Malia Asfour, director of the Jordan Tourism Board in North America (JTBNA), began handling tourism for the Jordanian government in the U.S. as Tourism Attaché in Washington in 1995. She was a key participant in creating the country’s first tourism office in North America, which was launched in 1997. She has been responsible for opening up the North and South American markets for Jordan tourism. She helped with opening South America, Russia and the Chinese markets and has been instrumental in increasing revenue to Jordan through her marketing expertise. She is very passionate about sustainable tourism and helped in the creation of the Meaningful Travel Map of Jordan. Malia moved to the US in 1990 and handled the press for the Jordan Information Bureau.

Malia currently serves on the board of directors of Tourism Cares and is a member of their Executive Committee; the Adventure Travel Trade Association’s (ATTA) Advisory Board; TCS World Travel Innovation Board; Petra National Foundation (PNF), USTOA’s Destination for Destination Committee and NTA’s Governance Committee, International Task Force Committee and DMO Committee.

Malia also served on the board of directors of the National Tourism Association (NTA); National Tourism Association Services, Inc. (NTASI); Faith Travel Association (FTA); the US Tour Operator Association’s Allied & Associate Committee (USTOA); the Faith Tourism Advisory Council; Tourism Cares Global Outreach Committee; Mayor of Amman Economic Council; MyWorldApps and The American Tourism Society (ATS). In 2002, Travel agent Magazine nominated her as one of the most powerful women in travel. In 2020 Malia was selected by Wonderlust as one of the 50 Most Important Women In Travel.