FITUR 2022 will be strategic for Jordan in the Spanish market. The destination will be present at the next edition of the International Tourism Fair held from 19th to 23rd January at IFEMA MADRID. Its stand will showcase a combination of Amman’s modern and ancient architecture. Visit Jordan’s participation will be supported by nineteen co-exhibitors from the destination. These include the national airline, Royal Jordanian, and attractions and hoteliers from Jordan looking to resume business contacts with the Spanish tourism sector that is so committed to the destination.
Jordan will present its new Kingdom of Time brand at FITUR, focusing on its image of sustainable and rural tourism, open spaces and open-air museums. Their new stand will feature open spaces, small tents for each co-exhibitor in a design infused with Jordan’s natural heritage.
The Kingdom of Jordan is ready to win back its spectacular pre-pandemic tourism momentum with its new branding through the Kingdom of Time platform. Jordan is repositioning itself as an accessible, intriguing and multifaceted destination to attract intrepid, exploratory, independent, active and digitally-empowered travellers seeking meaningful experiences and human connection.
By early 2020, Jordan’s multi-year initiative to boost and diversify its tourism offerings was already noticeable. As an easily accessible destination, Jordan was moving away from its traditional positioning as a history destination, beyond the wonder of the world at Petra. Jordan was receiving worldwide attention for its award-winning nature and adventures. For example, the Jordan Trail traverses the Kingdom from north to south and offers views of the Jordan Valley and the Dead Sea at the lowest point on the planet. Urban tourism got a boost when British band Coldplay chose the ancient Roman and Islamic ruins in the heart of today’s capital city, Amman, as the setting for the launch of its Everyday Life album in November 2019. It attracts authentic flavour-seekers to enjoy the mosaic of Arabic culinary delights of Jordanian cuisine.
If humanity has learned anything from the pandemic, it is a redefined sense of time. This new outlook makes the promise of Jordan’s core brand as The Kingdom of Time even more relevant today: a place where one can literally touch the whole of geological time and human history. A place where time can speed up in a bustling city centre or slow down during a dive in the underwater coral forests of the Red Sea at Aqaba. It can even come to a complete stop in the desert of Wadi Rum as you contemplate the Milky Way under a starry, clear sky.
“Months later, Jordan is back, ready to showcase our new tourism brand. The brand is an authentic reflection of a destination within a country that you can drive across in less than a day. A place that is a fusion, a dizzying collage of geology and nature, diversity, rich history, a tradition of spirituality and faith. We have a contemporary Arab culture of openness and warm hospitality that welcomes everyone,” says Nayef Al-Fayez, Jordan’s Minister of Tourism.
Local Sustainable Development
Jordan’s new tourism brand also signifies a shift in tourism’s role as a driver of local, sustainable development. The Kingdom of Time is an initiative created jointly by a broad spectrum of Jordan’s tourism, cultural and creative communities. The Jordan Tourism Board conceived the brand in cooperation with an alliance of local and global companies. They designed it as an inclusive catalyst to spread tourism throughout the Kingdom, benefiting both traditional tour operators and an emerging generation of hyper-local tourism experience creators.
Jordan’s Stand at FITUR: 4E08, Hall 4.
Video of the new Kingdom of Time brand: https://www.youtube.com/watch?v=Ms0w-hyv8QM