Curated Experience: Developing Innovative and Diversified Touristic Products Across Jordan
This project aims at reviving the once-flourishing tourism industry within Jordan, in light of COVID-19 devastations to the sector. The project seeks to improve on pre-existing weaknesses in the Jordanian tourism sector; namely the dependence on the ‘Golden Triangle’ consisting of Petra, Wadi Rum, and Aqaba, which hinders the sector’s resilience to unforeseen events. In doing so, Leaders International will enhance the competitiveness of the industry through diversifying touristic offerings and adapting to recent travelling trends, such as solo travelling.
Moreover, the project will build the capacity of travel-experience operators through different support mechanisms, business linkages, and training programmes; to enable them to provide curated experiences to inbound and local travellers. At the industry level, the project will cooperate with Jordanian tourism associations to promote Jordan’s cultural, historical, and natural diversity. Local authorities will also be involved in expanding Jordan’s current tourist base, mitigate risks associated with limited product offerings, and lastly, enhance local tourism through increased quantity and quality of products and offerings.
Accordingly, Leaders International will not merely focus on the innovation and product development side but will market the new travel experiences and leverage its outreach channels to speak to the needs of the modern traveller, in Jordan and abroad.
November 2020 – October 2023
Embassy of the Kingdom of the Netherlands in Jordan
€1m – €5m