JUST Contributes to Building a Smarter and More Resilient Tourism Ecosystem through the ReTour Project
Under the patronage of Her Highness Sharifa Nofa Bint Nasser, Jordan University of Science and Technology (JUST) and Specto held the Jordan Tourism Innovation & Resilience Forum on Tuesday at Landmark Amman Hotel, within the framework of the Building Resilient SMEs in the Tourism Industry (ReTour) project, funded by the European Union under the Interreg NEXT MED Programme.
The Forum was attended by the representative of the President of JUST, Vice President Prof. Ahmad Al-Ajlouni, H.E. Pierre-Christophe Chatzisavas, Ambassador of the European Union to Jordan, as well as a distinguished group of policymakers, experts, academics, representatives of the public and private sectors, SMEs, and international project partners.
Her Highness Sharifa Nofa Bint Nasser emphasized the importance of strengthening the resilience of the tourism sector and enhancing preparedness for emerging changes and crises, enabling tourism enterprises, particularly small and medium-sized enterprises, to adapt and sustain their operations. She also highlighted the importance of leveraging technology, artificial intelligence, and innovation to advance the tourism sector, enhance Jordan’s competitiveness, and improve the visitor experience, while generating broader economic and social benefits for SMEs, youth, and women.
Prof. Ahmad Al-Ajlouni highlighted the importance of harnessing scientific research, technology, and innovation to support the tourism sector and strengthen its resilience and sustainability. He pointed to the role of Jordan University of Science and Technology in developing practical, knowledge- and innovation-based solutions and expanding its local and international partnerships in ways that contribute to supporting economic and development sectors and enhancing their competitiveness.
Prof. Mostafa Ali delivered a presentation on the ReTour Innovation Hub and ReTour AI Brain, highlighting the role of artificial intelligence technologies in supporting tourism enterprises and developing a smarter, more resilient, and adaptive tourism ecosystem. He explained that the platform utilizes artificial intelligence and data analytics to support tourism SMEs and strengthen their ability to anticipate challenges and adapt to them. He also highlighted the role of the ReTour Innovation Hub in developing innovative solutions that connect academic and technological expertise with the needs of the tourism sector.
Prof. Ahmad Abu-El-Haija, Founder and Chairman of Specto, highlighted the importance of collaboration between academia and the private sector in transforming knowledge and scientific research into economic and social value. He also reviewed SPECTO’s experience in capacity building and digital skills development, as well as its implementation of large-scale training programmes in Jordan and the region, including programmes in artificial intelligence and advanced digital skills.
The Forum also emphasized the importance of supporting tourism SMEs and family-owned businesses, given their direct role in generating employment and income for families and local communities, as well as the significant economic and social importance of the tourism sector across Mediterranean countries.
The Forum addressed the latest trends in artificial intelligence, digital innovation, and business early warning systems, with the participation of international experts. Dr. Morten Møller, Secretary-General of Early Warning Europe, Denmark, discussed the role of early warning systems in identifying signs of business distress and addressing them before they develop into crises. Dr. Sami Abu-el-Haija, Founder and Chief Executive Officer of Inwi Inc., San Francisco, USA, presented the role of artificial intelligence and digital innovation in building smart and adaptive tourism ecosystems.
The Forum featured a practical demonstration of the ReTour Innovation Hub and ReTour AI Brain, alongside a participatory approach to testing, validating, and further developing the platform in line with the needs of the tourism sector. The validation and co-creation workshop addressed four main areas: platform usability and user experience; AI capabilities, intelligent agents, and application integration; SME needs, innovation services, and collaboration features; and data sharing and verification, interoperability, governance, sustainability, and policy needs.
A high-level policy panel entitled “Building a More Resilient and Innovative Tourism Ecosystem” also discussed the shift from crisis response to early preparedness, as well as the role of policies, skills, data, digital transformation, sustainability, and public-private partnerships in strengthening tourism resilience.
The Forum concluded with a set of recommendations aimed at further developing the ReTour Innovation Hub, supporting tourism SMEs, and strengthening cooperation, innovation, and digital transformation, thereby contributing to building a tourism sector that is more resilient, adaptive, sustainable, and competitive.
