Tourism professionals, specialists, and academic experts indicate that Jordan’s tourism sector is experiencing steady growth and increased activity, with rising demand from multiple international markets. This trend is reflected in improving performance indicators, signaling a resurgence of vitality in the kingdom’s tourism movement.
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In interviews with the Jordan News Agency (Petra), experts highlighted that the rise in international visitor numbers and tourism revenues during the first nine months of this year, compared to the same period last year, demonstrates Jordan’s restoration as a safe and attractive tourist destination in the region.
Central Bank data show that tourism revenues for the first nine months reached approximately $6 billion, marking a 6.8% increase compared to $5.571 billion during the same period in 2024. This growth is attributed to a 14.5% rise in visitors. In September alone, tourism revenues reached about $622.4 million, up 1.4% from September 2024.
Experts noted that Jordan is steadily moving toward further growth in the sector, contributing to the national economy and creating new employment opportunities across tourism-related fields.
Hussein Hilalat, Vice President of the Jordan Hotels Association, said the easing of regional tensions and relative calm will contribute to a new phase of recovery and growth in the tourism sector during the upcoming winter season, following a period of decline in international arrivals. He also highlighted the renewed interest from European and Asian markets in organizing trips to Jordan as a clear sign of tourism recovery.
Hilalat emphasized the importance of support from relevant authorities, which has boosted confidence among tourism workers and instilled hope for a new era of stability and growth. He stressed the need to enhance public-private partnerships and team collaboration, noting that the tourism sector is a lifeline for tens of thousands of families and a key driver of the national economy. Promoting Jordan’s tourism globally remains a priority.
Dr. Ibrahim Al-Kurdi, a tourism specialist at the University of Jordan, Aqaba branch, stated that the improved performance indicators indicate that the sector has entered a stage of recovery and revitalization, thanks to continuous support from the Hashemite leadership, which prioritizes tourism as a cornerstone of the national economy.
Al-Kurdi highlighted government initiatives such as support for low-cost airlines, expanding promotional campaigns, and targeting new markets in Europe, Asia, and Africa, which have yielded tangible results. He also noted that digital transformation and innovative marketing have enhanced the competitiveness of Jordan’s tourism sector globally. He stressed the importance of developing services, improving staff efficiency, strengthening private sector partnerships, and expanding investment in eco-tourism, medical tourism, and religious tourism to ensure sustainable growth.
Salameh Khattar, member of the Jordanian Association of Tourism and Travel Agents, confirmed a notable rise in demand from European markets, especially Italy and France, as well as the U.S. He noted that the increased demand extends to hotels, tour operators, and restaurants, reflecting renewed vitality in domestic tourism activity and demonstrating the sector’s ability to adapt to regional changes.
Dr. Hakem Shatnawi, Professor of Tourism and Hospitality at Yarmouk University, explained that the continuous rise in tourism revenue reflects the strong recovery of Jordan’s tourism sector and its regained attractiveness following regional stability improvements and increased tourist confidence. He highlighted the return of low-cost flights, reducing travel costs and attracting a broader range of visitors, as well as promotional campaigns showcasing Jordan’s unique nature, rich history, and diverse experiences.
Dr. Shatnawi emphasized that tourism growth is closely linked to tourism incentive programs and stressed the need to maintain this momentum for several years to consolidate recovery and ensure sustainable growth.
(Petra)
