Omar Banihani, Marketing Director for Jordan Tourism in North America (center), with TTAND Agent Ivan Mansanet from Railbookers. Travel Pulse Canada
Two months after the spectacular 10th Anniversary celebration of The Travel Agent Next Door in Jordan, efforts are underway to build on the event's success as the busy travel season approaches. TravelPulse Canada recently spoke with Omar Banihani, the Marketing Director for the Jordan Tourism Board North America, to discuss their strategies for maintaining the momentum.
In the past year, Jordan welcomed 45,000 Canadian visitors. The tourism board is aiming to increase this number. Canadian tourists stand out because they not only stay longer but also spend more compared to other international visitors. In 2023, Canadians contributed over $60 million to Jordan's tourism industry. This makes Canadian travellers particularly valuable to Jordan, prompting the tourism board to focus heavily on this market.
Banihani highlights that travel agents play a crucial role in this success. He explains, “In the dynamic landscape of the travel industry, host travel agencies have emerged as a significant force, fundamentally altering the traditional supply chain.” This shift in North America, driven by technological changes and a desire for more personalized travel experiences, has transformed how travel agencies influence tourism.
Tourism is a key economic driver for Jordan, employing nearly 30% of the country’s workforce both directly and indirectly. Last year, tourism accounted for 14% of Jordan’s GDP, exceeding the tourism board’s goal of 10-12%.
Banihani, who is originally from Jordan, played a key role in establishing a partnership between the Tourism Board, The Travel Agent Next Door (TTAND), and G Adventures. What began as a simple marketing initiative quickly expanded to include organizing their annual conference in Jordan. “For the TTAND conference, 300 advisors from Canada arrived on a private Royal Jordanian 787 Dreamliner, with ground arrangements supported by G Adventures. This collaboration was remarkable, and without our partners, it wouldn't have been possible,” Banihani says.
The conference proved to be a game-changer, leading to an expected $2 million in future bookings to Jordan in the two months following the event. The Jordan Tourism Board has also seen positive results from its partnership with Travel Leaders Network, which began in 2019. Their International Summit in Petra led to a significant increase in bookings, with a 173% rise in the following quarter.
Looking ahead, Banihani emphasizes the importance of collaborating with host travel agencies. “We are actively looking to work with all host travel agencies who have not only transformed the travel business but have also become vital partners for tourism suppliers. It's time to formalize these relationships, participate in their events, and invest in their members,” he states.
