In 2019 the tourism sector boomed in tourism-focused
countries such as Jordan, Egypt, the UAE, West Bank-Jerusalem, Israel, and Turkey despite
all protracted local and regional conflicts. The rebound of the tourism sector
after COVID-19-related restrictions were lifted indicates that the tourism
industry in these countries is living with the new normal: low-intensity
conflicts and adaptation strategies.
اضافة اعلان
Despite the fact that the tourism industry adapted to the
volatile security environment and protracted conflicts of different intensity,
they still impede the industry’s potential at two interrelated levels.
One is the perception of destination among international
travelers. For example, potential tourists considering visiting the Middle East
from Morocco to Iran can count eight low, medium and high-intensity conflicts.
The persistence of these conflicts discourages tourists and prevents safe
countries such as Jordan and Egypt from realizing their reasonable tourism
potential and ensuing economic benefits. Therefore, it is in the interest of
these countries to pacify, defuse, contain, and confine the impact of these
conflicts if they cannot end them.
It is at this level – neutralizing the negative impact of
these conflicts – that innovation in marketing, positioning, and image building
makes a difference.
Morocco, Tunisia, Egypt, Jordan, Saudi Arabia, the UAE, and
Turkey, have overcome a significant part of this image challenge, which is the
perception of the region, particularly in Europe, which is a major source
market. Despite the image of a conflict-ridden region in source markets,
tourism receipts have increased significantly year on year since 2017.
Therefore, managing local community with tourism as an industry and with tourists in mind is paramount to turning a one-off visitor to a repeat visitor. This relates to the ability of the country, with all its agencies, to respond to crises, and to ensure a clean environment and a proper treatment of tourists.
The other level is the perception potential tourists have of
the safety and security of the country of destination and its various sites. At
this level, visitor experience is a major determinant of the image of the
country of destination. Therefore, managing local community with tourism as an
industry and with tourists in mind is paramount to turning a one-off visitor to
a repeat visitor. This relates to the ability of the country, with all its
agencies, to respond to crises, and to ensure a clean environment and a proper
treatment of tourists.
The combination of policies at these two levels is
essential. Jordan has a great potential to build on its image as a peaceful and
safe country to position its tourism industry in a competitively advantageous
fashion. Therefore, joint programs with neighboring and complementary
destinations are badly needed; cooperating with others and creating new
products will help change the image of the region, especially in rich source
markets of Europe and North America.
Conflicts of various levels of intensity will be present in
the region for the foreseeable future. We should neither submit nor accept them
as “unchangeable obstacles”. Their persistence in the region should not impede
the potential of tourism and its positive socio-economic impact.
If the region’s tourism industry pull itself out, upward and
forward despite these conflicts, if it proves resilient, its future growth will
be ensured.
The writer is chairman of NAMA Strategic Intelligence Solutions
[email protected]
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Jordan News
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