Falls Church, VA (August 14, 2025) - The Jordan Tourism Board North America (JTBNA) is proud to announce that Jordan has been named the Sustainable Destination winner at the prestigious Virtuoso 2025 Sustainable Leadership Awards, held during the 37th annual Virtuoso Travel Week in Las Vegas.
This honor recognizes Jordan’s unwavering commitment to responsible tourism and destination stewardship, celebrating initiatives that safeguard the environment, preserve cultural heritage, and strengthen local communities. The new “Sustainable Destination” category, introduced this year, highlights destinations that have made sustainability a foundational pillar of their tourism strategy.
“Jordan’s tourism model is built around the belief that travel should enrich both visitors and the communities they engage with,” said Malia Asfour, Managing Director at JTBNA. “This award is a tribute to the countless individuals, organizations, and local enterprises across Jordan who work tirelessly to protect our natural and cultural treasures while ensuring that tourism benefits are shared widely.”
Jordan’s initiatives include conservation programs, renewable energy adoption, and partnerships with community-based tourism enterprises — from Baraka Destinations and Feynan Ecolodge to the Royal Society for the Conservation of Nature, Dar Ne’meh, and the Bani Hamida Women’s Weaving Project — among many others featured on the Meaningful Travel Map of Jordan, one of JTBNA’s flagship projects launched in partnership with Tourism Cares in 2018. This curated collection connects travelers with many social enterprises across the Kingdom, directly contributing to poverty alleviation, social advancement, and the preservation of Jordan’s cultural and natural treasures.
The award underscores Jordan’s long-term vision to be a leader in sustainable tourism in the Middle East and beyond. From the ancient city of Petra to the vast landscapes of Wadi Rum and the lush biodiversity of the Dana Biosphere Reserve, Jordan offers travelers experiences that connect deeply with both people and place.
JTBNA extends gratitude to Virtuoso for this recognition and to all travel advisors, partners, and visitors who voted for us and share Jordan’s vision for sustainable travel.
