At Aqaba, a duty-free port city 300 km away from this Capital city, India and more precisely Bollywood, elicits high interest among downtown shopkeepers.
The fascination with India just does not end with the film industry. It also extends to the shoppers who are considered big spenders compared with the Westerners.
For the Jordan Government, this is an opportunity that it is looking at to boost tourism. Jordan is beckoning Indian outbound travellers with the Government streamlining the visa process and also positioning itself as a boutique destination to attract footfalls.
"After opening a representative office in India earlier this year, we have streamlined the visa process. Under the new measures, Indian citizens no longer will have to apply for a visa at Jordanian embassies but can go through a travel agent and submit a manifest detailing personal information and they will be issued a visa on arrival," Mr Anwar Atalla, Director Marketing, Jordan Tourism Board, told Business Line.
Jordan is spreading its wings to cover more countries under its tourism umbrella.
Currently, tourism contributes 14 per cent to the GDP. The US and European Union account for a bulk of its tourists. Last year, Indian outbound travellers made up for 38,000 people who visited the kingdom.
Mr Atalla said tourism was impacted last year following the economic slowdown and the country was tapping newer markets to diversify its basket.
"The Indian economy has been booming and it is a strategic market for us. Since the Royal Jordanian airline has direct connectivity from New Delhi and Mumbai, we believe Jordan offers an array of pull factors for those who want to explore newer destinations. Among the steps taken by us include reflecting Jordan as being a cultural, natural, religious, leisure, shopping, MICE and filming destination".
This apart, JTB is also undertaking several initiatives, including participation in trade fairs, road shows, familiarisation trips and multimedia campaign, to give a glimpse of the country to prospective visitors. Asked if the country is targeting Bollywood which perpetually scouts for newer location, he said, the Royal Jordanian Film Commission is taking several initiatives to attract Bollywood into its destination fold. "We are looking at single-window clearances and speedy permits to allow shooting. Jordan has several historical destinations such as the UNESCO- listed Petra, Wadi Rum, Jerash and Sult, among others, which are appealing Bollywood locations," he said.
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