Sharing another insight and explaining that business travellers represent a reliable market share for hotels due to high frequency of trips, Talhami pinpointed that genuine experiences and enriching complementary activities are becoming increasingly important in the MICE industry, where guests now expect added value from their event’s location over and above the functionality of the venues and accommodation.

While safety concerns might affect organisers choise of the next Middle East destination for a MICE occasion, Jordan's industry professionals seem to believe that the country’s safety stands-out in the region.

THE TOURISM INDUSTRY IN JORDAN IS TAKING ADVANTAGE OF THE POSITIVE MOMENTUM OF THE COUNTRY'S ECONOMIC AND SOCIAL RESILIENCE, CREATING IDEAL CONDITIONS FOR ELEVATING ITS ALREADY FLOURISHING MICE SECTOR, WHERE UNIQUE OFFERINGS ARE GRADUALLY BUILDING THE DESTINATION'S STABLE REPUTATION AMONG BUSINESS TRAVELLERS AND MICE PLANNERS.

Perhaps the most notable shift observed by travel professionals in recent times is the change in source markets, not surprising when considering the travel advice of some overseas governments.

Meanwhile, thanks to its very well-respected medical services, outstanding facilities and expert doctors, medical tourism has soared throughout the destination, with the Iraqi market accounting for a large proportion of such arrivals.

As a destination boasting diverse patchwork of mountains and coastline intertwined with a rich history, straddling both the Mediterranean its offering.