Jordan Times
Monday, February 27, 2006
Region struggling to
gain foothold in global tourism market
By Dalya Dajani
DEAD SEA — A leading British development
consultant on Sunday told regional tourism executives to develop their
industries “wisely and responsibly” so that gains from growth are reflected
across the social spectrum.
Director General of the Middle East Association Michael Tomas, who holds some 30
years experience in developing businesses in the region, said such factors are
key in establishing a solid and sustainable industry.
“Creating a positive image can only do good for the growth and development of
tourism industries,” Tomas told participants at the opening session of the
Middle East Travel and Tourism Summit (METTS) yesterday.
“Tourism is a leading contributor to the wealth and well-being of a country and
communities, hence it is crucial that industry leaders improve their
understanding of this sector to raise its profile and sustainability in the
region and beyond,” he added.
The question of building healthy and sustainable tourism industries,
particularly in this part of the world, was a key issue at a panel discussion on
the first day of METTS.
Experts agreed that the region's tourism industry faces stiff competition from
other destinations worldwide.
Although countries such as Lebanon and Dubai have witnessed rapid growth over
recent years, the region's tourism industry still struggles to compete with
other global destinations.
In order to gain a competitive edge, tourism authorities in the region have been
working hard over recent years to provide top-class hospitality and services.
Leading property developers have built first class tourism and leisure-based
resorts and large investments have been made in enhancing human resources,
management training and improving the preservation of cultural and historical
sites.
But despite these efforts countries in the region are still finding it tough to
gain a strong foothold in the global market.
Board member of the Business Tourism Partnership, Roger Withers, said the issue
of competitiveness is a struggle for tourism industries worldwide.
While noting that international tourism had grown 5 per cent in 2005, Withers
said the range and number of attractions had remarkably increased.
“We have to acknowledge that we're working in a very competitive global tourism
market with various destinations offering appealing prices,” said Withers.
“Tourism authorities have to work hard to get tourists to visit their countries
and thus have to be very conscious of the role they play,” he added.
An essential pillar of this, according to Withers, is the synergy between public
and private sector partnerships, which, if balanced properly, can create a
healthy foundation for tourism development.
“Countries must respond quickly to changing tourism needs and the product must
also be constantly reevaluated,” he said, adding that private sector has both
the flexibility and skills required “to do that more effectively.”
METTS is organised by the UK-based Middle East Association, Compass Rose
International Ltd. and Jordan's Events Unlimited. The main sponsor is Saraya
Jordan.
The METTS conference, attended by delegates from 20 countries including Brazil,
Malta, the US, Iran, Iraq, Turkey, Kuwait, Lebanon, Libya and Saudi Arabia, will
conclude today.