Amman, July 5 (Petra) – Jordan Society of Tourism & Travel Agents ( JSTA) relaesed its new visual identity on Sunday, marking a "significant" phase characterized by innovation, digital transformation, and entrepreneurship, reflecting its current position.

In a statement, JSTA media spokesperson, Bilal Rubin, stated: "Launch of this visual identity represents a strategic shift in the society's mindset and vision, and a leap towards a future based on digitalization, automation, and artificial intelligence." Rubin said the step aims to keep pace with global changes and enhance competitiveness of the Jordanian travel and tourism sector.

This move, he stated, aligns with the directives and vision of His Majesty King Abdullah II to accelerate digital transformation, build modern and effective innovation institutions and provide smart services that meet the sector's aspirations and contribute to supporting the national economy.

Rubin added that: "The next phase will focus on achievement and development, as the society will work on launching advanced digital projects and platforms, strengthening local and international partnerships, and adopting the latest technological solutions." In this context, he said these efforts seek to solidify Jordan's position as a "leading tourist destination and a prominent regional hub in the tourism and travel industry." //Petra// AG