The Jordan Tourism Board (JTB) has launched a new marketing campaign, investing in excess of half a million pounds. Dubbed the ‘ExtraJORDANary’ campaign, it aims to continue to support UK trade partners in selling Jordan and to promote the history, culture and hospitality the country offers.

The campaign will run until September with the objective of attracting visitors to Jordan and increasing arrival figures this year and next.

Jordan is home to a plethora of attractions, including the UNESCO World Heritage Site of Petra and the Dead Sea which sits at 400m below sea level, the lowest point on earth. Situated in the north is Amman which offers a blend of old and new with modern restaurants, traditional boutiques and local markets surrounded by evidence of its historic past.

The campaign comes as the JTB continues to strengthen its position in the UK market, through national print activity and a three-month long broadcast promotion across stations including ITV, Sky News and More 4.

During the course of the campaign, ‘ExtraJORDANary’ will also be present around the UK with posters featuring on the London Underground, in the Bullring shopping centre in Birmingham and the Trafford Centre in Manchester.

The campaign marks a significant spend for the tourist board and, key to its success, a focus on maximising both reach and frequency to ensure it is both influential and remembered.

Adel Amin, director of marketing at the tourism board, said: “The campaign’s focus is to showcase our majestic country and inspire people to visit, as well as extend support to our trade partners. The campaign highlight’s Jordan’s most special places, including Petra, the Dead Sea, Wadi Rum and Aqaba, and aims to create desire and intrigue through a captivating headline and stunning visuals.

"Jordan has unique experiences in all segments including wellness, biblical, adventure at Wadi Mujib and Wadi Hidan and other undiscovered locations around Jordan. We look forward to seeing our valued UK partners capitalise on this incredible promotion and will continue to work together to ensure the appetite for Jordan develops and the visitor numbers to our wonderful Kingdom increases.”

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