Purpose: The purpose of this paper is to explore the internationalization market of higher education (HE) globally and HE field. It examines the internationalization status of HE in Jordan as influenced by institutional perspectives as an example from developing countries. Design/methodology/approach: This paper adopts a quantitative research design that includes a statistical and SWOT analysis of HE in Jordan. Data were collected from different courses: documents and archival records, websites analysis, surveys, interviews with professors and administrators, and an SWOT analysis as well as TOWS matrix. The latter has been constructed as a picture of internationalized education in the Jordan that can be used as a basis for decision making and strategies for higher education institutions (HEIs). Findings: The study findings reveal that it is important for Jordan to endorse itself as an "education hub" in the Middle East and to educate its community to the level of skills required by globalization. The challenges of internationalizing HE are revealed by the SWOT analysis and TOWS matrix that highlight a wide range of opportunities and strengths that encourages the Jordan HE system to accelerate internationalization. The opportunities include overall improvement in the quality of education, the diffusion of technology and creating a globally competent workforce. The internationalization status in Jordan HE is still in its embryonic stage. The HE should take serious steps toward the internationalization including admission of international students, foreign postgraduate students, international accreditation, global ranking, online education and smart education. These steps will help the universities leaders to improve their universities position internationally and financially. Research limitations/implications: The findings reveal implications for HE policy and strategy in the development of internationalized HE in the Jordan. The study shows how SWOT analysis and TOWS matrix can provide a solid platform against which particular case studies can be measured in terms of opportunities for and challenges of development. It also provides institutional perspectives with practical implications, focusing on some of the critical issues in this developing field for HE policy and strategy alike. A major threat to the Jordan progress in developing its HE sector identified in this study is external accreditation being seen as a signal of high quality, when more realistic standards are perhaps more relevant to the local population. Originality/value: The paper is one of the very few studies in the area of the internationalization of HE in the Jordan that can contribute to the sustainability of the international dimension of HEIs. The opportunities and threats recognized in this paper can inform strategy for more balanced development of the Jordan's internationalized HE, and for raising the quality of education overall.