In many stations, what Jordan can offer in terms of quality of climate, aesthetic nature of the Jordanian space, and the existence of reasonable infrastructure compared to countries that share Jordan's geographical space, such as Syria and Iraq, is not available. Thus, thinking about building a Jordanian conference center connected to a tourism, commercial, and entertainment infrastructure primarily aimed at the Jordanian citizen becomes an entry point for establishing a sustainable model by providing continuous sources of income and reducing the financial burdens that could result from establishing and operating a large center.
The King Hussein Bin Talal Convention Center at the Dead Sea was a big and ambitious step when it was established years ago, and it is still considered, from an aesthetic and functional point of view, a distinguished venue for hosting major global events. However, by today's standards and after nearly twenty years, it raises a question about its ability to compete and place Jordan on the international agenda, especially with the significant expansion in the conference industry and its increasing requirements in terms of spaces, equipment, and support services.
What is currently required, close to Amman, is to establish a model in which the commercial overlaps with the functional to serve the goal of Jordan entering the world of major events, which Jordanians have the experience to organize from a security and logistical perspective. This model could be based on a partnership between the public and private sectors, where investments are distributed between basic conference facilities and the surrounding commercial, tourism, and entertainment projects.
For conference participants, especially international ones, there is a high spending capacity compared to regular tourists. What they need is a positive meeting space with available transportation, services, and appropriate accommodation. Jordan, with its climate and nature throughout the year, can capture a productive share of this tourism, which is expanding globally despite the emergence of electronic communication means. Competition in this industry requires continuous work to attract international events through relationships with professional and scientific institutions, organizations, and associations, in addition to providing air transport services, entry facilities, and marketing.
In this context, Jordan can also think about establishing a group of periodic conferences and events that are linked to it and become part of the international agenda, especially in areas where it has experience and presence, such as water, refugees, development, and financial inclusion. These are topics that enjoy wide global interest and allow Jordan to benefit from its expertise and international relations in attracting researchers, institutions, and decision-makers, and open a field for economic activity that goes beyond the days of the conferences themselves.
Announcing intentions without a direct, major, and key step that puts Jordan on the international map of conferences and exhibitions remains mere consumerist rhetoric that finds no one to adopt it due to the high cost. However, this cost must be incurred at one time or another to obtain the required return, which calls for a clear decision to develop a modern center for conferences and exhibitions near Amman, determine its location, investment model, and implementation schedule, and begin building partnerships with the private sector and international institutions. Continuing to talk about Jordanian ambition without allocating the necessary resources to achieve it simply means that other countries will continue to invest in and expand the conference and exhibition industry, while Jordan settles for talking about its opportunities and advantages.
