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Marketing Africa to Jordan

Jordan was the first country in the Middle East to adopt a national migrant and stop in the reserve during their annual trip between Europe and Africa.

Getting There: Jordan has two international airports; Queen Alia International Airport, 32 km south of Amman and Aqaba, plus a small airport at Marqa.

Royal Jordanian Airways, the national airline links Amman with most capitals in Europe, Middle East, Asia, and the Americas . Air France, KLM, Austrian Airways, Al Italia, Tarom, CSA, and Turkish Airlines are other options.

Photo: The later Professor Meghji of Tanzania plants tree at Peace Park during Peace Through Tourism Conference in Jordan, o=organized by ATA- IIPT.. From Africa Travel Magazine Archives





Images of the ancient Nabatean city of Petra, carved from the rock over a thousand years ago, have long been most people's first impression of Jordan. But while Petra is indeed one of the most stunning attractions in the Middle East, Jordan offers so much more for the modern traveler.

A well-travel led bridge between sea and desert, east and west, the Hashemite Kingdom of Jordan is a land of mesmerizing beauty and contrasts, from the Jordan Valley, fertile, ever changing, to the remote desert canyons, immense and still. Visitors can explore splendid desert castles, gaze in awe at the haunting wilderness of Wadi Rum, or bathe in the restful waters of the Red Sea.


There is no mistaking the fact that Jordan is a Kingdom steeped in history and culture. From the moment you arrive, you get a sense of its rich heritage, all around are remnants of ancient civilizations long since past, yet they still remain, stamped into the very fabric of this amazing Kingdom and etched into the soul of the people who live here.



17 September 2006

Royal Village

Bayan Holding Company announced the official opening of the state-of-the-art Royal Village head office and sales center and unveiled the final master plan and model for the landmark development, located in the center of Amman. This key milestone follows the laying of the foundation stone for Royal Village under the patronage of and in the presence of King Abdullah II in November 2005.

A key component of the $1.25 billion Royal Metropolis project in the Hashemite Kingdom of Jordan, Royal Village, is one of the most technologically advanced and energy-friendly gated residential communities. Royal Village is being promoted by Bayan Holding Company, a joint venture between Gulf Finance House (GFH), Kuwait Finance & Investment Company (KFIC) and its clients, with a capital of more than $410 million.

The new on-site Royal Village head office was officially opened at a high-profile formal ceremony under the patronage of Dr. Marouf Al Bakhit, the Prime Minister of the Kingdom of Jordan, and was attended by Minister of Economy and Trade, Sharif Al Zu'bi, senior dignitaries, VVIPs, government officials, Bayan Holding Company management, clients, investors and media.

Esam Janahi, Chairman of Bayan Holding Company and Chief Executive Officer and board member of GFH, said: "The opening of the Royal Village head office marks a major milestone in the ongoing progress of the project. "

In addition to the head office, the new on-site state-of-the-art Sales Center will serve as a fully integrated sales and support facility for the developers.

Consisting of audiovisual and model display areas, it will be equipped to host guests, investors, events, press conferences, meetings, and will facilitate site tours.

Janahi added: "Through Royal Village, we aim at creating a well designed, secure and luxurious environment which will appeal to individuals seeking to identify with an exclusive and fashionable lifestyle. Thus, with Royal Village opening for sales, GCC Nationals and residents will have the opportunity to own a second home in Jordan. Additionally, we envisage and are confident of a strong response for this project from high net worth individuals, especially Jordanians living overseas who are keen to invest in their home country."

Abdul Rahman Al-Saeed, board member of Bayan Holding Company and Vice Chairman and Chief Executive Officer of KFIC said: "Royal Village is a unique development that will complement the efforts of the Kingdom of Jordan, under the capable leadership of King Abdullah II and with the support of Dr. Marouf Al Bakhit, the Prime Minister, to optimally leverage the country's strengths and positively contribute to accelerating its economic growth."

Key facilities and amenities at Royal Village will include a club house, parks, landscaped gardens, a shopping mall, a multi-screen cinema theater, tennis courts, state-of-the-art infrastructure, energy efficient solar solutions, fib re-optic cabling and a central gas distribution network amongst others.

Johannesburg. Issued by: Public Relations International

It is a pleasure for me to address you today, at the launch of an important and significant initiative in the tourism industry, the formation of the Tourism Investment Corporation, or Tourvest. Tourvest, the first non-hotel group focused exclusively on the tourism sector to be listed on the JSE, can indeed play a major role in the South African tourism industry. While there are a handful of terribly misguided souls who appear bent on scaring away tourists and international investors by spreading lurid stories about this country, the tourism industry continues to grow from strength to strength. South Africa is experiencing a massive tourism boom, as thousands of visitors flock to our shores. South Africa has now outstripped all other countries on the continent, save Egypt, as a tourist destination. Foreign tourism has grown 16% in real terms over the past six to nine years, well above the international average of 4 - 5%.

Tourism has been identified as a potential economic stimulant and one of the key growth points in the economy. It is predicted that it will be a crucial job creator well into the 21st century. It consequently assumes a new significance in the overall economic strategy of the government. The thrust of the Government of National Unity's macroeconomic strategy is meeting the basic needs of all South Africans, and addressing the huge disparities that still divide the previously privileged from the historically disadvantaged.

To ensure the recovery of our economy, which was so severely damaged by the misguided policies of the past, we have put into place the Growth, Employment and Redistribution plan or GEAR - premised on a partnership among government, business and labor, which aims to create an environment conducive to investment.

The basic approach of the government is to promote sustainable employment opportunities for our people. This requires trade, investment and human resource policies that recognize the globalization process. Our emphasis on sustainability must be accompanied by the generation of new economic activity so as to create job opportunities across a wide front. Tourism, because it takes in and feeds off so many other sectors, is ideally suited for this purpose.

For this sector to grow required a complementary set of initiatives in the finance, transport, communications, construction, public utilities and hospitality sectors. Once attained, this growth will directly feed back into these sectors while relying on them for its continued sustenance.

I was very heartened to learn that part of the rationale for combining a comprehensive travel business with a retailing component, was to provide a greater depth of service to tourists visiting our country, and to maximize synergies within the group. I am also particularly interested in the intentions of Tourvest to expand into other tourist-related businesses, including ecotourism and the development of ecotourism attractions; and the identification of black equity partners, with a view to creating wealth in previously disadvantaged constituencies.

The business sector has also on many occasions, raised legitimate concerns about the South African Tourism Board, and the manner in which South Africa has been marketed internationally. A visit to many of our Foreign Embassies or international SATOUR offices will tell you that South Africa has thus far been marketed almost exclusively for its flora, fauna and beautiful beaches.

But, is that all there is to South Africa?

Concerning the rich tapestry of cultural, racial, linguistic and religious diversity that makes up this country, why has it been so difficult to promote and to market these as among the many dimensions of the South African experience?

Dishes that are distinctly African are beyond the ken of our hospitality industry! Yet virtually every visitor to South Africa I have had contact with wishes to taste African cuisine!

In a city such as Johannesburg, which has one of the largest Indian populations on the African continent, one cannot get a decent curry on the menu of any of our leading restaurants. The Euro-centric focus of both our marketing and promotions is in great measure a function of the exclusion of Africans, Coloreds and Indians from this sector. The entry of entrepreneurs from the previously disadvantaged communities into the tourist business, will I am certain, begin to change that. The commitment, expressed by Tourvest, to explore black equity partners, to draw previously disadvantaged communities into the tourism industry therefore must be commended.

My Ministry is committed to exploring ways in which to broaden the base of the industry, by promoting the participation of the previously marginalized and disadvantaged business people and communities in the tourism industry. The private sector must play its role in making the industry more representative. By so doing it will not only address the pressing problem of employment and income-generation, but also be acting in its own interest by presenting this new image of the new South Africa, home of the rainbow nation.

My Ministry has recognized that an innovative and assertive approach is needed to market South Africa internationally, to capture the lessons we have learnt as a nation, and to present the face of the new South Africa to the rest of the world. We have already begun the process of spearheading far-reaching changes in the tourism industry. New legislation which made provision for the establishment of a new Tourism Board was passed in November last year.

Ladies and gentlemen, I am pleased to announce that I have last week appointed the members of the new South African Tourism Board. I received many nominations from the public, and from different sectors of society, of the highest caliber of people. The members of the new Tourism Board represent the provinces, business, labor and communities. We have also included specialists in tourism among the appointees.

This new Board is charged with the responsibility of providing a new direction and focus in the marketing of South Africa. Being a highly representative body, I am certain that this Board will strengthen the relationship between government and those engaged in the tourism industry as employers and employees.

(A list of the new board members is available from my Media Liaison Officer.)

Ladies and gentlemen, my Ministry believes that South African tourism is set to make huge strides into the global tourism arena. The private sector is critical to this aim, and initiatives such as the launch of the Tourism Investment Corporation shows me that you share this vision.

Mr. Chairperson, thank you for inviting me to address you here today, and I wish Tourvest every success in your future endeavors.

Thank you