The World Tourism Organization (UNWTO), in collaboration with the National Aviation and Tourism Academy of Jordan, and under the endorsement of the Ministry of Tourism and Antiquities (MOTA), conducted a needs assessment mission to Jordan to prepare a road map for the implementation of a Tourism Awareness Campaign at national level.

The objective of the campaign is to sensitize the Government, service sector, students and general population on the importance of tourism for the socio-economic development of the country and to encourage youth to view tourism favorably as a career opportunity. Another important aspect of the campaign would be the role of the media as an important tool for projecting a positive image of the country.

This awareness also must be raised amongst school students (primary and secondary), college/university students, and rural communities where rural tourism development programmes are in progress or proposed to be developed.

The main objective of the mission was to conduct a detailed review and assessment of the current situation of tourism awareness in the country.  Based on the review, the UNWTO would prepare the detailed project document for a long-term program for the design and implementation of a Tourism Awareness Campaign geared towards sensitizing the general population, service sector, youth (students) and media on the importance of tourism in the context of Jordan socio-economic development.

The project document would take into account existing initiatives to support tourism awareness as well as existing and potential budget available so as to provide practical and realistic goals and actions.