Khaberni - The Jordan Tourism Board participates in the international tourism exhibition BIT Milano 2026, held from February 10 to 12, 2026 at Fiera Milano (Rho) in Italy, with the participation of 12 Jordanian tourism companies along with Royal Jordanian Airlines.
This participation is part of the national strategy to activate tourism, aimed at enhancing Jordan's presence in the European markets, particularly the Italian market, and opening new prospects for cooperation with leading global tourism and travel companies, contributing to the increase in the number of tourists coming to the kingdom.
The Tourism Board confirmed that religious tourism receives special attention within the Jordanian participation, given its increasing importance in the Italian market, where Jordan boasts religious sites of global prominence, notably the baptism site of Jesus Christ (Al-Maghtas) listed on the UNESCO World Heritage list, alongside Mount Nebo and Madaba.
On his part, General Director of the Tourism Board, Ramzi Al-Maaytah, noted that the Italian market is one of the important European markets, where Italy ranked first in Europe with 127,610 visitors in 2023, emphasizing that participation in BIT Milano represents a significant opportunity to promote the Jordanian tourism product and build strategic partnerships that enhance tourist influx, pointing out that the kingdom welcomed 32,641 Italian tourists in 2025 with a growth exceeding 30.7% compared to 2024, reflecting the success of joint promotional efforts.
