“Wishing you peace”: Jordan Tourism Board closes North America office

After three decades, the Jordan Tourism Board North America (JTBNA) will be closing its office on November 30, 2025.

“For over 30 years, our team has had the privilege of working alongside travel associations, media, tour operators, travel advisors, and countless partners to showcase Jordan’s unparalleled treasures — from the ancient city of Petra and the desert landscapes of Wadi Rum to the Dead Sea, Aqaba, and the vibrant culture of Amman. Together, we’ve inspired millions of travellers with stories of adventure, faith, hospitality, and transformation,” wrote the organization in an email to partners.

Among its proudest achievements is the Meaningful Travel Map of Jordan, a project that spotlighted community-based tourism and empowered local artisans, cooperatives, and small businesses across the Kingdom.

“Knowing that this initiative continues to uplift communities and connect travellers to authentic Jordanian experiences gives us immense pride as we close this chapter,” the tourism board wrote.

As it transitions operations, the tourism board extends its heartfelt thanks to those who supported its mission and shared in Jordan’s growth “as one of the world’s most welcoming and inspiring destinations.”

“Your collaboration has been instrumental in building lasting awareness and affection for Jordan throughout North America,” the tourism board wrote.

Moving forward, all inquiries will be coordinated through the Jordan Tourism Board Head Office in Amman.

Gratitude & pride

Malia Asfour, managing director at the JTBNA, said the JTBNA was established as “part of the peace treaty, and from day one, it has been a true catalyst for building peace through tourism.”

“We’ve always been the office that took calculated risks—determined to lead, innovate, and set trends for what was to come. I have been incredibly fortunate to work with the greatest minds in our industry, the most passionate changemakers, and the most inspiring human beings. Along the way, I have found lifelong friendships and forged extraordinary partnerships," she wrote. 

Throughout the journey, the tourism board weathered ups and downs, crises and challenges—"but through it all, we remained steadfast, resilient, and forward-looking,” she said. 

“I am deeply proud that our collaborations with media partners not only changed the image of Jordan but also helped reshape global perceptions of the Middle East. Still, my greatest joy has been witnessing how tourism acts as a force for good—empowering local communities and creating meaningful travel maps around the globe with Tourism Cares,” Asfour said.

“As I close this chapter, I do so with immense gratitude and pride for the seeds we’ve planted and the impact we’ve made together. Thank you all for your unwavering support over the years. Until we meet again—wishing you peace."

Omar Banihani, marketing director at the JTBNA, said that representing Jordan “has been one of the greatest honors of my life.”

“For 16 years, I’ve had the privilege of working with extraordinary people who believed, as I do, that Jordan’s true beauty lies in its humanity, its people, its stories, and its spirit of welcome. Over these years, our mission was never just to promote a destination — it was to tell a story of people, purpose, and possibility,” he wrote. “Together with our partners, we’ve turned curiosity into understanding and visits into meaningful relationships. That enduring connection between Jordan and North America is what I’m most proud to have helped build.”

In recent years, Jordan has faced a tourism decline due to the neighbouring Israel-Gaza war. Still, the destination has made noble efforts to generate interest. Especially in Canada. Last year, The Travel Agent Next Door hosted its national conference in Jordan in partnership with the tourism board, G Adventures and Royal Jordanian Airlines.

More recently, in September, G Adventures hosted its annual GX community tourism in summit in Jordan, bringing together more than 700 travel advisors, journalists, employees and travellers for a week of inspiring presentations and on-the-ground discovery.

Don't miss a single travel story: subscribe to PAX today!  Click here to follow PAX on Facebook.