Promoting Aqaba as a winter-sun destination is a priority for the Jordan Tourism Board, as the new seasonal easyJet flight from London Gatwick will start this weekend.

Meanwhile, the country is also targeting younger travellers for other types of holidays, such as city breaks.

Speaking to Travel Weekly at World Travel Market, Dr. Justin Abu Anza, medical & wellness tourism manager, explained that this new flight route, which will run between November and April, will give UK tourists the chance to explore more of Jordan.

“We are working heavily to promote Aqaba because it is a winter sun destination,” he said. “With Aqaba it’s close to Wadi Rum, it’s close to Petra… it gives you a different entry point into Jordan.”

Aqaba is undergoing a billion-dollar expansion, with two resorts in development – Ayla Resort and Saraya Aqaba.

The country is also planning to further highlight its offerings outside its traditional cultural attractions. Last year, the tourist board began taking steps to highlight specific products, including medical and wellness, biblical tourism and adventure tourism, said Abu Anza.

With these different product offerings, the country also hopes to appeal to tourists from a wider age range.

“We’re very appealing to people aged 55 and above,” said Abu Anza. “We’re trying to be more appealing to younger audiences, so city breaks in Amman, culinary excursions, things like that are important to us.”

“We have a lot of culture in Jordan, but there’s a lot of other things to offer as well,” he continued. “We have to make the British audience a little more aware of what we have to offer.”

The Travel Weekly team is reporting extensively from this year’s World Travel Market, stay up to date on our live blog and event microsite