Scandinavia and Eastern European are two relatively untapped tourism markets for Jordan in Europe.  Scandinavia is a valuable outbound tourism market. Nationals from Denmark, Finland, Norway, and Sweden are keen travellers and are well known for their love of adventure activities in long-haul destinations. Pent-up demand for outbound tourism from the Nordic countries is very high and there is much potential for Jordan’s tour operator industry to tap into this market by offering exciting adventure travel products throughout the year.

Seaweed is seen as a modern-day ‘superfood’ due to its nutritional benefits. It can easily be used in many dishes. Seaweed is interesting for the European retail, food service and processing industries. This study focuses on the opportunities and challenges of exporting red, green and brown seaweed. To enter the market you must meet mandatory requirements set by the European Union and focus on sustainability.

The Netherlands is a main entrance point for fresh fruit and vegetables into Europe. Its experience in trading fresh produce and efficient infrastructure make it an interesting country to explore. The Dutch market itself is a competitive market with a well-developed convenience segment and a dominant supermarket channel. Importers play a crucial role in checking whether fresh products meet the specific standards of Dutch supermarkets, as well as those of other European buyers.

Black pepper, known as the 'king of spices', is the most well-known and most-used spice in Europe. Opportunities for new developing country suppliers can be found in large markets such as Germany, the United Kingdom, France, Poland, the Netherlands and Italy. Emerging black pepper suppliers can gain a competitive advantage by offering high-quality, safe and sustainable products. New suppliers must be able to compete with the offer from Vietnam, Brazil, Indonesia and India, by offering either competitive export prices or unique and high-quality products.

The growing popularity of Asian, North African and Middle Eastern cuisines, including spice mixes, sauces and condiments like curry sauces, is driving the demand for cumin seeds in Europe. Cumin seeds are also used as an ingredient in products like cheese. Large importing and consuming markets, such as the United Kingdom and the Netherlands, offer opportunities. Offering high-quality, safe and sustainable products can provide a competitive advantage. New suppliers must be able to compete with established suppliers from India, Syria and Turkey.