SWOT ANALYSIS

 

The following table summarizes the Swot Analysis conducted in the Umayyad Project for Jordan Tourism. The analysis is about general
tourism with some emphasis on Umayyad sites whenever necessary

 

Favourable
Unfavourable
Strengths
Weaknesses
1) Jordan is part of a regional destination network: Lebanon, Syria, Egypt, Palestine
and Israel.
2) Tourism Sector nets about 14% if the GDP.
3) Government support for tourism is high. Partnerships in Jordanian tourist
sector are strong. Tourism policies are well established.
4) Diverse types of Tourism available. These include religious (Christian, Moslem,
and Jewish), ecotourism, health tourism, cultural tourism, and adventure
tourism.
5) Generally weather is mild and allows for diverse types of tourism.
6) Several holy places for the monotheist religions. Muslim Shrines: Sahaba
Tombs. Site of battle of MOTA. Christian Five holy sites announced by the Vatican.
The site of Bethany where Christ was baptized is in Jordan. Mukawer the
site of St. John the Baptist execution is in Jordan. The tombs of Prophets Moses
and Aaron.
7) Good food variety. Good traditional foods and agro products.
8) Well established Tourism Promotion Board has 12 international offices in
important capitals. Cooperation between private and public sector. It has its
own financial funds for the purpose.
9) Laws and infrastructure in major sites is well developed. What do others
perceive as your strengths?
10) Four heritage sites are on the World Heritage List. This includes Umayyad
Amra castle. Petra is on the New Seven World Wonders List.
11) Jordan has the highest number of Umayyad sites especially when it comes
to desert castles.
12) Several natural reserves that present a beautiful eco experience. Several
natural Wadi (valley) tracks.
13) Several World renowned heritage sites.
14) Good roads and transportation
15) Jordanian Population has average to good command of the English language.
16) Mosaic school has produced several good mosaic artisans to make replicas
and modern art forms.
1) Consumer centric approach, technology, SME integration and innovation
are either being established or are faced with some bottlenecks.
2) Human resources, infrastructure, planning, financing and incentives in the
tourism sector need to be further developed.
3) Poor services near Umayyad sites
4) Less publicized Umayyad sites. Low tourist turn up.
5) No management plans available for Umayyad sites.
6) Misinformation to tourists.
7) Financial situation in Jordan. Poor economy
8) Seasonal imbalances come mostly from preference given to mild (autumn
and spring weather).
9) Royal Jordanian has high prices on account to taxation. Not competitive.
Heavy taxes on airline tickets result in less attractiveness to airlines to bring
flights to Jordan.
10) Conservative outlook limits night life (nightclubs etc.). Limited night life.
11) Some Umayyad sites do not have asphalted road access, and others are far
removed from the tracks of the popular itineraries.
12) Limited number of hotel rooms and beds.
13) Extreme reliance on imported

 

Opportunities
Threats
1) The Umayyad Project is an important factor in promoting Umayyad sites.
2) Strong cooperation between Public and private sector.
3) New expansion of Queen Alia Airport offers opportunity for higher yearly
arrivals. Freedom of flights is guaranteed by the peace treaty of the Middle East.
4) Generally Jordan is considered a secure and safe destination compared to
other countries in the region.
5) Tourism is driven by local, regional, and international markets
6) Aqaba is attractive as leisure destination which fits with other itineraries.
Cruises to the port are already established.
7) Tourism Promotion Board has signed an agreement with Google to promote
Jordan as a safe and attractive Boutique Destination.
8) Investment in hotels is booming.
1) Younger tourists have limited days for vacationing.
2) Older tourists who form the majority of arrivals prefer mild weather.
3) High living cost. Poor competitiveness with regional tourism, where costs
may be cheaper.
4) Poor economic conditions prevent more finances to be fed into tourism
promotion.
5) Some tours are designed to start and end in other countries. Day visits to
Petra are common. This reduces night stay.
6) Stability in the region: the Arab Spring threatens tourism in Jordan. Tourists
are not well informed on this issue.
7) Flights over Syria not conducted due to instability and hence higher ticket
costs might arise.
8) Food and services may be better in other countries in the Region.