Based on a destination MSME-focused plan on product development and digitalisation, Aqaba's diving industry was identified as a key sector for which a digital marketing plan was developed to enhance its digital presence post-pandemic.

The main objective is based on improving the competitiveness of MSMEs through targeted planning of digital activities for the diving sector to achieve greater and more effective engagement in marketing and sales-related areas. The digital marketing strategy aims to provide the diving sector in Aqaba with a roadmap for implementing well-planned activities that can be carried out against clearly defined objectives.

To this end, the Tourism Directorate of ASEZA, in cooperation with the GIZ project, organised a workshop on "Strengthening the Digital Marketing of the Diving Industry in Aqaba" in March 2022. The aim of the workshop was to engage the diving sector stakeholders in formulating the sector's marketing strategy, present the results of the diving sector research and assessment, and validate the proposed target market segments and strategic directions for the diving sector in Aqaba. Kai Partale, on behalf of GOPA Consultants, presented during the workshop on "Strengthening the digital marketing of the diving industry in Aqaba".