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Jordan Tourism Board North America Expands Niche Marketing Program

JTBNA tailors marketing to better serve Incentive houses,
special interest, and religious tour groups

 (Washington, DC)  June 26, 2001 - - The Jordan Tourism Board North America (JTBNA) has expanded its efforts to promote niche marketing geared toward incentive houses, special interest and religious travelers by hosting last month an incentive site inspection trip, a group of prestigious religious tour leaders, and two press trips for both religious writers and consumer publications.

“We believe that customizing our efforts toward niche groups is most effective in the North American market,” Malia Asfour, Director of JTBNA, said. “By increasing our efforts and targeting specific audiences, we are hoping to build a strong network in special sectors within the travel industry.”

There has been great interest in Jordan from the incentive market. The site inspection team that traveled to the Kingdom was amazed by its diversity and hospitality. As one of the newest countries to join the Society of Incentive Travel Executives (SITE), Jordan is quickly becoming a prime exotic incentive destination.

“Jordan has all of the qualifications for the ideal incentive program: safe, exotic, competitive and great deluxe accommodations,” said Carol Abrioux, who headed the inspection trip last month.

Along with what the destination itself has to offer, Jordan also has an array of gifts and mementos that are perfect for incentive groups.  Competitively priced gifts include hand-embroidered coasters, sand bottles with names or logos of companies, hand-painted ceramics, mosaic pieces, scented pillows, Dead Sea products, Arabic sweets, and more. 

JTBNA is readily available to assist incentive houses and will help them find the best products and programs for their trips. “Jordan, The Incentive Experience” booklet is available to incentive houses through JTBNA offices in Arlington.

Within the religious community, Jordan continues on its successful campaign that began three years ago, during the promotion of the discovery of Bethany Beyond the Jordan, the baptism site of Jesus Christ.  Today the site is opened to the public after receiving international publicity during the visit of Pope John Paul II in 2000.  It is becoming the cornerstone of itineraries for pilgrims traveling to the Holy Land.

“JTBNA works closely with religious tour operators as well as church groups and ministry leaders,” said Ms. Asfour. “Our consumer awareness campaign in major religious publications generated significant response and we are building on that momentum.”

Special booklets have been prepared by JTB in Amman for this group of visitors, including “Biblical Jordan,” and “Bethany Beyond the Jordan.” Also available to tourists and tour leaders are special 8 ½ x 11 maps pinpointing significant biblical sites throughout the country.

As part of JTBNA's overall marketing strategy, several press, fams and inspection trips are planned for this fall. JTB is in the process of preparing special videos, CD Roms and additional information packages to tailor the needs of these specific niche markets in North America.

For more information on JTBNA and Jordan, call toll-free 1-877-seejordan (733-5673), visit www.seejordan.org or write to seejordan@aol.com

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