"As Jordan is prioritizing and investing in the tourism sector as a central contributor to its future economic success, the general public must be on board in order to realize the sector’s potential. Thus, to facilitate implementation of the National Tourism Strategy, it is necessary to influence the general public’s attitudes towards understanding, accepting, appreciating and favoring the sector and its key success pre-requisites. Jordan’s traditional success in tourism was largely inherited; future success can only be created through investment.

To mobilize support from the tourism sector and the general public across the country, a national tourism awareness strategy and campaign (to be known as the National Tourism Public Awareness Strategy) will be designed and implemented, focusing on selected target groups including policy makers, teachers, students, tourism employees and the general public. This will educate the general public of the host community about the importance of the tourism sector and its direct and indirect benefits to the national economy.

The National Tourism Public Awareness Strategy was developed based on the National Tourism Public Awareness Survey, which was conducted to gain an understanding of the existing attitudes in Jordan towards tourism." (Chemonics International Inc., 2006)