JITOA, the Jordan Inbound Tour Operators Association, was established in 2003 by a group of passionate local tourism professionals who saw the need to address the increasingly complex challenges and opportunities in the global tourism industry. JITOA aims to support the growth, sustainability, and adaptability of Jordan's inbound tourism sector by providing tour operators and other associates with the knowledge, resources, and support they need. The organization also focuses on elevating the standards and services provided to inbound tourists and visitors.

JITOA offers a wide range of services, including advocacy and lobbying, marketing, capacity building and training, membership services, and corporate social responsibility initiatives. Additionally, JITOA hosts various events and activities to promote the development of Jordan's tourism industry. Through its strategic pillars and collaborative efforts, JITOA continues to play a crucial role in the success and expansion of Jordan's vibrant and culturally rich tourism sector.