Drive hospitality forward with Dr. Abed al Razzaq Arabiciyat (19459000)
What innovative marketing strategies does Jordan Tourism Board use to make Jordan a top destination in the future?
Jordan Tourism Board embraces innovation to ensure Jordan remains a top destination for the foreseeable future. Our strategy also reflects the fact that travelers today are increasingly looking for authenticity, personalized experiences, and authentic sources of inspiration. In order to meet this need, we place digital transformation in the center of all our campaigns. This will help us achieve measurable results. We are, for example, using AI-driven personalized messages to ensure Jordan is visible throughout each traveler’s journey. We have also invested in content-driven campaign with leading OTAs such as Expedia, TripAdvisor Skyscanner, and eDreams. The impactful partnerships have proven to be effective in converting “lookers” into bookings, while also generating returns on investments and enhancing Jordan’s international tourism presence. Social media is another important pillar where authentic and real traveler’s stories are amplified by user-generated content. This not only changes perceptions but builds trust that Jordan is a welcoming, safe and exciting destination. Gleichzeitig, we expand immersive tools, such as virtual-reality experiences, interactive itinerary and multilingual content. By combining authenticity with innovation, we make sure Jordan is timeless and forward-looking. Its place as an essential destination will be secured.
Which key figures or statistics would you highlight in relation to Jordan’s performance as a tourist destination?
Jordan’s performance as a tourism destination in 2025 reflects a strong growth across all markets. This demonstrates enduring global demand and continued expansion. The country received approximately 3.3 millions overnight visitors from all countries between January and July of 2025. This shows a consistent interest among travelers. In the first half of the year, Jordan received more than 780,000 visitors from the GCC. This further demonstrates Jordan’s popularity in regional markets. The United States, Canada, and Mexico were the top three sources of overnight visitors from North America. Germany, France and the UK are amongst Europe’s top performers, contributing 218 000 visitors. Overnight arrivals in Asia increased by 20 percent compared to 2024, reaching 94,000 overnight visitors during the first six months. Petra, Jerash, and Mount Nebo were also popular attractions. The figures show that Jordan has maintained its traditional markets, while also diversifying and expanding its international reach.
What is Jordan doing to adapt to this growing trend?
Social media has become the leading influencer of travel choices worldwide. Jordan’s tourism strategy is based on social media, which aligns with the expectations of modern travelers and their behaviors. We focus on authenticity, sharing authentic traveler stories and encouraging user-generated material. This helps us to highlight meaningful stories which resonate with people around the world. We also collaborate with influential people, such as vloggers and creators. Photographers, public figures, and photographers, who help reveal Jordan’s secret gems. This partnership helps to shift perceptions, and reinforces the fact that tourism is “business as usual” even in challenging or uncertain times. Our multilingual content has been carefully tailored to specific target markets. This ensures relevance both for regional and international audiences. We use tools that monitor sentiment online and respond quickly to misinformation or negative perceptions. This proactive management of perceptions transforms obstacles into opportunities, by clarifying the facts and amplifying positive stories about Jordan around the world.
What makes Jordan different from other international and regional destinations?
Jordan is unique because it offers a blend of culture, history, nature and authenticity in a small, compact destination. Few countries offer a “kingdom-of-time” experience that allows visitors to travel from ancient civilizations into modern times in just a few hours. The UNESCO World Heritage Sites — Petra and Wadi Rum — as well as Umm er-Rasas, Bethany Beyond the Jordan, Quseir-Amra and Umm er-Rasas — have universal cultural importance. Jordan is also home to a wide range of natural wonders, including the Dead Sea, Wadi-Rum, and lush reserves such as Ajloun, Dana, and Ajloun.
Jordan’s people are what truly set it apart. They have been recognized globally for their hospitality, security, stability, and genuine community involvement. Jordan is also unmatched in its accessibility, thanks to excellent air connectivity, a streamlined Jordan Pass entry, and an easy arrival. Jordan is unique in that it combines heritage, adventure and faith with wellness, while other destinations are better at one aspect.
The combination of these two rare elements creates an experience at a destination that’s hard to duplicate anywhere else.
What is the role of events like HORECA Jordan in supporting and aligning with national tourism strategy?
HORECA Jordan and other events like it play an important role in the development of Jordan’s tourism industry. HORECA is the biggest hospitality and foodservice show in Jordan. It brings together industry leaders, restauranteurs, entrepreneurs, and suppliers. It not only showcases Jordan’s strengths in hospitality and culinary arts, but also promotes networking, knowledge sharing, and innovation within the industry. These events are in line with our overall strategy of diversifying Jordan’s tourism offering, improving service quality and building sector capacity. Gastronomy, for example, is a rapidly increasing travel motivation, positioning Jordan worldwide as a culinary destination that’s authentic and attractive. HORECA also strengthens the collaboration between tourism, hospitality and Jordan’s stunning natural and heritage attractions. Trade shows also stimulate investment and showcase talent, generating economic growth through the creation of sustainable jobs across Jordan. The shows also give small and medium businesses a lot of exposure, which is important for our inclusive and community-based tourism approach. JTB’s commitment to holistic tourism is reaffirmed by supporting HORECA Jordan. This event combines culture, culinary, hospitality, and innovation. The food festival also celebrates Jordanian traditional cuisine by highlighting schools and community involvement, as well as authentic flavors across all the governorates.
What are Jordan Tourism Board’s future plans and strategic priorities for the advancement of tourism in Jordan.
Using a strategic approach, we aim to make Jordan a global leader in tourism while maintaining a balance between growth and sustainability. JTB’s actions will be guided by several priorities to achieve its goal. We are first focusing our efforts on diversifying markets by expanding to new sources while strengthening the traditional ones, such as Europe and GCC. This strategy ensures Jordan’s resilience over the long term and reduces its dependence on a single market segment or visitor group.
We are also investing in the digital transformation to ensure Jordan is visible throughout every stage of a traveler’s trip. This will be done through a variety of advanced tools. A priority for sustainable tourism is the protection of Jordan’s natural and cultural heritage, while encouraging ecofriendly practices to support local communities. The vision of this plan is to empower Jordanians by focusing on community-based tourism. We are also enhancing the infrastructure and connectivity by working with airlines in order to ensure smooth travel.
Our future plans will balance inclusiveness, innovation, and sustainability. This is what makes Jordan an unique tourism model in the world.
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