‘Unveiled Jordan’: Jordan tourism rebrands for cultural awareness, art, adventure and sustainability

Read more about: adventure, art, awareness, conservation, culture, Italy, Jordan, Middle East, national geographic

Jordan -  a land rich with diversity, ancient culture and Bedouin hospitality – is inviting to every type of traveler as an ideal place for a multidimensional travel experience.

The Jordan Tourism Board has unveiled a “unique image of Jordan” to coincide with the royal state visit to Italy by Their Majesties King Abdullah II and Queen Rania beginning on October 19, 2009.

The royal visit will include talks with Italian Prime Minister Silvio Berlusconi and senior Italian officials on means to foster bilateral ties. It will also include a speech by His Majesty the King at the Jordanian-Italian Business Forum.

Culture and art on display

While tourism is expected to take an important place during the visit, the Jordan Tourism Board JTB is launching a Jordanian Week entitled “Giordania Svelata” (Unveiled Jordan), which will be held October 22-30, 2009.  The event will be inaugurated by Her Majesty Queen Rania Al Abdullah and will include three photo exhibitions of Jordan’s majestic treasures.

The first, in “Via Dante 14 Gallery” is dedicated to images of Jordan for sale to the public and whose revenue will go to various Jordan River Foundation charity projects. The second will be a 300-meter-long street exhibition on the famous “Via Dante” pedestrian street in the heart of Milan, which includes 30 panels displaying 60 images of Jordan, as well as images by Jordanian photographers. The third exhibition will be located in the street linking the Dante Gallery to the Galleria Meravigli historical gallery.

In addition to the sounds of Jordanian music, and a special spa area for treatment with Dead Sea products, this part of the event will include a restaurant offering a food tasting of typical Jordanian dishes prepared by Jordanian chefs. The restaurant, which will be dressed up with Jordanian designs and colors, will be open daily for lunch and in the evening it transforms into a service and coffee lounge.

Finding adventure

Meanwhile, in the Western Hemisphere, the Jordan Tourism Board North America (JTBNA) is co-sponsoring the “Spotlight on Sustainability” luncheon and taking part in the Adventure Trade World Summit 2009 in Quebec, Canada on October 20 through 22 – all part of its cooperation with the Adventure Travel and Trade Association (ATTA).

At the summit, JTBNA will have the opportunity to present Jordan’s adventure and eco tourism market and highlight the steps the Kingdom has taken towards sustainability and conservation.

“Jordan is one of the hottest new destinations for adventure travelers,” said Malia Asfour, Director of JTBNA. “Our partnership with ATTA and National Geographic Adventure at the Jordan Travel Mart 2009 helped us introduce what Jordan has to offer to this growing niche market. We are very excited about the possibilities in positioning Jordan together as a premiere Adventure Destination for North American Tourists.”

As Jordan continues to witness a healthy flow of tourism from North America, JTBNA is aiming  to introduce the ATTA members to the eco and adventure tourism products that the country has to offer.

For more information, visit the special “Giordania Svelata” page on the Jordan Tourism Board’s website or simply visit www.visitjordan.com.

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