One word: Politics.

As mentioned in another blog (different education, different gaze) we had been invited at the US AID, an organisation that among other things helps renovating the historical sites in Jordan and tries to improve the image of Jordan as a tourist destination. During this presentation he has shown before and after pictures of the sights. Indeed, the sights look definitely more professional. But is it a good thing that a country like the US has complete control over the historical sites in Jordan, hence the pride of the country and their most important marketing products? I think not.

                                                                                                            

Another question that remains is why the US is spending so much money in Jordan. One word: POLITICS.

Because how is Jordan marketing its country? What does it (politically) have to offer?

Resources? No. It does not have oil, only sand. What then?

Safety. Stability. An oasis in the middle of turmoil. A safe heaven with, especially for the US, a high POLITICAL value.

Because Jordan does not have resources, it needs help in the form of alliances. That is the reason for the help of the US, which explains why Jordan lets the US decide on their pride. They need it.

Hence, politics. Even though it has such a large impact on both the tourists visiting as the other countries invading the country, while waving with their money, the interconnections between politics and tourism (and economics) are still insufficiently explored (Hall, 1993). Political tourism is discussed in some dimensions, such as political marketing of destinations (Beirman, 2003), but this is mostly described in light of terrorism attacks.  

As mentioned, the political situation also influences the tourists visiting and is therefore playing a role in the marketing of Jordan as a tourist destination. More on this subject was in the blog ’Terrifying turmoil?’! 

References:

Beirman, D. (2003). Restoring tourism destinations in crisis: A strategic marketing approach.

Hall, C. M. (1994). Tourism and politics: policy, power and place. John Wiley & Sons.

At the US AID