Jordan Sets Tourism Record Despite June Dip from ‘Regional Tensions'

Skift

17-07-2025

Jordan just had its best six months for tourism since records began, but officials say the country is still being held back by regional tensions.
Jordan's tourism ministry said the country recorded its best-ever six months for tourism this year, drawing 2.7 million international overnight visitors — even as officials say regional tensions continue to weigh on the sector.
The Ministry of Tourism and Antiquities data released this month shows the most international overnight stays since records began in 2006. Jordanians abroad returning home were the largest source market, accounting for around 745,000 visits. Saudi Arabia, Syria, Palestine and Israel were also in the top five.
Revenues from tourism climbed 11.9% year-over-year to reach $3.7 billion – a strong performance despite a downturn in June attributed to 'regional tensions.' 2023 was Jordan's best year on record for tourism spending, which by June had generated $3.5 billion.
Data released by the Central Bank of Jordan released Wednesday shows that tourism revenue dipped 3.7% in June to $619.2 million. The state-run Jordan News Agency chalked up the dip to 'geopolitical tensions in the region.'
But visitor numbers alone don't paint the whole picture. Jordan's tourism sites and attractions were less visited during those six months than years prior. Tourism sites saw 1.4 million visitors in the period compared to a high of 3.3 million in 2023.
The Ministry of Tourism and Antiquities did not respond to a request for comment.
The tourism ministry is betting on momentum continuing throughout the rest of 2025. Officials believe a full rebound from the impact of the Gaza conflict is possible by year's end.
In a report on tourism in the first quarter, the ministry said: 'The start of 2025 is very promising in terms of an increase in the number of tourists. The outlook for the rest of 2025 looks positive, thus making a full recovery from the impact of the war on Gaza a distinct possibility.'
Promoting The Country
At the Skift Global Forum East 2024 in Dubai last November, Jordan's minister of tourism and antiquities, Lina Annab, said her focus was to promote the country as a safe destination
'What are we doing to reassure? We are utilizing typical marketing techniques. We're saying: 'Don't take our word for it, just visit.' We have influencers, celebrities come to Jordan to share their stories. Time and time again, we find that Jordan is much more resilient than we even thought.'
'This reassurance [doesn't come] just by saying how safe it is. The resilience of the Jordanian tourism sector is shown to travelers who come here. Jordan is on the bucket list of every person I've met. When we look at today's travelers and what Jordan is offering, I don't think there is a better match in terms of the authenticity of the product [and] the experiences.'
To sustain growth, the ministry said in its report it is diversifying its source markets and product offerings. The ministry is targeting travelers from China, Russia, Africa, India, Pakistan, Malaysia, Indonesia, and Arab expatriates living in the Gulf.