About Us

Malia Asfour
managing Director 

Malia Asfour, director of the Jordan Tourism Board in North America (JTBNA), began handling tourism for the Jordanian government in the U.S. as tourism attaché in Washington in 1995. She was a key participant in creating the country’s first tourism office in North America, which was launched in 1997. She has been responsible for opening the North and South American markets for Jordan tourism. She helped with opening the Russian and Chinese markets and has been instrumental in increasing revenue to Jordan through her marketing expertise. She is very passionate about sustainable tourism and helped in the creation of the Meaningful Travel Map of Jordan. Malia moved to the US in 1990 and handled the press for the Jordan Information Bureau.

Malia currently serves as Chair of the Board of Directors Tourism Cares; member of the Adventure Travel Trade Association’s (ATTA) Board of Directors; TCS World Travel Innovation Board; Petra National Foundation (PNF) Board of Directors, USTOA’s Destination for Destination Co-Chair and serves on The Destination Task Force Board.

Malia also served on the board of directors of the National Tourism Association (NTA); National Tourism Association Services, Inc. (NTASI); Faith Travel Association (FTA); the US Tour Operator Association’s Allied & Associate Committee (USTOA); the Faith Tourism Association Advisory Council; Tourism Cares Global Outreach Committee; Mayor of Amman Economic Council; MyWorldApps and The American Tourism Society (ATS). In 2002, Travel Agent Magazine nominated her as one of the most powerful women in travel. In 2020 Malia was selected as one of the 50 Most Important Women In Travel By Wonderlust Magazine.

OMAR BANIHANI, BA, MTA
maRKETING Director 

An innovative, influential, and people-focused marketeer, Omar Banihani brings over 15 years of expertise in international tourism. Omar leverages cutting-edge marketing strategies to connect travelers with unique, value-driven experiences that benefit local communities. A persuasive and personable disruptor, he champions sustainable tourism practices by spearheading impactful marketing campaigns, building capacity, and fostering authentic relationships.

Omar also serves on several influential boards in the tourism industry, including the Travel Advisor Advisory Board with the Adventure Travel Trade Association (ATTA), the Destination Experiences Advisory Committee with Arival, and the Editorial Advisory Board of TravelAge West, where he is also a contributing writer.

He holds a BA in Advertising Communications from Brigham Young University and a Master’s Degree in Tourism Administration (MTA) from George Washington University, bringing a wealth of knowledge and experience to his role.

Janine Jervis
Communications Director

With 18 years of expertise in tourism strategy, Janine leads the Jordan Tourism Board North America's integrated communications, digital marketing, and media relations. Skilled in cultivating partnerships, driving impactful campaigns, and promoting sustainable tourism, she collaborates with all facets of the media to share Jordan’s story in engaging, authentic ways—through strategic campaigns, and immersive on-the-ground experiences. From organizing press trips and film productions to executing JTBNA's digital marketing efforts, she manages all communications to bring Jordan’s story to life.

Janine's role also extends to overseeing marketing strategies that increase awareness of Jordan’s diverse tourism offerings. With expertise in branding, content creation, and event management, she has helped position Jordan as a leading destination in the Middle East for leisure, adventure and meaningful travel.

Janine holds a BS in Business Management with a minor in Information Technology from George Mason University's School of Business and is an alumnus of the wmsWORK Tourism Business Accelerator Program.

zina ammari
travel trade partnerships manager

Zina Ammari is a highly skilled Travel Trade Partnerships Manager with a passion for promoting Jordan as a premier global travel destination. She works closely with tour operators and a wide range of stakeholders to develop and execute strategic tourism campaigns that highlight Jordan’s rich cultural heritage and natural beauty. Zina’s ability to build and nurture valuable partnerships plays a key role in her success, as she ensures each campaign is tailored to meet the needs of the target audience. With a strong analytical mindset, Zina is results-driven, leveraging data and insights to optimize strategies and achieve measurable success.

Driven by a deep-rooted passion for supporting the people of Jordan, Zina is committed to helping the country’s tourism sector thrive, creating economic opportunities, and promoting long-term development in local communities.

Zina holds a Bachelor's degree in Tourism, which laid the foundation for her deep knowledge of the industry, as well as a Master of Business Administration (MBA) in Finance and Business Management, which has equipped her with the strategic and financial skill necessary to drive business success and achieve her goals.

Joey Angeles
Office manager

Joey Angeles has been the organizational backbone of the Jordan Tourism Board North America since 2000. As Office Manager, Joey oversees a wide range of essential functions with precision and dedication, from managing finances and accounting to ensuring the seamless flow of promotional materials and resources that support our team’s success. Joey is highly versatile, handling complex logistics and maintaining the daily rhythm of our operations with reliability and skill. Outside of work, he channels his adventurous spirit into mountain biking, gravel biking, hiking, and backpacking, always ready for the next outdoor challenge.

maya ammarin
trade marketing and communications assistant

Maya Ammarin serves as the Trade Marketing and Communications Assistant at the Jordan Tourism Board North America, where she plays a pivotal role in cultivating partnerships and promoting Jordan’s tourism offerings across the North American market. With a primary focus on trade relations, Maya supports initiatives that elevate Jordan's profile by highlighting its rich cultural heritage, dramatic natural landscapes, and diverse travel experiences.

A passionate advocate for sustainable tourism and cultural preservation in Jordan, Maya is driven by the significant impact of tourism on Jordan’s economy. She is committed to showcasing Jordan’s unique offerings in ways that benefit travelers while creating a positive impact on local communities. Maya skillfully inspires others to discover Jordan’s authentic tourism experiences and strives to build meaningful connections within the travel industry. Maya was born and raised in Amman, and has graduated from Fordham University with a BA in Economics and International Political Economy. She is now based in Washington, D.C.

avril matthews
canada representative

Introducing Avril Matthews - a well-seasoned professional in the travel industry with over three decades of experience as a hotelier and travel trade expert. Avril's love for exploring the world has taken her to numerous countries across multiple continents, providing her with a wealth of first-hand knowledge and a comprehensive understanding of the global travel landscape.

As a travel trade and event management specialist with Jordan Tourism Board North America, Avril is thrilled to be working with us now for seven plus years. Avril is a passionate speaker, especially when it comes to sharing her knowledge of travel in Jordan.

gabriela ibarra
mexico representative

Gabriela Ibarra is a seasoned Destination Marketing Specialist with extensive expertise in strategic tourism promotion and event management across North America. With a strong background in leadership roles, she has excelled in luxury, leisure, and MICE segments, driving impactful initiatives that elevate destination branding and visitor engagement. Currently representing the Jordan Tourism Board in Mexico, she is instrumental in positioning Jordan as a premier destination for luxury and adventure travel. Gabriela also advises on international destination promotion, specializing in strategic partnerships and cultural heritage promotion to achieve meaningful growth in key tourism markets.