Jordan Opened Tourism Office in Beijing
The Jordan Tourism Board launched a new representative office to increase tourism arrivals from China.
Updated on Sept. 19, 2026 in Middle East
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The Jordan Tourism Board has opened a dedicated representative office in Beijing to boost visitor numbers from China. This move follows a year that saw 19,095 Chinese tourists travel to the Kingdom.
Why it matters
Expanding into the Chinese market is a strategic priority for Jordan as it seeks to rebuild and grow its international tourism sector. The office will focus on digital marketing and collaboration with local travel operators to attract more visitors.
In 2025, Jordan hosted 19,095 Chinese tourists, a figure the tourism board is working to surpass through targeted outreach. The board has also begun installing Chinese-language signage at key tourist sites to accommodate the expected increase in visitors.
The players
Jordan Tourism Board
This is the official government entity responsible for the promotion and development of tourism in the Kingdom of Jordan.
King Abdullah
He is the reigning monarch of Jordan who works to expand diplomatic and economic ties with international partners.
China Media Group
This is the state-run media organization in China that is partnering with Jordan to promote the country as a travel destination.
The details
The new Beijing office will coordinate with Chinese travel agencies and tour operators to develop specialized tourism packages. Additionally, the Jordan Tourism Board and China Media Group have signed a memorandum of understanding to bolster promotional efforts through media channels.
Timeline
2019: Pre-pandemic tourism levels were established as a benchmark.
2025: A total of 19,095 Chinese tourists visited Jordan.
August 2026: King Abdullah conducted a formal visit to China.
2026-2027: The tourism board is prioritizing marketing and air connectivity.
Travel Outlook
This development aligns with Jordan's broader effort to pivot toward emerging tourism markets as global travel patterns shift. It follows the precedent of the China Media Group tourism promotion MoU, which serves as a foundation for integrating Jordanian destinations into the Chinese travel ecosystem.
Travelers from China may soon see more convenient booking options and integrated tour packages as the new office begins operations. The implementation of Chinese-language signage at sites across Jordan will also simplify the experience for non-English speaking visitors.
The takeaway
Jordan's active efforts to court the Chinese market suggest a long-term goal of diversifying its visitor base beyond traditional regional sources. Travelers interested in visiting should monitor for upcoming updates regarding direct flight connectivity between Amman and major Chinese hubs.
Further reading
Learn more about the latest developments across the Middle East.
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