In a significant move for the tourism industry, the Jordan Tourism Board North America (JTBNA), which has been vital for promoting Jordan as a travel destination, is poised to close its office by November 30. This decision follows a storm of challenges stemming from geopolitical tensions, specifically the ongoing [Israel-Hamas conflict](https://www.travelweekly.com/Travel-News/Tour-Operators/Jordan-tourism-is-casualty-Israel-Hamas-war).
The JTBNA was originally established in 1997, following a partnership agreement between Jordan and Israel, aimed at co-marketing their tourism sectors in the U.S. Before this, Jordan lacked a dedicated tourism office anywhere, including within its borders, until Malia Asfour was appointed to spearhead the effort. Since then, she has been instrumental in propelling Jordan’s tourism growth, increasing visitor numbers from a mere million in 1995 to approximately [4.28 million in 2022](https://www.worlddata.info/asia/jordan/tourism.php).
Under Asfour’s leadership, the JTBNA has played a pivotal role in enhancing the tourist experience by increasing the average length of stay for North American visitors from just over two nights to over eight. With tourism contributing around 12% of Jordan’s GDP, the decision to close the office raises substantial concerns about the long-term impacts on the country’s economy.
The funding cuts for both the JTBNA and broader tourism initiatives are attributed to diminishing resources from the U.S. Agency for International Development ([USAID](https://www.travelweekly.com/Travel-News/Tour-Operators/Jordan-tourism-is-casualty-Israel-Hamas-war)) and an overall decrease in promotional budgets due to current geopolitical circumstances. This has resulted in a drastic [80% reduction in funding for Brand USA](https://www.travelweekly.com/Travel-News/Government/Brand-USA-slashes-workforce-and-drops-TV-network-amid-budget-cuts), which similarly highlights an alarming trend in support for tourism promotion.
The closure of the JTBNA is particularly perplexing given the opportunities presented by the upcoming [2026 FIFA World Cup](https://www.fifa.com/worldcup/qatar2022), where Jordan had planned to capitalize on its involvement through various marketing collaborations with international brands such as Marriott and Royal Jordanian Airlines. The decision also coincides with Royal Jordanian’s plan to extend routes to major U.S. cities including Washington, D.C., and Dallas-Fort Worth, presenting a paradox of reduced marketing efforts while expanding travel options.
Despite the closure, Jordan’s national tourism board is seeking public relations firms to maintain its presence in North America. However, such a strategy lacks the depth of local market understanding and goodwill fostered over decades under Asfour and the JTBNA.
As the country navigates these turbulent waters, the real impact will be felt by the people of Jordan. The tourism sector is not only vital for economic stability but also for fostering cultural understanding and support for local enterprises. One of the initiatives that exemplified this effort was Asfour’s [Meaningful Map of Jordan](https://www.travelweekly.com/Blogs/Dispatch/Dispatch-Jordan-A-meaningful-map), which spotlighted social enterprises across the kingdom, benefiting a wide array of communities beyond traditional tourist hotspots. This initiative led to remarkable growth for local businesses and provided job opportunities for numerous individuals.
The abrupt closure of the JTBNA amidst fluctuating geopolitical tensions reflects poorly on strategic decision-making processes and raises concerns about the future of Jordan’s tourism. As the industry faces systemic challenges, abandoning such important initiatives threatens not only the economy but the cultural richness that tourism brings to Jordan.
In conclusion, the decision to eliminate the JTBNA appears to be a self-inflicted wound during a time when strategic tourism marketing is more essential than ever. The future of Jordan’s tourism landscape now hangs in the balance, and the repercussions of this decision may reverberate throughout its economy for years to come.
