The Jordan Hotels Association (JHA) participated in an English-language panel discussion entitled “The Impact of Digital Applications and Artificial Intelligence on the Present and Future of the Tourism Industry,” organized by the Department of Tourism Management at the Faculty of Archaeology and Tourism, The University of Jordan, under the patronage of the Dean of the Faculty, as part of the Third Emeritus Professors Forum.

Representing the Association, Dr. Reham Al-Zughier, Director of the Jordan Hotels Association, joined a distinguished panel of academics, industry experts, and representatives from both the public and private tourism sectors.

The Association’s participation reflects its commitment to strengthening collaboration with academic institutions and contributing to specialized discussions that explore the future of the tourism industry amid the rapid advancements in digital transformation and artificial intelligence. The event also provided an opportunity to exchange expertise and showcase best practices that enhance the competitiveness of Jordan’s tourism sector.

The discussion addressed a range of topics related to the impact of digital applications and artificial intelligence on the tourism industry, including their role in enhancing the visitor experience, strengthening tourism marketing, improving destination management, and leveraging data and smart technologies to support decision-making and improve the efficiency of tourism services.

During the discussion, Dr. Al-Zughier emphasized that digital transformation has become one of the fundamental pillars of tourism sector development. She noted that today’s travelers increasingly rely on digital platforms throughout every stage of their journey—from researching destinations and booking accommodation and tourism services to sharing and reviewing their experiences online. This evolving traveler behavior, she explained, makes it imperative for tourism and hospitality establishments to embrace digital transformation and adopt innovative technological solutions.

She further highlighted that artificial intelligence applications offer significant opportunities for the hotel industry to enhance guest experiences, improve operational efficiency, optimize marketing strategies, and strengthen data analytics capabilities to better understand market needs. These advancements, she noted, contribute to enhancing the competitiveness of Jordan’s hospitality sector at both the regional and international levels.

Dr. Al-Zughier also stressed the importance of strengthening collaboration between academic institutions and the tourism sector to develop national talent, foster innovation, facilitate knowledge exchange, and build a resilient tourism ecosystem capable of keeping pace with technological advancements and capitalizing on the opportunities created by digital transformation.

The Jordan Hotels Association’s participation in this event reaffirms its commitment to supporting scientific initiatives and conferences, strengthening partnerships with academic institutions, and staying abreast of the latest developments in technology and artificial intelligence, all of which contribute to advancing Jordan’s hospitality and tourism sectors while enhancing their sustainability and competitiveness.