Ms. Lina Al Khaled A passionate, multilingual tourism expert and sustainability advocate with over 25 years of experience, Lina Al-Khaled has worked across the public and private sectors, donor organizations, and NGOs to shape Jordan’s tourism and development landscape. She is a member of the Jordan Economic Modernization Vision 2033 – Tourism Group, the Jordan Tourism Strategy 2021–2025 Marketing and Product Development Committees, and a scholar at the Jordan Strategy Forum.

Throughout her career, Lina has work together with government entities as a strategy advisor, tourism and investment promotion specialist, and leader in destination marketing and development with a strong focus on sustainable and adventure tourism across the Mediterranean, particularly in Jordan. On the private-sector side, she has supported numerous tourism enterprises in business development, MICE operations, and sustainability planning.

Her work with major donor-funded programs including USAID, EU, GIZ, and CBI. Between 2015 and 2019, she served as Executive Director of the Jordan Inbound Tour Operators Association (JITOA), where she strengthened partnerships and promoted resilience and collaboration within the tourism sector.

As an approved sustainability trainer for the Global Sustainable Tourism Council (GSTC) and coach/auditor for “Travelife for Tour Operators” certification, Lina provides professional training and coaching to tourism stakeholders on sustainability practices, community linkages, and responsible tourism communication.

An active environmentalist, Lina is a founding member and leader of “Himmeh w Lammeh”, a women-led environmental initiative advocating for a cleaner, greener Jordan through education, tree planting, and awareness campaigns on the impact of littering. She also served on the Board of the Jordan Fencing Federation (2019–2024), supporting youth and sports development.

A dedicated mother of three, Lina Al-Khaled brings her passion for tourism, sustainability, and community empowerment into every role—believing that tourism, when driven by purpose and responsibility, can transform societies and protect our planet.