Jordan charts resilient tourism strategy amid regional turmoil
By : Nedal Zubeidi
Jordan Daily – As geopolitical tensions continue to rattle the Middle East, Jordan is positioning itself as a stable and forward-looking tourism hub, unveiling a national protocol designed to safeguard and grow its tourism sector even in times of war and crisis.
Nedal Malo Alein, investor and CEO of 100 Jordan, outlined the initiative, describing it as “a long-term roadmap, not a reactionary response,” aimed at ensuring continuity and resilience in the face of regional instability.
Aviation First: Keeping the Lifeline Open
Central to the protocol is maintaining uninterrupted air connectivity. With some international airlines scaling back operations, Alein emphasized the role of Royal Jordanian Airlines and its global alliance, oneworld, in stepping up service. The plan calls for expanding direct, transit, and charter flights, while advocating for government subsidies to prioritize national carriers over low-cost foreign alternatives.
Telling Jordan’s Story Through the Eyes of the Traveller
In a bid to reinforce Jordan’s image as a safe haven, the initiative leverages the authentic voices of travelers- particularly those fleeing conflict zones via land borders into Jordan. Their testimonies, shared across media platforms, aim to counter fear-based narratives with genuine accounts of security and hospitality.
“This is not propaganda,” Alein stressed. “It’s an honest narrative of what’s happening on the ground, and it could become a powerful tool of global influence.”
A country That Doesn’t Pause
Despite regional challenges, Jordan’s message is one of steadfast determination. The military and security forces ensure national stability, allowing the tourism sector to focus on adaptation and opportunity-seeking.
“Jordan waits for no one,” said Alein. “Our institutions are capable, and our sector is constantly recalibrating.”
Strategic Funding: A Sovereign Tourism Development Fund
To reduce reliance on seasonal aid and emergency bailouts, Alein proposed the creation of a sovereign tourism and investment fund. Its mandate would include project financing, job creation, and ensuring sectoral sustainability during downturns.
Grassroots-Led Growth
The protocol also highlights the importance of empowering small and micro-enterprises in rural provinces. These local initiatives are seen as key to building community resilience and positioning underserved areas as emerging tourism and investment destinations.
Redefining Economic Priorities
Finally, the crisis-driven environment is viewed not just as a challenge but as an inflection point. By reassessing existing capabilities and exploring overlooked opportunities, Jordan aims to reorient its tourism strategy to thrive under pressure.
“This isn’t just about weathering the storm,” Alein concluded. “It’s about emerging from it renewed- turning adversity into innovation, as His Majesty King Abdullah II often says: turning challenges into opportunities.”