With the aim to to provide an insightful analysis of the MED current position within the Adventure Tourism market & what opportunities exist for future development of the sector the project conducted a global market research & analysis report on adventure tourism in the Mediterranean which consisted of four reports as follows:

• Adventure market demand, supply and competitiveness.

• Identification and Analysis of Sustainable Innovative Practices of Adventure Tourism

• Destinations Review (a separate report on each of Lebanon, Catalonia, Puglia, Jordan, and Tunisia)

• Mapping and Inventory of Adventure Tourism (a separate report on each of Lebanon, Catalonia, Puglia, Jordan, and Tunisia)

These reports are publicly available on both ENI Website https://www.enicbcmed.eu/projects/medusa as well as JITOA website https://www.jitoa.org/en/medusa-project/medusa-resources/ .
All research was also shared internationally with over 230 key stakeholders and tour operators from the 5 destinations as well as a mix of European markets, during a Cross Border Seminar on Adventure Tourism in March 2021, which was organized by JITOA and is available online through the following link https://www.youtube.com/watch?v=XmoiIUU6ahw .

The seminar was patronaged by Dr. Taleb Rifai, former Secretary General of UNWTO and included presentations of all research findings by project partners, in addition to interactive discussions in breakout rooms covering various adventure tourism topics that were facilitated by tourism experts as follows:

• Product Development and Innovation in Shaping Authentic Experiences in Adventure Travel

• Sustainability Marketing and Credibility

• Strategic Alliances and its Potential in Enhancing the Competitiveness of the MED in Adventure Tourism

• Building Traveler Needs into Business Planning and Growth in Adventure Tourism

• Role of Adventure Tourism in Parks and Economic Sustainability of Nature Reserves and Conservation Areas.

Objective 1: Opportunities for
JITOA members

• Full report about adventure tourism, profile of 5 target markets, and international innovative practices in adventure tourism.

• Better understanding of Jordan’s Adventure product with a detailed sector mapping and inventory of locations and products.

• Participation in a cross-border conference where the results of these reports were shared, and participants discussed adventure specific issues with sector experts, which was attended by over 15 JITOA members companies and their staff.