Building on the momentum generated by their first high-level diplomatic engagement this summer, Jordan and Uzbekistan have signed a comprehensive tourism cooperation program spanning 2026 and 2027. The agreement was formalized during the 26th General Assembly of the World Tourism Organization, held in Riyadh, Saudi Arabia, following a meeting between Umid Shadiev, Chairman of the Tourism Committee of Uzbekistan, and Emad Al-Hijazi, Minister of Tourism and Antiquities of the Hashemite Kingdom of Jordan.
Program focus areas and strategic initiatives
The 2026 – 2027 cooperation program targets specific segments within the tourism sector, with particular emphasis on cultural tourism, pilgrimage tourism, and medical tourism — sectors where both countries possess distinct competitive advantages. The agreement extends beyond mere promotion of tourist arrivals; it establishes concrete mechanisms for exchanging expertise in marketing strategies and digital transformation of tourism services. This includes the promotion of mutual tourist routes and packages designed to showcase the natural, cultural, and historical attractions of both nations to international audiences.
Part of broader bilateral expansion
This tourism agreement represents one component of a much larger bilateral framework. During Jordan’s royal visit to Uzbekistan in August 2025, the two nations signed 15 comprehensive agreements addressing investment protection, visa elimination for mutual citizens, air connectivity, trade preferences, and cooperation across agriculture, chemistry, textiles, and digital sectors. Royal Jordanian, the kingdom’s flagship carrier, subsequently announced plans to launch twice-weekly flights between Amman and Almaty starting in 2026, with subsidized fares during the initial operational phase — a development that directly supports the expanded tourism ambitions outlined in the new cooperation program.
Practical implementation framework
Beyond the high-level commitments, both parties agreed on specific mechanisms and timelines for implementing each element of the program. An inter-governmental commission and a business council — both established through the August agreements — are tasked with overseeing the execution of these tourism initiatives. The first sessions of these bodies were scheduled for completion by the end of 2025, creating a structured governance framework for turning strategic objectives into actionable business operations.
Relevance for international business
For international hospitality operators, tour companies, hotel chains, and tourism infrastructure developers, this deepening partnership between Uzbekistan and Jordan signals expanding market opportunities. The elimination of visa barriers, coupled with enhanced air connectivity and coordinated marketing of tourist routes, creates favorable conditions for tourism-related investments and service provision. The emphasis on medical and cultural tourism — high-value market segments — and the mutual commitment to digitalization present specific niches for technology providers and specialized service providers. Additionally, as tourism traffic increases, demand for construction materials, furnishings, hospitality equipment, and interior design services for hotel renovation and development projects will likely accelerate throughout Uzbekistan, making this an opportune moment for regional suppliers and international investors to position themselves within the Central Asian tourism supply chain.
