US ambassador's grassroots charm offensive in Jordan sparks debate

The new United States ambassador to Jordan, James Holtsnider, has become one of the country's most visible foreign diplomats within weeks of taking up his post, drawing public scrutiny and political debate over an unusually hands-on approach that has taken him deep into Jordanian social life.

Holtsnider, who arrived in October 2025, has travelled across the kingdom in what many describe as a soft-diplomacy campaign aimed at countering public resentment over US support for Israel.

Rather than confining his activity to the embassy in Amman's Abdoun district, he has visited tribal councils, condolence gatherings, markets, sports matches and community events from Salt and Karak to Irbid, Ma'an and Petra.

Footage of the ambassador cheering Jordan at the Arab Cup, celebrating a goal against Saudi Arabia, went viral. He later invited several players to the US Embassy, reportedly pledging to support Jordan at the 2026 World Cup "unless they face the US".

Holtsnider's visibility marks a sharp break from the traditional low-profile approach usually taken by US diplomats in the kingdom. A former senior State Department official, he previously served in Kuwait, Iraq, Tunisia, Afghanistan, Somalia and Italy before his appointment to Jordan.

In comments during a visit to the residence of prominent tribal leader Sheikh Eid Rakan Al-Shawabkeh in Abdaliyeh, Holtsnider described his posting as "a privilege", saying he felt "the luckiest man in the world" when President Donald Trump asked him to take the role.

Amman defends outreach amid political scrutiny

The ambassador's tours have triggered a debate in parliament. MP Hussein Al-Amoush formally questioned the government on whether Holtsnider's activities were coordinated with the foreign ministry and whether they complied with diplomatic norms, including the Vienna Convention.

Deputy Prime Minister and Foreign Minister Ayman Safadi defended the visits, saying such outreach was part of an ambassador's duty.

"Field visits are normal. Jordanian ambassadors abroad do the same," Safadi told lawmakers, arguing the ministry views Holtsnider's activity as routine diplomacy.

Holtsnider's reception has been shaped by anger over US backing for Israel's military campaign in Gaza. Many say even routine diplomatic activity now takes place in a highly charged environment.

Political analyst Amer Sabaileh told The New Arab's Arabic edition that the ambassador's strategy had reflected a US desire to better read Jordanian public sentiment "beyond official interlocutors".

Journalist Majed Touba said the controversy reflects sensitivities tied to Washington's regional role, describing Holtsnider's movements as standard for experienced diplomats but amplified by social media and distrust of US policy.

Commentary online has ranged from praise to satire. One user joked that Holtsnider could head a "Ministry of Local and Tribal Affairs" given his visibility in tribal spaces. Others said his approach amounts to a quiet redefinition of the diplomatic role.

Writer Assem Al-Maaytah said that the ambassador's presence had represented "a form of modern diplomacy practised without speeches, yet through deliberate presence".

Holtsnider's supporters say his approach humanises US diplomacy, but many others see it as calculated image management intended to defuse criticism of Washington's unconditional support for Israel and its policies in the region.