(MENAFN- Jordan News Agency)

Amman, Oct. 31 (Petra)-- Bushra Nairoukh - Jordanian traveler Abdulsalam Al-Ajarmeh has set out on an extraordinary world journey by car, traversing continents to share stories and images that reflect Jordan's progress, development, and rich heritage.
The journey, titled "The Journey of Loyalty," began on August 10 from the capital, Amman, coinciding with the Jordanian national football team's qualification for the 2026 FIFA World Cup, which will be hosted in Canada, the United States, and Mexico.
Speaking to the Jordan News Agency (Petra), Al-Ajarmeh said the trip embodies deep feelings of love and loyalty to the homeland and the Hashemite leadership, emphasizing that it conveys Jordan's message of peace and hospitality to the world.
He explained that the journey aims to cross more than 60 countries, promoting Jordan's tourism, economy, and culture by sharing the nation's customs and traditions with people around the world, and inviting them to discover Jordan as a unique destination rich with investment opportunities.
Al-Ajarmeh's car is adorned with vibrant decals and images of Jordan's top tourist sites, along with the "Visit Jordan" logo, in cooperation with the Jordan Tourism Board (JTB). He noted that the journey highlights Jordan's reputation as a land of generosity, civilization, and forward-looking ambition, while showcasing its deep-rooted heritage and breathtaking landscapes.
He added that the initiative is supported by both public and private partners, including the Jordan Tourism Board, the Ministry of Culture, Jordan Post, and the Petra Development and Tourism Region Authority, all united behind this national endeavor.
The Tourism Board, he said, is a strategic partner, providing logistical and moral support, such as virtual reality (VR) equipment and informational brochures.
As part of the agreement with the Ministry of Culture, the ministry will participate in select stages of the journey including stops in the United States, Canada, and Mexico to introduce global audiences to Jordanian culture and identity in creative and engaging ways.
The route begins by land across Jordan, continuing through Europe, Russia, China, South Korea, and Japan, before the vehicle is shipped across the Pacific to North America, where the journey will proceed through the U.S., Canada, and other countries that will play key roles in this global cultural mission.
Al-Ajarmeh said he recently took a short break to upgrade his exhibition equipment, adding that he will install a roof-mounted screen on his car to display interactive videos about Jordan. The journey will resume soon from Italy, where the car is currently stationed.
Jordanian explorer and documentarian Abdulrahim Al-Arjan also spoke about his efforts to promote Jordan through travel.
He said that during his expeditions, he has harnessed technology to promote Jordan domestically and abroad, conducting virtual lectures and cultural discussions such as "What You Don't Know About Petra" for the Sabeelat Al-Hassan Association, and another for the UAE Cultural and Scientific Association about the role of museums in the digital era.
Al-Arjan explained that he leaves stickers and QR codes linking to the Jordan Trail and Jordan Tourism Board website in hostels and tourist camps around the world. "Recently," he said, "a friend sent me a photo of my stickers still on the Annapurna Trail in the Himalayas, where I hiked in 2019, and at Mera Peak (6,472 meters) in 2023."
So far, he has written 146 detailed reports on adventure tourism in Jordan, accompanied by professional photographs of rarely visited sites that connect geography with human history. His work has been republished in English, often achieving top readership for the publishing outlets.
The Jordan Tourism Board has adopted his writings into a printed book containing 52 articles, and supported five research papers on sustainable tourism, investment opportunities, and empowering local communities.
He also helped map several tourism trails, including the Suf Rural Trail, the Christian Pilgrimage Trail (Mount Nebo – Baptism Site), and the Renaissance Trail for the Ministry of Culture, while contributing to the national strategy for cultural tourism in the "Golden Triangle" region (Petra–Wadi Rum–Aqaba).
His most recent expedition, "From Humayma to Sinai," involved walking across the entire Sinai Peninsula along ancient Nabataean trade routes from Ayla (Aqaba) to North Africa, earning significant media attention locally and internationally.
Secretary-General of the Ministry of Culture, Nidal Al-Ayasrah, affirmed that the ministry supports individual initiatives promoting Jordan's tourism and culture abroad.
He said the ministry fosters projects related to cultural and tourism trails, creative camps, and cultural weeks abroad, which highlight Jordan's heritage and creative talents. Examples include the Dana Creative Camp and Golden Triangle workshops, which link creativity with place through visual arts, literature, and cultural interaction.
He added that interactive digital platforms are increasingly used to connect artists, craftsmen, and cultural entrepreneurs with global audiences, helping them promote Jordanian art, crafts, and traditional products as part of cultural and eco-tourism.
Al-Ayasrah confirmed that the ministry provided technical, moral, and financial support to Al-Ajarmeh's "Journey of Loyalty from Amman to the World Cup," describing it as part of a broader strategy to raise international awareness of Jordan's cultural identity and heritage.
He emphasized that the trip serves as a mobile showcase for Jordan, combining cultural diplomacy, tourism promotion, and support for the national football team.
Fawaz Al-Hammad, Vice Dean of the Faculty of Business at Al-Balqa Applied University, and an expert in tourism marketing, said that such journeys represent a modern form of experiential tourism marketing.
"Unlike traditional advertising, these journeys promote Jordan through human stories that inspire global audiences," he explained. "When people see a car crossing continents with the 'Visit Jordan' logo and images of Petra, the Dead Sea, and Wadi Rum, they develop an emotional connection and a positive image of Jordan as a safe, welcoming, and culturally rich country."
He stressed that such initiatives should reflect the true spirit of Jordan, not only through its landmarks but also through its values of hospitality, generosity, and tolerance, and by showcasing intangible heritage such as traditional songs, crafts, clothing, and cuisine.
Al-Hammad added that these journeys can boost local economies by connecting artisans and small businesses to global exposure through exhibitions and digital links, encouraging visitors to explore Jordan's products and experiences.
He recommended adopting storytelling-based marketing, where the relationship between people and place such as that between desert dwellers and the Wadi Rum landscape becomes the emotional core of the message.
He also urged the use of digital tools like short videos, live streams, and collaborations with global travel influencers, as well as integrating virtual (VR) and augmented reality (AR) technologies to allow people to "explore Jordan digitally."
Finally, he proposed transforming these efforts into a sustainable national project by creating an executive committee involving the Tourism Board, Ministry of Culture, Jordan Post, and regional tourism authorities, to coordinate and expand these efforts.
"If implemented effectively," he said, "these journeys can evolve from symbolic adventures into a national marketing platform, serving as a traveling ambassador for Jordan's culture, economy, and identity sharing the story of the nation with the world in a way that blends authenticity with innovation."
Economic expert Qassem Al-Hamouri concluded by noting that although the number of Jordanian travelers promoting tourism is still small, their potential impact is significant. With proper training, cultural knowledge, and modern digital tools, he said, they can become powerful ambassadors for Jordan's tourism sector, which remains a vital pillar of the national economy and a key driver of growth and job creation.

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