Amman: Minister of Tourism and Antiquities Imad Hijazin stated that the tourism sector is a crucial driver of the Economic Modernization Vision, emphasizing the government’s dedication to regulation, empowerment, and streamlined procedures to bolster tourism’s role in the national economy and broaden sustainable job opportunities across all governorates.
According to Jordan News Agency, Hijazin addressed a meeting organized by the Jordanian Businessmen Association, where he highlighted the significance of sustained public-private partnership as a foundation for developing tourism products and expanding the investment base. He pointed out that tourism provides development opportunities nationwide, showcasing Jordan’s natural, historical, cultural, and spiritual assets as ideal for a wide range of tourism products. Hijazin noted the potential for growth in adventure, eco, medical, rural, and agritourism, among other niche segments.
Hijazin advocated for moving beyond traditional tourism models towards innovative approaches, citing the growing global demand for specialized products. He asserted that with proper investment, Jordan could compete with leading international destinations. The minister mentioned that the Economic Modernization Vision includes several initiatives under the “Jordan: A Global Destination” pillar and noted that the sector currently contributes around 14 percent of GDP.
Hijazin also spoke about Jordan’s rich historical, religious, and cultural narratives that could be transformed into successful tourism products. He emphasized the importance of presenting Jordan’s heritage through modern storytelling that offers added value to visitors, stating that “tourism is not just about sites; it is a complete experience.” He identified significant untapped opportunities in Gulf and Maghreb markets, which could be accessed through enhanced air connectivity and intensified promotion campaigns, noting that Arab and regional markets account for 70-75 percent of all visitors to Jordan.
Discussing air travel expansion, Hijazin highlighted the need for more direct routes to under-targeted markets. He mentioned a wide meeting held with tourism stakeholders to discuss international priorities and ongoing cooperation between the ministry and the Tourism Promotion Authority for efficient management of financial allocations and targeting high-return markets. Regarding the 2026 FIFA World Cup, Hijazin shared that funds are allocated to promote Jordan during the national team’s participation, with coordination efforts underway with the Jordan Tourism Board (JTB).
At the meeting’s outset, Association President Ayman Alawneh remarked that tourism remains one of the country’s key economic pillars but has faced challenges due to regional geopolitical turbulence over the past two years. He noted that the sector has gradually regained momentum as conditions improved, with tourism revenue reaching nearly $6 billion during the first nine months of this year, marking a 6.8 percent increase compared to the same period last year.
Alawneh attributed the growth to supportive decisions, development initiatives, and rising demand from various source markets, noting that performance indicators continue to rise steadily. He expressed optimism about sustained sector growth through deeper public-private partnerships, describing them as strategic for developing innovative tourism projects that support the Economic Modernization Vision. Such partnerships, he added, could leverage investment and technical expertise to establish integrated tourism infrastructure, including resorts, hotels, and cultural and entertainment facilities.
Alawneh emphasized the focus on medical tourism to restore Jordan’s regional leadership, benefiting from advanced medical centers and high-quality health services, alongside the country’s religious and historical assets. He stressed the importance of investment incentive programs to support growth and strengthen competitiveness, helping attract investors, create jobs, and develop local skills while reinforcing economic sustainability and increasing tourism’s GDP contribution. He concluded by highlighting the need to intensify Jordan’s tourism promotion efforts and diversify target markets to position the Kingdom as a fully developed destination capable of attracting more visitors and investments. He expressed confidence in the sector’s continued vital role in supporting the national economy and advancing sustainable development.