Major events have now become a new language used to shape the image of tourism destinations, a language that merges media influence, economic depth, and quality of the experience.
The contours of this approach have started to clearly emerge in the kingdom with the initiation of actual cooperation between the Ministry of Tourism and the international hotels operating in the kingdom. This cooperation stems from a shared belief that building a tourism experience cannot be achieved individually, but through a partnership that is managed with awareness and vision.
This harmony between the two sectors opens the door to a different phase, where the role of hotels goes beyond traditional lodging to becoming an active element in the event industry itself.
Some of the international hotels have started organizing cultural and recreational events targeted at their guests and visitors from abroad, parallel to the ministry's support for these efforts, directed under a unified national identity, creating a model of integration rather than conflict and competition.
The importance of this approach is highlighted by benefiting from successful global experiences. Doha’s experience during the World Cup provided a striking example of what can happen when a state integrates with the hospitality sector: not just a stadium, but a whole city managed as a single event. Despite the context differences, Jordan today is moving in a similar direction on a visionary level, where events are built in a way that emphasizes the uniqueness of the location and relies on the expertise of international hotels in managing hospitality and organizing experiences.
This cooperation has evolved from being just an idea to an actual practical form, reflecting in the daily work details: elevating service standards, improving marketing methods, developing program quality, and presenting Jordan as a destination capable of hosting events beyond the local scope.
Partnership is no longer an option, but has become part of a realistic strategy for creating a long-term presence in the tourism market.
Exceptional sites like the Dead Sea, Petra, Aqaba, and Jerash add a range of additional values to this vision, forming a broad scope for developing events that present Jordan in a new light, based on experience, quality, and innovation.
The launch of this cooperation between the governmental side and the chains of international hotels paves the way for establishing a unique Jordanian model in event management, a model that can make a difference and leave an impact.
