“This Moment isn’t About Closure, it’s About Gratitude;” Jordan Tourism Board to Close November 30

There’s something truly special about the country of Jordan, and for the past thirty years, the Jordan Tourism Board North America (JTBNA) has played a key role in putting this remarkable destination on the map for travellers across North America. Sadly, the JTBNA has announced it will officially close its doors on November 30, 2025.

“Representing Jordan has been one of the greatest honours of my life,”  Omar Banihani, Marketing Director at the JTBNA told Travel Market Report Canada Wednesday afternoon.

“For me, this moment isn’t about closure — it’s about gratitude. Gratitude for the people who believed in Jordan, for the friendships formed along the way, and for the chance to share a country whose greatest treasure has always been its people. The spirit of Jordan lives on in every traveller touched by its warmth — and I’m excited to carry that spirit forward into the next chapter of my journey.”

In a statement, the JTBNA said that among its accomplishments, it is most proud of the Meaningful Travel Map of Jordan, a project that spotlighted community-based tourism and empowered local artisans, cooperatives, and small businesses across the Kingdom.

“It’s hard to believe that three decades have passed since I started this little office that could. Who could have imagined then that we would grow into an institution admired by so many?” said Malia Asfour, Managing Director, JTBNA, in a statement.

“JTBNA was established as part of the peace treaty (with Israel), and from day one, it has been a true catalyst for building peace through tourism. We’ve always been the office that took calculated risks —determined to lead, innovate, and set trends for what was to come. I have been incredibly fortunate to work with the greatest minds in our industry, the most passionate changemakers, and the most inspiring human beings. Along the way, I have found lifelong friendships and forged extraordinary partnerships.

As I close this chapter, I do so with immense gratitude and pride for the seeds we’ve planted and the impact we’ve made together. Thank you all for your unwavering support over the years. Until we meet again — wishing you peace.”

Avril Matthews, who represented the JTBNA in Canada, had this to say: “Over these nine years, it has been a privilege to share the story of Jordan — a country that captures hearts not only through its beauty and history, but through the warmth, generosity, and spirit of its people. The relationships, moments of shared purpose, and genuine human connections formed along the way are what I will cherish most. My gratitude runs deep, and my love for Jordan and its people will stay with me long beyond this chapter.”

Over the past couple of years, all three members of the Travel Market Report Canada team have visited Jordan on separate occasions. The country and its people made a mark on each one of us.

“Visiting Jordan at a time when war raged in Gaza less than 200 kilometres away, I found an oasis of peace and perhaps the warmest welcome I’ve ever had anywhere,” said Bruce Parkinson, Senior Editorial Director. “It’s a destination with a fascinating history, beautiful nature, strong tourism infrastructure and delicious cuisine. Mostly I remember the dignity and strength of the Jordanian people and their desire to share their culture with visitors.”

“Jordan isn’t just a place you visit; it’s a feeling that stays with you long after you’ve returned home,” said Marsha Mowers, Editor. “A year later, I still find pieces of Jordan in my thoughts, awe-inspiring Petra, the beauty of Wadi Rum and perhaps, most importantly, the friendliness of its people. I wish the entire JTBNA team the best.”