Jordan Tourism Board Activity: Elevating Jordan’s Tourism for Sustainable Growth

The Jordan Tourism Board Activity (JTBA) is a project designed to improve Jordan’s tourism sector by supporting the Jordan Tourism Board’s (JTB) efforts to strategically position and promote Jordan as a distinctive destination. The project seeks to increase both domestic and international tourism to primary and secondary sites across Jordan, driving economic growth, job creation, and an increase in the country’s GDP. 

JTBA is designed to boost Jordan’s visibility and competitiveness in global tourism markets. Increasing the country’s attractiveness as a tourism destination, improving the quality of tourism services, and ensuring that Jordan’s tourism marketing strategies align with global trends and consumer behaviours. The project also emphasises the importance of sustainability and diversity, ensuring that tourism development benefits local communities and prioritises gender and social inclusion.

By identifying and highlighting unique tourism experiences, particularly those centred around national cultural heritage, adventure, and ecotourism, the project will enable local service providers and businesses to gain greater visibility. This will be achieved through targeted marketing strategies, improved digital platforms, and business-to-business (B2B) marketing activities. The goal is to integrate these local experiences into Jordan’s broader tourism offerings. 

JTBA is in line with the Government of Jordan’s commitment to sustainable development and the promotion of eco-tourism, as outlined in Jordan’s Economic Modernization Vision. Through this project, local communities will have the opportunity to benefit directly from the growing tourism sector while also ensuring that Jordan’s tourism industry is sustainable and resilient in the long term.