Jordan Times
Thursday, March 31, 2005
Dead Sea retreat brings
'National Tourism Strategy' into action
Private sector takes front seat in government policy making
By Dalya Dajani
AMMAN — Some of the tourism industry's leading
private and public sector representatives begin a three-day retreat at the
shores of the Dead Sea today to examine ways of implementing the Kingdom's
six-year National Tourism Strategy.
Around 100 stakeholders will be tackling an extensive working agenda designed to
enhance networking and develop practical solutions to accomplish the strategy's
objectives.
The National Tourism Strategy, unveiled in September last year, acknowledged the
private sector as a key partner in the government's vision for a competitive
tourism industry with quality products.
Minister of Tourism Alia Bouran underlined such a partnership as a precedent for
the success of the strategy's objectives.
“The government believes that the private sector is the engine for growth,”
Bouran said in a statement released on Wednesday.
“The National Tourism Strategy should be seen as a private sector-led
initiative, where hotel and restaurant owners, tour operators, transportation
companies and NGOs are expected to set standards and a roadmap for the
development of the industry,” she added.
To give such efforts impetus, Bouran created a nine-member steering committee
late last year that is currently serving as a “trendsetter” and “enabler” of
policy decisions and recommendations taken by private sector stakeholders.
The committee, which meets periodically, sets down and follows up on work being
done with others in the field.
Chairman of the National Tourism Strategy Steering Committee Nadim Muasher said
the nature of the committee's formation reflected the government's desire for
the private sector's leadership.
“This is probably the only committee in Jordan I am aware of that is headed by a
chair from the private sector, with the [minister of tourism] serving as a
member and not as chair,” Muasher said.
“It is a true display of genuine intent for establishing a firm partnership
between the public and private sectors,” he added.
Government officials believe the private sector has a golden opportunity to
market the Kingdom globally and attract high added-value tourism travellers to
the country.
The strategy seeks to attract more than 12 million visitors over the next six
years and generate JD1.3 billion in receipts as well as create 51,000 new jobs
in the process.
Samih Akel, a board member of the Jordan Restaurant Association, described the
retreat as a “roadmap that will guide [tourism industry representatives] in the
right direction.”
However, “associations, vendors and the government have to understand their
respective roles and take action to ensure the measures are carried out, “ Akel
added. “This,” he noted “is especially true for the private sector.”
As part of their working sessions, participants are expected to raise critical
questions about the industry and present perceptive answers about the strategy's
implementation. Aside from reviewing national policy and developing an
institutional framework, participants will also explore the ways in which they
can enhance Jordan's position as a key destination for international travellers,
despite the political turmoil in the region.