How is Jordan Tourism Board (JTB) leveraging innovative marketing strategies to position Jordan as a leading destination for the future?
The Jordan Tourism Board is fully embracing innovation, ensuring Jordan is positioned as a leading destination in the future. Moreover, our strategy is based on the principle that today’s travelers increasingly seek authenticity, personalization, and genuine sources of inspiration. To address this demand, we are placing digital transformation at the heart of our campaigns to drive measurable results. For example, we are using AI-driven personalization to deliver hyper-targeted messages, ensuring Jordan appears throughout every traveler’s decision-making journey. In addition, we have invested heavily in content-driven campaigns with leading OTAs like Expedia, TripAdvisor, Skyscanner and eDreams. These impactful collaborations effectively turn “lookers into bookers” while generating measurable returns on investment and strengthening Jordan’s global tourism presence. Furthermore, social media remains another key pillar, where user-generated content and influencer partnerships successfully amplify real and authentic traveler stories. This approach not only shapes perception but also builds strong trust in Jordan as a safe, exciting and welcoming destination. At the same time, we are expanding immersive tools such as virtual reality experiences, interactive itineraries and multilingual digital content. Finally, by combining innovation with authenticity, we ensure Jordan remains timeless yet forward-looking, securing its place as a must-visit destination.
What key statistics or figures would you like to highlight regarding Jordan’s tourism performance?
Jordan’s tourism performance in 2025 clearly reflects strong momentum across multiple markets, highlighting continued growth and sustained global demand. Between January and July 2025, the country welcomed approximately 3.3 million overnight arrivals from all nationalities, underscoring consistent traveler interest. From the GCC, more than 780,000 arrivals were recorded in the first half, further reinforcing Jordan’s appeal within regional markets. Meanwhile, the United States remained the leading source from the Americas, with 72,000 overnight visitors, followed closely by Canada and Mexico. In addition, Europe continues to perform strongly, with Germany, France, the UK, Italy and Spain contributing 218,000 visitors. Moreover, overnight arrivals from Asia stood at 94,000 in the first half, marking a 20 percent rise versus 2024. On the attractions side, Petra welcomed 212,000 foreign visitors in the first half, while Jerash and Mount Nebo also performed strongly. These figures confirm that Jordan is maintaining its traditional markets while diversifying its reach, reflecting resilience and continued international interest.
How is Jordan adapting to the growing trend of travelers using social media for inspiration and decision-making?
We recognize that social media is no longer just communication, but rather the most influential driver of global travel decisions. Therefore, Jordan has made social media a central pillar of its tourism strategy, aligning with modern traveler expectations and behaviors. Our approach centers on authenticity by sharing real traveler experiences, encouraging user-generated content and highlighting meaningful stories that resonate globally. Furthermore, we collaborate with influencers, vloggers, creators, photographers and public figures who reveal Jordan’s hidden gems in inspiring ways. This collaboration helps shift perceptions and reinforces that tourism continues as “business as usual,” even during challenging or uncertain periods. Additionally, our multilingual content is carefully tailored for specific target markets, ensuring strong relevance for both regional and international audiences. Beyond storytelling, we actively use listening tools to monitor online sentiment and swiftly respond to negative perceptions or misinformation. Finally, this proactive perception management transforms challenges into opportunities by clarifying facts and consistently amplifying positive narratives about Jordan worldwide.
What differentiates Jordan from other regional and international destinations?
Jordan stands out by offering an extraordinary blend of history, culture, nature, and authenticity within a compact, accessible destination. Moreover, few countries can match Jordan’s “kingdom of time” positioning, where visitors journey from ancient civilizations to modern experiences within hours. The UNESCO World Heritage sites — Petra, Wadi Rum, Quseir Amra, Umm er-Rasas and Bethany Beyond the Jordan — hold universal cultural significance. In addition, Jordan showcases remarkable natural diversity, from the Dead Sea and Wadi Rum to lush reserves like Ajloun and Dana.
What truly sets Jordan apart is its people, globally recognized for hospitality, safety, stability and authentic community engagement. Furthermore, Jordan’s accessibility is unmatched, with excellent air connectivity and streamlined entry through the Jordan Pass, simplifying both arrival and site access. While other destinations excel in one or two dimensions, Jordan uniquely harmonizes heritage, adventure, faith, wellness and genuine human connection.
This rare combination creates a destination experience that is exceptionally difficult to replicate anywhere else in the world.
How do events and trade shows, such as HORECA Jordan, support and align with the national tourism development strategy?
Events and trade shows like HORECA Jordan play a vital role in strengthening the overall foundations of Jordan’s growing tourism ecosystem. As the largest hospitality and foodservice exhibition in the country, HORECA unites industry leaders, suppliers, hoteliers, restaurateurs and entrepreneurs. Beyond showcasing Jordan’s culinary and hospitality strengths, it also fosters knowledge exchange, valuable networking and continuous industry innovation. Such events directly align with our strategy to enhance service quality, build sector capacity and diversify Jordan’s overall tourism offerings. For instance, gastronomy is rapidly growing as a travel motivator, positioning Jordan as an authentic and appealing culinary destination worldwide. Additionally, HORECA strengthens collaboration between tourism and hospitality, ensuring exceptional services complement Jordan’s world-class heritage sites and stunning natural attractions. Moreover, trade shows stimulate vital investment, showcase local talent and generate economic development through sustainable job creation across the country. They also provide significant exposure for small and medium enterprises, central to our community-based and inclusive tourism development approach. By supporting events like HORECA Jordan, JTB reaffirms its commitment to holistic tourism built on culture, cuisine, hospitality and innovation. Finally, the food festival celebrates traditional Jordanian cuisine, highlighting community engagement, schools, and authentic flavors from across the nation’s governorates.
What are the Jordan Tourism Board’s strategic priorities and future plans for advancing tourism in Jordan?
Our strategic vision is to position Jordan as a leading global destination while balancing growth with sustainability and community empowerment. To achieve this goal, JTB has clearly outlined several key priorities that will guide its actions over the coming years. First, we are focusing on market diversification by expanding into new source markets while simultaneously strengthening traditional ones in Europe and the GCC. This approach ensures long-term resilience and effectively reduces Jordan’s dependence on any single market or specific visitor segment.
Second, we are investing heavily in digital transformation, ensuring Jordan remains visible at every traveler’s journey stage through advanced tools. Moreover, another priority is sustainable tourism development, protecting Jordan’s cultural and natural heritage while encouraging eco-friendly practices that support local communities. Community-based tourism projects remain central to this vision, empowering Jordanians as direct beneficiaries of the tourism sector’s steady growth. Additionally, we are enhancing connectivity and infrastructure by collaborating with airlines to increase direct routes and ensure seamless travel experiences.
In short, our future plans balance growth, sustainability, inclusivity and innovation, making Jordan a unique global tourism model.
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About author
Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.
