The tourism sector in Jordan in 2025 demonstrates a notable contrast between visitor growth and the economic value generated. During the first seven months of the year, the number of visitors increased by 15.6 per cent, reaching approximately 4 million compared to 3.4 million during the same period last year. Visitors were mainly from Arab countries (around 2 million), followed by Europeans (500,000) and Asians (150,000). Tourism revenue grew by 11.9 per cent in the first half, reaching $3.7 billion, with projections estimating $7.7 billion by year-end.

 

Despite this growth, it has not been evenly distributed. Most of the increase came from Arab, Gulf, and Jordanian expatriate tourists, who typically spend less than European and American visitors, whose numbers have declined due to the Israeli aggression on Gaza. This highlights a dual challenge for the sector: rising visitor numbers and revenue on one hand, and the need to improve the quality of tourism and equitable distribution of economic benefits, particularly in southern regions where 60 per cent of Jordan’s tourism product is concentrated.

 

To address these challenges, an innovative economic approach is essential. Key measures include increasing average tourist spending, extending length of stay, and diversifying tourism markets to reduce vulnerability to regional crises. Development projects in major tourist areas—such as the Dead Sea, the Baptism Site, Aqaba, Jerash, and Ajloun—are designed to create local jobs and stimulate provincial economies, promoting balanced regional development. Supporting low-cost airlines and improving border crossings will enhance access, boost tourist flow, and strengthen sector competitiveness. Collectively, these measures can transform tourism from a seasonal source of income into a sustainable economic driver that increases tax revenues and supports the national economy within the framework of the Economic Modernization Vision.

 

In this context, Prime Minister Jafar Hassan presented a strategic roadmap during the recent sectoral tourism session at the Prime Ministry. His priorities include supporting low-cost airlines, resuming operations at Marka Airport under unified management, and improving land border crossings—particularly with increased regional mobility through Syria—to enhance overland tourism and create economic benefits for border communities.

 

The roadmap also emphasizes developing key tourist destinations, such as the Dead Sea, which will see renewed investment, and the Baptism Site, supported by a $70 million UAE grant, enhancing Jordan’s position on the global religious tourism map. Innovative, low-cost projects are also underway, including cable cars in downtown Amman and at Kerak Castle, as well as an eco-rural resort in Jerash in partnership with the Royal Society for the Conservation of Nature.

 

Special attention is given to Aqaba through completing pending projects and strengthening cooperation with Saudi Arabia for sustainable tourism events, alongside reopening Petra Hotel in partnership with the Social Security Corporation. Improvements in Amman’s restaurant sector and public tourist facilities are also underway to enhance hygiene and service quality—key factors shaping visitor satisfaction.

 

These initiatives represent a strategic investment in Jordanian tourism. They aim to diversify markets, attract investment in new destinations, and ensure equitable distribution of economic benefits. By doing so, tourism becomes not only an engine of economic growth but a lever for local development, strengthening Jordan’s position as a safe, sustainable, and competitive destination. Success depends on increasing average tourist spending and fairly distributing benefits across regions, transforming tourism from a seasonal, shock-sensitive sector into a stable economic driver aligned with the Economic Modernization Vision.