This study aims to assess conference tourism and its role in marketing Jordan as a tourist destination. The study used the qualitative approach through semi-structured interviews with 18 experts in conference tourism, including 11 face-to-face interviews and seven telephone interviews. For the study aim, a theoretical framework was developed based on an in-depth review of the literature. The interviews targeted respondents from different regions in Jordan, including Amman, Aqaba, the Dead Sea, Irbid, and Petra. For data analysis, thematic analysis was used. The study results showed some strengths and a high potential to build a distinctive brand in conference tourism in the future in Jordan. This to be done, there is a need to overcome a set of shortcomings, the most important of which are the absence of systematic cooperation between the private sector and the government, focusing on limited areas for holding conferences, insufficient government support for conferences, the traditional framework for conference activities, and the lack of human resources specialized in organizing conferences. Based on the results, theoretical and managerial implications were suggested.