TOKYO: As former Ambassador of the Hashemite Kingdom of Japan, Lina Annab sought to strengthen ties between the two countries. Now, in her new role as Minister of Tourism and Antiquities, she aims to further this mission during a pivotal year for Jordan-Japan relations marking the 70th anniversary of diplomatic relations.

“Jordan and Japan have enjoyed a longstanding relationship and friendship, and as we celebrate the 70th anniversary of diplomatic relations in 2024, it’s a perfect opportunity to reflect on the past and look toward the future,” Annab shared with Arab News Japan in Tokyo. “Our relations have grown stronger over time, and we look forward to deepening them even further.”

Former Ambassador Annab emphasized the close bonds at the governmental level and between Jordan’s Royal family and Japan’s Imperial family, with newer generations of royals continuing to nurture this special relationship.

“Politically, Jordan and Japan are strategically aligned and share similar world views,” Annab noted. “However, there is ample room to enhance our economic ties and people-to-people exchanges. Both of our countries have a lot in common and much to offer and understanding these nuances can lead to deeper mutual appreciation and clearer vision for further venues of cooperation.”

Tourism is a key focus for Minister Annab, contributing nearly 14 percent of Jordan’s GDP. However, she stresses the importance of a two-way exchange between the countries. She envisions not only more Japanese tourists visiting Jordan but also an increase in Jordanians exploring Japan.

She added that diversifying Jordan’s tourism offerings—beyond its rich cultural heritage to include niche segments such as adventure, golf and gastronomy tourism—will help appeal to a broader range of Japanese travelers.

“The beauty of Jordan lies in its natural and heritage diversity,” she remarked. “We have some of the most beautiful and unique sites in the world, offering a wide variety of experiences that can cater to the preferences of Japanese tourists.”

Speaking on the impact of the regional unrest in temporarily deterring potential visitors, Annab stressed that Jordan is a “safe and secure country, but we are surrounded by conflict zones,” referencing the situation in Gaza and escalating tensions and attacks on Palestinians in the West Bank.

“While these conflicts are beyond Jordan’s control, they do impact tourism and tourists’ overall perceptions of the region.”

Despite these challenges, Annab believes that Jordan’s diverse tourism offerings can attract a wide array of visitors, including those more familiar with the region’s dynamics. She is determined to boost the competitiveness of Jordan’s travel and tourism sector realizing fully well the socioeconomic impact that this sector has on developing local communities and on economic growth.

Commenting on her time in Japan as Ambassador, Annab is particularly impressed by Japan’s societal integrity. “When you arrive in Tokyo, you are immediately struck by the discipline, cleanliness, respect, and safety. These are not mundane nor casual attributes; they reflect the strength and cohesiveness of Japanese society, which contributes to the country’s overall success.”

She also admires Japan’s ability to balance modernity with tradition. “Japan has successfully preserved its culture and history while embracing modernity, something we can learn from, especially as a country rooted in ancient civilization.”

In addition to enhancing tourism, Annab sees opportunities to expand business ties between Jordan and Japan. “Safety and security are top priorities for Japanese businesses, and Jordan consistently ranks as a safe and secure destination in JETRO’s annual business surveys. We should capitalize on this strength to encourage more investment and knowledge exchange in potential sectors such as renewable energy, agriculture, and health, in addition to untapped investment potential in the Small and Medium Enterprises (SMEs).”

Jordan will also showcase itself at Expo 2025 in Osaka. “We are excited about our participation at Expo Osaka 2025. Visitors to the Jordan pavilion will gain a deep understanding of our country—historically, socially, and naturally. We hope to contribute to this global gathering by emphasizing the importance of peace and bringing people together.”