TOURISM: JORDAN
PROFESSOR TERRY STEVENS » MANAGING DIRECTOR » STEVENS & ASSOCIATES
BIG SPENDER
More than us$20bn is being invested in a number of major, high-value tourism
developments in Jordan. We look at the projects and the role of spas and wellness in the country’s future
and Trip Advisor. Te country draws visitors with its mix of remarkable heritage, cul- ture and landscape resources, including a number of universally important UNESCO World Heritage Sites. With a population of 6.5 million, Jordan has
D
traditionally been a ‘bridge’ between Europe, Africa and Asia for thousands of years. Over the centuries, Greeks, Romans, Muslims, Chris- tians and Crusaders have all leſt ancient ruins and abundant evidence of their conquests. Covering 92,300sq km – about the size
of Austria – the country has three distinc- tive landscapes, ranging from the Jordan riſt valley along its western boundary (includ- ing the Dead Sea); to the Highlands where the main centres of population sit; and the extensive Arabian Desert covering over two- thirds of the country to the east. Jordan also
Kempinski Hotel Ishtar Dead Sea features an Anantara Spa
boasts natural hot springs, but the jewel in the crown is the Dead Sea, which has been a focal point of wellness for many centuries as inhabitants flocked to its shores for its highly medicinal mud, salts and water. Oſten referred to as ‘the world’s largest natural spa’, it is one of the finalists for this year’s Seven Natural Wonders of the World contest. Today, the country has a fast growing, albeit relatively small, economy where tour-
ism accounts for 18 per cent of GDP. Te 2004 to 2010 Tourism Strategy for Jordan prioritised health, medical and wellness tourism as a niche for targeted growth. Tis was founded on rig- orous market trend research including the 2004 Medical Tourism Cluster Study by the Ministry of Planning and International Cooperation. Te current focus of the Jordan Tourism
Board – based on the 2011 to 2015 Tourism Strategy – is to market the country as a lux-
espite being located in a tur- bulent region of the world, Jordan was voted the top emerging destination world- wide in 2009 by both Opodo
The Jordan Tourism Board is marketing the country as a luxury destination, with experiences focusing on natural assets 74 Read Spa Business online
spabusiness.com / digital SPA BUSINESS 3 2011 ©Cybertrek 2011
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92