AMMAN, Oct. 17 (Petra) – Jordan is actively re-engineering its
tourism infrastructure and promotional tools to capture a larger
share of Chinese and Russian outbound travel, pursuing a broader
strategic push to diversify source markets and boost the sector’s
macroeconomic contribution.

The targeted campaign follows high-level engagements, including His
Majesty King Abdullah II’s visit to Trip.com Group headquarters in
Shanghai last August. The royal outreach provided momentum to deepen
market penetration in China through strategic partnerships with major
international travel platforms.

Minister of Tourism and Antiquities Emad Hijazeen emphasized that the
Kingdom is building on this momentum by expanding direct
communication with Chinese tour operators, enhancing local digital
infrastructure, and tailoring hospitality services to match Chinese
travel preferences.

To accommodate Chinese visitors, the ministry is upgrading site
signage with Chinese language descriptions, adding Chinese-language
portals to the Jordan Tourism Board (JTB) website, and appointing an
official JTB representative in China.

Furthermore, the ministry is scaling up its pool of licensed,
Chinese-speaking tour guides from 25 to 50 by recruiting and training
specialized language graduates.

Parallel training programs are being deployed across hotels,
restaurants, and hospitality venues to align services with Chinese
cultural expectations.

Addressing the Russian market, the ministry hosted an extensive
promotional event in Moscow last September bringing together travel
agents, media figures, and investors to highlight the Kingdom’s
diverse offerings.

Promotional efforts focus on the newly enacted bilateral mutual
visa-exemption agreement, which permits Russian citizens to enter
Jordan visa-free for up to 30 days per visit. Authorities are also
expanding air connectivity, building on direct Moscow-Amman flights
with plans to launch a direct Moscow-Aqaba route to boost coastal and
leisure travel.

In addition, Christian pilgrimage and religious tourism serve as
primary engagement pillars. Hijazeen recently conferred with
Metropolitan Antony, Deputy Patriarch of Russia and Head of the
Department for External Church Relations, regarding Russian
participation in upcoming celebrations marking the 2,000th
anniversary of the Baptism of Jesus Christ at the Baptism Site
(Al-Maghtas) in 2030.

Dr. Hakam Shatnawi, Professor of Tourism and Hospitality Management
at Yarmouk University, noted that Russia and China represent
strategic growth vectors for Jordan. He explained that while Russian
travelers predominantly seek coastal and wellness experiences in
Aqaba and the Dead Sea, Chinese tourists lean toward cultural
heritage, photography, and historical sites in Petra, Jerash, and
Wadi Rum.

Tourism investor Osama Abu Taleb highlighted the private sector’s
role in creating joint packages with international operators,
expanding digital marketing campaigns, and measuring return on
investment through key indicators such as length of stay, total
spend, and seasonal booking volume.

//Petra// AA