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Jordan focuses on the MICE segment to grow tourism

Jordan's tourism minister has implemented a strategy to develop business tourism d’in the country and boost its hotel industry, which already shows good results since the beginning of the year, according to data published by MKG Hospitality.

Jordan wishes to accelerate the expansion of its business tourism segment, which currently represents between 10% and 15% of visitors to the Kingdom each year. Jordan's minister of tourism announced the implementation of a development strategy for the MICE sector for the next five years. It includes in particular the promotion of Jordan as an international MICE destination and will be put into action by the Jordan Tourism Board in collaboration with local players.

"The MICE sector is one of the most lucrative tourism segments: with no fewer than 400,000 conferences and exhibitions per year worldwide, it generates revenues for more than 1,600 billion dollars," explains the Jordan Tourism Board. In Jordan, the sector is already well developed and each year brings some 50 million dollars to the country's economy.

In particular it has contributed to the increase in indicators on the tourism sector since the beginning of the year, with the organization of several major regional and international events. During the first nine months of 2014, arrivals in the Kingdom were up 2.8% and revenues generated by the sector grew by 8.8%. The implementation of a strategy for the MICE segment should support this trend and accelerate the increase particularly as far as concerns the hotel industry. The sector has been on a growth curve since the beginning of the year and has benefited from 9.5% growth in its Revenue per available room between January and September 2014, according to data published by MKG Hospitality. This growth progression is due to the 1.9 point increase in occupancy rate and 5.9% increase in average daily rates.

Tourism is a key sector for Jordan's economy, whereas it represented 14% of its GNP in 2013.

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