About the CBI Jordan Tourism Program

The programme began by establishing strong relationships with tour operators and institutional partners and setting the groundwork for responsible tourism development. Early activities focused on core skills like sustainable tourism, Travelife processes, digital readiness, market intelligence and improved business planning. At the same time, institutional partners such as JTB, JITOA, ASEZA and RSCN received targeted support to strengthen their ability to guide and serve the sector. This created a shared baseline and a clearer understanding of the business case for responsible tourism across Jordan.

The sector began seeing the results of its foundational work. Tour operators advanced their product development and export strategies, while associations and institutions strengthened their marketing and market intelligence capabilities. RSCN achieved a major milestone by winning First Place in the Green Destinations Top 100 Stories, inspiring wider participation in responsible tourism initiatives. Digital adoption accelerated through focused training and technical assistance, and institutional partners expanded their ability to share knowledge and support their members.

This year saw deeper collaboration across the tourism ecosystem, combined with major steps forward in digital capacity building. Tour operators received structured digital assessments, one-to-one coaching and new export marketing tools, while institutions strengthened their digital systems through website planning, content training and the development of the first Digital Service Provider Database. Responsible tourism gained visibility as ASEZA and the Aqaba Bird Observatory earned Green Destinations Top 100 recognition. Product development, FAM trips, adventure tourism training and the launch of the Sustainable Tourism Practitioners’ Group further reinforced sector-wide momentum.

With a stronger base in place, the programme shifted toward scaling digital implementation, improving coordination and enhancing the strategic direction of the tourism sector. Every BEC company received a personalised Digital Action Plan and continued coaching, while JITOA relaunched its website and institutional partners adopted more advanced digital content and communication systems. Product development training expanded, sustainability and crisis management workshops continued and EU market activities strengthened export pathways. ASEZA achieved further international recognition and JTB advanced its work on a sustainable national marketing framework, helping anchor long term strategic capacity. The Digital Accelerator Training Program delivered Jordan’s first tourism-focused AI training for tour operators.

The final programme year focused on embedding advanced skills, improving destination storytelling and preparing organisations for long term success. AI supported trainings helped companies refine research, personas and creative positioning, while institutional partners like ASEZA and JTB integrated AI and sustainability into their planning. ASEZA became the first Arabic city to achieve a Green Destinations Bronze Award, and JTB formalised its national sustainability roadmap and launched Good Travel Experiences at a global convention.