Jordan Tourism Board North America closing its office on Nov. 30

“Until we meet again, wishing you peace,” was how Malia Asfour, Managing Director of the Jordan Tourism Board North America (JTBNA) signed off on the announcement that after more than 30 years, the JTBNA would be officially closing its office in North America on Nov. 30, 2025.

In a message to “valued partners and friends,” the tourist board said that its team has had the privilege of working alongside travel associations, media, tour operators, travel advisors, and countless partners to showcase Jordan’s unparalleled treasures — from the ancient city of Petra and the desert landscapes of Wadi Rum to the Dead Sea, Aqaba, and the vibrant culture of Amman. Together, we’ve inspired millions of travelers with stories of adventure, faith, hospitality, and transformation for over 30 years.

In promoting the Kingdom of Jordan across Canada, the US and Mexico, the JTBNA said that among its proudest achievements is the Meaningful Travel Map of Jordan, a project that spotlighted community-based tourism and empowered local artisans, cooperatives, and small businesses across the Kingdom.”

And it added that: “Knowing that this initiative continues to uplift communities and connect travelers to authentic Jordanian experiences gives us immense pride as we close this chapter.”

The tourist board said that as it transitions operations, “we extend our heartfelt thanks to each of you who have supported our mission and shared in Jordan’s growth as one of the world’s most welcoming and inspiring destinations. Your collaboration has been instrumental in building lasting awareness and affection for Jordan throughout North America.”

Going forward, all inquiries will be coordinated through the Jordan Tourism Board Head Office in Amman: Jordan Tourism Board – Amman Head Office — Tel: +962 6 567 8444 — Email: [email protected] — Website: www.visitjordan.com

And in a personal message, Malia Asfour, Managing Director, JTBNA writes: “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?”

Asfour writes that the JTBNA was established as part of the peace treaty, 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.

And she said that it has been a privilege to sign international agreements, to help start Jordan’s sustainability story, and to work alongside the best team in the world. Serving as Chairman of Tourism Cares, on the Boards of ATTA and NTA, and as co-chair of USTOA’s DFD has been an honour beyond words. Throughout this journey, we have weathered ups and downs, crises and challenges—but through it all, we remained steadfast, resilient, and forward-looking. I am deeply proud that our collaborations with media partners not only changed the image of Jordan but also helped reshape global perceptions of the Middle East. Still, my greatest joy has been witnessing how tourism acts as a force for good—empowering local communities and creating meaningful travel maps around the globe with Tourism Cares.

“As I close this chapter,” she said: “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.”