“Petra is the gateway to Jordan, but we have lots of other treasures”

ITB Berlin News sat down with Ahmad Al-Hmoud, Marketing Director of the Jordan Tourism Board to discuss Jordan’s presence at this year’s show.

What did Jordan focus on this year at ITB Berlin?
We wanted people to know that Jordan is a safe destination for tourists from all around the world, especially from Europe and North America. With all that’s been happening in the region, Jordan is still welcoming tourists from all around the world and it was important for us to make sure people know that.

Last year we had only a slight drop in comparison to 2023, which was our best year ever, but the numbers show that we had an increase in arrivals from neighboring countries because they are more aware of Jordan’s safety. From Europe and North America the numbers have decreased, but now with the ceasefire in the region, the demand has started coming back.

You had a spectacular stand this year at ITB Berlin. What inspired the stand design?
The stand design was based on Jerash, the most well-preserved Roman city outside of Rome. We wanted to put the spotlight on Jerash to show that Jordan is not just Petra. Petra is the gateway to Jordan, but we have lots of other treasures.

What segments did you showcase this year?
We highlighted adventure tourism and presented the Jordan Trail, which is now considered one of the top trails in the world. We also focused on Jordan’s gastronomy, a rich combination of Mediterranean and Levant cuisine that offers a lot of diversity.