICE in Jordan

The atmosphere was described by one or two as “razor-blade” serious, with buyers looking for best travel deals to hook their clients once they returned to their country.

“It was a very exciting event that brought us as travel operators in Jordan with many of our counterparts across the Atlantic to discuss the possibility of improved business opportunities for travelers,” said Mazen Kawar, Managing Partner of Petra Tours.

However, there were one or two complaints. One Canadian buyer, said while he had enjoyed the sightseeing as he was taken on a pre-JTM tour of Jordan’s south, he said, it was “hectic” and a “more leisurely pace was required”. The same goes for the pre-scheduled appointments which he said made you feel like as one tripping from one booth to another!

But one of the organizers said the strict business schedule was to allow buyers to see as much of the suppliers as possible to generate the required tourism business between Jordan and the Atlantic.

Overall, the organizers were pleased and hoped this travel mart in Jordan would become yearly to allow American buyers to explore Jordan fully, which a huge potential as leisure, cultural, religious, historical, eco-tourism and meetings and incentives destination.

Words like “incredible”, were heard by Mexican Gray Line General Director Jorge Mejia while Kenneth Luzietti of The Travel Society in Denver said he came to the Dead Sea to explore the Religious/Faith based market which is growing in the United States and which Jordan has many sites to see.

Some complaints were made about what was called as service issues and emphasized better training, but incoming agents doubted whether Jordan can be sold as a “stand-alone” destination and felt it would be better served if it is sold as part of a regional package with Egypt and Israel.

Malia Asfour of the Jordan Tourism Board North America, said she hoped the doubters will change their mind as they realize Jordan offers great wonders and experience the diversity of this unique destination whether in terms of genuine hospitality, exploring ancient cities and castle ruins, going on incredible eco-adventure activities, and soaking in mineral hot springs.

And many of the incoming tour operators from the Americas agreed Jordan was a selling destination as they stayed in some of the top luxurious hotels in the Dead Sea.

In between the B2B meetings and not to disturb the sellers and buyers business schedule, lectures, seminars, speeches, presentations and panel discussions were given by industry experts, including a presentation by a Jordanian tour guide about his impressions of the touristic value of the country, eco-tourism, investments developments in Aqaba, Royal Jordanian and cruise liner destinations.

So as to make sure time is not spared some of these talks were given at breakfast and luncheons and sometimes evening dinners and not forgetting the mingling during after-dinner parties.

The first Jordan Travel Mart will certainly be remembered for its introduction to Jordan as a vibrant destination, many of whom already know about but many others will continue to remember long after they’ve gone home, to the USA, Canada, Mexico, Brazil and Argentina.



The Petra Travel and Tourism Company
Tel: 079 6177006