Moscow:Jordan is actively revamping its tourism infrastructure and promotional tools to capture a larger share of Chinese and Russian outbound travel, aiming to diversify source markets and enhance the sector's macroeconomic contribution.
According to Jordan News Agency, this strategic campaign gained momentum following King Abdullah II's visit to Trip.com Group headquarters in Shanghai last August, facilitating deeper market penetration in China through partnerships with major international travel platforms. The Minister of Tourism and Antiquities, Emad Hijazeen, emphasized efforts to expand direct communication with Chinese tour operators and tailor hospitality services to match Chinese preferences.
The ministry is upgrading site signage with Chinese language descriptions, adding Chinese-language portals to the Jordan Tourism Board website, and appointing an official JTB representative in China. They are also increasing the number of licensed Chinese-speaking tour guides from 25 to 50 and deploying training programs across hotels and restaurants to align services with Chinese cultural expectations.
Addressing the Russian market, the ministry hosted a promotional event in Moscow last September to highlight Jordan's offerings. Efforts focus on the bilateral mutual visa-exemption agreement allowing Russian citizens to enter Jordan visa-free for up to 30 days, and expanding air connectivity with plans for a direct Moscow-Aqaba route.
Christian pilgrimage and religious tourism serve as engagement pillars, with discussions on Russian participation in the 2030 celebrations of the Baptism of Jesus Christ at Al-Maghtas. Dr. Hakam Shatnawi from Yarmouk University noted Russia and China as growth vectors, with Russians seeking coastal experiences and Chinese tourists interested in cultural heritage sites.
Tourism investor Osama Abu Taleb highlighted the private sector's role in creating joint packages with international operators and expanding digital marketing campaigns, focusing on metrics like length of stay, total spend, and seasonal booking volume.