The New 7 Wonders Foundation was created in 2001 by Bernard Weber, “as a sort of continuation to the Seven Wonders of the Ancient World that were declared by Philon of Byzantium during the Helenistic period.”
Their first campaign looked at the New 7 Man Made Wonders of the World and people were asked to nominate a site they felt was suitable for inclusion. A panel of “experts” then reduced the list to 77 candidates. After a staggering number of people voted for their favourites the winners were announced in July 2007, they were:
- Chichen Itza, Mexico
- Colosseum, Italy
- Taj Mahal, India
- Great Wall of China
- Petra, Jordan
- Machu Picchu, Peru
New 7 Wonders of Nature - Dead Sea
Using a similar format the organisers then sought votes for New 7 Wonders of Nature, that process is still ongoing. Among the finalists is the Dead Sea.
The New 7 Wonders website quite rightly points out that the Dead Sea, the lowest point on the earth’s surface, is shared by Israel, Jordan and the West Bank Palestinian Authority. There is also a some extra detail for those who are little unsure about the region's amazing history.
On the face of it this competition is a once in a lifetime opportunity for marketing and advertising executives to promote their country through their various tourist boards. The hospitality, cosmetics and tourism, particularly Dead Sea spa tourism, sectors should all be jumping on this lucrative bandwagon.
Are they? The answer is both yes and no. Firstly it’s worth pointing out that all three countries, through their Ministry of Tourism offices in Jerusalem, Amman and Bethlehem, have given their official support for the Dead Sea nomination but is Israel the only one that has taken full advantage of the ensuing marketing opportunities?
Israeli Ministry of Tourism
The Israeli Ministry of Tourism heavily promotes the link between the New 7 Wonders campaign and the facilities available on the western side of the Dead Sea and apart from the mention of its shared candidacy with Jordan and the Palestine Authority it naturally concentrates on what’s on offer in Israel.
For example the Dead Sea health benefits are well publicised and details of spas and beauty treatment centres are heavily promoted. Heritage tourism is also high on the agenda with Masada, a UNESCO World Heritage Site, and Qumran, location of the Dead Sea Scrolls both prominently publicised. So on the face of it the Israeli tourist authorities seemed to have done a good job in taking advantage of the New 7 Wonders of Nature Dead Sea campaign.
Dead Sea - Palestine
Travel Palestine, the official website of the Palestinian Authority has a link to the New 7 Wonders website inviting votes for the Dead Sea, despite not having the ability to develop the region because of Israel’s current political and military authority. While not on the Israeli scale the Palestinians work hard to tell the world about their incredible, yet troubled region. High on their agenda is the promotion of the celebration of Jericho’s 10,000 years of history.
Visit Jordan - Dead Sea
Visit Jordan, the official Jordan tourism board does have a link to the New 7 Wonders website and of course promotes the Jordanian Dead Sea’s excellent sites and facilities as well as many of the country’s other top tourist destinations. Visit Jordan does have a site dedicated to the Dead Sea and the New 7 Wonders campaign. It looks briefly at the medicinal, spa and treatment sectors but surprisingly it doesn’t mention the hospitality sector and while information about Jordan’s Dead Sea hotels is to be found elsewhere, the marketing people may well have missed an opportunity to extract all the benefits from the New 7 Wonders campaign.
Further Reading for Those Interested About the Dead Sea:
Importance of Dead Sea Region to Jordan's Economic Development
New Construction Planned for Jordan's Dead Sea Development Zone
Growth in Jordan's dead Sea Region with Hilton Rebranding
Sources:
Vote Dead Sea (Israeli Ministry of tourism), site accessed 26 October 2010
Visit Jordan, site accessed 26 October 2010
Travel Palestine, site accessed 26 October 2010
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