Jordan’s changing ambitions

zoom

The ancient ruins of Petra have just been named as one of the ‘new’ Seven Wonders of the World.

Although Jordan's hospitality industry has been affected by acts of terrorism in the past, hoteliers across the country are confident in the country's attempt to reposition itself as a regional safe haven - home to one of the recently announced ‘new' Seven Wonders of the World.

In November 2005 a series of Al-Qaeda linked suicide bomb attacks on three hotels in the Jordanian capital Amman left 38 dead and the country's hotel industry in shock. But the effect was not long-lasting: arrivals to the country increased by 7.4% in the nine months to September 2006 compared to the same period the previous year.

More than 4 million of the 4.9 million visitors arrived from neighbouring Arab states, the number of European visitors increased by 8% and arrivals from America were up 31%.

The country was also affected by the conflict in Lebanon last year, which saw hotel occupancy in Amman fall to 58%, down from 70 % in 2005, according to HVS International's Jordan - Country Snapshot 2007 report.

Although average room rates for the capital increased 12% to US $132, RevPAR was down 6% to $77, the report stated.

Grand Hyatt Hotel Amman property manager Otto Steenback says there is still an international perception that the country may still be unsafe, "which is being perpetuated by various media".

"We're surrounded by some very challenging situations in this region, like the Arab conflict between Palestine and Israel - and Iraq," he explains.

The 311-room property was one of the three hotels bombed in 2005, and it has only been fully operational again since November last year.

"We cannot change people's perception of our neighbouring countries, because that is reality, but what we can do is position Jordan in such a way that it is perceived as a very friendly nation," Steenback says.

He adds that the work of the government, the country's royal family - His Majesty King Abdullah II and Queen Rania al-Abdullah - and the recent naming of Petra as one of the ‘new' Seven Wonders of the World are helping to change the negative international perception of Jordan. He estimates that the extra exposure of Petra will lead to a 100% increase in tourist numbers over the next five years.

Jordan Hotel Association president Michel Nazzal agrees that Petra and Jordan are going to benefit greatly from the historic city's inclusion on the list.

"Being on a list of seven in this world is a major attraction, and the value of the exposure Jordan and Petra have received is worth millions [of dollars]," he says.

"This should make the task of the Tourism Board easier for many years to come."

Steenback has a few reservations about the hotel industry's capability to cope with growing visitor numbers, but he believes with all the new properties coming online across the country there will soon be enough room supply.

"As a country we will probably be struggling to provide the adequate facilities for [everyone], although Aqaba is coming on line in the next few years, you'll see a lot of hotels opening up there," he says.

"And in Amman the Hilton is being constructed, and the Rotana Towers, which should come online between 2009 and 2012."

InterContinental Hotels Group (IHG) senior vice president of hotel operations and franchising for the Middle East and Africa region Rey Alcocer believes that fact that things are back on track after the troubles of recent years is a testament to the country's attitude, and he is confident that the hotel industry is ready for the influx of travellers expected due to the Petra vote.

"It's a resilient country, and [despite] difficulties in any one region, the country as a whole will always bounce back, so I see a great future for Jordan," he says.

"The awareness is growing, and as long as the infrastructure is there, we're working very hard to make sure that we can accommodate the extra travellers."

Print | Email | Discuss this article |

READERS' COMMENTS

View all comments (0)

Have your say

Click here to post a comment

Add your Comment All posts are sent to the administrator for review and are published only after approval. ArabianBusiness.com reserves the right to remove any comment at any time for any reason. Please keep your responses appropriate and on topic.
Name *
Remember me on this computer
Email *	(Your email address will not be published)
City
Country
Subject *
Comment *
Notify me of further comments
Security Code *
Please click post only once - your comment will not be published immediately.

MORE FROM ARABIANBUSINESS.COM