JITOA recently participated in a strategic consultation session led by expert Nizar Al Adarbeh to develop a U.S.-supported Christian tourism roadmap for Jordan. The initiative aims to position the Kingdom as a premier faith-based and spiritual destination, specifically tailored for the U.S. market ahead of major milestones like the 2030 baptism anniversary.

Key Priorities of the Roadmap:
Infrastructure & Site Readiness: Upgrading visitor amenities, signage, and accessibility at core locations, expanding from the Baptism Site (Al-Maghtas) to include Madaba, Mount Nebo, Anjara, Um Qais, and Aqaba.

Targeted U.S. Marketing: Shifting focus toward U.S. clergy and pastoral networks through innovative product concepts, such as thematic pilgrimage trails and a "Pilgrimage Passport" stamping program.

Workforce Development: Upgrading the skills of local tour guides to accurately interpret Christian heritage assets while actively engaging local communities in the visitor experience.

Private-Sector Execution: Ensuring JITOA and inbound operators drive the market implementation, joint marketing, and specialized FAM trips alongside institutional partners.

The project is currently consolidating final feedback from stakeholders, with official implementation scheduled to begin in the final quarter of the year.