Saraha news- Dr. Mahmoud Al-Dwairi
Director General, National Academy for Tourism and Aviation This Study carried out in cooperation with Prof. Dr. Rafael Fuentes – Malaga University.
1. Introduction – A Cross-Ministerial National Program
In alignment with the Royal Hashemite Vision and the Economic Modernization Vision (2023-2033), and with the objective of maximizing Jordan’s cultural, tourism, and media return through leveraging the Jordan x Mexico match, this document is presented as a cross-ministerial national program (Program: Government-Cross National), not as a temporary media campaign.
The program is based on mobilizing state educational, cultural, youth, and diplomatic institutions, and transforming a global sporting event (Jordan x Mexico) into a sovereign platform for Jordanian soft power, supported by artificial intelligence and global digital media.
This event is considered the most important since the Great Arab Revolt. It is an opportunity that comes once in a century and must be fully leveraged through a carefully studied, measurable national plan-leaving no room for personal improvisation or unexamined opinions.
2. General Objective of the National Program
Achieve a cumulative global reach of no less than (1,000,000,000) people during the program implementation period, create a strategic shift in
Jordan’s
international image, and convert media and cultural momentum into sustainable, tourism-led economic growth.
3. Strategic Objectives of the Program
1. Establish Jordan as a cultural and tourism power regionally and globally.
2. Build a permanent institutional model for digital public diplomacy.
3. Engage educational and youth institutions in international national action.
4. Transform sporting events into development and economic tools.
5. Employ artificial intelligence in government management and international promotion.
6. Support targeted tourism growth within the Economic Modernization Vision.
4. Institutional and Executive Framework (Cross-Ministerial
Governance)
4.1 Governmental Framework
The program shall be adopted by a Council of Ministers decision and implemented as a cross-ministerial national program under the umbrella of the Prime Ministry.
4.2 The National Higher Committee of the Program
Chaired by the Prime Minister or his delegate, with membership from:
• Ministry of Tourism and Antiquities (Sectoral Leadership)
• Jordan Tourism Board (Executive Management)
• Ministry of Education
• Ministry of Higher Education and Scientific Research
• Ministry of Youth
• Ministry of Culture
• Ministry of Government Communication
• Ministry of Foreign Affairs and Expatriates
•4.3 Program Management Office (PMO)
A central Program Management Office shall be established to undertake:
• Phased planning
• Inter-ministerial coordination
• Budget management
• Performance measurement
• Periodic reporting to the Council of Ministers
5. Main Implementation Pillars (Institutional and Quantitative Expansion)
This pillar was prepared based on official data issued by the Ministry of Education, the Ministry of Higher Education and Scientific Research, the Ministry of Youth, and the Ministry of Culture, in addition to reports of the Department of Statistics for the years (2023-2024).
First Pillar: School Sector (Ministry of Education)
• Number of schools in Jordan: approximately 8,200 schools (public, private, military, and UNRWA).
• Number of students: approximately 2.25 million male and female students.
• Media capacity of the campaign:
– If only 50% of schools participate by producing one content item:
• 4,100 original content pieces.
– Expected average reach per piece (via centralized redistribution):
50,000-100,000 views.
– Expected cumulative reach: 200-300 million global views.
• Implementation mechanism:
– Official ministerial circular.
– Inclusion of the activity within extracurricular activities.
– - Simple content (15-30 second video / image / multilingual welcome message).
Second Pillar: Public and Private Universities (Ministry of Higher Education)
• Number of universities: 35 universities (10 public + 25 private).
• Number of students: approximately 350,000 male and female students.
• Media capacity:
– Student media teams in each university.
– Production of short films, cinematic content, and digital designs.
– Expected average reach per university: 5-10 million views across digital platforms.
– Expected cumulative reach: 150-200 million.
• Implementation mechanism:
– Official correspondence with university presidents.
– Inter-university competitions.
– Academic and technical supervision.
Third Pillar: Youth Centers (Ministry of Youth)
• Number of youth centers: approximately 340 youth centers across all governorates.
• Number of active members: estimated at 200,000 young men and women.
• Media capacity:
– Dynamic youth content (Reels – TikTok – Challenges).
– Average reach per center: 200,000 views.
– Expected cumulative reach: 60-80 million.
– • Implementation mechanism:
– Inclusion of the campaign within youth empowerment programs.
– Rapid training workshops on content creation.
Fourth Pillar: Cultural Centers (Ministry of Culture)
• Number of cultural centers and entities: approximately 120 active centers and entities.
• Number of annual participants: approximately 50,000 participants
• Media capacity:
– High-quality cultural content (music, poetry, heritage, crafts).
– Multilingual content.
– Expected reach: 20-30 million.
Fifth Pillar: Jordanian Communities Abroad (Ministry of Foreign Affairs)
• Number of Jordanians abroad: estimated at more than 1 million citizens.
• Geographic distribution: Gulf countries, Europe, North America, Latin America.
• Media capacity:
– Each community produces 10-20 content pieces in its local language.
– Expected reach: 80-120 million.
Sixth Pillar: International Media and Influencers
• Influencers: 50 global + 100 Arab + 150 local
• Expected reach: 300-400 million
Seventh Pillar: Artificial Intelligence and Digital Analytics
• Establishment of an Al Lab.
Automated multilingual content productio
Real-time reach and sentiment analysi
Enhanced advertising targeting
Supporting reach: 150-200 millior
6. Integrated Timeline and Executive Plan (Program + Content Plan)
The cross-ministerial national program has been integrated with a detailed operational content plan to ensure alignment between government decision-making and global digital media execution.
Phase One: Preparation and Readiness (Two Weeks)
• Formation of a central content management team under the patronage of the Prime Ministry, with membership from:
– Jordan Tourism Board (Content Leadership).
– Ministry of Government Communication.
– Ministry of Education.
– Ministry of Higher Education.
• Adoption of the visual identity and global hashtag: #JordanPlays The World.
• Preparation of educational and training materials for schools and universities covering:
– National identity.
– Jordanian tourism.
– Football as a soft-power tool.
– Fundamentals of content production and artificial intelligence.
Phase Two: National Content Production (Three Weeks)
6.1 School Students’ Content – (Generation of Jordan)
• Target group: 2.2 million students.
• Content type: short videos (15-30 seconds).
• Theme: Jordan through students’ eyes.
• Expected reach: 200-300 million views.
• Activities: best video, best Al image, best short national song.
6.2 University Content – (The Voice of Youth)
• Target group: 300,000 university students.
• Content type:
– Short cinematic films.
– 3D designs.
– Instagram Reels and TikTok campaigns.
• Expected reach: 150-200 million views.
6.3 Players and Ambassadors Content
• Official videos with national team players.
• Welcome messages directed to global audiences.
• Expected reach: 50-70 million.
6.4 Influencers’ Content
• 50 global influencers.
• 100 Arab influencers.
• 150 Jordanian influencers.
• Expected reach: 300-400 million.
6.5 Government Institutions and Embassies Content
• Each ministry produces 5 official clips.
• Embassies and consulates (55 missions) produce content in languages including:
– Spanish, English, French, Chinese, Russian, Turkish, etc.
• Expected reach: 50-80 million views.
6.6 Professional Al-Based Content
• Production of 100 global documentary-style videos (Jordan Visit / National Geographic style).
Palachip video: “Jordan vs. Messi – Visit the Land Where Legends
• Expected reach: 150 million views.
Phase Three: Global Publishing and Media Amplification
• Duration: one week before the match + one week after.
・Platforms：
-X, Snapchat, Facebook, Instagram, TikTok, YouTube.
– Google Display Ads.
– OTT platforms – short advertisements.
• Target audiences:
– Global audience (45 countries).
– Football fans.
– Messi’s global fan base.
– Travel and tourism audiences.
6.7 Detailed Ministerial Implementation
Matrix (Implementation
Matrix)
This matrix was prepared to link government decision-making with field execution, define responsibilities precisely, and ensure measurement and
t Entity
Governmen Number of Target
Affiliated
Institutions
Group
Required Content
Type
Executive
Output
KPI
Timeli ne
Ministry of ~8,200
Education
schools
2.2 million students
Short videos, images, welcome messages
content?
pieces
4,000 200-300
million reach
3
weeks
Ministry of 35
Higher Education
universities
350,000
students
Short films,
3D designs,
Reels
professiona 1s:20
1 works
350 150-200
reach
3
weeks
Youistry of -3A0 south 200.000
centers
youth
TikTok, Challenges, Reels
3,000 | 60-80
million reach
Weeks
Ministry of ~120
Culture
entities
50,000
centers and participants
Heritage and cultura content
≥
content pieces
500 20-30
million reach
2
weeks
Ministry of Foreign™
Affairs
55 missions Jordanian
communiti
Multilingua ≥ 800 clips
1 content
80-120
million reach
On going
Jordan Tourism
Board
Central
Global audience
Professiona
I content +
100
flagship videos
150-200
million reach
6
weeks
Ministry of Central
Governmen Communica
tion
internationa
1 media
News, stories, press materials
Imedia
items
100 Coverage by 20-50 internation al outlets
Ongoing
7. Estimated Budget (Realistic and Implementable)
Estimated Total:
Item
pproximate Cost JO
.1
1. School content
.5 millio
.2
2. Universities and workshops
0.5 million
.3
3. Influencers (local + Arab + global)
2.15 million
.4
4. Professional Al content production
1.0 million
.5
5. Global digital advertising
1.8 million
.6
6. Embassies + communities + logistics:
0.25 million
.7
7. Management, translation, data analysis
0.3 million
approximately 6.5 million
Includes media production, influencers, digital advertising, campaign management, translation, and analytics.
8. Key Performance Indicators (KPIs)
• Global reach (Reach): 1.0 – 1.3 billion people
• Video views: 400 – 700 million
• Digital engagement: 60 – 120 million
• Visits to digital tourism websites: 5 – 15 million
• Potential travel requests and bookings: 100,000 – 250,000
9. Reporting and Evaluation
• Weekly reports during implementation.
• Comprehensive report after the campaign ends.
• Strategic recommendations for future national campaigns.
10. Conclusion
This plan represents an advanced national model for leveraging global events to serve Jordan’s cultural and tourism interests. It reflects the Jordanian state’s capacity for integrated institutional action and the effective use of digital-era tools and artificial intelligence to build a sustainable international image for