The tourism sector is Jordan’s largest productive industry and largest employer. As a key contributor to the local economy it is imperative that steps be taken to develop the full potential of tourism so that it can become the country’s primary engine of future economic growth. The challenges that the sector is facing have prompted the creation of the National Tourism Strategy, which aims to improve the understanding and importance of tourism for the country as one of the key success strategies in developing sustainable tourism in Jordan. In response to such challenges the National Tourism Awareness Plan was launched to enhance local perceptions of the tourism sector and generate awareness among the general public and key influencers of the importance of tourism.