Product Development and M...
Sector Capacity Building...
MARKET RESEARCH
Product Development and Marketing
A) PRODUCT DEVELOPMENT:
THE MEDITERRANEAN SUB-GRANTS ADVENTURE TOURISM COMPETITION
To enhance the AT product & experiences’ offering in the MED, MEDUSA project launched “the Mediterranean Sub-grant Adventure Tourism Competition” that aims to catalyze the creation of new innovative and quality tourism products and experiences as well as upgrading existing products that would increase interest in the Mediterranean as a sustainable AT destination.
The competition was implemented following a two-phase approach as follows:
Phase 1: Concept note solicitation; 37 concept notes were received and evaluated by a committee of 5 members representing JITOA, RSCN, MOTA and JTB, which resulted in approving 24 concepts.
Phase 2: Full application solicitation: initiated with a two-day training and resulted in receiving 20 full applications. Evaluated by the same evaluation committee, the following 6 subgrantees were awarded under the Mediterranean Sub-grant Adventure Tourism Competition:
Sub- grantee
| Summary
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1. Beit Al Beiruti | Development and promotion of interactive cultural experiences in the city center of Madaba.
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2. Baraka Destinations | Develop adventure experiences including Hiking, Meditation & Shepherding as well as upgrading existing experiences
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3. Discovery Circle | Create a new adventure tourism product (cycling trail from Mkawer to Mujib reserve crossing the Dead Sea on the way.
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4. Edom Adventures | Establish new sustainable “climbing route” in Wadi Rum
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5. Experience Jordan Adventures | A joint Venture Aiming to develop Cycling and hiking activities between Madaba and the surrounding rural area. As well as developing a farm-to-table culinary experience
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6. Jordan Heritage | Build the capacity of Service providers supporting adventure tourism in Madaba
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CROSS BORDER EXPERIENCES DESIGN – STUDY TOUR TO PUGLIA WITH THE AIM OF DEVELOPING CROSS-BORDER ROUTES & ITINERARIES, IN THE FORM OF NEW AND/OR IMPROVED ADVENTURE TOURISM PRODUCTS
MEDUSA project designed a study tour to Puglia Region – Italy targeting Tour Operators and Service providers from Jordan and other project partners to:
Share the Apulian experience in adventure tourism development
Brainstorm and explore the potential of designing cross border experiences (cross-border routes & itineraries).
The study tour includes a training workshop by product development expert Maurizio Goetz, who will introduce the Framework of design for transregional and cross-border experiences. This methodology can be adopted by JITOA to support members who are interested in cross border cooperation.
B) MARKETING:
THE MEDITERRANEAN ADVENTURES MARKETING STRATEGY AND ALLIANCE
Under guidance of a sustainable marketing consultant, the MEDUSA project designed and launched a common brand named the “Mediterranean Adventures” that aims at promoting the 5 destinations collectively to at least 5 target markets – UK, US, German, France and Norway, which were selected based on a matrix of top adventure producers and top arrivals in the 5 destinations.
To support this new brand, the project developed a set of promotional materials which are now available for all members to use at their discretion and for their own promotional purposes including:
• Brand logo and positioning plan with clear usage instructions
• general and destination flyers that can be downloaded and used
• Marketing handbook for tour operators interested in becoming a partner of the Mediterranean Adventures and promote their products and activities for free on the platform
• A marketplace that includes new content on Jordan among other MEDUSA destinations – www.mediterraneanadventures.org with focus on 6 governorates that is free for use and sharing. The platform also provides an outlet to promote programs, itineraries and experiences that link the client directly to the provider. The platform has a specific selection criterion for accepting suppliers including official licensing, adventure and/or experiential focus, sustainability practices, among other. JITOA is a partner of the platform and therefore a link is created between the Mediterranean Adventures platform and JITOA website.
• Video and photo gallery that is open for use by companies for their own promotional purposes, with an additional arsenal of raw footage that will be stored withing JITOA and can be accessed by members upon request.
• The platform and the brand are being promoted through 3 social media channels – Facebook, Instagram and YouTube, until April 2023. As part of its sustainability the project is looking into forming a marketing alliance that will include different stakeholders to help sustain this effort.
• Promotion of the platform and the Mediterranean Adventures to the ATTA community through our mutual agreement, and visibility of JITOA as a community.
• Finally, a FAM trip was held in April 2023 that hosted specialized tour operators and a freelance travel writer as part of the promotional effort for the 5 destinations. JITOA members had the opportunity to register for the B2B meeting that was held on the last day.
Objective 3: Opportunities for JITOA members
• Apply for a subgrant to develop /upgrade an adventure product or itinerary
• Download a learn tips for Tour Operators on Marketing Adventure programs to your clients
• Patriciate in the Puglia Study Tour and learn from the Apulian experience in creating adventure products and activities
• Work with potential partners from Puglia, Catalonia, Lebanon, Tunis and Jordan on creating cross border routes and itineraries.
• Participate in the Adventure World Global Summit in Lugano and create new business linkages and opportunities
• Make use of new adventure tourism content for Jordan including flyers, photos, videos, hiking guides and text through the new “Mediterranean Adventures” brand portal: www.mediterraneanadventures.org
• Register for free on the Mediterranean Adventures platform and promote tours and offerings
• Social media content that can be shared and distributed.
• Jordan promotion as an adventure destination to the specialized audience of ATTA through a number of articles and a webinar presenting the destinations behind the Mediterranean Adventures
• Meet specialized TOs and media during a B2B meeting following a FAM trip to Jordan that will be organized in April 2023.
