Jordan Tourism Board participates in BIT 2026 Milan to strengthen European outreach
Jordan Daily – Jordan Tourism Board is taking part in the BIT 2026 international tourism exhibition in Milan from Feb. 10 to 12, alongside 12 Jordanian tourism companies and Royal Jordanian Airlines, as part of efforts to boost the kingdom’s presence in the European market.
In a statement on Wednesday, the board said the participation aligns with the national tourism strategy aimed at expanding cooperation with major travel and tourism operators, with a focus on the Italian market and religious tourism.
Jordan is promoting key religious and heritage sites including the Baptism Site, Mount Nebo and Madaba.
The board highlighted the importance of the Italian market, which ranked among the top European source markets with 127,610 visitors in 2023. Jordan received 32,641 Italian tourists in 2025, marking growth of more than 30.7% compared with 2024, reflecting the success of joint promotional efforts.
