Ukraine
is a relatively new market for Jordan but
it is a market that we want to explore.
The figures gathered are encouraging. Ms
Taji comments: “In 2006 there
were 3,500 tourists from Ukraine. They
are mainly staying at 5* hotels and some
at 4* hotels for a minimum stay of 7 nights”.
The main destinations interest are :
Dead Sea, Petra, Hot Springs at Janna SPA
5*, Baptism site, Aqaba (Red Sea) , Wadi
Rum desert and Jerash (Roman city).
Though in its early stages of development,
Jordan receives good revenues from Ukrainian
tourists as the vast majority stays at
5* hotels.
The Ukrainian market has been constantly
increasing over the last 3 years and the
profile of the visitors is interesting
: they are mainly FITs, families and middle-age
well-off travellers.
“Jordan is not a cheap destination
therefore the tourists who are coming to
Jordan have a good purchasing power (…)Jordan
offers a fantastic tourism mix, it has
a combination of leisure and cultural tourism,
and the standard of services are high.”
In 2007, the Jordan Tourist Board will
celebrate its first year participation
at UITT 2007 and a total of 9 Jordanian
Tour Operators will be attending the travel
fair at the JTB stand. It is anticipated
that Jordan will attract the attention
of tour operators and tourism associations
as a new destination for Ukrainian tourists
The strategy ahead….
The Jordan Tourism Board is trying to position
Jordan as a boutique destination. “We
are not targeting mass tourism but our
main strategy is niche markets. We will
promote products such as Health and Wellness
(Dead Sea), Culture and History (Petra)
and Christian pilgrimage (Baptism site).We
are targeting quality, not quantity”.
The promotion of Jordan is lead by the
Jordan Tourism Board. Several campaigns
are run throughout the year such as press
trips for journalists and TV crews, FAM
trips for potential tour operators and
outdoor campaigns.
JTB will be exhibiting at MITT 2007. Please
visit them in the Forum stand F122.
JTB will be exhibiting at UITT 2007, please
visit them at the IEC, stand D10.
|