To Support Medical Tourism in Jordan: Dead Sea Products as a Global Jordanian Identity - Jordan News

Jordan News

3 days ago

Stakeholders in the Dead Sea products industry affirm that Jordan holds a unique opportunity to make this sector a distinctive national brand that meets the growing global demand for natural products. اضافة اعلان
Speaking to the Jordan News Agency (Petra), experts noted that the Dead Sea product sector includes a wide array of items, mainly skincare, haircare, and bodycare products such as Dead Sea mud, bath salts, moisturizers, soaps, shampoos, and facial masks. These products are rich in Dead Sea minerals, giving them unique therapeutic and cosmetic benefits. According to data from the Jordan Chamber of Industry, the sector includes 28 companies producing around 200 product varieties, with approximately 65% of production being exported. Engineer Ahmad Al-Bass, representative of the chemical and cosmetics industries sector at the Jordan Chamber of Industry, stated: "The Dead Sea product industry is a key pillar of Jordan's medical tourism." He emphasized that the sector represents a rare opportunity for Jordan to offer a globally unique product that carries a strong national identity. With the right public-private partnership and willpower, these natural resources can become an economic and export success story. He called for the mobilization of all national capabilities—both public and private—to strengthen the global presence of Jordanian Dead Sea products as a national identity that reflects the Kingdom's image across tourism, industry, health, and wellness sectors. Al-Bass stressed the need to enhance research and innovation to develop Dead Sea products, support the creation of industry clusters to market them, organize international promotional campaigns, participate in global exhibitions, and leverage Jordan's trade agreements with major economic blocs. He also called for strengthening domestic medical tourism by establishing 3-star resorts and offering competitive pricing to attract more international visitors. Unique Natural Resource Engineer Abdullah Al-Dabbas, president of the Dead Sea Products Manufacturers Association, described the Dead Sea as a one-of-a-kind natural source. It provides water, mud, and salts that contain 21 rare minerals used in skincare and pharmaceutical products. These have proven effective in treating skin conditions. He added that Jordan's geographic location on the shores of the Dead Sea gives its products an unmatched competitive edge in global markets. However, most local companies still primarily compete in the domestic market. Al-Dabbas highlighted the increasing global demand for natural products, aligning perfectly with the nature of Dead Sea items. He urged support for local manufacturers to meet this demand and expand into new markets. He emphasized that Dead Sea products are marketed not just as cosmetics but as symbols of Jordan's geographic and national identity, currently being exported to around 60 countries. According to Al-Dabbas, these products—being naturally exclusive to Jordan—hold a strong competitive position regionally and internationally. He noted that the Jordan Export House has estimated unexploited export opportunities at around JD 63 million, which could be significantly surpassed by building strong Jordanian brands to represent the sector locally and globally. Reputation and Opportunities Dr. Rasha Sobhi, general manager of Juman Pharmaceuticals and Cosmetics, stated that locally manufactured Dead Sea products have earned wide international acclaim in skincare and natural healing due to their rich content of minerals such as magnesium, potassium, mud, and salts. She pointed to Jordan's strong base in chemical industries, with established factories and companies that have extensive experience in developing and manufacturing Dead Sea products, particularly in the cosmetic and chemical fields. Regarding future opportunities, Dr. Sobhi stressed the global shift toward natural products, a trend aligned with the identity of Dead Sea goods. She also noted that Jordan's medical tourism helps boost demand for these products locally and supports their international reputation. She called for support to enable participation in international exhibitions by helping cover the costs for cosmetics industries—especially Dead Sea product companies—so that global markets can discover and experience these products firsthand. Sector Challenges and Potential Omar Al-Rifai, Business Development and Marketing Director at Jordan Dead Sea Products Manufacturing and Marketing Company, described the sector as a national natural treasure with the potential to support the national economy and enhance Jordanian exports. He highlighted the availability of rare raw materials like Dead Sea mud, salt, and minerals, which offer therapeutic and cosmetic value, and the presence of highly skilled Jordanian industrial professionals who can produce high-quality products that meet global standards. He also noted the Dead Sea's global reputation as a therapeutic destination, especially for skin diseases. However, Al-Rifai pointed out sector challenges such as high production, shipping, and packaging costs, and a lack of qualified local suppliers capable of offering modern, high-quality packaging to match global markets. He stressed the importance of investing in R&D and innovative packaging to meet evolving international market demands. He also pointed to the absence of credible local medical research that scientifically verifies the therapeutic benefits of Dead Sea products in a way that could be recognized globally. A Global Symbol of Jordan Engineer Ilham Zayadat, chairwoman of "Blom" Company and an expert in natural and Dead Sea products, emphasized that the Dead Sea embodies a unique identity for Jordan. It is the only sea of its kind in the world, with rare mineral content that mirrors the composition of the human body and acts as a biological stimulant for natural skin regeneration. She underscored the shared responsibility in promoting Dead Sea products, particularly to tourists and travelers.
"We offer a wide range of sizes and price points, and by marketing them to visitors, we can raise global awareness and turn them into ambassadors for these products." – (Petra)