In the glittering constellation of global luxury travel, few stars shine as brightly as Sun Tours Jordan, a name synonymous with opulence, authenticity, and seamless adventure. As travelers around the world increasingly seek not just destinations, but transformative experiences, Sun Tours has emerged as a master storyteller, turning ancient landscapes into personalized odysseys of wonder.

Today, we are honored to welcome a rare convergence of minds and missions. In this exclusive conversation, Alexander Chetchikov, President of the World Luxury Chamber of Commerce and driving force behind the prestigious Luxury Lifestyle Awards, sits down with Belal Shkakhwa, the game-changing CEO of Sun Tours Jordan. Recognized as one of the Top 100 Travel Agencies and Tour Operators of the World in 2025, Sun Tours is not only reshaping luxury in the Middle East, it’s rewriting the global playbook.

Together, they dive deep into the ever-evolving meaning of luxury, the art of crafting unforgettable journeys, and the visionary leadership that transforms a travel brand into a legacy of elegance. From the silent grandeur of Wadi Rum to the buzzing potential of digital innovation, this is a meeting of minds where tradition meets technology, and excellence meets exploration.

Pull up a chair, fasten your seatbelt, and prepare to journey into the heart of luxury, through the eyes of a man who doesn’t just plan travel… he creates magic.

Questions:

Alexander Chetchikov: Mr. Shkakhwa, how would you personally define ‘luxury’ in today’s rapidly evolving global landscape, and how has that definition shifted over the past decade?

Belal Shkakhwa: In today’s travel industry, luxury is defined by personalization, authenticity, and exceeding expectations. It’s no longer about opulence for its own sake, but about delivering distinctive, individualized experiences that prioritize privacy and meaningful connections. Over the past decade, the concept of luxury has evolved, shifting away from traditional extravagance toward more thoughtful, eco-conscious, and value-driven services that align with modern lifestyles.

AC: Digital transformation has reshaped the way luxury services are consumed – how do you see technology enhancing or threatening the intimacy and exclusivity that define luxury experiences?

BS: Technology enhances luxury by enabling hyper-personalization through AI and data analytics, and delivering immersive experiences via VR and AR. However, it also poses the risk of diluting exclusivity. The key lies in balancing innovation with the human touch—leveraging technology to elevate, not replace, bespoke service.

 AC: With clients seeking increasingly personalized journeys, what do you envision as the future of luxury concierge and tour services in the next five years?

BS: The future of luxury concierge and tour services will blend AI-driven personalization with human expertise, offering hyper-tailored, immersive experiences that anticipate client needs while maintaining a tailored, exclusive feel.

AC: Sustainability is becoming central in luxury – how can collaboration within the luxury sector lead to more responsible, high-end travel experiences without compromising exclusivity?

BS: Collaboration allows luxury brands to share sustainable practices, innovate together, delivering responsible travel that enhances, rather than compromises, exclusivity and authenticity.

AC: Luxury Lifestyle Awards spotlight innovation and excellence globally. In your opinion, what separates a luxury brand from a truly exceptional one in 2025?

 BS: In 2025, a truly exceptional luxury brand goes beyond quality, it combines innovation, authenticity, sustainability, and deeply personalized experiences to create lasting emotional connections with clients.

 AC: Sun Tours has been engineering elite travel experiences since 1978 – what personal leadership principles have guided your evolution of the brand into a Top 100 global luxury travel agency?

BS: Our commitment to excellence, untiring client focus, adaptability to change, and leading with integrity have guided Sun Tours’ evolution, ensuring every experience reflects our passion for quality, innovation, and personalized service.

 AC: You’ve turned Petra, Wadi Rum, and Jordan’s hidden gems into iconic moments for global travelers. Can you share one unforgettable client experience that captures the spirit of Sun Tours?

BS: A private desert dinner for a couple under the stars in Wadi Rum—blending authentic Bedouin culture with personalized, white-glove luxury service—perfectly captures the essence of what Sun Tours offers.

AC: How do you maintain balance between tradition and innovation, particularly in a region where heritage and hospitality are deeply rooted in culture?

BS: We honor tradition by showcasing authentic local culture and values, while embracing innovation and technology to enhance comfort and personalization, creating experiences that respect heritage without sacrificing modern luxury.

AC: Sun Tours offers everything from medical tourism to bespoke cultural journeys. What inspires your team to continually diversify and push boundaries in luxury travel?

BS: Sun Tours inspiration comes from our passion for creating meaningful experiences and deep understanding of evolving client needs and preferences, enabling us to innovate, diversify, and redefine what luxury travel can be.

AC: Finally, as a leader recognized on the global stage, what legacy do you hope to leave – not just for Sun Tours, but for the luxury travel industry in the Middle East?

BS: I aspire to leave a legacy of setting new standards in Middle Eastern luxury travel, where cultural authenticity, exceptional service, and sustainable innovation come together to inspire future generations.

As our conversation draws to a close, one thing is crystal clear – Belal Shkakhwa isn’t just charting the course for luxury travel in Jordan; he’s reshaping the entire map. With a heart rooted in heritage and a mind wired for innovation, he continues to create journeys that go far beyond destinations – they evoke wonder, connection, and timeless discovery. In the ever-evolving world of high-end exploration, Sun Tours Jordan stands not just as a leader, but as a living invitation to experience luxury the way it was always meant to be: personal, purposeful, and unforgettable.

Explore the unmatched world of luxury experiences with Sun Tours Jordan at https://suntoursjo.com/.