21st century Jordan

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The recent naming of Petra as one of the new Seven Wonders of the World is improving international perceptions of Jordan. It has given the country a new focus, detracting from setbacks to tourism and the inextricably linked leisure industry caused by a series of Al Qaeda linked suicide bomb attacks on three hotels in Amman in November 2005 and the conflict in neighbouring Lebanon last year.

Otto Steenback, property manager at the Grand Hyatt Hotel Amman - one of the three hotels bombed in 2005 - estimates that the extra exposure of Petra will lead to a 100% increase in tourism numbers over the next five years.

Jordan Hotel Association president Michel Nazzel agrees, adding that being on the list is a major attraction for Petra and Jordan, with the associated publicity being worth millions of dollars.

"This should make the task of the Jordan Tourism Board (JTB) easier for many years to come," Nazzel adds.

Tohama Nabulsi, communications manager for JTB, says: "In light of Petra's well deserved success by being crowned as one of the New 7 Wonders of the World, the Jordan Tourism Board plans to incorporate a new focus in its marketing plans for next year.

"As new ideas are being explored, innovative marketing methods being studied and tested, and unified campaigns being designed, Petra remains constant in all discussions as one of the main focuses for next year. The main trend we are utilising is promotion of Petra through online activities," she adds.

The predicted influx of tourists to the country means that leisure operators may well need to raise their game. Indeed, the JTB acknowledges several challenges facing the growth of leisure.

Nabulsi says one of the key issues is a lack of trained human resources.

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