Representatives of the ReTour project from Jordan University of Science and Technology (JUST) and Specto held a meeting with the Secretary-General of the Ministry of Tourism and Antiquities to explore ways of supporting and developing Jordan’s tourism sector through digital transformation and artificial intelligence technologies.

During the meeting, participants discussed the role of modern technologies in supporting tourism enterprises, helping them understand visitor preferences, improving marketing operations, and responding to challenges and rapid changes more efficiently.

The discussion covered several key pillars, including data management and analytics, the use of AI in forecasting and crisis management, and support for small and medium-sized enterprises (SMEs) on their digital transformation journey. Additionally, the meeting addressed enhancing accessibility, overcoming language barriers, and supporting sustainable community-based tourism experiences.

Attendees emphasized the critical importance of training and capacity building in empowering tourism companies and raising their competitiveness, thereby contributing to building a more resilient, innovative, and sustainable tourism sector.

This meeting falls under the activities of the ReTour project, funded by the European Union through the Interreg NEXT MED program. The project aims to address the challenges facing tourism SMEs across the Mediterranean region through innovation, digital transformation, and regional cooperation.

The project brings together partners from six Mediterranean countries—Greece, Cyprus, Jordan, Turkey, Italy, and Lebanon—with the participation of specialized academic and sectoral institutions.