Tourism experts and industry professionals say that the “Amra City” project is a strategic step that will directly influence the future of tourism in Jordan, as it includes a range of high-quality projects that enhance the diversity and competitiveness of the tourism product in the Kingdom. They emphasized that the project will create a new urban destination capable of attracting a wide spectrum of visitors and meeting the needs of various tourist segments.
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Speaking to the Jordan News Agency (Petra), they noted that the project represents an unprecedented investment opportunity by attracting local and foreign investments into promising sectors such as entertainment, conference tourism, hospitality, and cultural activities. Integrating these sectors into the project’s ecosystem, they added, will strengthen Jordan’s regional competitiveness and increase its ability to host major international events and draw more visitors.
They pointed out that the expected scale of investment in the project will help build a sustainable tourism system that supports local communities in eastern Jordan by providing extensive and continuous job opportunities for youth, and by stimulating supporting sectors such as transportation, restaurants, commerce, and services — thereby amplifying the project’s overall economic impact at the national level.
The Amra City project includes a group of major tourism developments that will form the main attraction hub in the eastern part of the Kingdom. Foremost among these is the International Exhibition and Convention Center, which will serve as a driving force for business and conference tourism and will enable the hosting of major global events and specialized exhibitions that can stimulate tourism and economic activity.
The project also features an integrated amusement city, set for completion in 2028, offering world-class facilities for families and visitors. It will add one of the most significant modern entertainment components to Jordan’s tourism sector, along with contemporary museums, technological and educational centers, and a large ecological park — making Amra City a comprehensive destination that brings together modernity, entertainment, culture, and nature in one place.
Dr. Ibrahim Al-Kurdi, a tourism expert from the School of Tourism and Hospitality at the University of Jordan – Aqaba Branch, said that Amra City marks a turning point in the development of Jordan’s tourism landscape. He noted that the project introduces a modern urban destination that integrates with the archaeological and natural assets surrounding the area. He added that the project’s proximity to the historic desert castles offers an ideal opportunity to connect visitors with both historical heritage and contemporary development.
He added that the project will create a new tourism corridor that blends cultural and leisure tourism, contributing to longer visitor stays, higher tourist spending, and strengthening Jordan’s position as a leading tourism destination in the region. Al-Kurdi highlighted that the amusement city will offer a comprehensive family-oriented tourism product capable of attracting regional visitors and boosting domestic tourism.
Al-Kurdi also noted that establishing an international exhibition and conference center built to the highest standards will position Jordan strongly within the global conference tourism market. The center will attract major events and specialized exhibitions, increasing the number of visitors from business leaders, participants, and official delegations, and revitalizing the accommodation, restaurant, transport, and logistics sectors.
For his part, Mahmoud Al-Khassawneh, Chairman of the Jordan Society of Travel and Tourism Agents, said that the Amra City project will significantly shift tourism flows toward eastern Jordan — an area that has long remained outside the itineraries of many travel programs despite its rich historical and natural appeal.
He emphasized that the availability of modern infrastructure and key attractions, such as the amusement city and the international exhibition and convention center, will make the area a new draw for tourism companies and encourage the creation of new itineraries linking East Amman, the desert castles, and nearby natural sites.
Al-Khassawneh added that the project will offer travel agencies substantial opportunities to develop new tourism products targeting families, conference participants, and youth groups. He noted that advanced commercial and service facilities will enhance the ability of tourism offices to market the area as a comprehensive destination capable of receiving larger numbers of tourists with regionally competitive service levels.
Ay man Omar, President of the Jordan Tour Guides Association, said that having a major project such as Amra City near one of Jordan’s most important World Heritage Sites, Qasr Amra, will revitalize the cultural tourism route of the desert castles and increase the volume of tours to the area. He added that integrating cultural and leisure tourism in a single destination will make Amra City a central stop on Jordan’s tourism map in the coming years.
He explained that developing services and tourist attractions in the area will enable tour guides to offer deeper historical narratives and richer visitor experiences, especially with the expected rise in tourist numbers once the projects are completed.
Omar also stated that the availability of entertainment, cultural, and educational spaces will enhance the overall tourism experience and make tours more flexible and comprehensive. He stressed that the project will create additional job opportunities for tour guides and reinforce the significance of this route in both official and private tourism programs.
Meanwhile, Jordanian Businessmen Association Director General Tareq Hijazi said that as Jordan continues strengthening its position as a global tourism destination in line with the Economic Modernization Vision, it is essential to attract international investment into integrated entertainment cities that offer promising economic and investment opportunities for the national economy.
Hijazi noted that studies indicate that leisure tourism accounts for 40% of global tourism spending and that entertainment cities can create major transformations within the tourism sector while offering high investment returns.
He added that beyond the role of entertainment tourism as a key driver of economic growth, it also contributes to generating indirect job opportunities in transportation and hospitality, increasing Jordan’s foreign reserves, improving citizens’ living standards, and positively impacting traditional and cultural industries — ultimately boosting government revenues. However, he stressed that this requires accompanying investments in infrastructure, noting that the government is already implementing several major infrastructure projects.
(Petra)
