Milan: The Jordan Tourism Board (JTB) is participating in the international tourism exhibition BIT 2026 in Milan, held from February 10 to 12 at Fiera Milano, alongside 12 Jordanian tourism companies and the Royal Jordanian Airlines as part of efforts to strengthen Jordan's presence in the European market.
According to Jordan News Agency, the participation falls within the National Tourism Strategy and aims to expand cooperation with major travel and tourism companies, with a focus on the Italian market and religious tourism since Jordan is home to many religious attractions, especially Al-Maghtas (the baptismal site of Jesus Christ), Mount Nebo, and Madaba.
Jordan received 32,641 Italian tourists in 2025, recording growth of more than 30.7% compared with 2024, reflecting the success of joint promotional efforts, the statement said.