The Jordan Tourism Innovation & Resilience Forum, organized at the 8th of September 2026 within the framework of ReTour – Building Resilient SMEs in the Tourism Industry project, brought together stakeholders to discuss how innovation, digital transformation, artificial intelligence and early-warning approaches can strengthen the resilience and competitiveness of tourism MSMEs. Following strategic and technical presentations and live demonstrations of the ReTour Innovation Hub and ReTour Brain, participants engaged in four co-creation roundtables addressing platform usability and accessibility, AI Brain capabilities and intelligent agents, MSME needs and innovation services, and data sharing, verification and governance. Discussions emphasized the need for an intuitive and multilingual platform, practical AI applications that create measurable business value, stronger support for skills and business needs, trusted collaboration and interoperability, and reliable and appropriately verified data. The high-level policy panel further highlighted timely market intelligence, early-warning information, affordable digital solutions, practical training and mentoring, sustainability, and stronger cooperation across the tourism ecosystem.
The outcomes of the Jordan Tourism Innovation & Resilience Forum provided stakeholder-informed directions for the further development and validation of solutions under the ReTour project and its objectives within the Interreg NEXT MED Programme. Participants called for improvements in usability, accessibility and multilingual support; clearer user journeys and services; AI solutions focused on concrete MSME needs and operating within appropriate trust and autonomy boundaries; stronger data governance and integration with relevant tourism and government systems; and continued support for MSME digital readiness, training and adoption. These recommendations were consolidated into implementation priorities and a roadmap for platform refinement, targeted MSME validation and follow-up actions, helping steer the continuing development of the ReTour Innovation Hub and ReTour Brain toward their final releases.
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