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InterContinental Jordan team, World Economic Forum on the Middle East and North Africa, Jordan InterContinental Jordan team, World Economic Forum on the Middle East and North Africa, Jordan

JORDAN: Business Travel With Added Value (Part 3)

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.

As a result, many corporate visitors seek to combine their business agenda with leisure activities, as Benzaquen also observed.

Twaissi expanded, “In many ways, the MICE sector presents an ideal opportunity for the country. We know that when travel professionals enjoy their time here, they will see the potential and begin to promote Jordan as a viable business development option or to simply come back as a leisure tourist.”

Through such a trend, tourism and hospitality providers have identified an opportunity for tailoring their services further, encouraging business travellers to make the most out of their stay and, ultimately, to return.

Anqour, explained, “Combining business and leisure activities and MICE business services [...] creates great opportunities to our clients, not just in doing business, but also helps them in team building and entertainment.”

For business travellers seeking authentic experiences to complement their stay, Twaissi suggested activities which are to be found out of the conference complexes and standard tour itineraries, “We would like MICE travellers to not just go from their conference onto a historical site [...], we would like to see conference organisers build into their programme schedule a time to learn about Jordan’s significance and culture.”

Spending time with local communities and engaging in cross-cultural exchange represents an enriching way for corporate travellers to explore the destination in-depth through the interaction with locals while they may identify opportunities to contribute to sustainable initiatives.

Twaissi, further revealed, “We find that when our clients go back home, they take a bit of Jordan with them.”


Displaying a 33.5 percent year-on-year growth in visitors arrivals in 2016, along with this year’s upward trajectory of passenger traffic at Queen Alia International Airport, the overall prognosis for Jordan’s tourism seem promising.

Industry players have identified the gaps and by turning them into opportunities, solid ground is being formed for the rise of the MICE tourism.

With the strategic cooperation between governmental and private entities and effective communication with international channels, the country’s image as an attractive MICE destination has a potential not only to leap in the following months, but to be recognised as a global trend setter.

Talhami described the strategic approach ahead, “Business tourism is a fast-growing, lucrative market segment.

It requires a targeted marketing approach that packages currently fragmented offerings into coherent, flexible and easily accessible add-ons to business travel.”

Bespoke hospitality and tourism services, combined with the country’s distinguished historical and cultural attractions, have proven to be valuable assets for building Jordan’ s profile as a hallmark in business tourism.

Koth concuded, “[…] The growing interest of European and Gulf originated business requests are [soaring].

Jordan has proven over time that safety is at the forefront of everything we do and in combination with our historical significance, natural beauty and diversity, exceptional climate and great hospitality, I am confident about our future MICE growth.”