EU Support for Tourism Development in Jordan

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1 The final conference of JOCHERA Conservation of Cultural Heritage in ERA project Amman November 3, 2013 EU Support for Tourism Development in Jordan EU Projects Manager Nizar Al Adarbeh Dana Reserve

2 Tourism Overview Wadi Rum

3 A Driver for Socio-Economic Development The Tourism sector is considered as one of the most important sectors in Jordan with more than %13 contribution to the GDP. The sector acts as the driver of sustainable economic development and is considered the second fastest growing sector in the kingdom being the largest exporter and a major employer. The sector offers 46,000 Direct Jobs and 180,000 In Direct Jobs.

4 Jordanian Tourism Diverse Potentials Infrastructure Unique Attractions World Heritage Sites Strategic Location Religious Attractions Biodiversity Natural Attractions Historical& Cultural Cities Handicrafts Hospitality Cultural Heritage Archaeological Sites

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6 Strategic Vision The National Tourism Strategy Jordan will be a distinctive destination offering diverse, year-round visitor experiences that will enrich the lives of Jordanians and their guests. Strategic Mission Plan and implement the changes and actions necessary to: Raise the overall competitiveness of Jordan s tourism industry; Enhance the visitor experience through innovation in product development; Better position and promote the tourism offering to global markets so as to attract higher yield customers throughout the year; Create a regulatory and operating environment which drives better business performance and releases the full energy of the private sector as the engine of growth. Strategic Goal Increase tourism receipts to JD 4.2 billion in 2015.

7 The National Tourism Strategy Pillar 1 Marketing & Promotion Pillar 2 Product Development Pillar 3 Labor Market Development Pillar 4 Enabling Environment S t r a t e g i c O b j e c t i v e s Increase arrivals of high yielding tourists from key current and emerging markets and grow the domestic tourism market. Provide authentic visitor experiences through rich and engaging products and services Develop a well educated, highly skilled and internationally competitive service-oriented labor force. Enhance Jordan s business, operational, regulatory, environmental and institutional settings to underpin the drive for improved competitiveness

8 Current EU-funded projects for Tourism Development in Jordan

9 ENPI Cross Border Cooperation Program in the Mediterranean (CBC-MED) Cultural dialogue and sustainable tourism Tourism is a top economic priority and one of the most targeted topics. Projects are working on coordinated actions aimed at achieving better seasonal and geographical spread of tourism arrivals, as well as improving territorial cohesion through product diversification.

10 ENPI Cross Border Cooperation Program in the Mediterranean (CBC-MED) The European Union is one of the major partners in tourism development in Jordan. The ENPI Cross Border Cooperation Program in the Mediterranean (CBC-MED) is one of the main schemes of this strategic partnership. More than 11 tourism-related projects are funded in Jordan under the CBC-MED which opens the door for a multitude regional cooperation with different Euro-Mediterranean countries to develop common strategies, experience and knowledge-sharing. The CBC-MED has a great value towards achieving the strategic goals of the NTS.

11 ENPI Cross Border Cooperation Program in the Mediterranean (CBC-MED) Standard Projects Project Name Partners Jordanian Partner(s) Budget (M ) Duration (Mo) Cultural and Archaeological heritage (ArcheoMed) It., PA, JO, Sp Yarmouk Uni Tourism and Culture.. (MED-ROUTE) Gr, It, JO. Ministry of Tourism and Antiquities New Cities of the Mediterranean (NEWCIMED) It, Sp, Gr, LB, Tu, JO Ministry of Tourism and Antiquities Territorial networking for CB & development..(t-net) It, Fr, LB, JO JSSD ( Al-Aqaba) and Madaba Municipality ShMILE 2 Fr, Gr, It, Egy, JO, Tu. Ministry of Tourism and Antiquities Culture in the Med. and Europe... (CulMe-WeOnCT) Gr, It, JO, Egy Yarmouk Uni Environmental Sustainability of Ports.. (MESP) It, LB, Gr, JO Marine Science Station (Aqaba) Promoting socio-economic sustainable.(heland) Ma, Sp, Cyp, PA, JO, LB JUST/Urban Planning Dept. & Royal Marine Conservation Soc (Aqaba) Mediterranean network for...museums (MEDINA) It., LB, JO, Sp Yarmouk Uni Strategic Projects STS-Med (SE) It, Cyp, Egy, Fr, Jo, Gr. Balqa Uni, and Min of Energy 5.0 UMAYYAD (ST) Sp, Port, It, Tu, LB, Jo, Egy, Syr CulTech 3.5 I AM (ST) It, Sp, Egy, LB, Jo, PA, Tu MoT&A/Um Qais Office and JUST 3.1

12 Current EU-funded projects at the Ministry of Tourism & Antiquities ShMILE 2 Project Med-Route Project

13 Project Title: Mediterranean Route for Tourism and Culture MED-ROUTE: Project Objective This project focuses on the potential of tourism in terms of economic development. Through the use of information and communication technologies, the project intends to reinforce an integrated approach for preservation and promotion of cultural, natural and other resources, with the overall objectives of diversifying the tourism product, increasing the quality of tourism product and minimizing tourism seasonality. Main Beneficiary & Project Leader: Region of Sterea Ellada (Greece, Sterea Ellada) Project countries: 1. Region of Central Macedonia (Greece, Kentriki Makedonia) 2. Ministry of Tourism and Antiquities (Jordan, Amman) 3. Province of Vibo Valentia (Italy, Calabria) Total Budget: MoTA Total Budget under this project: 40,000

14 ShMILE 2 Project Workshop on Eco-labels for Hotels (( EU Eco-Label ))

15 The Partners To achieve ShMILE 2 objectives: 11 organizations from 6 different countries (Tunisia, Egypt, Jordan, Greece, Italy and France) work together to implement a set of activities. A partnership composed by different skills, well balanced in term of current activities, similar needs, common territorial objectives for a sustainable tourism development. 15

16 France Project Partners Areas Provence-Alpes- Côte d Azur Italy Halkidiki Kentriki Makedonia Sardinia Médenine Sousse Nabeul Tunisia Greece Irbid Al-Balga Madaba Al-Karak Al-Tafi la Al-Aqaba Jordan Marsa Matruh Al Iskandanyah (Alexandria) Egypt 16

17 Partners in detail France CCI NCA Chambre de Commerce et de l Industrie Nice Côte d Azur ADEME Agence de l Environnement et de la Maîtrise de l Energie ; NCA Communauté Urbaine Nice Côte d Azur (Lead Partner) Italy Agenzia Conservatoria delle Coste Regione Sardegna; Centro Servizi Promozionali per le Imprese Azienda Speciale della Camera di Commercio di Cagliari Greece Unite Régionale d HALKIDIKI; Institute of Tourism Development of Greece Tunisia CITET - Centre International des Technologies de l Environnement de Tunis ; INNORPI Institut National de la Normalisation et de la Propriété Industrielle Jordan Ministry of Tourism and Antiquities Egypt CEDARE Centre FOR Environment and Development for the Arab Region and Europe 17 17

18 ShMILE 2 Project Objectives Support tourism professionals, in particular tourist accommodation services and help them to reach new markets for the future: sustainable tourism. Develop a regional cooperation between Southern and Northern Mediterranean countries to ensure a sustainable development of the tourism sector and strengthen political and economic links. Ensure environmental sustainability of the first economic sector in the partner regions. Involve local stakeholders in tourism development in the implementation of the project ShMILE 2 and disseminate the project results at a regional scale

19 ShMILE 2 Project Expected results 3 studies carried out: Appraisal of the Eco-certified tourist accommodation services spread in each partner country Positioning of the tourist accommodation services on the European ECOLABEL criteria to measure global environmental performance in the Mediterranean. Level of the actual demand for Eco-labelled accommodation services. 3 seminars to share experience (north / south), as well as to inform and educate key actors on the instruments of dissemination and implementation of the European Ecolabel. 12 regional workshops to raise awareness of tourism professionals and young graduates on the Ecolabel opportunities for the tourism accommodation services sector. 19

20 ou Website created: 2 video for promotion available : 1 video «teaser» (2 min) presenting advantages of European eco Label and ShMILE 2. 1 video for generic presentation of Eco label content. (3-4 min) 20

21 Main Activities Workshops: 85 Hotelier in Aqaba and 70 Hotelier from Amman and Dead Sea Training: 80 trained Hotelier Technical Assistance: 30 Hotels IFTP-TOP Resa Tourism Exhibition in Paris (September 24-27, 2013)

22 Technical Assistance & Capacity Building for Hotels Tools Technical Assistance Training Internships 30 rapid analyses (1/2 days per hotel) ~15 hotel support procedures set up (2 days per hotel, 4 group seminars and 4-month intern support) 5 European Ecolabel mock audit (1 day per hotel) Ready to apply! Informing stakeholders Networking & partnerships Marketing & Exposure April 2013 February 2014

23 The National Tourism Strategy/NTS ( ) The National Tourism Strategy is based on a public-private sector partnership. The strategy responds to the new realities of the industry at the local and global levels. The NTS is made up of a four-pillar framework: Pillar 1: Marketing & Promotion Pillar 2: Product Development Pillar 3: Labor Market Development Pillar 4: Enabling Environment

24 The National Tourism Strategy/NTS ( ) Pillar 4 Enabling Environment Strategic Objective Enhance Jordan s business, operational, regulatory, environmental and institutional settings to underpin the drive for improved competitiveness Key Activities 4.1 Develop new tourism policies and enhance the legal and regulatory environment. 4.2 Develop business supports and benchmarking activities to improve business performance. 4.3 Promote eco-friendly practices within the tourism industry. 4.4 Ensure safety and security practices in the tourism sector meet or exceed international standards in all areas. 4.5 Increase awareness amongst key stakeholders of the socioeconomic benefits of sustainable tourism development in Jordan. 4.6 Utilize international competitiveness indexes to internationally benchmark industry performance.

25 The National Tourism Strategy/NTS ( ) Key Activity Promote eco-friendly practices within the tourism industry Highlights: The NTS highlights the importance of prioritizing environmental sustainability by adopting initiatives that protect and preserve the environment. the sector will adopt initiatives in different areas in a planned effort to reduce the environmental footprint. Jordan recognizes that a green destination is a specific incentive and motivation for the environmentally-conscious visitor.

26 The National Tourism Strategy/NTS ( ) Key Activity 4.3 Promote ecofriendly practices within the tourism industry Actions Reduce carbon emissions and increase the energy efficiency of transport within and to Jordan Improve energy efficiency, energy conservation and use of renewable energy when applicable Reduce water use and achieve efficiency and savings through reduction and reuse and ensure that tourism establishments implement actions that will lead to an overall reduction in water usage in line with Water For life - Jordan s water strategy Reduce and better manage waste - The sector will work with the government to adopt environmentally-friendly practices for landfill management, recycling facilities and waste to energy solutions.

27 New Hotels classification system The Ministry of Tourism and Antiquities added the Ecolabeling as one of the adopted standards under standard number (6601) which is an optional standard but it gives the hotels extra points in the classification system. This encouraged more hotels to adopt environmental certification.

28 Tourism Sector in Jordan Overview s

29 Main Indicators اھم المؤشرات الاحصاي یة المتعلقة بقطاع السیاحة ٢٠١٢-٢٠١١ 29

30 Tourism Record According to the United Nations World Travel Organization (UNWTO) more than 1 billion travelers crossed the international boarders during 2012 and another five to six billion are estimated to travel in their own countries every year. 30

31 Sustainability & Greening Eco-Labeling in Jordan

32 Eco-labeling and Environmental Certification Irbid Al-Balga Madaba 1. Green Key Hotels City/Area Awarded Applied Aqaba ٩ ٧ Amman ٤ ١ Dead Sea ٢ ٠ Total ١٥ ٨ Al-Karak Al-Tafila Al-Aqaba Jordan 32

33 Eco-labeling and Environmental Certification Irbid Al-Balga Madaba 2. Blue Flag (for Beach Hotels) Hotels City/Area Awarded Applied Aqaba 4 1 Dead Sea 0 ٠ Total 4 1 Al-Karak Al-Tafila Al-Aqaba Jordan 33

34 Eco-labeling and Environmental Certification Irbid Al-Balga Madaba 3. Green Globe Hotels City/Area Awarded Applied Aqaba 2 0 Petra 2 0 Dead Sea ١ ٠ Total 5 0 Al-Karak Al-Tafila Al-Aqaba Jordan 34

35 The Travel & Tourism Competitiveness Report 2013

36 The Travel & Tourism Competitiveness Report 2013 The Travel & Tourism Competitiveness Index 2013: The Middle East and North Africa

37 The Travel & Tourism Competitiveness Report 2013 The Travel & Tourism Competitiveness Index 2013: Regulatory framework

38 The Travel & Tourism Competitiveness Report 2013 The Travel & Tourism Competitiveness Index 2013: JORDAN

39 Thank you EU Projects Manager Nizar Al Adarbeh Dana Reserve