About Us

Jordan Tourism Board North America


The Jordan Tourism Board North America (JTBNA), a division of JTB, was officially launched in 1997 to create awareness, position and market Jordan in North America. JTBNA follows the guidelines of the National Tourism Strategy and has offices in Washington D.C., Dallas and Canada and represents Jordan in trade, consumer and media events.

This webpage has been created to present you with all marketing activities, press resources, promotional materials, and partnership opportunities we have available for our North America travel industry partners, in an effort to enhance your business to Jordan, increase exposure to your brand and keep you up-to-date with the latest news and updates on tourism developments, events and much more.  

Meet our dynamic Team!

Malia Asfour - Director 


“Boss-lady” is our very own director, Malia Asfour. Her longtime familiarity with the travel industry started back in 1995 when she began handling tourism for the Jordanian government in the United States as tourism attaché in Washington, DC. She was a key participant in creating the country’s first tourism office in North America, which was launched in 1997. Now eighteen years later, her experience is unparalleled. 

Malia is responsible for putting Jordan on the map and in the minds of North Americans as an alluring travel destination. She is truly the face of Jordan’s warmth and hospitality, drawing people to her like a magnet when she walks into a room. A mentor to many, and mother hen to our staff, she is driven by a passion for her family that can be seen not only at home, but also in the office. Her compassion and motivation are contagious, contributing to the close, cohesive nature of our team. Strong, creative, assertive, determined, and charismatic—these are just a handful of words we would use to describe this trailblazing leader in the travel industry. Clearing new paths every day, her knowledge in the field and will to succeed are the perfect combination for going after and reaching what she knows is best for everyone. Malia currently serves on the board of directors of the National Tourism Association (NTA); The Faith Travel Association (FTA); Tourism Cares; Petra National Foundation (PNF) and she is a member of the Adventure Travel Trade Association’s (ATTA) Advisory Board. 

Follow her on Twitter - @MaliaAsfour


Joey Angeles – Office Manager


If you were to combine every essential trait of a functioning and productive workplace, what would you get? The marvelous Joey Angeles: he is our go-to man, the person you can and should call if you need anything—he’ll be there to help you with great skill and patience. Joey is a Jack of all trades here in our office, managing everything from finances, accounting, promotional material and information, to generally keeping the team organized. To name him the Office Mayor would not be an exaggeration. Beneath his quiet demeanor lies a witty comedian, often the source of much-needed humor and fits of laughter. Joey is also a mountain biker, hiker, backpacker and an overall adventurer who is up for any challenge that may come his way. 


Janine Jervis – Deputy Director

janine jervis

With vast experience in global travel and tourism since 2007, Janine Jervis serves as our deputy director. Originally from Jamaica, Janine brings a passion for tourism and although not her native home she has a love for all things Jordan, having been with JTBNA and adventuring through Jordan for 13+ years!

Janine is an instrumental member of the JTBNA team as the head of Public and Media Relations, and along with our dynamic team oversees the execution of the overall marketing strategy in the North American market. She is skilled at building and maintaining long-term relationships with major industry partners and media players to develop strategy, programs, and content to achieve goals. A skilled collaborator on brand marketing campaigns, working with production companies on travel shows, and working with travel media on storytelling and content creation, to name a few, Janine is a great resource to help facilitate future partnerships and travel to Jordan. Some of Janine's favorite experiences in Jordan are sleeping under the stars in Wadi Rum, the Dana Nature Reserve and Feynan, exploring the wide open desert with local Bedouins and breaking bread with them and adventuring through Jordan's many canyons. 

Omar Banihani – Marketing Manager

omar banihani

The Negotiator! Yes, that is our own Omar Banihani, he is simply the best negotiator in town and he will definitely get what he wants, always putting Jordan first. Omar loves to be challenged and is always up for anything new. He loves to create campaigns that are integrated with many moving parts and will be persistent until he gets it perfect and his way! Omar stumbled into JTBNA as an intern and quickly worked his way up to become the Chief Negotiator and head of travel agent outreach with a Master’s Degree in Tourism Administration from George Washington University. Omar loves a good party and is always surrounded by friends. He is the “life of the party” at industry events and after events and his passion is infectious. If you need anything, call Omar and he will make sure you get what you want and need! Fun, funny, passionate and remember if you want a challenge, come negotiate with Omar! 


Samer Abu-Taleb – Trade partnerships & Digital Marketing manager

samer abu taleb

Our Trade Partnerships and Digital Marketing Manager was born and raised in Jordan before moving to the US where he graduated from Old Dominion University with a bachelor’s degree in Marketing and International Relations then went on to earn a Master’s in Business Administration from Marymount University. Samer spent 2 years working in corporate America before deciding to follow his heart and join the JTBNA team. He works on collaborating with Tour Operators and building strategic partnerships to inspire people to travel to Jordan and as the Creative Director, Samer makes sure our digital assets speak to our audience in the best way possible.

Samer’s favorite time in Jordan involves hanging out with Bedouins under the stars in the desert drinking tea, sitting around a nice fire, telling stories and discussing life. The name “Samer” means a person who enjoys telling stories and is a pleasant companion. We think his name suits him well.

 Connect with him on LinkedIn here and on Twitter @SamerAbuT 


Zina Ammari - PR & Faith-Based Tourism Manager

Zina Ammari

Zina was born and raised in Jordan before moving to the US where she earned an MBA degree in Marketing and Finance from George Mason University. She started her career working with local communities in Jordan before moving to the US, where she started working with Corporate America before joining the JTBNA team. She’s always been an adventurer and was a national basketball player. She was part of the first group ever to skydive in Jordan over Wadi Rum. She’s currently working with the Media to highlight Jordan, and on the Religious Market to continue tapping Jordan as the Holy Land, and making Jordan a top destination.


JTBNA is a proud member of the following associations: