Omar Banihani is the marketing director at the Jordan Tourism Board
North America. He also serves on the Adventure Travel Trade
Association's Advisory Board, the Destination Experiences Advisory
Committee with Arival and the TravelAge West Advisory Board.
The first time I can recall hearing about a tourism board was through the HBO comedy "Flight of the Conchords," in which Rhys Darby portrayed a humorously awkward and somewhat inept representative promoting New Zealand Tourism.
In reality, New Zealand is a tourism powerhouse. In fact, it claims to be the first country to establish a dedicated government department promoting tourism when, in 1901, it launched the Department of Tourist and Health Resorts.
For much of the 20th century, the department focused on managing hotels and organizing itineraries. But today's successor organization, Tourism New Zealand, helped make tourism the country's largest source of foreign exchange, contributing over $8 billion annually to the economy.
Historically, tourism boards -- often referred to as "visitor bureaus" or "destination marketing (or management) organizations" -- focused on providing information to travelers, distributing brochures and organizing events. Their role has evolved significantly. Today, tourism boards are critical players in the tourism supply chain, not only actively shaping and promoting destinations on a global scale but prioritizing the interests of the citizens. They consider the needs of various stakeholders throughout a country as well as the overall well-being of the tourism sector.
An expanded role
According to the U.S. Travel Association, domestic tourism boards and visitors' bureaus spent over $1 billion on tourism promotion in 2023, representing a 49% increase over the past five years. While significant, this figure is dwarfed by the global contributions of international tourism boards.
Simply put, tourism boards have become pivotal players in the tourism supply chain, their influence resonating throughout the sector, shaping travel patterns, driving steady tourism flows and even eliminating shoulder seasons.
They also serve as hubs for B-to-B collaboration, engaging suppliers to participate in joint campaigns that drive arrivals. Behind the scenes, tourism boards are instrumental in shaping global travel behavior, shaping perceptions of destinations and creating emotional connections that encourage visits.
Some examples:
• Following Croatia's independence in the 1990s, tourism had to be built from the ground up. Its international image was that of a war-torn country. The tourism board's mandate was to counter that image and deliver campaigns that reflected the emerging reality of a prosperous and peaceful nation. In 1999, when the Croatian National Tourist Board (CNTB) opened its office in the U.S., there were only 50,000 Americans visiting the country. In 2023, the number was 673,000 - an increase of 1,200%.
How did they do it? The CNTB's success can be attributed to strategic partnerships with U.S. travel agencies, tour operators and media outlets. They collaborated with tour operators and travel advisors to create custom travel packages and, through media exposure, positioning Croatia as a must-visit destination. With a focus on digital and social media campaigns, the CNTB showcased Croatia's diverse offerings, from its pristine Adriatic coastline to its rich cultural heritage.
• Visit California's challenge was to communicate thousands of possible activities in a way that didn't overwhelm possible visitors. It divided the state into 12 tourism districts, each highlighting unique attributes and offerings. To enhance these efforts, they partnered with hundreds of local tourism providers and launched the California STAR Program for travel advisors, which boosted the visibility of numerous tour providers, attractions and experiences, while also empowering travel advisors to become California advocates and specialists.
Since its inception, more than 11,000 travel advisors have taken the STAR Program. They are now equipped to facilitate extended visits to California, leveraging their knowledge of world-renowned museums; distinctive natural and architectural landmarks, trendsetting restaurants and shops; and buzzworthy hotels and resorts.
• Finally, we come to my employer, the Jordan Tourism Board North America (JTBNA). When it was established in 1998, the country saw about 100,000 annual arrivals from North America. As a Middle Eastern destination, Jordan faces unique challenges, often impacted by regional conflicts. Despite being known as the "Switzerland of the Middle East," perceptions of safety have always been a concern, and the JTBNA has worked tirelessly to counter misperceptions and crafting a resilient marketing strategy that positions Jordan as a safe, welcoming and fascinating destination.
The board's success has largely stemmed from long-term partnerships with industry brands, associations and travel media. These relationships have been invaluable during turbulent times, whether due to regional conflicts or the global pandemic. From a macro perspective, the JTBNA has consistently achieved growth since its inception, with a 164% increase in tourism since 1998. In 2023, despite conflicts in the region, North American arrivals numbered a record-breaking 269,350 -- a testament to the board's ability to keep Jordan resilient and thriving.
Responding to challenges
Tourism to Jordan has historically focused on iconic sites such as Petra and Wadi Rum, which has led to overcrowding at times. In response, the Jordan Tourism Board sought strategies to distribute tourist arrivals more evenly across the country.
Research showed that while many travelers viewed Petra as the highlight of their trip, they also gave very high marks to the warmth and hospitality of the Jordanian people. Armed with this insight, Jordan partnered with Tourism Cares in 2018 to develop the first-of-its-kind Meaningful Travel Map of Jordan. This B2B initiative initially featured 12 social enterprises, known as Impact Partners, encouraging tour operators and travel agencies to incorporate local experiences into their itineraries and fostering one-on-one interactions with locals engaged in meaningful activities.
Today, the Meaningful Travel Map has grown to include 15 Impact Partners in Jordan, and Tourism Cares has scaled the initiative globally, now highlighting over 200 Impact Partners across 14 countries.
This initiative exemplifies how tourism boards can lead transformative change not only in their destinations but in the global travel industry. By promoting education and responsible travel, they support long-term regional growth and sustainability, reshaping how travelers engage with destinations.
In my 15 years in the industry, I've found that tourism boards are, more often than not, agile and creative organizations focused on the interests of their entire destination. While it's typically assumed that private enterprises can be quicker and more innovative than the public sector, I've observed that, in tourism, the opposite can be true: tourism boards are the quickest to identify solutions and implement innovative strategies.
I believe that tourism boards will continue to take a pivotal role in shaping the industry. Perhaps we should consider calling them Destination Advocates or -- dare I say it -- Destination Champions.