Mapping Assessment & Market Research
Jordan Society of Tourism and Travel Agents (JSTA) - USAID LENS Project
March 2018 - August 2018
Objective: To conduct a mapping assessment and market research for JSTA’s Domestic Tourism National Initiative, identifying existing adventure and nature-based tourism products and services while analyzing market demand and supply gaps. The assignment aimed to support travel agents in diversifying their offerings, develop new tourism packages, and create linkages with service providers to enhance domestic tourism opportunities in Jordan.
Key Activities
Conducted a demand analysis by designing and distributing surveys to students, expatriates, and corporate employees, assessing their travel preferences and tourism interests.
Organized focus groups in Zarqa and Irbid, engaging local operators and target audiences to validate survey findings and identify key market needs.
Mapped tourism activities and experiences in Jordan, surveying existing and potential service providers, including campsites, adventure companies, and experiential hosts.
Developed a database of service providers, documenting their offerings, locations, capacity, pricing, and booking processes.
Created a list of 100+ ready-made tourism offerings, focusing on adventure and nature-based experiences.
Designed and proposed 50 tourism packages based on the demand analysis findings, matching them with available services.
Presented findings and suggested itineraries to at least 50 tour operators in Zarqa and Irbid, encouraging package adoption.
Conducted one-on-one visits with tour operators, supporting the development of customized travel packages.
Organized two FAM trips for 30+ tour operators, allowing them to experience and assess proposed tourism offerings.
Delivered training and awareness workshops for 50 experiential service providers, equipping them with skills in hosting and experience development.