A group for the development of adventure travel in Jordan met to explore this currently untapped aspect of the world’s tourist market.  Gathered for this forum was ATTA President Shannon Stowell, NGA, Director of Travel, Bryan Kinkade, and Xola Consulting President Christina Heyniger by invitation of the Jordan Tourism Board (JTB).

These key members, some of the world travel industry’s leading authorities, focused on the aspects of  Jordan’s sustainable resources and successful marketing strategies.

The trio of leaders joined Chris Johnson of Wild Jordan to deliver a world wide perspective on Jordan’s outstanding ability to provide equally attractive destinations for this emerging travel group. The speakers expounded on the demands of the adventure tourist for a combination of physical activity, exposure to the natural environment, and the interaction with the local people and cultures.

To better understand the development of the destinations featuring their rich culture, natural beauty, and outdoor activities, the US-based group addressed strategies required to get this sector of their tourism packages developed. Many evaluation and diagnostic marketing aides were suggested for the new Jordanian destinations. The development of these adventure resources to entice the tourists must be coupled with conservation efforts to protect the natural environments of the hosting regions. Incorporation of the suggestions of this ATID group is to adapt a philosophy of sustainable tourism resources. These principals, when they are put into place, encourage markets to open the channels to conserve the economic, environmental, and social benefits of the host communities and the country tourism industry to managers and travelers alike.

As the group prepared for this forum, they took a tour of Jordan’s key tourist destinations but with an adventure twist. They began by cycling to well-known attractions in Jordan’s Southern regions. The tour included a route from Petra to Wadi Rum, and finished in Aqaba. It verified that they could immerse themselves into the cultural atmosphere, while interacting with the locals easily. They included experiences canyoning in Zarqa Ma near, Ammon, swimming in a hot spring river, and hiking in the Rum. They added one humanitarian visit, they spent half a day with the patients and staff of King Hussein Center for Handicapped Children. This organization is one of the several missions associated to Jordan’s growing volunteer tourism sectors.

The middle east adventure tourism attractions are becoming increasingly more popular with the US tours and travelers. This largely untapped, though authentic exploration, can focus on the natural and cultural destinations. This will allow an experience of Hashemite Kingdom of Jordan like no other sector can develop, attracting the world tourism market to Jordan.

Christina Heyniger, of Xola Consulting, stressed that adventure travel faces outstanding tourism opportunities which have not yet been truly explored. It was also stated that the challenge for the destination managers will be to conserve the natural resources and maintain the capacity limit of the natural resources.

The Royal Society for the Conservation of Nature (RSCN) has a stated mission for protecting

Jordan’s distinct natural resources while continuing to encourage businesses for the benefit local communities. The RSCN is charged with the management of nine different reserves in Jordan, each with a distinct ecosystem preservation commitment.

Increasingly, the (ATTA)  Adventure Travel Trade Association, Xola Consulting, and (NGA), National Geographic Adventure are emerging as leaders in the development of these adventure travel destinations while insuring the preservation of the natural resources. The diverse interests of these groups accent their ability to guide the individual growth for these new adventure hosts.

Representing a varied range of views, these groups are helping to enhance awareness of the world wide adventure travel areas of interest.

Seattle based, ATTA is a worldwide member organization dedicated to unifying, networking, professionalizing, promoting and responsibly growing the adventure travel market. Their membership includes: tour operators, destination marketing, organization, tourist boards, specialty travel agents, guides, accommodation, media and service providers.

National Geographic ADVENTURE magazines are the one and only organization which are the ultimate guilds to adventure lifestyles. Travelers, who wish to challenge themselves mentally and physically while maintaining the desire to experience the cultures of the regions, turn to NGA’s experience for guidance. The majestic photos and introduction to adventure gear by NGA are unmatched.

Xola Consulting, Inc. is a consulting and research services firm providing information to the tourist communities and organizations with sustainable adventure tourism destinations. Xola ‘s team is a group of adventure experts who have a history of owning and operating adventure tourism operations. Their research and experience are valued not only by the adventure tourism of Jordan community, but the world travel market as well.