"Improving the understanding and the importance of tourism for the country has already been defined as one of the key success factors while developing sustainable tourism for Jordan. In order to mobilize support for the sector across Jordan, it is deemed necessary to implement a national public awareness and education through a well researched and structured marketing plan. Campaigns will be designed to reach 5 key target groups: general public, career deciders, career influencers, and workers in the tourism industry and policy makers." (Chemonics International Inc., 2005)