Jordan Tourism Board toasts retiring duo

The Jordan Tourism Board, North America, welcomed guests to the Lodge on Queen in Toronto on Tuesday evening to toast representatives Frank and Marie LaFleche, who have announced their retirement after a long association with the JTBNA.

The event, which also welcomed Deirdre Campbell as Frank and Marie’s replacement at the head of the new Canadian team, featured a toast to the couple by Malia Asfour, director, Jordan Tourism Board, North America, and a special appearance by their best friend, Bill Coleman.

The theme of the evening was ‘Where is Frank?’ in tribute to the much-loved representative’s penchant for disappearing to network at opportune moments. Although Asfour described the evening as a bittersweet moment in her speech, she also said that Frank and Marie’s status as part of the family at the Jordan Tourism Board meant that they would never truly retire.

Frank and Marie used their speeches to pass the torch to their successors in the role, describing Jordan as ‘one of the best destinations you could sell,’ and welcoming Campbell to the position. Campbell, for her part, said that while she had big shoes to fill, it was a joy to take the role, noting the promise and continued emergence of Jordan as a destination for Canadian travellers.

Speaking exclusively to PAX, Asfour paid tribute to the contribution of the LaFleches, saying that they had contributed strongly to steady growth in Canadian tourism to Jordan every year since 2005 – including a 27 per cent increase from last year.

“They’ve played a huge role – they’ve really built it up,” she commented. “Everything and anything we’ve done, they’ve had a part to play. All the different events and functions and promotions we’ve had has been their idea.” Canadians, she said, now represented Jordan’s fifth-largest market for inbound travel.

Retiring couple Frank and Marie LaFleche

Asfour also looked ahead to important dates in the future calendar for the Jordan Tourism Board. “We have several functions that are happening in Jordan that the Canadian market can be involved in,” she said.

“We have Adventure Next, which is a partnership with Adventure Travel Trade Association. We’re hosting an international conference for international buyers and regional suppliers for the adventure and experiential tourism market, which is going to be in May. We’re very excited about that – we have quite a few Canadian companies coming.

“We’re also hosting an organization called Tourism Cares, who will be working in Canada, here in Toronto, in October.”

The focus of the evening, however, was very much on the retiring pair, Frank and Marie, who were warmly applauded, and wished the best for the future, by all present.