Jordan Maintains High Hopes for Tourism Recovery in 2025

by Maria Carrasco Lloria

Jordan is one of the most stunning cultural treasures of the Middle East. From the ancient wonder of Petra to the therapeutic mud and salt baths of the Dead Sea, the country stands as a leading tourism destination bridging Asia and Europe, as well as a site of immense archaeological value for historians and scientists worldwide.

Following a challenging period for tourism due to regional conflicts, the sector is rebounding rapidly. Ahmad M. Alhmoud, Marketing Director of the Jordan Tourism Board, shared insights with Caribbean News Digital at FITUR 2025 regarding the country's tourism recovery.

How has tourism in Jordan evolved in recent years?

After the start of the war in Gaza, tourism numbers declined in Jordan, even though 2023 was a record-breaking year in terms of both tourist arrivals and business activity.

Last year, we experienced a drop in visitors, particularly from Europe and North America, which significantly impacted Petra and Wadi Rum, as these two destinations rely heavily on Western tourism.

However, I must say that the decline between 2023 and 2024 was only 3%. While this may sound surprising, it is due to the increase in regional tourists from neighboring countries.

European and North American travelers often perceive Jordan as unsafe, which discourages them from visiting. However, tourists from the Arab world and the Middle East understand that Jordan is not involved in global conflicts, so they continue to visit, and arrivals from these regions have increased. When looking at a 3% drop in total numbers, it is relatively insignificant.

Economically, Petra and Wadi Rum were the most affected areas, as the local economy depends entirely on tourism. Many hotels and restaurants closed, and businesses suffered losses because the tourism cycle—guided tours, hotels in Petra, entrance fees, supermarkets, and transportation—relies on European visitors from Spain, Italy, France, and North America. Despite this setback, we are already seeing renewed interest from these markets in returning to Jordan.

What strategies is Jordan implementing to penetrate new international tourism markets?

We are focusing on European markets, particularly Spain and Italy. Tour operators and travel agents understand that Jordan remains the same attractive destination as before. The challenge lies in consumer perception. That is why we are investing heavily in digital marketing and social media, as well as inviting journalists to Jordan to showcase that it is as safe and welcoming as ever.

How does the profile of recent visitors differ from traditional tourists?

The tourists we are attracting from within the region, as I mentioned earlier, are generally less interested in history and culture. They visit Jordan primarily for the climate, shopping, gastronomy, relaxation, and the lush landscapes of the northern region. They tend to stay in the capital, Amman, rather than exploring the desert or visiting Petra.

That is why we rely on European, North American, and Asian visitors for Petra, as they have a strong appreciation for history and culture. Bringing them back to Jordan is a key priority.

How is Jordan leveraging its gastronomy to attract tourists?

We are inviting renowned chefs and culinary influencers who write about their interest in gastronomy. Jordanian cuisine, which shares roots with Saudi Arabian, Libyan, Syrian, and Palestinian traditions, is deeply Mediterranean, rich in vegetables, fresh ingredients, and olive oil.

At FITUR, we presented traditional Jordanian dishes to introduce international visitors to our unique culinary heritage.

Regarding the global tourism recovery, do you expect a full rebound in 2025, or is a longer-term outlook needed?

Recently, we have seen growing interest in Jordan. Tour groups from Europe and America are already starting to return, which is an encouraging sign. There is light at the end of the tunnel.

If political agreements hold, ceasefires last, and collaborative efforts continue, we anticipate a gradual recovery. By the end of the year, we expect to see better numbers and promising prospects.

In Spain, we are already noticing a surge in interest. Travelers are reaching out to their tour operators, inquiring about Jordan, and showing curiosity about visiting. This is a very positive development, and we hope it continues.