Amman: As part of the kingdom’s Independence Day and national celebrations, the Jordan Forum for Policy Dialogue on Saturday convened the National Tourism Conference under the theme “Sustainable Tourism in Jordan – Challenges and Opportunities.” The conference, held in Amman with broad participation from policymakers, official bodies, academia, and civil society institutions, aims to examine the current state of Jordan’s tourism sector and explore pathways for its sustainable development.
According to Jordan News Agency, Senator Jamal Sarairah, who patronized the event, emphasized the significance of the conference’s timing, calling for collective responsibility in addressing the sector’s realities. He described tourism as a cornerstone of sustainable development and a key pillar of the national economy. Sarairah highlighted royal directives that position tourism at the heart of Jordan’s economic modernization initiatives, citing its role in fostering national identity and promoting the Kingdom as a diverse, secure, and culturally rich destination.
He noted that Jordan’s qualification for the FIFA World Cup represents not only a national milestone but also a strategic opportunity to boost sports tourism, shedding further light on the country’s capacity to host international events. He also stressed the importance of embracing digital transformation, including AI technologies, to enhance the tourist experience and meet modern expectations. He urged investment in smart tourism infrastructure and public-private partnerships to build a tourism ecosystem aligned with the digital era, while also noting the growth potential in eco-tourism, religious tourism, and medical tourism areas where Jordan has strong comparative advantages.
Fadi Balawi, Secretary-General of the Ministry of Tourism and Antiquities, said that the extraordinary regional circumstances call for unified efforts to ensure the sustainability of the tourism sector. He stated that tourism contributes directly to over 14% of Jordan’s GDP, with even greater impact when indirect contributions are considered. Balawi pointed to tourism’s resilience and its ability to adapt, underscoring the pivotal role of national stability and security in enabling sustainable growth. He outlined three pillars of sustainable tourism: economic, social, and environmental sustainability, all of which are essential to maintaining sector longevity.
On economic sustainability, he noted the need to maximize revenues from high-value sites, ensure continuity of returns, and maintain quality services through effective site management. He also referenced the ministry’s ongoing efforts to develop alternative tourist destinations to reduce pressure on major attractions and diversify offerings. Balawi emphasized the centrality of local communities in tourism development, highlighting government initiatives to empower these communities through training and support for local tourism ventures.
Nidal Ayasrah, Secretary-General of the Ministry of Culture, stressed Jordan’s rich and diverse cultural heritage, describing the country as an “open-air museum.” He noted that cultural tourism extends beyond archaeological sites to include traditional arts, crafts, folklore, and cuisine all of which are celebrated through national festivals and events.
Hamid Bataineh, the forum president, said the conference was intended to create a platform for decision-makers, experts, and civil society to examine the challenges facing sustainable tourism and identify actionable opportunities. He underscored the need for a clear roadmap with practical, executable strategies to guide the sector’s development. Sustainable tourism, he said, is no longer optional but a national and economic necessity that demands collective effort to preserve resources and optimize benefits in alignment with the country’s Sustainable Development Goals and economic modernization vision.
Akram Rawashdeh, Dean of the Faculty of Tourism at Yarmouk University, reiterated His Majesty King Abdullah II’s continuous support for the tourism sector as a strategic economic driver and a key component of Jordan’s regional and international profile. He emphasized the need for a unified national vision and coordinated efforts to implement royal directives and strengthen the sector’s competitiveness.
Atef Shiyyab, a professor at Yarmouk University and head of the conference’s organizing committee, pointed to the increasing challenges facing tourism in recent years due to regional instability and shifting global travel patterns. He described the conference as a vital step in launching a national dialogue grounded in research and collaborative analysis. He stressed the importance of inclusive discussions that reflect the real challenges confronting tourism in Jordan and called for strong partnerships among government, the private sector, local communities, and academic institutions to ensure globally competitive and sustainable tourism development.
