About XperienceLocal

This year's event is dedicated to alternative tourism, shedding light on sustainable and authentic travel experiences led by the diverse, less-explored local communities of Jordan.
As we deviate away from mass tourism, we aspire to take responsible travellers and adventure seekers on a local quest to explore the path less trodden, embrace the unknown and support the cultural and natural heritage in rural areas. This approach will not only build unforgettable experiences for travellers but also create new economic opportunities for the local community.
Our aim is to foster a deeper appreciation for the positive impact of sustainable travel themes such as cultural, wellness, gastronomy and ecotourism, while also providing a platform for networking, knowledge exchange and collaboration among participants.

What to Expect


Listen to experts and real actors while they uncover and discuss successful tourism interventions, navigated challenges, innovative solutions and transformative insights.


Join sessions led by experts who will guide you through effective marketing strategies and digital skills to develop your tourism offering, promote your destination and engage your visitors.


Discover diverse exhibits featuring sustainable and authentic travel experiences from all around Jordan that will inspire you to make a positive and lasting impact in your country.


Immerse yourself in the vibrant cultural heritage and natural landscape of Jordan through captivating experiences. Engage with passionate locals and embrace the diversity of their traditions.


Establish invaluable connections with like-minded individuals and key players in the travel industry to forge meaningful partnerships.

Agenda & Speakers

09:00 – 10:00

Registration (collect your badges) | Dead Sea Hall

10:00 – 10:30

Welcoming speeches

His Excellency the Minister of Tourism, Mr. Makram Mustafa A. Queisi

His Excellency the Ambassador of the Kingdom of the Netherlands in Jordan, Mr. Harry Verweij

Shadi Atshan, General Director at Leaders International

10:30 – 11:00

Project Presentation

Curated Experiences – Developing Innovative and Diversified Touristic Products Across Jordan: results and impact

Hamzeh Shamaileh

Country Manager (Jordan), Leaders International


B2B marketplace Launch by His Excellency the Minister of Tourism Mr. Makram Mustafa A. Queisi

11:00 – 12:00

Panel Discussion

Impact Beyond the Beaten Path

Discussing the economic, social, and environmental impact of shifting from mass tourism to alternative, cultural-wellness-eco travel experiences.

H.E. Dr. Suleiman A.D. Farajat

Chief Commissioner, Petra Development and Tourism Region Authority (PDTRA), Jordan

HE. Mr. Hamza HajHasan

Deputy Chief Commissioner, Aqaba Special Economic Zone Authority (ASEZA), Jordan

H.E. Dr. Abed Al Razzaq Arabiyat

Managing Director, Jordan Tourism Board (JTB), Jordan

Nedal Zahran

Business Development Director, Leaders International, Belgium


Omar Hazineh

Tourism Sector Lead, Deputy Head - Delivery Unit, Aqaba Special Economic Zone Authority (ASEZA), Jordan

12:00 – 12:45

Talks and Presentations

Finding Value, Building Destinations: Challenges and Opportunities

Sharing inspiring case studies and successful projects from other destinations, where value and sustainability were created from the ground up.  Presentations will spotlight the diverse opportunities and challenges that come with creating a new destination and attracting responsible travelers.

Jamal Eddine Idrissi

Chief Operating Officer (COO), Site of Marchicha Development Agency , Morocco

Duha Fayyad

President, Jordan Trail Association, Jordan

Alessandro Melillo

President at PRISM Impresa Sociale srl - EU Ecotours Project, Italy

12:45 – 13:30


13:30 – 14:30

Panel Discussion

Revolutionizing Tourism through Innovation, Tech & Artificial Intelligence

Exploring the role of innovation and emerging technologies in supporting sustainable tourism themes and shaping the traveller’s inspiration and experience.

Solomon Kassa

Founder of 1888EC and Triopia.Travel | Senior Tech Strategist | Author | TV Personality, Ethiopia

Peter Syme

Partner at Tourpreneur | Strategic Travel & Tourism Advisor | Digital Transformation | Podcast Host, United Kingdom

Ahmed Bastawy

Managing Director at IceAlex Business Incubator | Innovation Consultant and Venture Builder, Egypt

Theo van de Laar

Founder and Managing Director of Rosetta Reizen | Lecturer in Tourism and Sustainability at Breda University, Netherlands


Ziad Al Masri

Innovation and Business Development, Information and Communications Technology Association (Int@j), Jordan

14:30 – 15:00

Talks and Presentations

Travel Marketing: From Interactive Storytelling to the Traveller Buying Journey

Whether you are marketing a destination or a tourism offering, these two experts will take you on an exciting journey to explore travellers’ behaviour and engagement online. Hannah will present how interactive storytelling can increase engagement on digital travel content, and Chris, will show you when, where and how to turn travel lookers into bookers.

Hannah Springett

Founder & CEO of Hlabs | Expert in Interactive Storytelling, United Kingdom

Chris Torres

CEO at Tourism Marketing Agency and Author of Lookers into Bookers, United Kingdom

15:00 – 16:00

Panel Discussion

Women in Sustainable Tourism

Driving an interesting conversation on the role of women in advancing alternative tourism, whether by offering travel experiences that preserve cultural and natural heritage or venturing solo to less travelled remote areas.

Anna-Maria Innocenti

Promotion of Sustainable Tourism Project, GIZ Tunisia, Germany

Duha Fayyad

President, Jordan Trail Association, Jordan

Somaya Jamal Belqees

Solo Traveler | Nomad of Yemeni Origin | Podcaster and Social Media Influencer

Zeineb Farhat

Director of the Economic Interest Grouping La Poterie de Sejnane, Tunisia


Elizabeth Clark

Cultural Blogger and Business Development Specialist at Leaders International, Belgium


Closing Remarks

11:00 – 18:00

B2B Marketplace

Other Agenda Highlights


12:00 – 13:00 | Mount Nebo Hall |By Dina Zabaneh, Projects Manager, Leaders International
Training for tour operators on how to use the Curated Experiences ePortal:
  • Find business, marketing and sustainable tourism courses.
  • Use authentic photos to promote experiences to international travelers.
  • Pick and choose different experiences to create new itineraries for travellers who are passionate about  handicrafts, food making, music and dance, agriculture, bird watching, stargazing, adventure and wellness experiences

B2B Marketplace

11:00 – 18:00 | Raghadan Hall

Explore, connect and conduct business with local travel experiences and tour operators from Jordan.


Funded by the Embassy of the Netherlands in Jordan as part of the Curated Experiences Project, Travel Jordanian is your gateway to 85 immersive and responsible travel experiences from all corners of Jordan. Embrace eco-gastro-wellness-cultural journeys that we carefully selected and provided with financial and technical business support to thrive and expand. 

Some of the local experience providers on Travel Jordanian will be attending to showcase their curated alternative offerings and build valuable connections. Join us in empowering sustainable tourism, supporting local communities and preserving cultural heritage. 

Learn More

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Register Now: Be Part of the Change!

Experience an extraordinary journey at XperienceLocal, embracing localisation, diversity and sustainability in tourism. Secure your spot and be a force for positive change in the travel industry. Register today!