Disclaimer:
Please be aware that the content herein has not been peer reviewed. It consists of personal reflections, insights, and learnings of the contributor(s). It may not be exhaustive, nor does it aim to be authoritative knowledge.
Learnings on your challenge
What are the top key insights you generated about your learning challenge during this Action Learning Plan? (Please list a maximum of 5 key insights)
Elevate the Tourist Experience: Enhance tour guide skills and capabilities to create an engaging and immersive tourist experience through improved language, communication, storytelling, and content skills.
Enhance Service Quality: Bridge the gap between visitor expectations and the perceived quality standards of local establishments by assisting service providers in Madaba to align their offerings with the demands of tourists, ensuring a satisfying and memorable experience.
Develop Comprehensive Tourism Offerings: Address the underdeveloped state of tourism products and services in Madaba by supporting offline and online marketing, fostering skills and competencies in product design, and managing a robust digital presence, driving sustainable tourism growth.
Enrich Destination Appeal: Expand the range of available activities in Madaba beyond historical sites to attract individual travellers and tourist groups, encouraging them to spend more time in the city and contributing to the growth of the local tourism sector.
Foster Domestic Exploration: Increase awareness among residents about Jordan's cities and historical sites, mainly through educational initiatives, inspiring a sense of appreciation and encouraging domestic tourism, thereby bolstering the local tourism industry and supporting economic development.
Considering the outcomes of this learning challenge, which of the following best describe the handover process? (Please select all that apply)
Our private sector partners have expanded our joint work through their own resources in our country or internationally
Can you provide more detail on your handover process?
Through a series of innovative activities, the UNDP Jordan Accelerator Lab
embarked on a journey to unlock the potential of the governorate of Madaba for sustainable tourism growth.
Our activities emphasised the importance of collaboration with service providers from the public, civil society, private sectors, and the local community. We have worked together to craft an imagination for the future of Madaba’s tourism industry through inclusive, participatory, and immersive processes.
Please paste any link(s) to blog(s) or publication(s) that articulate the learnings on your frontier challenge.
https://www.undp.org/jordan/blog/accelerator-lab-jordan-reveals-beauty-madaba https://www.undp.org/jordan/blog/testing-country-level-extension-undp-jordan-accelerator-lab
Data and Methods
Relating to your types of data, why did you chose these? What gaps in available data were these addressing?
Understanding the personas and their user journey is a good tool for identifying opportunities to design and run additional experiments. The experiments of tourism products would be tailored according to these personas.
Why was it necessary to apply the above innovation method on your frontier challenge? How did these help you to unpack the system?
Partners
Please indicate what partners you have actually worked with for this learning challenge.
Please state the name of the partner:
Shabuna Ezweh
What sector does your partner belong to?
Private Sector
Please provide a brief description of the partnership.
They are a grassroots solution. We work with them on an experiment of the open-air exhibition on intangible cultural heritage.
The non-profit company will measure how this exhibition would improve tourist night activities by offering a self-guided tour around the city.
Is this a new and unusual partner for UNDP?
Yes
End
Bonus question: How did the interplay of innovation methods, new forms of data and unusual partners enable you to learn & generate insights, that otherwise you would have not been able to achieve?
Our experience with tourism in Madaba led to insights that might not have been achievable through traditional approaches such as:
1. Madaba has untapped potential as a destination for domestic and Arab tourists, evident in their low numbers visiting the governorate.
2. Licensing challenges and language skills requirements pose obstacles for local guides in Madaba.
3. Insufficient media coverage and promotional campaigns about Jordanian cities regionally or globally lead to a lack of awareness and recognition.
4. Utilising digital marketing on social media platforms effectively markets local tourist experiences, reaching out to more people.
5. High costs of local tourism compared to travelling abroad negatively impacts domestic tourism.
Please upload any further supporting evidence / documents / data you have produced on your frontier challenge that showcase your learnings.
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8Decent work and economic growth
10Reduced innequalities
11Sustainable cities and communities
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