Jordan eyeing Indian market to promote biblical sites

Tourism — By on July 27, 2013 at 4:16 am
Country Manager Jordan Tourism Board

Country Manager
Jordan Tourism Board

Although present  in  India  for  some years now, Jordan had barely shown any  noticeable  enthusiasm  for  the Indian  market  until  recently. However,  it  suddenly  seems  to  be pouring much more  in  terms  of  its marketing  effort  in  India,  visible through extensive media coverages, advertisements  and  strategically engaging  the  all  important  travel trade.

Today  JTB’s  (Jordan  Tourism Bureau) marketing activities in India include  Jordan  video  clips  being played out at PVR Cinemas in Delhi & Mumbai, an online campaign with Yahoo!,  trade and media FAM  trips and many other marketing activities that will be rolled out during the rest of  the year.  In  conversation  with  Aviation Herald,  Ashit  Taneja,  Country Manager,  Jordan  Tourism  Board, India Office, talks about the strategic direction  that Jordan Tourism Bureau plans  to  take  in  the  Indian market. The  Indian  market  is  extremely important  for  Jordan  as  there  is tremendous  scope  to  increase  the Indian  arrivals  into  Jordan.  Jordan has a lot to offer in terms of historic sites,  wellness,  culture,  religious, and  leisure options. Q-  How  does  JTB  view  India market? JTB will target the Indian leisure and  MICE segments along with religious  travellers so that they can experience  the  prominent Biblical  sites  Jordan  boasts of.

The strategy is to focus on  marketing, media and sales activities  that will  be  aimed  at  travel  agents,  media and the consumer to promote  Jordan  as  a  diverse  tourist  destina- tion.  The  initial  focus  cities  for  these  activities  are  Delhi,  Mumbai,  Chennai  and  Bangalore.  Further  along  the  year,  JTB  plans  to  have  stronger presence across Tier II cities  in  India.JTB  will  also  launch  the  Jordan  Specialist  Online  Programme  for  travel agents to generate destination  exclusive experts and to increase the  knowledge  about  Jordan  among  travel  agents.

This  will  enable  the  agents  to draw up  itineraries and give  appropriate advice  to  travelers who  are  looking at  Jordan as a destination. The travel trade is the key to success  for  a  destination  as  they  are  the  experts  to  advice,  convince  and  finally  draw  up  packages  for  the  travellers.  Therefore  to  ensure  that  the  travel  trade  is  well  educated  about  Jordan  we  are  conducting  FAM trips, sales calls in tier II cities  and  plan  to  conduct  a  4-city  road  show  before  the  start  of  the  next  travel  season  along  with  Jordan  Specialist program.  We plan to become more aggressive  in  India  to  ensure  that  Jordan  as  a  destination  has  a  top  of  the  mind  recall among the trade. Moreover, at  the  same  time  the  focus  is  also  to  educate  the  consumer  market  and  carve a niche for Jordan. The budget  has been fairly distributed among the  trade  and  consumer  activities  to  ensure we have year  round presence. Q- How does the Indian travel trade  figure in your destination marketing  programmes? Q- What kind of investment are you  making  in  India?

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