Amman, Feb 12 (Petra) – Lina Annab, Jordan’s Minister of Tourism and Antiquities and Chair of the UNWTO Regional Committee for the Middle East, chaired the 51st meeting of the committee hosted by Qatar on Wednesday. The session was attended by UNWTO Secretary-General Zurab Pololikashvili, tourism ministers, experts from the region, and UNWTO leaders.
In her opening speech, Annab emphasized that the future of tourism in the Middle East depends on innovation, collaboration, and sustainability. “We must adopt ambitious policies that strengthen the region’s position as a leading global tourism destination by developing integrated tourism products, investing in smart infrastructure, empowering local communities, and enhancing regional cooperation,” she said.
She highlighted recent developments in the Middle Eastern tourism sector, particularly in sports tourism, such as the impact of the 2022 FIFA World Cup in Qatar. She noted that sports and tourism are interconnected, capable of driving sustainable economic growth.
Annab also congratulated Saudi Arabia for winning the bid to host the 2034 World Cup and Morocco for being selected to co-host the 2030 World Cup alongside Spain and Portugal.
The conference focused on examining the impact of major sports events on tourism flows in the Middle East, exploring strategies for developing eco-friendly sports tourism, and leveraging lessons from sustainability measures implemented during the World Cup. It also discussed the role of technology and artificial intelligence in transforming sports tourism and enhancing visitor experiences.
Annab emphasized that boosting women’s participation in tourism is crucial for achieving sustainable development and called for intensified efforts to provide education, training, and equal employment opportunities for women.
She reaffirmed Jordan’s commitment to tourism sector development through initiatives aligned with UNWTO’s vision, including enhancing competitiveness with precise tourism statistics, adopting circular economy practices, and supporting biodiversity, climate action, and inclusive growth.
She also announced Jordan’s ongoing efforts to develop sports tourism with a focus on sustainability, heritage, and adventure tourism. A key project is the construction of a new 40,000-seat football stadium, marking the beginning of a modern Olympic sports city in the kingdom.
Regarding Palestine, Annab underscored the cultural and historical significance of its heritage and stressed the importance of preserving these sites in the regional and international tourism frameworks.
In her statement as Committee Chair, Annab noted that UNWTO is a crucial platform for fostering international cooperation in tourism. She praised the organization’s efforts to develop innovative strategies for improving tourist experiences, enhancing sector sustainability, and enriching the cultural experience of visitors worldwide.
She highlighted the region’s focus on innovation and investment in the tourism sector, noting Jordan’s role in issuing investment guides and its ongoing work with Oman, Bahrain, and other countries on similar projects.
Annab also commended the organization’s emphasis on digitalization, innovation, and youth and women’s empowerment, which are essential for workforce development in the tourism industry.
She praised UNWTO’s support for member countries through effective marketing campaigns, enhancing tourism product diversification, and promoting sustainable tourism practices.
In her remarks about Jordan’s tourism sector, Annab stressed its vital role in the nation’s identity and economy, contributing around 15% to GDP. She outlined government efforts to address regional challenges by exploring new markets, promoting diverse tourism offerings, and conducting large-scale marketing campaigns. These efforts resulted in 6.1 million visitors in 2024, with tourism revenues reaching 5.1 billion Jordanian dinars.
She also highlighted the Ministry of Tourism’s focus on workforce training and creating job opportunities in local communities, along with supporting domestic tourism programs like “Jordan Our Paradise,” which organized 10,000 trips for over 311,000 citizens.
Regarding Christian pilgrimage tourism, Annab reported the completion of the “Christian Pilgrimage Trail” and a comprehensive study of Christian archaeological sites as well as plans for the development of the “Machaerus” site, offering enhanced tourism services.
Annab concluded with Jordan’s active participation in the UNWTO Regional Tourism Committee, reaffirming its leadership role in tourism development and investment in medical tourism, which has solidified the country’s position as a key destination for wellness and therapeutic tourism in the region.
//Petra// AF
12/02/2025 22:27:36
