Following the recent geopolitical developments, a crucial discussion was held on Al Mamlaka TV (March 10, 2026) featuring H.E. Dr. Emad Hijazeen, Minister of Tourism and Antiquities, and Mr. Nabih Riyal, Chairman of the Jordan Inbound Tour Operators Association (JITOA). The session focused on the impact of the regional conflict and the strategic measures being taken to safeguard the Kingdom's tourism industry.

Government Response & Mitigation Strategies

H.E. Dr. Emad Hijazeen emphasized that the Ministry has moved into a proactive "crisis management" phase to ensure the sector remains resilient. Key government actions include:

• National Operations Room: A dedicated task force is monitoring flight schedules, border movements, and booking trends in real-time to provide immediate support to stakeholders.

• Global Communication Campaign: Actively dispatching reassurance messages to international partners and travel markets to affirm Jordan's stability and readiness to welcome guests.

• Market Diversification: Shifting focus toward "alternative markets" in Asia and strengthening land-based tourism from the GCC to reduce dependency on traditional markets currently affected by travel concerns.

• Local Support: Directing the "Urdun Jannah" program to support regions most impacted by the drop in international arrivals, particularly Petra.

  The Private Sector Perspective: A Call for Synergy

  Mr. Nabih Riyal, representing the inbound tourism sector, provided a ground-level view of the current climate and the steps needed for recovery:

  • Inbound Tourism as an "Export Industry": Reiterated the importance of treating inbound tourism as a vital export sector, given its role in bringing hard currency into the national economy.

  • Workforce Empowerment: Prioritizing training programs for three main groups: job seekers, current employees, and local service providers in the governorates, ensuring the sector is ready for a swift rebound.

  • Public-Private Partnership: Highlighting the ongoing dialogue between the Ministry, JTB, and sector associations to co-create solutions that address the immediate challenges faced by tour operators.

  • Optimism for 2026: While acknowledging the current shift in booking patterns, there remains a strong collective goal to return to 2019 performance levels by the end of 2026 through resilience and adaptive marketing.