2024 ITB BERLIN NEWS - PREVIEW Edition

I SPECIAL FEATURE I ADVENTURE TOURISM I
Jordan embraces adventure tourism
as a way to boost local economies and
sustainability
Jordan Tourism Board's Adventure Department
is taking centre stage at ITB Berlin 2024,
highlighting the landscapes of the Eastern
Volcanic Desert and majestic canyons and
providing a narrative of Jordan's diverse
natural wonders. The destination is prioritising
adventure tourism as a way of promoting and
providing economic sustainability to rural and
local communities.
The Eastern Volcanic Desert boasts a range
of natural treasures, including National Parks,
desert oasis, migratory animals, Roman forts,
lava tube caves, cycling routes, and prehistoric
archaeology. Canyons offer paradises hidden
in the arid plateau of the Dead Sea with
natural water parks, waterfalls and slides, ideal
for family treks.
On the renowned 650-km long Jordan Trail,
travellers will go through valleys, mountains,
deserts, fields, rivers, Roman cities and
temples, crusaders' castles, Ottoman forts and
the iconic Rose City of Petra. The Jordan Trail
is a tapestry of history, culture, and diverse
nature.
All these adventures help local and rural
communities who serve as primary providers
of transportation, accommodation, and
authentic Jordan cuisine. Gastronomic
experiences are an important part of tourists'
experience, representing the diversity specific
to the country.
On Jordan's stand in the adventure tourism
section in Hall 4.1, visitors to ITB will be able
to taste some local delicacies and learn about
the blend of adventure, cultural richness, and
warm hospitality the country has to offer
Hall 4.1 / Stand 222
Discover wild camping in Oman
at ITB Berlin 2024
Highlighting one of the many facets of its diverse
tourism offering, the Sultanate of Oman—
this year's Official ITB Berlin Host Country—
will have a strong presence in the Adventure
Travel and Responsible Tourism segments in
Hall 4.1., participating in two conferences at the
Lighthouse stage on 5 March.
Visitors to Oman's stand will be able to discover
for instance that camping is very popular in the
Sultanate. The nation's sunny weather and low
population density create ideal conditions for
camping experiences in the south-east of the
Arab Peninsula. Nature lovers can camp almost
anywhere in the country at the site of their
choice and free of charge. Restrictions only
apply to nature reserves such as Ras al Jinz,
private grounds and the Muscat Governorate,
where a camping permit has had to be applied
for. In addition, a respectful distance should be
kept from villages and other inhabited areas.
Otherwise, there are no limits to the spirit
of adventure: whether in the midst of fjord
landscapes or lonely sandy deserts, on a rocky
outcrop in the high mountains or between
turquoise-blue natural pools in a wadi, in a
rented off-road vehicle with a normal tent or roof
tent or even in a camper van, the fascinating
Sultanate can be explored particularly well "off
road"
Hall 4.1 / Stand 200
© Ministry of Heritage & Tourism Sultanate of Oman
The Adventure Travel
sector looks at
sustainable practices at
ITB Berlin Convention
Again this year, ITB Berlin is providing
a dedicated space to Adventure Travel
in Hall 4.1, reflecting the segment's
growing importance across the industry.
The Adventure Travel Trade Association
(ATTA) will be part of ITB Berlin's cycle
of conferences with a session entitled
“Adventure Travel Leads the Way with
Sustainability Practices that Benefit
Climate and Communities".
On 6 March, ATTA will have a session where its Vice
President for regional development, Gabriella Stowell,
and representatives from Tomorrow’s Air (ATTA's
climate initiative), Kimkim and CAS Trips, will share how
they have structured sustainability policies that include
tangible benefits for communities and the climate.
Eric Chamberlain, Head of Destination Development,
will represent Kimkim, a US-based platform that creates
personalised trips for independent travellers powered
by a global network of local specialists and oversees
the Kimkim Climate Initiative. Panelist Neil Brinckerhoff
will represent CAS Trips, an educational tour operator
engaging in volunteer projects inspired by the notions
of creativity, activity and service.
Gabriella Stowell will share information about how
ATTA’s organisational sustainability strategy has
evolved. Originally from Sao Paulo, Brazil, Stowell has
a background in ecology and nature tourism guiding.
In her various roles as a guide, researcher, and lodge
manager, sustainability has always been at the
forefront
Hall 4.1 / Stand 220
Wednesday 6 March
1:50p.m. - 2:15p.m
PANEL DISCUSSION ADVENTURE TRAVEL
LEADS THE WAY WITH SUSTAINABILITY
PRACTICES THAT BENEFIT CLIMATE AND
COMMUNITIES
Lighthouse
Stage
HALL 4.1
ITB BERLIN NEWS • WEDNESDAY 28 TH FEBRUARY 2024 19