Following its launch last month, the Know Your Niche to Grow Your Niche workshop series continues today highlighting another growing tourism market “Incentive Tourism”.  Incentive Travel is one of the most lucrative niches worldwide, and Jordan offers a wide range of products and experiences that can appeal to many segments that are seeking rich and diverse experiential travel that also encompasses authenticity, deep-rooted history and rich culture. The workshop, which is being organized by the USAID Jordan Tourism Development Project in cooperation with the Jordan Tourism Board (JTB) and Jordan Inbound Tour Operators Association (JITOA), was opened by H.E. the Ministry of Tourism and Antiquities Secretary General. 

“It is our collaborative responsibility to promote and sell Jordan as world class incentive destination; we have world class sites, world class services and most importantly; world class people who can make this happen. And we are here to listen to world class experts on how we can converge all of these assets to promote and sell Jordan as a true world class incentive destination,” said H.E. Mr. Issa Gammoh, MoTA Secretary General.  In his speech he also addressed the tourism industry saying, “I wish you all a successful seminar, and may this be the beginning of a commitment towards sustainable tourism development in Jordan.”

“Jordan is not a newcomer to incentive travel. It has been a popular destination for incentive travel for over 20 years. Its success was thanks to the creative talent and professionalism of local destination management companies, the huge variety in venues both natural and man-made, and a developed infrastructure,” said H.E Munir Nassar, JITOA Chairman. 

“Facing the current economic trends worldwide, people are taking shorter vacations closer to home. Incentive tourism generates four times the revenue per guest compared to regular tourists. Jordan offers a unique product whether at the Dead Sea or in Petra for a different venue; whether a state of the art convention center or out door venues in various parts of the country. Accordingly, Jordan has an opportunity to excel as a non-manufactured destination and can offer first class services to guests and visitors in an ever changing world, ”said H.E. Senator Michael Nazzal, Chairman of the Federation of Tourism Associations. 

“More and more companies realize the" benefits" which can be found in incentive tourism. Many renowned companies use this method to reward their best employees, stimulate sales representatives and foster friendly relationships with key accounts," stated Mr. Samir Derbi, Chairman of the Jordan Society of Tourism and Travel Agents (JSTA).

“Incentive travel is a lucrative and growing market. According to a survey conducted by USA Today, 93% of award recipients prefer travel over other incentives,” said Mr. Ibrahim Osta, The USAID tourism Project Chief of Party. “This workshop will help the travel industry in Jordan to improve how they target this important niche market by gaining a better understanding of it and how they can customize their marketing message for it,” he added. 

International and local guest speakers from SITE, world’s leading authority on incentive travel, Emeco, a leading travel company in Egypt that works on incentive tourism among other niches, and Al-Hussein Convention Center/Hilton Jordan shared their expertise on the current trends and future outlook for incentive tourism, strategies to grow in this ever-competing environment, best practices for developing innovative and winning proposals and many more topics that will help in elevating a growth in this niche. Incentive travel refers to vacation travel organized by an employer as a way of rewarding and motivating employees. 

The “Know Your Niche” workshop series will continue over the upcoming four months covering other significant tourism niches such as, voluntourism, astro-tourism, religious tourism and family holidays.