What is Aqaba?
Amman-based market research firm Razorview was commissioned with SYNTAX to undertake a series of focus groups to examine overseas visitors’ (and locals’) perceptions of Aqaba as a tourism destination. Both visitors who had and who had not visited Aqaba were interviewed. What emerged was a confused image of Aqaba: A picture of a destination in transition. To some people Aqaba was a port city, to others it was a resort; to some it is seen as gateway to Petra or Wadi Rum, to others it is just the seaside; to some it is seen as a nice place to walk around at night, to others it was perceived as somewhere with nothing to do. From all of these at times conflicting impressions key themes were identified. Ahmad Humeid of SYNTAX explains: “Aqaba’s brand has been built around its historical essence as an oasis town on the Red Sea. From here the visitor can experience the amazing desert landscapes of Petra and Wadi Rum. Unlike its competitors, it is a city with a real, living Arab community. It i
