Jordan’s tourism industry is experiencing a remarkable upswing in 2025, with revenue up by 8.6% during the first seven months of the year, according to new data released by the Central Bank of Jordan. The sector generated $4.398 billion, marking a robust rebound and spotlighting the kingdom’s enduring appeal to travelers worldwide.
Despite a slight 5.6% decline in July, with monthly tourism earnings falling to approximately $721.4 million, the broader trend remains strongly positive, signaling resilience and sustained interest from international markets.
Key Markets Fueling the Upswing
Visitor spending soared across multiple regions:
- Asia: revenue surged by 41.1%
- Europe: spending climbed 33.8%
- Americas: increased by 21.7%
- Other global markets: saw a 38.0% rise
Meanwhile, guests from Arab countries contributed a more modest 7.3% growth. Notably, tourist revenue from Jordanian expatriates declined slightly by 2.5%, suggesting changing visit patterns among Jordanians living abroad.
Outbound Trends Among Jordanians
Jordanian travelers themselves are reflecting shifting trends. Spending on international travel by Jordanians grew 4.0%, totaling $1.247 billion in the seven-month span. In July alone, outbound travel spending jumped 7.0%, reaching $247.4 million, potentially driven by the summer vacation period.
What’s Behind the Boom?
Several factors have fueled this tourism upswing:
1. Infrastructure & Investment
Jordan continues to invest heavily in tourism infrastructure. Landmark projects such as the Abdali Urban Regeneration and new developments in Aqaba, including luxury resorts and cruise ship terminals, are enhancing appeal and access. The expansion of Queen Alia International Airport, set to handle 9 million passengers in its first phase and 12 million in the second, further improves connectivity and visitor experience.
2. Visa Facilitation and Market Diversification
In June 2025, Jordan signed a visa-free travel agreement with Russia, allowing stays of up to 30 days visa-free per visit. This move is expected to boost visitor numbers from Russia and beyond. To balance reliance on traditional markets, Jordan’s forthcoming National Tourism Strategy (2025–2028) aims to diversify source regions—focusing on emerging markets like China, India, Russia, Africa, and Southeast Asia—and to grow niche sectors such as wellness, MICE (meetings, incentives, conferences, exhibitions), and faith-based tourism.
3. Global Recovery & Promotional Efforts
The revival of air links, including more than 25 low-cost direct routes to Amman and Aqaba from Europe, has improved access significantly. Coordinated marketing campaigns, participation in international travel fairs, and digital outreach have amplified Jordan’s image as a safe, versatile destination—appealing to everyone from solo travelers to cultural adventurers.
Top Attractions Continue to Dazzle
Jordan’s timeless draws—Petra’s rose-red façades, the surreal Dead Sea, and the dramatic desert of Wadi Rum—remain ever-compelling. Complemented by modern hospitality offerings, these attractions continue to attract global interest.
Looking Ahead
Sector forecasts are optimistic. The tourism revenue of $4.398 billion in the first seven months forms a strong foundation for a projected $7.7 billion by year’s end, as outlined by economic analysts and central bank projections. With deliberate investments and strategic diversification, Jordan is poised to continue its upward trajectory in the global tourism arena.
Conclusion
Jordan’s tourism recovery in early 2025 underscores the kingdom’s global allure and strategic adaptability. Even with minor fluctuations, the overall growth is powered by international demand—especially from Asia, Europe, and the Americas—supported by infrastructure, policy enhancements, and effective marketing. As Jordan refines its tourism strategy, it solidifies its position as a leading Middle Eastern destination, offering rich history, stunning landscapes, and modern convenience. Jordan’s tourism sector is not just back—it’s ascending.
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