Impacts and Challenges of Facing Tour Operators in Jordan
18th September 2020
Acorn has been contracted by USAID’s Building Economic Sustainability Through Tourism Projects (BEST) to undertake research into the impact and challenges facing the inbound tour operator sector in Jordan.
Globally the tour operator sector has seen many changes over the last decade due to evolving consumer travel habits, the rising use of online technology, and now the COVID-19 pandemic. Most countries worldwide have seen the proportion of independent travellers increase at the expense of those travelling with a tour operator, which has led to both inbound and outbound tour operators having to reassess their business models in order to survive, grow, and ultimately thrive.
The aim of this study is to undertake a “deep-dive” research into the inbound tour operator sector in Jordan to Better understand its importance to the overall tourism sector in Jordan, and its value to the Jordanian economy in terms of visitor numbers, expenditure, direct value added and employment.
The study also aims to Identify how the inbound tour operator sector has been impacted by recent market changes and trends related to (and independent of) the COVID-19 pandemic, and in turn identify what needs to be done to transform the sector so that it is more competitive and ultimately more appealing to the key markets that are interested in visiting Jordan.
