Malia Asfour is the Managing Director of the Jordan Tourism Board in North America (JTBNA), a role she has held since helping establish the office in 1997. With a career spanning decades, she has been pivotal in opening the North and South American markets for Jordanian tourism and played a key role in expanding into Russian and Chinese markets.

Malia’s dedication to sustainable tourism is evident through her contributions to initiatives like the Meaningful Travel Map of Jordan. A recognized leader, she has served on the boards of Tourism Cares, the Adventure Travel Trade Association (ATTA), and the Petra National Foundation, among others.

Malia’s efforts have significantly increased tourism revenue to Jordan through strategic marketing and partnerships. She was honored as one of the “50 Most Important Women in Travel” by Wonderlust Magazine in 2020 and was named one of Travel Agent Magazine’s “Most Powerful Women in Travel” in 2002. Her passion continues to shape global tourism perceptions of Jordan.