Back from Jordan: Stories of Joy, Community & Unwavering Welcome

Greetings from Malia & Janine at JTBNA!

We just got back from an unforgettable few weeks in Jordan, and we couldn’t wait to share some highlights with you.

Malia joined Planeterra during their annual meeting—an inspiring gathering focused on community-based tourism—while Janine hosted a fantastic group of creators from the Black Travel Alliance. From north to south, we were reminded (again!) of just how rich, welcoming, and meaningful travel in Jordan is.

(Beit Khairat Souf)

One of the most inspiring stops was Beit Khairat Souf, a women-led social enterprise that expanded their daycare services to include after-school care for local kids. In Jerash, we visited Dar Al Naemeh, which supports orphaned women and provides counseling for families with special needs children. Later, in Ajloun, perched in the hills overlooking the castle, we had the chance to see (and taste!) traditional bread baked in mud ovens—fresh, warm, and absolutely delicious.

We also headed south to Kerak, where we visited Beit Al-Jameed—a hidden gem where local women teach the centuries-old art of making jameed, the preserved yogurt that’s essential to Jordan’s national dish, mansaf. Bonus: it’s just across from the stunning Kerak Castle.

One magical evening in Amman, Malia joined a “Supper Club” for a fusion-style tasting menu of modern Jordanian cuisine paired with excellent local wine—all set in the garden of an old home, with jasmine perfuming the air and laughter flowing freely. A dreamy, unforgettable night.

Malia was also able to spend precious time with her family—including some quality snuggles with her nephews. And the true highlight? Watching Jordan’s national soccer team qualify for the World Cup! The celebration in the streets was pure joy—horns honking, flags waving, and an infectious, uplifting energy that stayed with us long after.

(Trekking the Jordan Trail)

At the same time, Janine was leading a group of North American content creators from the Black Travel Alliance on a journey across the country—visiting women-led cooperatives, hiking a cool scenic stretch of the Jordan Trail, sharing home-cooked meals in remote communities and and spending time in the Wadi Rum desert learning about Bedouin culture, which lies at the heart of Jordanian hospitality.

(Hiking through Wadi Mujib)

While the trip coincided with moments of regional tension, the group experienced firsthand the professionalism, preparedness, and calm that define Jordan. What could have been a moment of fear instead became a reminder of the country’s resilience—and the genuine care and hospitality extended to every traveler, no matter the circumstances and the unwavering warmth rooted in centuries-old traditions of welcoming strangers as friends.

We hope you’ll consider visiting Jordan—or sending your clients soon. It’s one of the friendliest, most adventurous, and culturally rich destinations in the world. 

Jordan doesn’t just welcome you, it will leave its mark on your heart.

Warmest regards,

Malia & Janine

Jordan Tourism Board North America

For those of you who haven’t met this dynamic duo; Malia Asfour, our Director, is proudly Jordanian and deeply connected to the people and places that make this country so special. Janine Jervis, our Communications Director, brings a sharp external lens, an instinct for storytelling, and a deep commitment to showcasing Jordan’s truth through meaningful, inclusive, and globally resonant narratives.This trip gave them both the chance to reconnect with the heart of Jordan: its people, its traditions, and the powerful stories that make every visit unforgettable.

Together, they offer a dual perspective that ensures Jordan is seen, felt, and experienced through its most powerful asset: its people.