The Jordan Tourism Board (JTB) has strengthened its focus on the Gulf market following its participation at Arabian Travel Market (ATM) 2026, showcasing the Kingdom’s tourism offering and announcing new partnerships aimed at increasing visitor arrivals from the GCC.
The Jordan Pavilion brought together eight tourism industry partners
alongside Royal Jordanian Airlines and the Aqaba Special Economic Zone
Authority (ASEZA).
The delegation promoted a broad range of experiences, including Petra,
Wadi Rum, the Dead Sea, Aqaba and Jordan’s cultural, religious, adventure and
wellness attractions.
JTB said the exhibition provided an opportunity to strengthen
relationships with travel trade and media partners while positioning Jordan as
a year-round destination for GCC travellers.
As part of its GCC strategy, JTB appointed VFS Global Tourism Services
as its official representative in the region.
The appointment is intended to support market development and strengthen
Jordan’s presence among key tourism segments.
JTB also announced a memorandum of understanding with Qatar Airways,
covering joint promotional campaigns, travel trade engagement and destination
marketing to increase Jordan’s visibility across regional and international
markets.
During ATM 2026, the tourism board held meetings with airlines, media
organisations, online travel agencies, MICE planners and other tourism
stakeholders to explore opportunities for collaboration and visitor growth.
Discussions focused on attracting leisure, family, luxury, wellness,
adventure and cultural travellers from the GCC.
JTB said it is preparing a wider programme of GCC marketing and trade
initiatives, including consumer campaigns, media activity, influencer
partnerships, airline collaborations, roadshows, destination training and
participation in major travel industry events.
Regional connectivity to Aqaba has also expanded through new Royal
Jordanian services from the UAE and Saudi Arabia.
The airline launched two weekly
flights between Abu Dhabi and Aqaba on September 18, 2026, providing direct
access to Jordan’s Red Sea coast and the Aqaba-Petra-Wadi Rum tourism circuit.
Royal Jordanian also began two weekly nonstop services between Riyadh
and Aqaba on September 17, supported by ASEZA.
The new route provides Saudi travellers with direct access to Aqaba and
southern Jordan.
JTB said the expanded airline network, new partnerships and increased
GCC market activity will support its efforts to grow tourism from the region.
The board is targeting a diverse visitor base, including leisure,
family, luxury, adventure, wellness and MICE travellers, while promoting
Jordan’s cultural heritage, natural landscapes and hospitality offering.
Ramzi Maaytah, Managing Director of the Jordan Tourism Board, said: "The
Arabian Travel Market continues to be one of the most important platforms for
engaging with our partners across the Gulf region and beyond. This year's
participation provided an excellent opportunity to showcase Jordan's evolving
tourism offerings, strengthen existing relationships, and establish new
strategic partnerships that will contribute to the continued growth of the
destination. The GCC remains a priority market for Jordan, and we are committed
to delivering compelling experiences that resonate with travellers from the
region."
Arzan Khambatta, Head of Tourism Services at VFS Global, added: "Jordan's successful participation at ATM 2026 reflects the destination's strong appeal to travellers from the GCC and the wider region. We are proud to support the Jordan Tourism Board in its efforts to further strengthen market engagement, build meaningful partnerships with the travel trade and media, and increase awareness of Jordan's diverse tourism experiences. The momentum generated through ATM, combined with strategic initiatives planned for the GCC market, creates a strong foundation for sustained visitor growth and deeper industry collaboration across the region." -TradeArabia News Service