The Jordan Inbound Tourism Association (JITOA) held a consultative meeting chaired by the Chairman of the Board of Directors, Mr. Nabih Riyal, on Tuesday, July 28, 2026. The meeting was attended by members of the Board of Directors, the administrative executive team, the Chairman of the Advisory Board, Mr. Mohammad Samih, and members of the General Assembly. This event aligns with JITOA’s ongoing approach to strengthen communication with its members, listen to their insights, and discuss key issues and challenges facing Jordan's inbound tourism sector.

Mr. Karim Makhlouf, Chief Commercial Officer at Royal Jordanian, represented the national carrier at the meeting. He welcomed the attendees and outlined the airline's key plans and programs, highlighting Royal Jordanian’s pivotal role in supporting and driving inbound tourism to the Kingdom. He also emphasized the importance of maintaining a strategic partnership with JITOA and its members to open new tourism markets and boost visitor arrivals to Jordan.

Following this presentation, General Assembly members continued their session with the Chairman and Board members, reviewing the association's major accomplishments over the past period. Discussions also covered JITOA’s marketing strategy and its participation plan for international exhibitions, workshops, and promotional roadshows aimed at enhancing Jordan's standing as a leading tourism destination and attracting tourists from diverse global markets.

Participants addressed the primary demands and proposals championed by JITOA and submitted to government authorities amidst current sector challenges. Key priorities include introducing support measures for inbound tourism, improving the business environment for tourism companies, and addressing operational and financial hurdles to bolster sector competitiveness and increase its contribution to the national economy.

The session featured an open dialogue between General Assembly members and the Board of Directors, offering a platform to exchange views on upcoming priorities and mechanisms to strengthen joint action, serving the sector's best interests and enhancing its resilience against present and future challenges.

Concluding the meeting, JITOA Chairman Mr. Nabih Riyal reaffirmed that the association will continue working alongside public and private sector partners to advocate for inbound tourism. He noted that the sector remains one of the Kingdom's most vital export industries supporting the national economy, generating foreign currency, and creating job opportunities.

He added that navigating current unprecedented challenges—driven by declining bookings and impacted source markets—requires unified efforts across the industry. He stated that JITOA is pursuing active dialogue with official entities to urge supportive measures that maintain the sustainability of tourism enterprises and their workforce, enabling Jordan to restore its status as a safe and distinguished travel destination.

Mr. Riyal emphasized that JITOA will press ahead with its promotional programs and expand strategic partnerships with the national carrier and local and international tourism bodies to reach new markets and achieve full sector recovery. Close collaboration among all stakeholders, he noted, forms the core foundation for overcoming current hardships and building a more sustainable future for inbound tourism in Jordan.

Participants concluded by stressing the value of holding regular meetings between JITOA and its members as an effective platform to align vision, coordinate efforts, support the national economy, attract investments, and generate employment.