‘To promote and sustain’ tourism

Her Majesty Queen Rania’s promotion of more than 30 of Jordan’s attractions in collaboration with Google is both a brilliant and a timely idea.

Brilliant because one of the best ways of reaching out to wider audiences in today’s global village is through cyberspace, especially social media.

Her Majesty’s international stature and popularity, in addition to her strong presence in the various media venues, are themselves a great asset. She is an active user of social media, known to many audiences throughout the globe, both young and old.

Such an important campaign will definitely make a difference, both exposing people to Jordan’s treasures and enticing them to visit.

And it is timely because there is no better time to promote Jordan’s tourist attractions than now. To be sure, the turmoil witnessed by the region is a challenge. People like to visit places that are beautiful but also safe.

The unfortunate thing, at this level, is that Jordan is lumped under this “region” in the minds of many international audiences.

But many in the world know what we ourselves know, that one of Jordan’s distinctive features, as a society and as a country, which has been constant for decades, is its stability and safety.

As recent unfortunate events have shown, Jordan is more stable and secure than many of today’s world-famous capitals, as well as many reputable, and classic, tourist destinations in the region and beyond.

We need to convey and promote this image of Jordan to wider global audiences. Another fact is also significant here. Violence and turmoil in our region will be with us for a long time. Many are speaking not only of years before calm and peace are restored, but of decades.

Should we wait until the region stabilises and all its problems are solved before we launch our campaigns? 

Definitely not. We should act now. 

Furthermore, many the world over – because of the tragic things that are happening in our region, in Europe and many other parts of the world — refuse to be intimidated by terrorists and destabilisers and are determined to live their normal lives.

Because of all of this, and because of Jordan’s unique geographic and historic wealth, there is now a real window of opportunity that should not be missed.

And this is why there is a need for more efforts in promoting the country, especially by those in charge or involved in the tourism sector.

Some effort is being exerted, no doubt, but it is not enough. As a matter of fact, one does not see much in media outlets, including social media, about Jordan from those institutions whose job it is to promote the country.

We hope that Her Majesty’s exceptional move will act both as a stimulant and as a catalyst for those in charge or involved in Jordan’s tourism sector, spurring them to do what they should be doing more of. Efforts to make the experience for tourists fully satisfactory and worthwhile should continue unabated at all levels. For, tourism is not just about beautiful places, good food and safety. It is also about a host of other issues that tourism experts know extremely well.

Our challenge is dual: to promote and to sustain. For, just as it is crucial to get tourists, it is equally crucial to keep them coming.