Jordan will highlight its tourism-related infrastructure in a bid to attract high-value meetings business at the upcoming at Gulf Incentives, Business, Travel and Meetings (GIBTM) expo in Abu Dhabi, said a top official.

“Meetings, Incentives, Conferences and Exhibitions (MICE) business is extremely important for Jordan, and the kingdom enjoys a reputation as a host for high profile events of global significance such as the World Economic Forum, which has taken place here no less than seven times,” said Abed Al Razzaq Arabiyat, managing director, Jordan Tourism Board (JTB).

Around 10 to 15 per cent of all visitors to Jordan are MICE related, which offers an enviable mix of attractions, from the ancient city of Petra to modern hotels and convention centres, he explained.

The 2014 edition of GIBTM will take place at Abu Dhabi National Exhibition Centre from March 24 to 26.

The JTB will provide GIBTM’s Hosted Buyers with an insight into business and meetings facilities offered in Jordan, by hosting a familiarisation trip after the 2014 event to showcase the country’s unique MICE-focused attractions and services.

“Jordan is a wonderfully diverse country offering a range of breathtaking attractions to cater to all segments of the MICE market, from incentive trips involving dune bashing in Wadi Rum or exploring ancient Petra, to big association meetings hosted at one of the country’s modern conference facilities in Amman or the Dead Sea,” said GIBTM exhibition manager Lois Hall.

“The Kingdom has realised the potential of the meetings industry to drive still further its tourism growth and in addition to making sound infrastructure investments, it is enhancing its presence at GIBTM, which is the region’s premier platform for sourcing significant and high value MICE business.”

Jordan has also been quick to invest in its transport infrastructure, with the recent opening of the brand new state-of-the-art terminal at Amman’s Queen Alia International Airport, helping to secure the Jordanian capital’s position as the preferred aviation hub for the Levant region.

Built at an estimated cost of $750 million, the terminal allows the airport to grow by 6 per cent per annum over the next 25 years by increasing capacity from 3.5 million to 12 million passengers annually by 2030.

Tourism is an essential component of the Jordanian economy, representing around 14 per cent of the country’s GDP. The sector has rebounded in 2012 in spectacular fashion following the impact of the Arab Spring, generating $3.5 billion in tourism revenues, up 15.3 per cent or $3 billion in 2011, according to the Central Bank of Jordan.

“The uniqueness of the kingdom and its diversified attractions are supported by a well-developed infrastructure and a community of creative and highly skilled DMCs who consistently deliver once-in-a-lifetime experiences, helping position Jordan as a preferred MICE destination,” said Arabiyat.

GIBTM 2014 will also include Business Travel @ GIBTM featuring specialist exhibitors within the Business Travel Zone, a dedicated Business Travel Knowledge programme and exclusive networking opportunities for this specific sector.

The 2014 show will also feature the first-ever GIBTM-hosted ‘Market Focus on Asia’ event along with a dedicated Asia Pavilion; and the sourceme Pavilion, in partnership with Nicholas Publishing International (NPI), which will showcase the region’s leading event service suppliers. – TradeArabia News Service