Amman - Jordan

Jordan is betting on artificial intelligence and digital transformation to enhance the ability of small and medium-sized tourism establishments to face fluctuations, after the Forum for Innovation and Resilience in the Tourism Sector in Amman, today, Tuesday, brought together decision makers, experts, tourism companies, universities, and partners from Mediterranean countries, to discuss tools that make the sector more prepared for crises before they occur.

“Retor”... artificial intelligence for tourism

The forum witnessed a practical presentation of the ReTour platform, based on artificial intelligence, which is being developed to provide small tourism companies with digital tools that help them raise competitiveness, anticipate risks, and improve business continuity. The participants recommended developing the platform based on the observations of workers in the sector, to arrive at a version that actually responds to the needs of establishments.

A project worth 1.83 million euros
The forum is part of the “RETOR” project funded by the European Union through the Interreg NEXT MED program, with a budget of about 1.83 million euros, of which European funding represents 89%. The project extends for 30 months and aims to directly support more than 150 tourist facilities, using technologies that include artificial intelligence, blockchain, and smart sensors.

Technology before the problem becomes a crisis

During the forum, Dr. Morten Müller, Secretary General of the European Early Warning Network in Denmark, reviewed the importance of systems capable of detecting indicators of faltering facilities in the early stages, allowing intervention before the problem turns into a crisis that threatens the continuation of activity.

Why does this matter to Arab tourists?

The digital success of small tourism businesses is not only reflected in their owners; These establishments manage an important aspect of local experiences, from guest houses and restaurants to specialized tours and activities. As they become more able to reach the traveler, manage reservations, and understand demand, Arab tourists will find broader choices and local experiences that are easier and more reliable.
Thus, Jordan is trying to transfer the concept of “tourism resilience” from merely recovering after the crisis to predicting it and preparing for it with technology.