Jordan Tourism Board

What Jordan Tourism Board does

Jordan Tourism Board (JTB) is the Hashemite Kingdom of Jordan's statutory national tourism promotion organization, headquartered in Amman and operating as a government-affiliated, quasi-public entity rather than a privately held company. Founded in 1998 (with its North America office, JTBNA, established in 1994), JTB coordinates international destination marketing across events, trade shows, and strategic partnerships; leads national delegations of travel agencies, hotels, and airlines at exhibitions such as ITB Berlin 2026 and SATTE 2026 New Delhi; and operates the official multilingual VisitJordan.com portal as the primary consumer-facing destination information channel.

Its core product surface centers on the Jordan Pass, a bundled digital ticket providing visa-on-arrival plus entry to Petra and over 40 archaeological and tourist sites, distributed in coordination with Royal Jordanian Airlines and Ryanair. The board also runs community-tourism programs, notably the Meaningful Travel Map of Jordan, which connected visitors with social enterprises such as the Bani Hamida cooperative (growing it from 17 to 315 employees) and co-organizes large-scale promotional events such as the March 2026 Shakira concert at Ayla Oasis in Aqaba.

JTB is government-funded rather than revenue-generating in a commercial sense; it does not disclose standalone revenue. Its "customers" are international and domestic visitors along with the broader Jordanian tourism sector, which contributes approximately 14% of national GDP, supports 60,000 direct and 300,000 dependent jobs, and generated roughly USD 600.8 million in October 2025 (3.4% YoY growth) from about 540,000 visitors. The model relies on government allocation, airline partnerships, and event-driven demand stimulation rather than transactional or subscription revenue. A JTB regional office closure in North America (November 2025) signals retrenchment amid reduced external funding and regional headwinds.

Name

Jordan Tourism Board

Legal name

Jordan Tourism Board

Website

https://visitjordan.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

51–100 employees

Short description

Jordan Tourism Board is the Hashemite Kingdom of Jordan's national tourism promotion organization, headquartered in Amman, funded by government, and tasked with marketing Jordan internationally through airline partnerships, trade shows, the Jordan Pass digital bundle, and major events.

Ownership category

akta.pro rank

Product category

Tourism Promotion Services

NAICS

Convention and Visitors Bureaus (561591)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Inbound/Local Retail Travel Agencies (Destination Booking Offices) (THAKABAH)

Keywords

• Destination marketing
• Tourism promotion
• Travel information
• Heritage tourism
• Cultural tourism

Headquarters

HQ city

Amman

HQ country

Jordan

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Tourism Revenue: Jordan's tourism sector generates revenue through visitor spending, hotel accommodations, guided tours, and related services. In October 2025, tourism generated USD 600.8 million in revenue with approximately 540,000 visitors.
2. Tourism Marketing and Promotion: The Jordan Tourism Board operates as a government-funded marketing organization promoting Jordan as a tourist destination internationally. Revenue is derived from government funding allocated to support tourism sector growth and economic development.

Go-to-market motion5 records

Distribution channels5 records

Marketing channels7 records

Core offering

Jordan Tourism Board is Jordan's national government-affiliated destination marketing organization, promoting the Kingdom of Jordan as a tourist destination through multilingual digital content, international trade shows, cultural event sponsorships, and airline partnerships. Its core sellable offerings include the Jordan Pass (a bundled visa-and-entry pass for Petra and 40+ sites distributed via partner airlines) and the Meaningful Travel Map of Jordan program (connecting visitors to community-based social enterprises and cooperatives).

Product overview

Jordan Tourism Board is a national tourism promotion organization that operates as a destination marketing entity rather than a technology product company. The organization promotes Jordan as a tourist destination through its official website (visitjordan.com), marketing initiatives, and partnership programs. Its primary offerings include the Jordan Pass (a bundled entry ticket to Petra and 40+ archaeological sites available to visitors), The Meaningful Map of Jordan (a community-focused tourism program connecting visitors to local social enterprises), and various promotional campaigns and cultural events. The organization's activities focus on destination promotion, air connectivity partnerships, and international marketing rather than software products or technology platforms.

Differentiator

Problem solved

Functional benefit

Brands

• The Meaningful Map of Jordan: A collaborative initiative connecting visitors to social enterprises including women-run restaurants and craft centers

Products and services

• Jordan Pass

Quantifiable outcome

• 540,000 visitors in October 2025 with USD 600.8 million revenue (3.4% increase)
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, flagship and minor.

• Royal Jordanian AirlinescoreGTM or Marketing Partner · 11 June 2026Jordan Tourism Board partnered with Royal Jordanian Airlines to leverage new nonstop routes from Dallas-Fort Worth to Amman for promoting Jordan to North American audiences. The partnership offers visitors visa-on-arrival and Jordan Pass bundles including Petra entry and access to over 40 sites.
• ITB Berlin 2026coreGTM or Marketing Partner · 2 March 2026JTB led national delegation at ITB Berlin 2026 (world's leading travel trade exhibition) featuring travel agencies, hotel representatives, and Royal Jordanian Airlines. Two charter flight agreements were formalized to expand seat capacity and strengthen air connectivity with target markets.
• European Charter AirlinescoreChannel Partner/ Reseller/ Distributor · 2 March 2026Two charter flight agreements formalized at ITB Berlin 2026 designed to expand seat capacity and strengthen air connectivity between Jordan and European source markets amid ongoing regional volatility.
• 165 EntertainmentflagshipStrategic or Co-development Partner · 9 February 2026Concert organizer for Shakira's Las Mujeres Ya No Lloran World Tour Jordan stop on March 28, 2026 at Ayla Oasis in Aqaba. The event is expected to attract 12,000 attendees and position Jordan as a premier destination for world-class entertainment and tourism.
• ASEZA (Aqaba Special Economic Zone)flagshipStrategic or Co-development Partner · 9 February 2026Aqaba Special Economic Zone Authority partnering in the Shakira concert event as part of a coalition of national partners to highlight Jordan's infrastructure, hospitality, and collaborative public-private efforts.
• AylaflagshipStrategic or Co-development Partner · 9 February 2026Ayla Oasis Development hosting the Shakira concert, serving as the venue partner and contributing to Jordan's positioning as a premier entertainment and tourism destination.
• Hyatt Regency AqabacoreStrategic or Co-development Partner · 9 February 2026Luxury hotel partner supporting the Shakira concert event as part of the coalition of Jordanian public and private sector partners for the landmark cultural and economic milestone.
• ZaincoreGTM or Marketing Partner · 9 February 2026Telecommunications partner supporting the Shakira concert event as part of the national coalition of partners to elevate Jordan's international profile.
• Bani Hamida CooperativeminorStrategic or Co-development Partner · 29 October 2025Social enterprise cooperative supported through JTBNA's Meaningful Travel Map of Jordan program, which connected visitors to women-run restaurants and craft centers, helping the cooperative grow from 17 to 315 employees.
• RyanaircoreChannel Partner/ Reseller/ Distributor · 24 October 2025Ryanair announced record winter schedule for Amman with over 300,000 seats across 18 routes linking to 12 EU countries. Plans include increasing traffic by 360% to 3 million seats annually and operating 50 direct European connections to boost inbound tourism.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Destination Canada: Canadian national tourism agency performing the same DMO role for inbound international visitors, including airline partnership development and trade-show marketing at ITB Berlin and similar global events.
• Tourism New Zealand: New Zealand government tourism agency. Comparable scale national DMO for a country reliant on long-haul international visitors, with similar focus on differentiated nature-and-culture marketing and airline partnership programs.
• Department of Culture and Tourism – Abu Dhabi: Government tourism authority of Abu Dhabi promoting heritage, culture and entertainment tourism. Operates as a national/regional DMO with similar product breadth (UNESCO sites, desert experiences, marquee events) to Jordan.
• Brand USA: U.S. national destination marketing organization. Closest functional analogue to JTB — government-affiliated DMO promoting international inbound tourism through partnerships with airlines, tour operators and trade shows.
• Tourism Australia: Australian government tourism agency. Comparable DMO function (international marketing, airline partnerships, trade-show presence) at similar scale and with a comparable mix of heritage, nature and entertainment positioning.
• VisitBritain: National tourism agency of the United Kingdom. Comparable in function (government-funded DMO promoting a heritage-rich destination to inbound international markets) and scale (~£40M annual budget) to the Jordan Tourism Board.
• Tourism Ireland: All-island tourism marketing body for Ireland. Similar function as a national DMO for a smaller country reliant on inbound tourism, with comparable annual budget scale and emphasis on cultural/heritage experiences.
• Israel Ministry of Tourism: National tourism body of Israel, a regional competitor for heritage, religious and cultural tourism with overlapping source markets in Europe and North America. Both destinations market UNESCO sites and a mix of desert and coastal experiences.
• Egyptian Tourism Authority: National tourism promotion authority of Egypt, Jordan's most direct regional competitor for archaeological and heritage tourism (pyramids, Luxor, Nile cruises). Both compete for the same European and North American cultural-heritage traveler segments.
• Saudi Tourism Authority: National DMO of Saudi Arabia, executing an aggressive tourism expansion under Vision 2030 targeting heritage (AlUla, Diriyah) and entertainment tourism. Competes with Jordan for regional and European visitors and has materially larger marketing budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/VisitJordan
• Facebookfacebook.com/Visitjordanindia
• LinkedInlinkedin.com/company/jordan-tourism-board

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Jordan Tourism Board