Milano - The Jordan Tourism Board (JTB) is participating in BIT Milano 2026, held from February 10 to 12, 2026, at Fiera Milano (Rho) in Italy.
The JTB is joined by 12 Jordanian tourism companies and Royal Jordanian. This participation is part of Jordan's national tourism promotion strategy, aiming to boost its presence in European markets—especially Italy—and forge partnerships with global tourism companies to increase tourist arrivals to Jordan.
The JTB highlights Jordan's focus on religious tourism, given its importance in Italy. Jordan boasts sites like the Baptism Site (Bethany Beyond the Jordan), a UNESCO World Heritage site, Mount Nebo, and Madaba.
JTB Managing Director, Ramzi Maaytah, said Italy is a priority market. In 2023, Italy was the top European source of visitors to Jordan, with 127,610 tourists. In 2025, Jordan welcomed 32,641 Italian tourists, representing a 30.7% growth from 2024. Maaytah attributed this growth to the JTB's promotional efforts with partners.
BIT Milano is a key opportunity to showcase Jordan's tourism offerings and build partnerships, increasing tourist flows from Italy and Europe.
