São Paulo – The number of Brazilians who traveled to Jordan in H1 2019 increased by 39.8% from a year ago. Overall, 9,371 tourists visited the Arab country year-to-date through July. The data were made public this month by Jordan Tourism Board. Year-to-date, overnight stays also saw a significant increase, up 27.6% year-on-year.
And what drove this increase? “Jordan made a decision to get to work. Investing in planting the seed. They started with a pretty symbolic investment; we didn’t talk values, but it was made with tourism operators. And a work really focused on communication,” said Gisele Abrahão, director at Gloval Vision Access (GVA), company responsible for Visit Jordan (Jordan Tourism Board) marketing and communication in Brazil.
GVA took over Jordan marketing and communication in Brazil in January 2019. Abrahão says the groundwork is what drove the increase. “For me, as a destination representative, everything changes when you have the knowledge. Once they know what is available, people go. What we really did was showing the diversity in opportunities,” she pointed out. This year, the company focused on showing Jordan as a singular destination that doesn’t have to be combined with visits to other countries like Egypt and Israel.
The strategies the company adopted include working the country’s overall image and stressing the security. “Showing that it’s a very safe, historically tolerant and respectful country. And the whole region needs them to be safe,” Abrahão pointed out.
Another fact that can be attributable for the increase, according to Abrahão, are new air routes connecting Brazil to Jordan. In 2018, Turkish Airlines and, this year, Royal Air Maroc as well as Ethiopian Airlines more recently in July announced routes that include both countries.
On a monthly basis, July saw 60% more Brazilians visitors to Jordan. Gisele explains, however, that the goal to increase the number of Brazilian visitors by 10% remains. The figure was announced by Jordan Tourism Board Marketing manager Majd Abu Arqub during event held at the Arab Brazilian Chamber of Commerce in São Paulo.
Jordan besides Petra
To increase the number of overnight stays, GVA has also worked on the dissemination of more diverse packages inside the country. To have a full experience in the destination, the company director suggests at least seven nights. “We are getting Brazilian to stay more in Jordan. Petra is a gem, but Jordan has many other treasures. We don’t even talk about a one-day [package] We ask, why would you spend just one day? Even for Petra it isn’t enough. You must stay a couple of days,” concluded Abrahão.
The destinations that saw an increase in Brazilian visitors include Wadi Rum desert (pictured on top) and the Dead Sea. “Wadi Rum has been highly popular since now it has the option of luxury camps. And the Dead Sea too. When I was there, people from the Dead Sea [agencies] mentioned that Brazilians were [the tourists] that had increased the most and enjoyed the most spaces,” she said. Other tourist spots GVA woks on are Jerash and the country’s capital city, Aman.
Translated by Guilherme Miranda