The Jordan Tourism Board has launched a global promotional campaign alongside Jordanian embassies in 10 capitals, in a push to lift the country's international tourism profile, the board said in a statement.

The campaign targets priority source markets through promotional events in London, Rome, Madrid, Moscow and New Delhi, alongside tourism activities in Tokyo, Ottawa, Jakarta, Brazil and Algiers.

The promotion uses interactive presentations to spotlight Jordan's religious tourism, medical tourism, natural landscapes and archaeological attractions. The campaign coincides with Jordan's 80th Independence Day celebrations and the participation of the national football team, known as Al Nashama, in the 2026 World Cup.

The Jordan Tourism Board said it aimed to lift Jordan's modern image and attract travellers seeking safe cultural destinations, while continuing to work with international offices and stakeholders to support sustainable tourism growth and broader market access, Emerging Travel reported.

The campaign comes as Jordan seeks to rebuild international visitor numbers after a period of regional disruption tied to the conflicts in Gaza, Lebanon and the recent war between Iran, Israel and the United States. The kingdom shares borders with Israel, the occupied Palestinian territories, Syria, Iraq and Saudi Arabia, leaving its tourism market exposed to regional security perceptions.

Tourism is a core pillar of the Jordanian economy, with the sector accounting for a significant share of foreign currency earnings. The country's main draws include the rose-red Nabatean city of Petra, one of the New Seven Wonders of the World, the Dead Sea, Wadi Rum and the Roman ruins at Jerash.

Jordan's qualification for the 2026 FIFA World Cup, co-hosted by the United States, Canada and Mexico, marks the country's first appearance at the tournament and is being leveraged across the kingdom's tourism marketing.

Middle East travel and tourism grew 5.3% in 2025, outpacing the global sector growth rate of 4.1%, with Saudi Arabia accounting for nearly half of the region’s contribution and posting the strongest performance, according to the World Travel & Tourism Council (WTTC). The data sets a high baseline ahead of the disruption triggered by the Iran war.

The Middle East tourism sector contributed $385.8bn to regional GDP in 2025 and supported 7.1mn jobs, the WTTC said in figures reported on April 27. International visitor spending across the region rose 5.2%, against a global average of 3.2%.