To pioneer the development of the hotel sector, improve the service standards in order for the Jordan Hotel Association to be distinguished as a leader of creativity and innovation within the tourism community at national, regional, and international levels, in addition to achieving sustainable development of the sector.. The JHA is dedicated to serving its members that represent a variety of hotel establishments, through effective communication and active participation in identifying their needs, while directing the hotel service towards greater creativity and passion through the generation of ideas that can be adapted to different tourism scenarios