Jordan is currently experiencing a period of cautious anticipation amid rising regional tensions, which have begun to affect travel flows across the region. Although the Kingdom achieved strong tourism performance in 2025, the ongoing situation calls for a high level of national preparedness and a balanced strategy capable of protecting the tourism sector, whether the circumstances are short-lived or prolonged.

 

In 2025, Jordan welcomed approximately 6.5 million international visitors, generating around $7.8 billion in tourism revenues. These figures underscore the sector’s significant role in supporting the national economy. A closer look at visitor distribution highlights the growing importance of nearby Arab markets, which accounted for the largest share of tourist arrivals, with more than 3.5 million Arab visitors.

 

Among these markets, Saudi Arabia stands out as one of Jordan’s most important sources of tourists, with over 1.3 million Saudis visiting the Kingdom in 2025. Most entered via land border crossings that serve as continuous tourism bridges between the two countries. The Palestinian market also recorded nearly 594,000 visitors during the same year, reflecting the resilience of regional tourism flows even during periods of political uncertainty.

 

Gulf tourism, particularly from Saudi Arabia, possesses characteristics that make it relatively stable during times of regional tension. It is geographically close, largely family-oriented, and often involves short, repeat visits, which are less affected by fluctuations in distant travel markets. This presents Jordan with a valuable opportunity to strengthen its position in this segment by improving border facilities, simplifying procedures, and developing short-stay packages that appeal to families and younger travelers alike.

 

At the same time, domestic tourism remains an essential pillar for maintaining sector stability. Recent experiences—particularly through the “Urdunna Jannah” initiative—have shown that Jordanian citizens can play an important role in sustaining tourism activity, not only during normal periods but also during external slowdowns.

 

Domestic tourism, therefore, represents a “safety valve” for national strategies navigating current challenges. Its impact can be enhanced by expanding tourism routes, reducing travel costs, encouraging the private sector to offer competitive packages, and intensifying promotion of governorates and destinations that have received less attention.

 

Maintaining Jordan’s tourism momentum requires a clear and practical vision built on two complementary pillars: strengthening engagement with Arab and Gulf markets as key sources of inbound tourism and developing domestic tourism as a stabilizing force. Flexible marketing campaigns that can be launched swiftly once regional conditions improve are also essential.

 

Tourism in Jordan is not merely a leisure activity; it is a vital economic driver. When managed through a realistic national vision that leverages data, opportunities, and regional partnerships, it remains one of the country’s most reliable engines of growth.

 

 

Hakam Shatnawi, Professor of Tourism and Hospitality Management — Yarmouk University — hakamss@yu.edu.jo