There is an urgent need for Jordan to develop its product and reflect international trends. Tourists all around the world are currently seeking “experiences” rather than “visits”, and expect rich itineraries including interaction with the local culture. There is an increasing demand for quality, convenience, security, ease of access and “luxury”; accordingly culture, health, wellness and Spa tourism are among the segments likely to respond to this trend. Tourists are increasingly spending longer periods in tourist destinations considered to provide pleasant living conditions.