VZCZCXRO5284
RR RUEHROV
DE RUEHAM #4074/01 2761159
ZNR UUUUU ZZH
R 031159Z OCT 07
FM AMEMBASSY AMMAN
TO RUEHC/SECSTATE WASHDC 0502
INFO RUEHXK/ARAB ISRAELI COLLECTIVE
RUCPDOC/DEPT OF COMMERCE WASHDC
RUCLRFA/US DEPT OF AGRICULTURE WASHDC

UNCLAS SECTION 01 OF 03 AMMAN 004074 
 
SIPDIS 
 
SIPDIS 
 
STATE FOR NEA/ELA 
STATE PASS USAID 
 
E.O. 12958: N/A 
TAGS: EAID ECON EIND JO
SUBJECT: GULF TRAVELERS CONTRIBUTE TO A SUCCESSFUL SUMMER TOURISM 
SEASON; HIGH EXPECTIONS FOR MORE GROWTH 
 
REFS:  A) AMMAN 3260 
   B) AMMAN 3159 
      C) AMMAN 1335 
   D) 05 AMMAN 2394 
 
¶1. (U) Summary: As of the end of August 2007, the number of Gulf 
state-based tourists visiting Jordan had increased 3.4% compared to 
the same 8-month period in 2006.  Gulf tourists visit Jordan 
primarily in the summer for the relatively temperate weather, family 
entertainment, and common culture.  The majority comes to the 
capital Amman, and the city has been investing in infrastructure 
improvements and cultural events that appeal to local citizens and 
fellow Arab tourists.  Tourism executives and officials said that 
Amman still needs additional investment, but many believe that Gulf 
tourists represent the greatest opportunity for Jordan's growing 
tourism industry.  End Summary. 
 
Location, Location, Location ... and Weather 
-------------------------------------------- 
 
¶2. (U) On September 25, the Ministry of Tourism announced that 1.3 
million Arab and Gulf tourists visited Jordan in the first eight 
months of 2007, representing 3.4% growth over the same period in 
¶2006.  Hisham Salaitah, Manager of Customer Satisfaction Measurement 
at Royal Jordanian Airlines, estimated that 22% of their customers 
were Arabs from countries other than Jordan. 
 
¶3.  (U) In recent discussions with EconOff, hotel managers, 
restaurant owners, and tourism officials indicated that Gulf 
tourists are coming to Jordan for the weather, its relative safety, 
its proximity, and family ties.  Fayiz Khouri, Deputy Managing 
Director of the Jordan Tourism Board (JTB), said that a limited 
number of hotel rooms in Damascus and security concerns in Beirut 
have led to increased Gulf tourism in Jordan, particularly during 
the summer and Muslim Eid holidays.  He added that Gulf visitors 
usually rent furnished apartments, sometimes for as long as two 
months, and that only a small percentage stay in hotels.  Given the 
ease of driving or taking a direct flight to Amman, the capital is 
the most popular destination in Jordan, followed by the northern and 
cooler cities of Jerash and Ajloun. 
 
Jordan:  Family-Friendly Destination for Gulf Tourists 
--------------------------------------------- --------- 
 
¶4. (U) Our tourism industry contacts emphasized  that Gulf tourists 
travel as families.  Bassam Banna, Director of Sales and Marketing 
at Le Meridien Hotel Amman, added that these travelers are often 
conservative Gulf families who see Beirut as too liberal, and view 
the Jordanian culture as compatible with their own.  Minister of 
Tourism Osama Dabbas told EconOffs on October 2 that the top three 
Gulf countries for Jordan-bound tourists are Saudi Arabia, Kuwait, 
and Bahrain. 
 
¶5.  (U) Khaled Burgan, Tourism Advisor to the Mayor of Amman, 
emphasized that Amman is a family destination that does not have 
gambling or nightlife like Beirut or Damascus.  Gulf tourists do not 
typically visit historical sites, but Khouri reported a record 
number of Gulf visitors to Petra this summer after it was designated 
one of the New Seven Wonders of the World (Ref B).  Jordan is also a 
regional hub for medical tourism, and the Ministry of Health 
estimates that Jordan earns $600 million annually from foreign 
patients (Ref D).  Dabbas commented that there is much more Jordan 
needs to do to attract a steady stream of medical tourists, 
including establishing a fee structure for common procedures, a 
project recently undertaken by an inter-ministry committee. 
 
Investments by Amman and the Government of Jordan 
--------------------------------------------- ---- 
 
¶6. (U) Burgan reported that 2007 is the first year  the Greater 
Amman Municipality (GAM) has had a bona fide tourism department.  In 
2006, GAM worked with USAID's Siyaha tourism project to develop a 
master plan aimed at making Amman a destination city.  He said that 
GAM has been working to improve Amman in ways that will help 
residents and tourists, including developing pedestrian areas, 
removing billboards, putting up addresses and street signs, and 
better zoning of industrial areas.  He said that the creation of 
pedestrian zones is particularly tourist-friendly, because it 
creates a safe place for children.  GAM and Siyaha are also working 
together to convert an old electricity company hanger into a crafts 
marketplace.  A USAID grant will finance 70 percent of the project, 
and GAM will contribute the remaining 30 percent. 
 
¶7.  (U) Khouri said that JTB and GAM felt they had a limited window, 
during current instability in Lebanon and Syria, to make a good 
impression on Gulf tourists.  This summer, GAM coordinated a summer 
festival with daily events, and JTB hired students to visit hotels 
 
AMMAN 00004074  002 OF 003 
 
 
and furnished apartment complexes to advertise the festival.  Khouri 
said JTB's goal was to encourage Gulf tourists to stay longer. 
Burgan was optimistic that in a few years, Amman would be an even 
stronger tourist destination than it is today.  Dabbas said that 
Gulf tourists are a good complement to Jordan's tourism sector 
because they travel during the slow summer season; European tourists 
typically visit Jordan in the spring and fall.  He added that the 
Ministry worked to ease access to Jordan from the Gulf by adding 
additional customs and border crossing staff this summer, and 
streamlining airport arrival procedures so that visitors depart the 
airport within 30 minutes of arriving.  Despite the family-friendly 
environment and ease of traveling, Dabbas commented that Gulf 
tourists complained about the rising prices in Amman, especially 
relative to Beirut and Cairo. 
 
Investments by Private Sector 
----------------------------- 
 
¶8. (U) Many in the tourism sector also commented on the increased 
investment in Amman, from new hotels to a new children's museum to 
restaurants.  Khouri said that the presence of western restaurant 
franchises often reinforces tourists' impression that Jordan is a 
good place to visit.  Hani Ashour, President of Food City and 
Shmeisani Mall, said that he is attracting more Gulf customers by 
featuring a women-only section of his food court so that fully 
veiled customers can eat in privacy.  Ashour said he also sponsors 
his own twice-weekly, family-oriented summer events featuring music, 
storytellers, and contests.  Khouri also described a summer camp 
that opened this year expecting 20 kids per day and ended up 
recruiting 200 daily participants, half of whom were from the Gulf. 
 
 
Amman ... Room for Improvement 
------------------------------ 
 
¶9. (U) Tourism officials named many ways that Amman could improve as 
a family destination, including the addition of a new theme park, 
parks or a first-class zoo, and renovation of existing theme and 
water parks.  In addition to serving locals and Gulf tourists, these 
attractions could draw Lebanese and Syrian customers as well.  Two 
hotel executives both said that Amman is not appealing to customers 
under age 30, noting that Amman needs more nightclubs, particularly 
clubs that allow single, male patrons.  Yasmeen El Ajou, Marketing 
Communications Director at Grand Hyatt Amman, named this summer's 
all-night rave party at "Little Petra" featuring Dutch DJ "Tiesto" 
which attracted an audience of approximately 6,000 people, as proof 
of the potential market for more nightlife.  Recent PA-sponsored 
musical events targeting youth, including visits by American 
salsa/funk/hip-hop band Ozomatli and jazz musicians Alvin Atkinson 
and the Sound Merchants, have reinforced this, drawing large crowds 
of more than 1000 young people at their public events(Refs A, C). 
Jan Heesbeen, Country Director of Sales and Marketing at Marriott, 
however, said that Jordan should not copy nearby cities and resorts, 
but should focus on its unique historical and cultural features in 
marketing itself. 
 
Potential for Growth 
-------------------- 
 
¶10. (SBU) According to Al-Arab Al-Yawm newspaper, a report issued by 
the Central Bank of Jordan shows that during the first eight months 
of this year, tourism revenues reached a total of JD 841 million 
($1.18 billion) - a 12% increase over the same period in 2006 when 
tourism revenues stood at JD 750 million ($1.05 billion).  The 
largest increase was in the number of European tourists, and both 
Iman Rihani, Director of Public Relations at Royal Jordanian, and 
Heesbeen thought Europeans represented the greatest tourism 
opportunity for Jordan.  JTB and GAM disagreed, citing Gulf tourism 
as the greatest opportunity, particularly because these tourists 
stay longer and spend more.  European and American tourists travel 
primarily as part of tour packages and do not spend much money in 
Jordan beyond the package cost.  In contrast, Khouri said that 
one-third of the customers at Amman's largest shopping mall are from 
the Gulf. 
 
Comment 
------- 
 
¶11. (SBU) Tourism continues to grow in Jordan and contribute to the 
growth of Amman.  While Petra's attendance numbers have already 
spiked after its Seventh Wonder victory (and the entire town is 
booked for October), Amman will need to continue to work to ensure 
that tourists include the capital in their itinerary.  GAM and JTB's 
focus on Gulf tourism in Amman is reasonable, given the mismatch 
between European and American tourists interests and what is 
available in Amman. 
 
 
AMMAN 00004074  003 OF 003 
 
 
Visit Amman's Classified Website at 
http://www.state.sgov.gov/p/nea/amman 
 
HALE