The general assembly of the Jordan Tourism Board (JTB) on Sunday endorsed the JTB’s 2021 plan focusing on pursuing new channels to promote the Kingdom’s major tourist sites and attract more foreign visitors.

In its 2021 plan, the board focused on the marketing channels that would be effective in increasing the number of tourists, JTB Director General Abdul Razzaq Arabiyat told the annual general assembly which also approved the board’s 2021 budget, the Jordan News Agency, Petra, reported.

Arabiyat announced opening new business-to-business channels with global travel agencies to revitalise tourism, indicating that countries across the globe are turning their eyes to travel and tourist agencies given the fact that organised trips can be monitored in light of the current epidemiological situation.

The plan places additional focus on religious tourism to the Kingdom’s Muslim and Christian sites, as well as on adventure and traditional tourism, according to the JTB director.

He noted that the board will continuously monitor global tourism indicators and regular air traffic, so marketing activities can be modified in line with the latest global developments.

With regard to online marketing, Arabiyat indicated that the board’s digital marketing content has been updated to include new information about Jordan and use latest technologies such as augmented reality.

The JTB’s 2021 marketing plan primarily focuses on restoring confidence in Jordan as a major tourist destination in the world, increasing awareness of Jordanian tourism products, and active branding.

JTB Chairman and Minister of Tourism and Antiquities Nayef Fayez stressed that concerted efforts by all stakeholders will support the designated marketing plans, urging all tourism and travel companies to work hand in hand to address challenges.