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AMMAN — The Jordan Inbound Tour Operators Association (JITOA) has concluded its tourism promotion roadshow in Italy, which included events in both Rome and Milan, with participation from JITOA members representing inbound tour operator companies as well as leading Jordanian hotels.
The roadshow featured two high-level professional evenings, during which the Jordanian delegation met with more than 130 prominent Italian tour operators, travel agents, and journalists. Both events showcased the growing interest in Jordan as a destination and the notable rise in demand for travel to the Kingdom, according to a JITOA statement.
The event was held in Rome in the presence of Jordanian Ambassador to Italy Qais Abu Dayyeh.
JITOA CEO Lama Mahadeen delivered a presentation in both Rome and Milan, highlighting Jordan’s unique tourism offerings and the depth of Jordanian–Italian relations.
She emphasised that tourism cooperation remains a key pillar of these relations and noted that the increased demand for Jordan in recent years reflects the success of joint promotional efforts.
The roadshow then continued to Milan, where participants expressed strong interest in Jordan as a safe and distinctive destination. Several Italian tour operators noted that demand for Jordan is steadily rising, driven by growing interest in adventure tourism, cultural experiences, and religious tourism.
Commenting on the success of the roadshow, Mahadeen expressed pride in the achievements, saying, “Throughout this roadshow, we witnessed clear indicators of the importance of the Italian market and the promising opportunities it offers for Jordan. We are optimistic about the continued growth in the number of Italian visitors in the coming period.”
Mahadeen also stressed that JITOA will continue expanding its promotional efforts across European markets, noting that the upcoming phase will include an enhanced and diversified promotional program.
JITOA also commended the Royal Jordanian Airlines and the Aqaba Special Economic Zone Authority for their support in ensuring the success of this initiative.
The Jordan Inbound Tour Operators Association reiterates its commitment to strengthening Jordan’s global tourism presence, with preparations already underway for a series of roadshows planned for 2026, aimed at reaching new markets and increasing Jordan’s share of European tourism.
