Abstract
The potential and complexity of marketing Jordan internationally are discussed. Although Jordan has been at peace for over two decades, uncontrollable regional conflicts affect the number of international tourists that Jordan is capable of attracting. Nevertheless, since the occupation of the West Bank by Israel in 1967, which included most of the known tourist attractions at that time, Jordan has rebuilt its tourism industry. This now has the potential to diversify into several distinct market segments, which are described in this paper. A survey has also been conducted on a small sample of potential first-time visitors from the UK; this reveals that the tourism industry is still failing to market Jordan successfully as a holiday destination. Reasons for this include the government's weak contribution reflected by a low tourism budget, and the lack of coordinated marketing strategy among the various components of the tourism industry.
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