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AGENDA
11:00 Welcome Coffee
11:30 Opening Note and welcome by Mr. Awni Kawar / Chairman – JITOA
11:35 Welcome Note by Mr. Yehya Khaled /Director General RSCN
11:40 Introduction to MEDUSA Project Overall Objectives, Administration
and Partners by Ashraf Barqawi - RSCN
12:00 MEDUSA Project Work Plans 2020 – 2022 by Lina Al-Khaled - JITOA
12:20 Introduction to Project Team and Next Steps
12:30 Open Discussion
13:00 Close of Meeting
KEY INFORMATION
• Project: MEDUSA - Development and Promotion of Mediterranean Sustainable
Adventure Tourism
• Funded by: ENI CBC MED Program which targets 14 EU and Mediterranean
partner countries and aims to foster fair, equitable and sustainable development
on both sides of the EU’s external borders
• Priority: Sustainable tourism - Encourage sustainable tourism initiatives and
actions aimed at diversifying into new segments and niches
• Countries: Spain, Jordan, Lebanon, Italy, Tunisia
• Project duration: 3 years (Sep 19 – Aug 22)
• 3.3 million euros of total budget (Jordan budget – 662,345 euros)
• 2.9 million euros of total EU contribution (10% project co-financing)
OBJECTIVES
General objective:
Develop a competitive form of Adventure Tourism (AT) in the Mediterranean,
that is based on environmental and economic sustainability values and that
will create more business opportunities and new jobs.
BENEFICIARIES
• 110 public authorities among tourism and environmental ministries, regional and
national governments, municipalities, tourism boards and associations
• 250 organizations from the private sector including tour operators and travel
agencies, tourist guides, SMEs, farmers, hotel developers, NGOs
• 60 civil society organizations among heritage organizations, sports associations,
park and wildlife organizations
• Local communities in 135 municipalities (Eligible territories in Jordan are: Irbid,
Balqa, Madaba, Kerak, Tafileh, Aqaba)
PARTNERSHIP
7 partners | 5 countries
• Lead Beneficiary: BCC (Spain)
• P1: ASCAME (Spain)
• P2: JITOA (Jordan)
• P3: RMF (Lebanon)
• P4: REGIONE PUGLIA (Italy)
• P5: RSCN (Jordan)
• P6: WWF NA (Tunisia)
ASSOCIATED PARTNERS
• Jordan Tourism Board (JTB) Amman, JORDAN
• The Agency for the Promotion of Industry and Innovation (API) Tunis, TUNISIA
• Jordan Ministry of Tourism and Antiquities (MOTA) Amman, JORDAN
• Association of Travel & Tourist Agents in Lebanon (ATTAL) Beirut, LEBANON
• Tunisia Ecotourism Network (TEN) El Mourouj, TUNISIA
• The Lebanese Ministry of Tourism (MOT) Beirut, LEBANON
• Conference of Peripheral Maritime Regions (CPMR) Rennes, FRANCE
• FederTrek Escursionismo e Ambiente (FederTrek) Roma, ITALY
• Diputació de Barcelona (DIBA) Barcelona, SPAIN
• Directorate-General for Forestry (DGF) Tunis, TUNISIA
• Adventure Travel Trade Association Seattle, USA
EXPECTED OVERALL PROJECT RESULTS
• 1 global market research and analysis report on adventure tourism in the
Mediterranean region
• 33 training sessions organized on sustainable destination management and
business planning
• 10 strategic alliances to foster public-private destination management in a
sustainable manner
• 10 new or improved adventure tourism products
• 3 cross-border adventure tourism routes, itineraries and day trips
• 1 marketing strategy to establish relationships with tour operators and travel
agencies
MEDUSA Jordan Implementation Partners
Partner Roles
JITOA
- Conduct training and capacity building for tour guides, tour operators and service providers.
- Develop and support implementation of Adventure Treasures Competition alongside RSCN.
- Provide technical aftercare for sub-grantees
- Organize MEDUSA events alongside international trade exhibitions
- Organize Jordan FAM trip program
- Support creation of cross-border routes and itineraries among partners
RSCN
- Lead Jordan adventure tourism assessment
- Conduct training and capacity building for local community and stakeholders
- Support development the Adventure Treasures Competition mechanism for all partners
- Implement local sub granting process
- Support and Participate in marketing programs and Adventure Treasures sales & marketing alliance
- Organization of sustainable local tourism councils
Project Implementation Work Plans
1. Assessment of Adventure Tourism status in partner countries 2. Capacity Building Program 3. Tourism Offer Promotion and Capitalization
1. TOURISM ASSESSMENT
Objective: • Provide an insightful analysis of the MED current position within the Adventure Tourism market & the
existing opportunities for future development of the sector;
Approach: • Conduct a comprehensive economic, environmental & social contexts assessment , in addition to a
territorial & local asset mapping, focusing on less known areas that have the potential for future
development;
Outcome: • Knowledge & market intelligence to design and develop relevant capacity building programs and
consistent development and marketing strategies for Adventure Tourism.
1. ACTIVITIES & OUTPUTS
Output 1.1 - Global Market Research & Analysis Report on adventure tourism in the Mediterranean
The aim is to provide an insight into the AT market, the MED current position within that market and which
opportunities exist for future sector development. Main components are:
1. Inventory of tourism assets, infrastructures and services, human and institutional capacity (month 1-7)
2. Destination review from a socio-economic, political and environmental perspective (month 1-7)
3. Research and study of market demand, supply and competitiveness (month 3-7)
4. Identification and analysis of sustainable innovative practices in Adventure Tourism (month 7-10)
1. ACTIVITIES & OUTPUTS
Output 1.2 Cross Border Seminar on Mediterranean tourism products for the AT segment
Organised to bring together inbound tour operators & tourism providers of the MED region together with niche
tour operators & travel agencies of key outbound markets (Northern & Western Europe, USA, etc.), alongside a
seminar to share conclusions from the Global Market Research & Analysis Report as well as to exchange ideas
based on sustainable innovative AT Products identified in the region and elsewhere. Also develop a a set of
guidelines with existing examples of how international TOs design tourism products & packages (The Seminar
was planned alongside the AdventureNEXT Near East event in Jordan – currently in review). Main components
are:
1. Cross-border Seminar on Mediterranean tourism products for the AT segment (month 8-12)
2. Conceptualization of sustainable tourism products for the AT segment (month 11-12)
2. CAPACITY BUILDING PROGRAM
Objective: • To deliver a capacity building program, which is relevant to the needs & priorities of host communities, & public &
private stakeholders, that contributes to conservation and local development in the participating territories.
Approach: • This WP counts on 3 key elements: training , which will be developed by experienced tourism experts, & will seek to
build local capacity while ensuring potential replicability through train-the-trainers’ modules; Support for product
conceptualization geared towards attracting tourists in the off-season periods through product co-creation
workshops facilitated both at local & cross-border levels; and creating a Stakeholder alliance to support sustainable
destination governance, promoting the engagement of multiple stakeholders in planning & managing targeted
destinations.
Outcome: • Tourism enterprises & providers will be equipped with the necessary skills & knowledge that will allow them to
operate profitable business while delivering social & environmental value
2. ACTIVITIES & OUTPUTS
1. Training component on sustainable tourism destination management (month 8-14)
2. Training component on tourism business planning, international sales & marketing, and market access
(month 8 -14)
3. Training component for local guides (business planning with emphasis on a social purpose) (month 13-18)
Output 2.1 - Multi-stakeholder training program for adventure tourism development in the Mediterranean -
Designed to deliver training components addressing all stakeholders on sustainable destination management
& monitoring, business planning with emphasis on a social purpose, international sales & marketing and
market access requirements. Organized through train-the-trainers modules for process expansion and to
ensure that local capacity is built and scaled-up to other territories.
2. ACTIVITIES & OUTPUTS
1. Sustainable Tourism Product co-creation networking workshops at local level (month 12-14)
2. Mediterranean Business event on Tourism Product Co-creation at Cross-border level (momntn 13-16)
Output 2.2 - Sustainable adventure tourism Product Co-creation Program
Consists of a seminar where results from local co-creation workshops will be presented by AT experts.
It also hosts a pitching event of product ideas & matchmaking sessions with carefully pre-planned meetings
between different stakeholders to support the creation of cross-border products with the objective of giving
tourists the opportunity to delve into the treasures & become emotionally connected to the Mediterranean.
2. ACTIVITIES & OUTPUTS
1. Facilitation of strategic alliances and co-management agreements (6-14)
2. Creation of Sustainable Tourism Stewardship Councils and development of action plans (15-36)
Output 2.3 - Strategic alliances and co-management agreements for destination stewardship in a
sustainable manner
Aimed at facilitating the establishment of public-private partnership agreements around formal or informal
destination stewardship councils, governed by specific action plans tailored to local circumstances, to promote
assets, monitor sustainability & ensure that tourism capacity is appropriately managed.
3. TOURISM OFFER PROMOTION AND COMMERCIALISATION
This component is led by JITOA and RSCN guiding the rest of the partners Objective : • To enhance the AT product & experiences’ offering in the MED;
• To create a marketing alliance between the destinations to collectively boost the image of the MED as a
versatile destination.
Approach: • Launch a Product development competition, targeting less known destinations to create new innovative &
quality tourism products & experiences and upgrade existing ones.
• Create linkages for tour operators and service providers in the international markets to promote adventure
tourism in partner countries and increase sales.
Outcome:
• Allow businesses, associations & other stakeholders to benefit from financial and technical assistance through
a sub-granting mechanism, and utilize networking opportunities through international exhibitions and
cooperation on cross-country routes & itineraries.
• Develop a long-term exploitation strategy of the products & experiences to enhance the sustainability, through
the design of a cross-border marketing & communication alliance between the targeted destinations.
3. ACTIVITIES & OUTPUTS
1. Planning and preparation of the Mediterranean Adventure Treasures Competition (month 15-19)
2. Implementation of the Mediterranean Adventure Treasures Competition (month 19- 21)
3. Aftercare for Mediterranean Adventure Treasures' sub-grantees (month 22-33)
Output 3.1 Technical and Financial assistance package for tourism business and product development
Organized through a sub-granting competition (the Mediterranean Adventure Treasures Competition) to develop
new or improve existing tourism products for the AT niche that are environmentally & economically viable &
benefit host communities.
3. ACTIVITIES & OUTPUTS
1. Developing and establishing relationships with tour operators and travel agencies (month 12-36)
2. Building cross-country tourism routes and itineraries (month 22-33)
3. Mediterranean Adventures Treasures Familiarization Week (FAM trips) (month 26-35)
Output 3.2 Sustainable cross-border adventure tourism routes, itineraries and day trips
Aimed at further fostering cross-border cooperation among various actors along the tourism value chain, as
well as to encourage partnerships between different tourism segments and synergies between destinations.
3. ACTIVITIES & OUTPUTS
1. Design of the Mediterranean Adventure Treasures Marketing Strategy (month 9-31)
2. Development of the Mediterranean Adventure Treasures marketing and communication activities and
linkages (month 20-36)
Output 3.3 Mediterranean Adventure Treasures sales & marketing alliance
Developed as a joint, cross-border & long-term strategy for sales, marketing & communication to promote &
exploit the routes & associated products developed under this work plan. Intended to promote the MED as a
destination that offers more than Sea, Sand & Sun, while increasing the sales of participating tourism
professionals. Includes creation of tools & materials such as Web Portal, App, Social Media, interactive
destination/route maps, road books, audiovisuals, etc...
3. ACTIVITIES & OUTPUTS
1. Organization of Trade Mission and Networking event alongside international travel trade fair (month 30-36)
Output 3.4 Cross-border Adventure Tourism Trade Mission and Networking event
Organized to bring tourism service providers & inbound tour operators, together with other key stakeholders, to
attend an international tourism fair/exhibition & exhibit under the Mediterranean Adventure Treasures Alliance.
Includes a workshop & networking event to discuss further steps to consolidate a Mediterranean Adventure
Treasures network of stakeholders working together to promote the region as a sustainable destination.
SUSTAINABILITY AND IMPACT
• A variety of new niche products at the targeted destinations
• Raises visibility of less-known destinations & an increased flow of tourists in these areas
• New jobs creation and income generation for host communities with particular focus on women
and youth.
• Increased profit from enhanced tourism business operations & increased international sales.
• Greater public revenue from increased tourism activity.
GET IN TOUCH
Project Website: http://www.enicbcmed.eu/projects/medusa
Social Media:
Twitter:
Project: @Medusa_Tourism Programme: @ENICBCMed
Hashtags: #MedNow #GOMED #Medusa #AdventureTourism #sustainability ….
Contacts:
JITO
A Lina Al-Khaled
Project Leader
Phone: (+962) 79 5579378
[email protected] JITO
A Rawan Atallah
Product Development & Grants Expert
Phone (+962) 79 7311377
CN
Ashraf Barqawi
Project Manager
Phone (+962) 78 8816666
THANK YOU
