Jordan Times
Friday, June 8, 2007
Preparations under way to implement nationwide tourism awareness campaign
AMMAN (JT) — Preparations are under way to
implement the Jordan National Tourism Public Awareness Campaign, which is being
organised and implemented by the USAID/Jordan Tourism Development Project (Siyaha)
in partnership with the Ministry of Tourism and Antiquities.
The campaign endeavours to enhance local perceptions of tourism and the sector
in general, by targeting six groups of people: Policy makers, students, parents
and teachers (career influencers), current tourism sector employees, media and
the public, according to a Siyaha statement.
USAID/Siyaha and the Tourism Ministry on Thursday invited representatives from
the industry and general public to take part in focus group sessions to
determine the key messages that will be used in the awareness campaign to reach
each target group.
During sessions, participants reviewed and gave feedback on suggested messages,
as well as making recommendations for new ones.
Discussions were also held with regard to the best ways to disseminate these
messages to each target group, the statement said.
The results of the sessions will be collated by USAID/Siyaha and the Tourism
Ministry and utilised in the production of the final messages to be used in
awareness campaign material.
“It is important to get feedback from representatives of the campaign’s target
groups in order to ensure the effectiveness of the campaign and enhance the
impact it will have on Jordanians’ awareness of the significant role that
tourism can play in their lives and in the country’s economy,” said Issa Qaqish,
director of Communication and Tourism Development Directorate at the ministry.
While parts of the Kingdom’s tourism sector are developing rapidly, one of the
greatest challenges remains the availability of hospitality and tourism workers,
partly a result of the local “culture of shame” associated with jobs in the
industry.
“In addition to holding great potential for development, the tourism industry in
Jordan is already generating new jobs each year at a greater rate than new
skilled staff is becoming available,” said Joseph Ruddy, component leader at
USAID/Siyaha.
“These focus groups will help us to determine the best way to successfully get a
positive message about tourism across to the public at large, and hopefully
change this trend,” he explained.
Implementation of the first phase of the campaign, which is currently being
planned, will involve the delivery of the targeted key tourism messages and
information through print media, awareness workshops and seminars spearheaded in
major tourist-cluster areas.
It will also entail a national tourism poster competition for school children
and a national TV, radio and newspaper campaign.
Implementation of the first phase of the campaign commenced with the launch of
the strategy in May 2007 and will continue through the end of 2007. This will be
followed by two more phases, with the second starting in 2008, according to
Siyaha.