Jordan wraps up ITB Berlin 2025 participation with agreements to boost tourism

AMMAN — The Jordan Tourism Board (JTB) concluded its participation in ITB Berlin 2025, held from March 4 to 6 in the German capital, with a delegation that included 17 tourism offices, five hotels, the Aqaba Special Economic Zone Authority, Royal Jordanian Airlines, and the Jordan Heritage Revival Company.

The JTB said that Jordan’s participation included the signing of charter flight agreements with several European countries, aiming to boost tourist arrivals in the coming year, the Jordan News Agency, Petra, reported. 

JTB Director General Abdulrazzaq Arabiyat said that the participation aligns with ongoing efforts to promote Jordan internationally and increase tourism revenue, given the sector’s critical role in the national economy. 

He added that the initiative is in line with the Kingdom's Economic Modernisation Vision and JTB’s strategy to enhance key tourism markets while exploring new ones.

"Jordan’s pavilion at ITB Berlin provided a vital platform to highlight the country’s diverse tourism offerings, from historical and cultural heritage to nature-based experiences. This participation reinforces Jordan’s position as a global tourism destination," Arabiyat said.

During the exhibition, Arabiyat attended meetings with low-cost and charter airlines, resulting in five agreements aimed at increasing the flow of European tourists to Jordan. 

He stressed that these agreements are part of broader efforts to expand tourism markets and enhance the sector’s contribution to the national economy.

Jordan’s presence at ITB Berlin 2025 focused on tourism experiences, sustainability, and industry advancements. Arabiyat noted that over 70 professional meetings were held with key stakeholders, along with media engagements that helped showcase Jordan as a destination offering unique and sustainable experiences.

The German market, a key source of inbound tourism, has shown significant growth, with visitor numbers in January and February nearing pre-pandemic levels.

Arabiyat attributed this increase to Jordan’s continuous development of tourism products that cater to German travellers seeking authentic cultural and nature-based experiences.

As part of its commitment to sustainable tourism, Jordan participated in a panel discussion on the Sustainable Tourism Platform, where its efforts in eco-tourism and diving in Aqaba were highlighted in collaboration with the CBI programme.

Arabiyat also underscored Jordan’s focus on inclusive tourism, citing a ten-year plan launched in 2019 to improve accessibility in 60 per cent of tourism facilities. 

He noted that 260,000 tourists with disabilities visited Jordan in 2023, reflecting the success of initiatives supporting inclusive travel.

Jordan further strengthened its position in global eco-tourism by joining the Sustainable Travel Alliance as a founding member, an initiative by Green Destinations aimed at promoting responsible tourism worldwide. 

"We remain committed to developing sustainable tourism experiences that support sector growth while preserving Jordan’s natural and cultural heritage," Arabiyat said.

Jordan’s pavilion at ITB Berlin featured a design showcasing the country’s historical and cultural richness, including a replica of the Roman Arch of Triumph in Jerash and an adventure tourism section highlighting the "Egeria Trail," which integrates religious and adventure tourism experiences.

According to JTB, Jordan’s participation in the exhibition provided an opportunity to promote its diverse tourism products. The event also included media engagements with global broadcasters, newspapers, websites, and radio stations, highlighting Jordan’s offerings in religious, archaeological, medical, wellness, adventure, and community-based tourism.

The exhibition saw significant interest in Jordan’s tourism sector, with visitors and industry professionals expressing growing interest in eco-tourism, adventure tourism, and medical tourism. Jordan’s Ambassador to Berlin, Fayez Khouri, also attended the event, reinforcing the country’s outreach efforts.