Jordan Times
Sunday, April 3, 2005
Dead Sea retreat outlines 2005 strategy action plan
AMMAN (JT) — The action plan for implementing the
National Tourism Strategy has taken shape following a three-day retreat that
brought together industry practitioners from the private and public sectors in a
collaborative effort to create a “tourism renaissance” across the Kingdom within
the coming five years.
Chaired by National Tourism Strategy Steering Committee Chairman Nadim Muasher,
and held under the patronage of Minister of Tourism and Antiquities Alia Bouran,
the Dead Sea retreat addressed critical development aspects in human resources,
marketing, product development and legislation.
Around 100 representatives from the public and private sectors met to discuss
practical ways of strategy implementation for 2005, according to a statement
released by the Tourism Ministry.
Addressing participants, Bouran reiterated the government's continuous support
for the role of the private sector in strategy implementation, and its
commitment towards creating an enabling environment for the realisation of the
strategy.
“The government is a catalyst of change and development — ours is an “enabling”
and “facilitating” role within the strategy,” Bouran said.
Key issues discussed at the retreat included the development of religious
tourism, marketing local handicrafts, skills training, and bringing private
sector expertise into the management of public sites and assets including
cultural and religious attractions — an initiative under consideration.
Participants agreed to outline key implementation scenarios, risk assessments
and legislative support for the success of the strategy, as well as prioritise
and delegate key tasks for each of its pillars.
“The success of the National Tourism Strategy highly depends on private sector
leadership and public-private sector commitment,” Muasher said, adding that the
committee would convene next week to review the outcome of the retreat and
proceed with implementation and delegation to the various stakeholders from both
sectors. His Majesty King Abdullah's Adviser Akel Biltaji conveyed the Monarch's
support for the strategy. He also underlined the importance of the Kingdom's
religious tourism assets and its long-established reputation as part of the Holy
Land, adding that Jordan has a genuine brand “The Experience” to offer to the
world.
“Tourism is an evolutionary process whereby a commodity is developed into a
product, a product into a service and a service into an experience: The brand of
Jordan should be its unique experience,” Biltaji noted.
He pointed to the unprecedented policy developments taking place in the tourism
industry. “Eight years ago, the ministry hammered out a national tourism
strategy that was solely led by the government. Today, we have a strategy
supported by the government and led by the private sector. This remarkable
partnership between the private and public sectors will no doubt herald an era
of tourism development never witnessed before.”
Observers believe the retreat has demonstrated the readiness of the private
sector to lead tourism into success through achievable and long-term action
plans, the statement said.
The development of the National Tourism Strategy is supported by the United
States Agency for International Development (USAID) and implemented in
partnership with the USAID-funded AMIR Programme.