I was honoured to be among a group of journalists who met with EU Ambassador to Jordan Pierre-Christophe Chatzisavas for a candid discussion on the upcoming Jordan-EU Investment Conference.

 

Our conversation covered a range of issues, including European support for Jordan, as well as the opportunities and challenges facing the Kingdom’s economy and tourism sector.

 

What came through clearly was a sense of urgency. Despite difficult regional circumstances, preparations for the conference are continuing “at full speed”, and the EU appears determined not to allow the current instability to derail an event that has the potential to translate years of partnership into tangible investment.

 

More than 100 European CEOs have already registered to attend, with European Commission President Ursula von der Leyen also expected to participate. For Chatzisavas, this represents the “critical mass” needed to make the conference meaningful.

 

The significance of that number goes beyond attendance. Jordan has invested considerable effort in presenting itself to European investors, and the conference provides an opportunity to move the conversation from diplomatic commitments and investment presentations to actual projects, financing and partnerships.

 

From promises to projects

 

The government has been promoting an investment portfolio worth around $15 billion across a range of sectors. Some projects are already considered investment-ready, particularly in energy and digital technology, while others remain under development.

 

The ambassador expects “concrete deals” to emerge from the conference, particularly in digital technology, energy, green energy, green hydrogen and transport. Water and artificial intelligence are also attracting interest.

 

This is where the real test lies.

 

Investment conferences can generate impressive headlines, ambitious announcements and carefully prepared presentations. But their ultimate value is measured by what happens afterwards.

 

A signed agreement is important. A project that reaches financial close, begins construction and ultimately creates jobs and economic value is far more important.

 

Chatzisavas appeared conscious of this distinction. He stressed that the conference should not be considered “the end of the road” and called for a serious mechanism to follow up on commitments and monitor what is actually delivered.

 

That may be one of the most important messages to emerge from the meeting.

 

The water question

 

Among the projects discussed was the National Water Carrier, one of Jordan’s most strategically important infrastructure projects.

 

Chatzisavas expressed hope that financial closure for the mega-project could be completed by mid-November.

 

For a country facing chronic water scarcity, the significance of this project goes well beyond its investment value. Water security is fundamental to Jordan’s economic and social stability. The project therefore represents not only an infrastructure investment, but a strategic necessity.

 

The ambassador also outlined the EU’s intention to announce a new support package alongside the investment conference, including grants and loans and potentially mechanisms for blending public and private financing.

 

The broader EU package under the Strategic and Comprehensive Partnership Agreement amounts to €3 billion and includes grants, loans and investments. Of particular note is the €1 billion in macro-financial assistance, divided into two €500 million tranches.

 

According to the ambassador, one payment was made at the beginning of the year, with a further €150 million disbursed on September 10. The first €500 million tranche has been approved and is being implemented, while work continues on the memorandum of understanding for the second.

 

The figures are significant, but the more important question is what they will ultimately achieve on the ground.

 

Tourism

 

Our conversation also turned to tourism, particularly religious and archaeological tourism.

 

The EU is implementing a €10 million project supporting the preservation of Machaerus and Abila as part of a broader programme covering tourism sites, products and policies.

 

The programme also includes cooperation with the Ministry of Tourism and support for civil society organisations, with European and Jordanian officials exchanging expertise on everything from attracting tourists and developing tourism packages to aviation, regulation and destination management.

 

But perhaps the most interesting observation from the ambassador concerned how Jordan markets itself abroad.

 

Too many international tourism packages, he noted, sell Jordan as part of a broader regional itinerary rather than as a destination in its own right.

 

That is an important point.

 

Jordan has something many destinations spend enormous sums trying to create: a remarkably concentrated combination of history, religion, archaeology, nature and culture within a relatively small geographic area.

 

From Petra and Wadi Rum to the Baptism Site, Mukawer (Machaerus), Jerash, Umm Qais and the Dead Sea, Jordan has a story to tell. The challenge is not simply having the attractions; it is packaging, marketing and delivering the experience in a way that persuades visitors to choose Jordan because of Jordan.

 

As Chatzisavas put it, “The effort Jordan needs to make, particularly towards Europeans, is to market Jordan as it is: an independent destination in its own right.”

 

The ambassador also spoke about a recent musical event at Machaerus, which attracted around 3,000 people against an initial target of 2,000.

 

What interested me was his explanation of why such an event matters. It was not simply about putting on a concert. It was about creating an identity for the site and giving people a reason to associate it with something beyond its historical significance.

 

“It is a way of building the identity of the site. A way of marketing the site,” he said.

 

That philosophy could arguably be applied more broadly to Jordan’s tourism strategy.

 

Preserving a site is essential. Promoting it is equally important. But ultimately, Jordan needs to create compelling experiences around its heritage and destinations and make them accessible to international visitors.

 

The Baptism Site, for example, still requires improvements in accessibility and visitor-flow management. The government has established a joint committee to explore ways of developing the country’s tourism brand and improving the visitor experience.

 

The Jordan-EU Investment Conference comes at a complicated moment. Regional instability inevitably creates uncertainty for investors, while Jordan continues to confront familiar pressures: limited resources, high public expectations and the need to generate sustainable economic growth.

 

Yet the meeting with the ambassador left me with the impression that the conference is being viewed not simply as another diplomatic gathering, but as an opportunity to test whether Jordan and its European partners can convert a strong political relationship into measurable economic outcomes.

 

More than 200 CEOs, including 100 from Europe, in a conference room is encouraging. Billions of euros in announced support are significant. A portfolio of $15 billion in investment opportunities is substantial.

 

But none of these figures, by themselves, constitute success.

 

Success will be measured by the projects that move forward, the investments that arrive, the jobs that are created, the infrastructure that is completed and the tourists who choose Jordan — not merely as one stop on a regional itinerary, but as a destination in its own right.

 

Jordan enjoys a special and longstanding relationship with the European Union and maintains exceptionally close ties with Europe. It also has a special relationship with NATO, alongside strong bilateral ties with individual European countries.

 

The conference is therefore expected to serve as a culmination of this distinguished and longstanding Jordan-Europe relationship.

 

But, as the ambassador himself acknowledged, the high-profile conference is not the end of the journey.

 

In many ways, it is where the real work begins.