Tourism is bouncing back around the globe, each area employing unique strategies to lure travelers back to their borders. For example, Jordan's tourism sector made significant strides early this year, welcoming approximately 2.79 million visitors, leading to impressive revenue gains.
According to the report on Jordan's Economic Modernization Vision, tourism revenue reached JD2.33 billion, with the sector providing jobs to around 54,000 workers. Notably, low-cost airlines have facilitated easy access for tourists, with United Airlines also contributing to increased passenger inflow.
Efforts to improve Jordan’s tourism infrastructure have been notable, with the Citadel Mountain project now 55% complete, bringing enhanced tourism services to the region. The Jerash archaeological site is also slated for improvements with studies and designs nearly finalized, ready for the tender process.
Passenger connectivity has advanced, with many travelers arriving through low-cost airline agreements, including the upcoming flights from Kuwait to Aqaba by Jazeera Airways. Ethiopian Airlines is also set to boost tourism with new direct flights, aimed at connecting more visitors from Africa to Jordan.
Heritage preservation initiatives within Jordan are on the rise, with projects to restore several historical sites already underway. Significant locations like the Byzantine Church and Shobak Castle are being maintained, ensuring they remain attractive to visitors.
Jordan's new Tourism Law introduced this year is expected to simplify processes for tourists, encouraging more sustainable practices and promoting local experiences. The law aims to streamline approvals for tourism-related activities which, coupled with enhanced connectivity and new attractions, promises to attract even more visitors.
Domestically, the “Our Jordan is Paradise” program gained traction, providing subsidized trips and experiences, appealing to both locals and tourists alike. This program saw remarkable growth of 122% compared to the previous year, as it successfully connected tourists with local businesses and experiences.
Likewise, Busan, South Korea, is also targeting growth through strategic alliances, expecting around 60,000 tourists from Malaysia this year. The Busan Tourism Organisation is spearheading this initiative, having adapted to the recent trends driven by AirAsia opening up direct routes.
Though currently suspended, these direct connections had previously increased tourist inflow, with packages now providing access, especially via Seoul. The city aims to entice visitors through diverse cultural offerings and engaging itineraries across stunning attractions.
Busan's strategic importance is evident; tourism forms about 6-7% of South Korea's GDP as reported by the CEO of Busan Tourism Organisation, Lee Jung-Sil. This shift has solidified the importance of tourism, prompting Busan to strive for intercity exchanges and collaborations with neighboring countries.
Efforts to promote Busan include the “Visit Busan Pass,” allowing guests to access multiple attractions at competitive prices, gaining popularity since its inception. By encouraging travel agencies to offer packages, the destination aims to support growth from the regional visitor base, particularly from Malaysia.
Hong Kong is also getting involved, calling for community input to improve its tourism strategies through active forums with its leaders. Residents proposed diverse ideas, from recruiting tourist volunteers to aid visitors to revitalizing local waterways and creating engaging mascots for the city to amplify its charm.
Lee, Hong Kong’s chief executive, has emphasized the importance of such engagements, reinforcing the role residents play in shaping their communities. Such initiatives showcase the connection between tourism and local identity, aiming to create memorable experiences for visitors and locals alike.
Revitalizing the Lam Tsuen River to match the romantic allure of Paris's Seine was highlighted as particularly advantageous, opening paths for scenic enjoyment along major events like the upcoming Games. With many locals sharing their insights, it becomes evident: the voice of the people might just be the key to restoring tourism vibrancy.
Proposing collaborations with beloved local characters like McDull for themed events to attract families also reflects innovative thinking. By leveraging popular culture and engaging nostalgia, Hong Kong may create memorable experiences distinct to their region.
With these various strategies, countries and regions are actively crafting paths back to pre-pandemic tourism levels. The journeys taken by places like Jordan, Busan, and Hong Kong demonstrate the creative measures being employed to recover and rejuvenate their tourism sectors, ensuring they remain competitive and appealing on the global stage.
