Jordanian Minister of Tourism and Antiquities Lina Annab on Wednesday highlighted the importance of China’s tourism market, describing it as one of the most promising in the world in this area, as well as a key target for Jordan’s tourism strategy.
AMMAN, Jan. 8 (Xinhua) — Jordanian Minister of Tourism and Antiquities Lina Annab on Wednesday highlighted the importance of China’s tourism market, describing it as one of the most promising in the world in this field, as well as a target key to Jordan’s tourism strategy.
Annab told Xinhua that Jordan is very interested in the Chinese tourism market, which represents a particularly promising growth avenue for it in the coming years.
The Chinese market is considered one of the largest in the world, and offers the opportunity to attract a wide range of tourists thanks to the country’s cultural diversity and the number of Chinese interested in exploring the world, noted the minister.
Although the Chinese market is crucial, it remains relatively new for Jordan. Historically, Jordanian tourism strategies have been more focused on visitors from Western markets. The potential of the Orient is, however, increasingly recognized, so much so that China has become a key target for tourism development, she said.
-Jordan’s Ministry of Tourism has already launched marketing campaigns aimed at reaching the Chinese market, Annab said, noting that campaigns carried out last year, which included programs and exhibitions specifically tailored to Chinese travelers, had produced encouraging results.
The ministry plans to expand these efforts this year as a result, reflecting the growing importance of this market, she said.
As part of these initiatives, discussions are notably planned with the Royal Jordanian airline to establish direct air links between Jordan and China. The ministry is also encouraging Chinese airlines to open routes to Jordan, which would benefit tourism operators as well as carriers. Improving air connectivity is seen as a crucial step in efforts to make Jordan more accessible to Chinese travelers.
Tourism is a vital pillar of Jordan’s economy, contributing approximately 12.5% of the kingdom’s GDP through commerce, restaurants and hospitality. During the first eleven months of 2024, the sector generated $6.7 billion in revenue, according to the Central Bank of Jordan.
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