As part of national efforts to strengthen collaboration among institutions that support tourism and community development, the Chairman of the Jordan Hotels Association (JHA), Hussein Hilalat, welcomed the General Manager of the Zaha Cultural Center, Rania Sbaih, at the Association’s headquarters, in the presence of JHA Board Members. The meeting focused on exploring opportunities to develop joint cooperation and establish sustainable partnerships that serve Jordan’s tourism and hospitality sector.

During the meeting, Hilalat welcomed the participants and emphasized the importance of strengthening national partnerships between key institutions to support the continued development of Jordan’s tourism sector. He noted that the Jordan Hotels Association serves as the official representative body of the Kingdom’s hotel industry, playing a pivotal role in advocating for the interests of hotels, coordinating with government entities, developing sector-supportive policies and programs, enhancing the quality of hospitality services, and improving the sector’s competitiveness in line with international standards, thereby reinforcing Jordan’s position as a leading tourism destination.

Hilalat also highlighted the importance of coordinated national efforts to promote Jordan’s tourism product and capitalize on opportunities to strengthen the Kingdom’s presence on the global tourism map. He stressed the need to showcase Jordan’s rich and diverse tourism assets while supporting initiatives that attract more visitors and enhance the overall visitor experience, contributing positively to the growth of the tourism sector and the national economy.

For her part, Sbaih expressed her appreciation to the Jordan Hotels Association for its warm hospitality and praised the vital role of the Zaha Cultural Center in developing the skills of children and youth, fostering creativity and innovation, and promoting interactive and experiential learning. She noted that, through its branches across all governorates of the Kingdom, the Center is committed to empowering future generations, building their capacities in line with the demands of the future, and contributing to sustainable community development.

The meeting included extensive discussions on future avenues of cooperation between the two institutions. Both parties emphasized the importance of launching joint tourism and promotional initiatives aimed at supporting the tourism and hospitality sector and enhancing the visitor experience through innovative, collaborative projects that harness national talents and contribute to achieving Jordan’s tourism development objectives.

The meeting was attended by members of the Jordan Hotels Association’s Board of Directors, as well as the Director General of the Jordan Tourism Board. Participants underscored the importance of unifying efforts among all relevant stakeholders to further strengthen Jordan’s position on the regional and international tourism map and to develop modern, effective tourism promotion strategies.

At the conclusion of the meeting, participants reaffirmed their commitment to continued coordination and collaboration, as well as to building strategic partnerships that support the tourism and hospitality sector and enhance Jordan’s ability to offer a comprehensive and sustainable tourism product that reflects the Kingdom’s true identity as a leading tourism and cultural destination.