JAA conducted a value chain analysis in the tourism sector resulting in a strategy, as part of the Economic Development Program (formerly SABEQ), specifically for Irbid and Karak as destinations. JAA identified areas of strategic advantage in segments including cultural/historical, MICE, ecotourism, agro-tourism, religious, wellness, and adventure tourism. JAA created a tourism sector map for Irbid and Karak and developed a best practices value chain within the industry. This was followed by a “constraints and opportunities” study for sales and marketing, transport and logistics, the destination experience, food and lodging, other services, the post sales experience, management, ICT, finance, and the business environment. For the strategy, JAA developed a prioritized list of the top 20 opportunities for value chain interventions, based on the degree to which each served as a bottleneck for the rest of the value chain, opportunity for a quick win, anticipated economic impact, degree of stakeholder ownership, and social/environmental impact. Top priorities included developing human resources through vocational and technical centers; exploitation of Petra’s inclusion as one of the new “Seven Wonders” to draw visitors to all parts of Jordan; identifying ways to encourage sustainable tourism business development; and awareness campaigns for tour operators and in-country FAM trips.

Duration: 2006-2011