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Embark on a journey of the transformative essence of wellness rooted in the heart of the Middle East unveiling the unparalleled holistic wellness offerings across Jordan, highlighting the scientifically proven benefits of the Dead Sea's mineral-rich mud, therapeutic salts, and healing waters, renowned for their revitalizing effects on skin health and overall wellbeing. Learn about the serene sanctuary of the pavilion's Dead Sea Spa inspired by ancient therapeutic practices, and learn about Jordan's rise as a hub for medical tourism with world-class healthcare facilities and skilled professionals.

【Program】

18:00-18:10 Session starts. Greeting and Introduction today's program by Shifa and Ahmad
18:10-18:50 40 min Lecture by Dr Maisam Akroush
titled: Jordan Hidden Healthcare Gem: Captivating the World Beyond Borders
18:50-19:00 Q&A
19:00-19:40 40min Lecture
Titled: Jordan, Oasis of wellness, by Mr Issa Gammoh
Numeira Mixed Salts and Mud Company, Former Secretary General of the Ministry of Tourism & Antiquities. and Mr. Zaid Al-Adwan — Marketing Manager
19:40-19:50 Q&A
19:50-20:15 Dead Sea Hand massage live demonstration by DeadSea spa specialist at Jordan Pavilion
20:15-20:30 Introduce the Products made in Jordan

【Reflection】

The programme “Jordan: Oasis of Wellness” offered an immersive exploration of Jordan’s holistic health and wellness traditions, framed by both scientific insight and cultural heritage. Held at the Jordan Pavilion during Expo 2025, the event brought together medical professionals, wellness advocates, and product innovators to spotlight the kingdom’s unique offerings in wellness tourism and therapeutic care.

The evening opened with a welcoming introduction by hosts Shifa and Ahmad, setting a warm and inviting tone for the session. The first lecture was delivered by Dr. Maisam Akroush, Consultant Internist and Gastrohepatologist (MRCP, FRCP London), titled “Jordan’s Hidden Healthcare Gem: Captivating the World Beyond Borders.” Dr. Akroush offered a compelling overview of Jordan’s rising reputation in medical tourism, especially in internal medicine and gastroenterology. She highlighted the country’s advanced healthcare facilities, skilled professionals, and patient-centred approach—all of which make Jordan a trusted destination for those seeking high-quality treatment abroad.

The second lecture, “Jordan, Oasis of Wellness,” was co-presented by Mr. Issa Gammoh, former Secretary General of the Ministry of Tourism and Antiquities, and Mr. Zaid Al-Adwan, Marketing Manager at Numeira Mixed Salts and Mud Company. Their presentation illuminated the therapeutic benefits of the Dead Sea, including its mineral-rich mud and salts, with particular focus on skincare, anti-inflammatory properties, and wellness-based tourism. Mr. Gammoh underscored the long-standing integration of natural healing into Jordanian culture, while Mr. Al-Adwan introduced innovations in product formulation, quality control, and international expansion.

Following these sessions, a live Dead Sea hand massage demonstration provided a sensory and experiential connection to Jordan’s wellness heritage, impressing visitors with its authenticity and effectiveness. The programme concluded with a showcase of Jordanian-made wellness products, ranging from mineral skincare to therapeutic salts, accompanied by in-depth explanations of sourcing and production methods.

Overall, the event masterfully combined tradition with innovation, reinforcing Jordan’s role not only as a historical site of healing but as a modern destination for wellness tourism. The integration of scientific validation, local expertise, and immersive demonstrations left participants with a deepened appreciation for Jordan’s natural and cultural assets. It was a celebration of wellbeing, heritage, and international hospitality.

【Post EXPO Initiatives】

Building on the success of the “Jordan: Oasis of Wellness” programme at Expo 2025, the Hashemite Kingdom of Jordan is planning several strategic initiatives to strengthen its role in global wellness tourism and natural health product development.

Firstly, the Jordan Tourism Board and Ministry of Health are initiating a joint task force to develop integrated health and wellness tourism corridors, particularly around the Dead Sea and Ma’in Hot Springs regions. These corridors will connect spa resorts, hospitals, and wellness centres with enhanced infrastructure and unified branding to target European and Asian markets seeking natural, science-backed healing experiences.

Secondly, the Numeira Mixed Salts and Mud Company is preparing to launch an international export expansion programme, with new partnerships in Japan, Korea, and the Gulf countries. This includes developing dermatologically certified product lines and spa protocols adapted for overseas clinics and wellness retreats. Co-branding with medical tourism operators is also under consideration.
In the academic and medical space, Dr. Maisam Akroush has proposed a Wellness Medicine Fellowship Exchange, in partnership with gastroenterology and dermatology departments in the UK and Japan. The fellowship would focus on evidence-based natural therapies and the clinical integration of Dead Sea minerals in treatment regimens.

Additionally, Jordan plans to organise an annual “Dead Sea Wellness Summit”, beginning in 2026, to gather spa operators, product developers, medical researchers, and policymakers. The summit will serve as a platform for innovation, standardisation, and sustainable development in wellness tourism, aligning with global ESG goals.

These initiatives reflect Jordan’s long-term vision: to transform its natural assets and cultural legacy into global models for integrated wellness and regenerative tourism—positioning the kingdom as a bridge between science, tradition, and global healing.