Sustainable Destination Management
Strategies in the OIC Member Countries
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regard. The activities proposed in the strategy include benchmarking activities to improve
performance, promoting eco-friendly practices within the industry, and increasing awareness
amongst key stakeholders of the socio-economic benefits of sustainable tourism development in
Jordan. To achieve this last point, certain activities have been proposed, including the
introduction of a Community Awareness Program which aims to build awareness of the
importance of tourism, and a program to educate the local community to respect and protect
archeological resources.325
The National Tourism Strategy addresses the labor market development as its third pillar as a
key element to boost competitiveness and create an environment of world-class service in all
areas across the sector. This is proposed through a series of actions including positioning the
industry as an attractive career and employment choice for young people, by enhancing tourism
education at universities and colleges, in collaboration with employers in the industry.326
The National Tourism Strategy recognizes the importance of being an eco-friendly destination
for the market, since environmental awareness among travelers is on the rise and poor practices
can deter visitors, while best practices can attract tourist flow. It therefore proposes the
necessity to reduce carbon emissions of transport and increase energy efficiency, reduce water
consumption, and reduce and better manage waste.327
The Ministry of Environment partnered up with some of the main governing bodies at the
national and regional level in tourism, including MoTA and PDTRA, to collaborate in project
assessment and policy development to protect the environment.328
USAID has contributed through various projects financially and logistically in collaboration with
the Ministry of Tourism and Antiquities, the Department of Antiquities, the Jordan Tourism
Board, and the private sector to identify challenges, develop strategies, establish research
centers, and provide expertise and train personnel. The USAID Jordan Tourism Development
Project II 2008-2013, for example, worked with public entities, private stakeholders, local
communities, and foreign donors in order to enhance Jordan’s competitiveness as a tourism
destination in the international market by implementing activities across the sector’s entire
spectrum. These activities ranged from supporting policy formulation at a national level,
enabling the legal environment by improving regulations, promoting the country as a
destination of choice, managing and enhancing cultural sites, developing tourism trails, and
introducing programs to achieve higher levels of education, training, awareness, marketing, and
conservation of natural and historical resources.329
In 2015, in partnership with the Ministry of Tourism and Antiquities, and building on the
achievements of previous tourism development projects, USAID launched a five-year project
worth $36 million: Building Economic Sustainability through Tourism Project (BEST). The BEST
project seeks to transform Jordan into an internationally competitive destination. Through close
325 MOTA. (2011). The national tourism strategy for Jordan 2011-2015. Retrieved from
326 MOTA. (2011). The national tourism strategy for Jordan 2011-2015. Retrieved from
327 MOTA. (2011). The national tourism strategy for Jordan 2011-2015. Retrieved from
328 The Ministry of Environment Strategic Plan 2017-2019, page 47.
329 USAID. (2013). Jordan Tourism development project II final report. Retrieved from