Putting Jordan Front and Centre in the Minds of High-value Travel Consumers and Travel Trade Partners
Jordan Tourism Board
Destination: Jordan
Engagement: 2018
Facing a substantial decline in inbound visitation due to geo-political events beyond its borders, Jordan’s national tourism development and marketing organization engaged Twenty31 to fully revamp their overall global marketing strategy, develop a market prioritization model, identify high-potential experiential traveller segments and create go-to-market strategies for a series of niche experiences.
Extensive analysis
Via a three-phase process including primary and secondary research, airline capacity assessment and competitive analysis, we analyzed the Jordan Tourism Board’s business operations, budgeting, destination development, product development, marketing practices, and outreach to current and prospective tour operators. We then developed an innovative marketing strategy and business plan including three-year targets and investment identification.
Streamlining operations
Following Jordan’s implementation of the three-year strategy, we developed a Christian faith tourism strategy, a roadmap for engaging international market-based representatives, and advised on the new Jordan tourism brand.
Jordan’s updated brand and marketing strategy based on Twenty31’s recommendations have led to a more strategic focus and engagement with tour operators and in-bound destination management companies and shifted the destination to more sustainable economic growth via higher-value tourism.
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Designing and Managing a Business Intelligence Program to Support Tourism Recovery
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Developing a Model to Quantitatively Prioritise Markets of Opportunities and Optimal Investment Levels
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Repositioning Bent’s Old Fort as a Top Historical Tourism Site
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Evaluating Abu Dhabi’s Approach to Measuring and Tracking Brand Standing
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Co-Creating Kingston’s Integrated Destination Strategy
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Co-Creating the North’s First Community-led Tourism Strategy
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Creating a Training Platform to Support Tourism SMEs Access Global Markets
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AIG - Market Intelligence During COVID-19
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Development Canada’s Winter & Shoulder Season Tourism Potential
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Putting Jordan Front and Centre in the Minds of High-Value Travel Consumers and Travel Trade Partners
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Co-Creating Halifax’s Tourism Development & Management Strategy
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Developing an Investment Strategy to Create a National Destination Management Company
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Identifying Opportunities to Accelerate Growth of Canada’s Culinary Tourism Assets
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Co-creating Egypt’s New Global Brand Strategy & Go-to-market Plan
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