jordan pulse -

As part of its strategy to diversify target markets and strengthen Jordan’s position as a leading tourist destination, the Jordan Tourism Board carried out a series of promotional events in South Korea, in cooperation with Emirates Airlines. These events targeted major specialized tourism companies, prominent media outlets, and influential religious figures.

The activities included direct professional meetings with representatives from the Korean tourism sector, as well as public events and participation in exhibitions held in the capital, Seoul, from June 5 to 8, 2025. These included both B2B (business-to-business) and B2C (business-to-consumer) engagements, with wide local and international participation.

Director General of the Jordan Tourism Board, Dr. Abdulrazzaq Arabiyat, emphasized that the South Korean market is a high-priority tourism market due to its growing interest in cultural and religious tourism. He added, “We are working to build bridges of cooperation with major tourism companies and organizations in East Asia and to provide tools and opportunities that help position Jordan as a preferred destination for Korean tourists.”

Arabiyat explained that these activities are part of the Board’s efforts to activate partnerships with airlines—especially Emirates Airlines—given its global network. He stated, “We recognize the importance of integrating promotional efforts with logistical facilitation, and we believe that cooperation with our partners in the aviation sector directly contributes to increasing visitor numbers and supporting the national economy.”

The Tourism Board confirmed that these efforts are part of a comprehensive marketing plan aimed at building strategic partnerships with airlines to facilitate air connectivity to Jordan and increase the number of visitors from promising markets, particularly East Asia. The campaign also aims to promote Jordan’s unique historical and religious sites, which reflect the diversity and richness of its tourism offerings.

The Board also highlighted the significance of the South Korean market, noting that the partnership with Emirates Airlines represents a successful model of leveraging commercial collaborations to serve national tourism promotion goals.