JITOA

JITOA is an international non-profit/non-governmental organization with over 70 members spread throughout the Hashemite Kingdom and international partners in Lebanon, the United States and Europe. JITOA’s mission is to empower local stakeholders in order to facilitate sustainable development, build global communication, educate tourists about the Middle East, better business practices and support positive social transformation through tourism.

History

In 2003, recognizing that tourism to the Middle East was in decline due to regional instability and global misconceptions, several inbound tour operators united in order to create JITOA. Awni Kawar, Samer Mu’asher, Omran Daqqa, Munir Nassar, Seif Sa’udi, Ghada Najjar and Muhanad Malhas hoped the entity would strengthen the industry by giving voice to a formerly disjointed community and building capacity in a growing sector. They believed that through tourism the economy could be strengthened, socially excluded locals could integrate into the community and the world could be educated about the region. At this time too the government created the National Tourism Strategy 2004-2010, pledging to double tourism by 2010. The founding members used this goal as a central tenet of their vision.

JITOA’s office is located in Amman, Jordan.

Mission

To raise the standard of practice in inbound tourism to Jordan.

According to JITOA, raising the standard means:
1.Professional conduct of JITOA members with all stakeholders
2.Being a major player in the decision making process in tourism
3.Being the Inbound tour operating reference in Jordan

The mission of an organization is the reason for its existence. It is why the organization was established in the first place. JITOA firmly believes, as stated in its Core Values that the ever shining guiding star of all its activities is its Mission. In “raising the standard” JITOA believes it will be able to realize its core values and through the workings of its Board, staff and members collectively will be able to reflect a standard of excellence that will result in fulfilling its mission.

Vision

To achieve a global recognition of JITOA mark of Excellence.

JITOA’s commitment to its Values and Mission. JITOA holds firm that only through the development of a standard of excellence against which its members will be certified and thus hold the “Mark of Excellence”, will it be able to raise the standard and contribute more effectively to the Jordanian GDP. This Vision is a bold statement that will excite JITOA, as an organization, and will reflect what it sees to be the future. This standard of Excellence should have a sphere of effect that transcends JITOA. All stakeholders who deal with JITOA members will also have to adhere to this standard of Excellence. Accordingly, a culture of excellence in Inbound Tourism will be developed through the coming years and will be reflected in the Cluster that will identify the Inbound Tourism Sector in Jordan

Core Values

According to the National Tourism Strategy 2004 - 2010, the tourism sector accounted for 534 Million JD of the Jordanian GDP in the early 21st Century. For this number to increase many folds, JITOA firmly holds sacred that the industry standard has to be raised to a level that will result in global acceptance of Jordan as a destination of choice. JITOA realizes that such a strong core value is never quantifiable or reachable as all core values are. However, it stems from inside JITOA and reflects what it believes to be the central non changing tenet that JITOA will always adhere to.

JITOA believes that such a core value will always be the non variable basis for its work and should result, if adhered to, in increasing many folds the contribution of the inbound tourism industry to the Jordanian GDP and thus the quality of life of the Jordanian society

Program Approach

JITOA recognizes that tourism can have deleterious effects on the environment and socio-economic factors. However, tourism is widely seen as a sector especially well suited to poverty reduction, based on a number of factors, including: the labor-intensive nature of the industry; its dependence on natural and cultural assets (which are assets that poor people often have access to); the diversity of the industry, which facilitates wide participation of women; and the necessary proximity of the customer to the producer, which creates opportunities for formal and informal linkages (e.g. souvenir selling). (Ashley et al., 2000, WTO 2002) JITOA partners with various local and international organizations in order to strengthen the aforementioned positive aspect of tourism and to reduce detrimental aspects such as environmental damage.

Partners

Through partnerships and working relationships with organizations such as the Royal Society for the Conservation of Nature, Al Shajarah NGO, Fair Trade Tourism Jordan, the Jordan Hashemite Fund for Human Development and the Jordan Hashemite University, JITOA supports eco-tourism and responsible tourism efforts in the region. JITOA, in conjunction with these organizations, has launched educational courses and public campaigns in order to educate the public about these efforts and the dangers of ignoring problems created by tourism.

JITOA has joined with local associations such as the Jordan Restaurant Association, the Jordan Hotel Association, the Jordan Tour Guides Association and the Jordan Tourism Board in order to create codes of conduct within the industry and unite a broad and often fragmented sector. This also serves to strengthen JITOA’s advocacy efforts.

JITOA has partnered with educational institutions such as the Middle Eastern University and George Washington University to deliver courses and seminars that build the capacity within the industry.

Stakeholders

JITOA’s donors include: USAID, the European Union

MICE Jordan

A range of new facilities combined with a dynamic marketing strategy by the Jordan Tourism Board have triggered a steady increase in the incentive, conference and exhibitions sector of the tourism industry in Jordan, and the trend is expected to increase in coming years.
From the haunting, primeval starkness of Wadi Rum, to the teeming center of urban Amman; from the majestic ruins of bygone civilizations to the timeless splendor of the Dead Sea, Jordan is unveiled as a unique destination offering breathtaking and mysterious sights, high standard accommodations, exquisite cuisine and countless activities that can provide visitors with inspiration, motivation, and rejuvenation. Marveling at herds of gazelles and oryx and migrating birds, camping amidst the grandeur of Wadi Rum or Dana Reserve, trekking the ancient caravan trails from the highlands of Moab and Edom, hiking the wooded hills of biblical Gilead, or experiencing the unique, cleaning mud baths of the Dead Sea are just but a few examples.

JITOA Focus

A monthly e-newsletter published by JITOA and distributed to more than 3.000 contacts in Jordan and abroad. It is a highly informative and smart tool for all the members to get all the updated news and hot stories related to the industry.

JITOA members get free ads and can have their own contribution in this e-newsletter. It forms as a powerful tool for keeping the channels open with non-members, government and other key partners from the industry.

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