Jordan Generates Nearly Four Billion USD in Tourism Revenue in First Half of This Year as Travel from China, India, South Korea and more Surges Despite Regional Tensions

Published on July 17, 2025

Surge in Tourism Up to the second quarter of this year Jordan has achieved an excellent increase in tourism income, with reports of having made a profit of almost four billion US dollars, with a growing number of visitors from principle Asian markets such as China, India, South Korea, and many more. This robust growth is in stark contrast to the geopolitical pressures in the region and emphasises Jordan’s position as a favoured Middle Eastern stop. Strategic marketing, as well as increased air access and a growing preference for cultural and historical attractions, have all played a role in this strong performance.

Million” for the first half of the year and witnessed a remarkable 11.9% increase, at around 3.67 billion USD, confirming the vitality of a flourishing recovery with increasing global endorsement of Jordan as a destination. This recovery was driven despite a drop in June due to increasing geopolitical tensions in proximate regions.

A Remarkable Surge in Inbound Tourism Revenue

Based on newly published figures from the Central Bank of Jordan, tourism earnings reached approximately 3.67 billion USD during the initial six-month period of this year. This substantial increase is largely attributed to the sharp rise in the number of international tourists from several key regions, particularly Asia, Europe, and the Americas. These markets not only delivered higher visitor numbers but also demonstrated greater per capita spending, further boosting the overall revenue stream.

June Decline Linked to Regional Instability

Despite the upbeat half-year results, June brought a short-term reversal in fortune. Tourism revenues fell by 3.7% compared to the same month last year, totaling $619.2 million. This dip, while relatively modest, has been primarily linked to rising regional instability, which may have led to cancellations and travel hesitations among potential visitors.

Nonetheless, analysts consider this decline to be temporary and not indicative of a broader downturn, especially given the broader trajectory of consistent growth. The month of June has often been a volatile period for Middle Eastern tourism, susceptible to both geopolitical and seasonal disruptions.

Surging Interest from Key International Markets

Tourism revenue breakdowns by region showcase a global diversification of Jordan’s visitor base. The most dramatic growth was seen in Asian source markets, with a remarkable 42.9% surge in revenue. Tourists from countries such as China, India, South Korea, and Southeast Asia have been increasingly drawn to Jordan’s ancient heritage sites, desert landscapes, and religious tourism opportunities.

European tourists, long a cornerstone of Jordan’s inbound travel sector, contributed to a 35.6% increase in tourism revenues. This upswing has been supported by expanded flight connections from European cities and the growing popularity of cultural and eco-tourism routes such as Petra, Wadi Rum, and the Dead Sea.

Meanwhile, revenues from American travelers rose by 25.8%, reflecting improved air accessibility and sustained promotional efforts in North American markets. The rise is especially notable given the competitive landscape in global long-haul destinations.

Arab tourists, who continue to form a vital segment of the regional market, also showed solid growth, with tourism revenues increasing by 11.5%. This segment’s resilience remains crucial for Jordan’s hospitality industry, particularly in family and luxury travel sectors.

Tourism earnings from other international markets collectively soared by 43%, highlighting a significant diversification of Jordan’s appeal beyond traditional markets. Travelers from regions such as Africa, Oceania, and Latin America also contributed to the surge, representing a diverse mix of emerging markets beyond Jordan’s traditional tourism sources.

A Slight Decline in Visits from Jordanian Expatriates

In contrast to the robust growth from foreign markets, travel revenues from Jordanian expatriates visiting the Kingdom posted a slight dip of 0.8% over the same period. While this decline is not substantial, it is noteworthy as the diaspora traditionally contributes significantly to domestic tourism, especially during peak summer travel and holiday seasons.

Several factors may have contributed to this minor contraction, including shifting travel patterns, economic conditions in host countries, and an overall emphasis on shorter or more cost-effective visits back home.

Outbound Travel by Jordanians Sees Mixed Signals

Outbound travel expenses by Jordanians increased by 3.3% during the first six months of the year, presenting a notable divergence from the growth trend in inbound tourism. Total outbound tourism expenditure reached $999.7 million by the end of June. This trend suggests a growing appetite among Jordanians for international travel, supported by higher disposable income and increasing availability of short-haul flight options to destinations across the Middle East, Europe, and Asia.

However, June alone saw a significant drop of 22.7% in spending by Jordanians on foreign travel, totaling $195.6 million. Industry observers believe this sharp drop could be a delayed impact of currency fluctuations, inflation, or increased cost of living domestically.

Comparative Context: Global Tourism Trends

The performance of Jordan’s tourism industry is especially commendable when seen in the context of broader global trends. Countries across the globe, particularly in Asia and Europe, have also experienced varying results due to factors like extreme weather, airline capacity challenges, and political uncertainty.

For instance, Japan recently reported a historic influx of 21.5 million foreign visitors in the first half of the year, with robust travel demand extending beyond traditional peak periods. This mirrors global traveler sentiment leaning towards culturally rich and historically significant destinations — a category where Jordan excels.

Strategic Promotions and Expanding Air Connectivity

One of the major drivers behind Jordan’s tourism growth has been its enhanced global marketing campaigns and sustained investments in air connectivity. Royal Jordanian Airlines and low-cost carriers have expanded routes connecting Amman to several Asian and European cities, creating greater convenience and accessibility for inbound travelers.

Moreover, the Jordan Tourism Board’s digital transformation efforts, in collaboration with regional influencers and media partners, have strengthened the country’s positioning on platforms such as YouTube, Instagram, and TikTok. These efforts are particularly influential among millennials and Gen Z travelers seeking immersive and sustainable travel experiences.

Resilience Amid Regional Geopolitical Challenges

Jordan’s ability to post growth despite regional tensions is a testament to its strategic stability, diplomatic positioning, and long-standing image as a safe and welcoming destination in the Middle East. While geopolitical tensions in neighboring areas may create short-term volatility, Jordan’s internal security and consistent hospitality standards provide assurance to foreign tourists.

In addition, the country has taken proactive measures to increase safety awareness and implement stringent tourism standards, boosting international confidence even during sensitive periods.

Sustainable Tourism on the Rise

Sustainability has also become a core theme in Jordan’s tourism development strategy. Government and private sector stakeholders have increasingly focused on community-based tourism, eco-tourism lodges, and environmentally conscious travel programs. Sites like Dana Biosphere Reserve and Feynan Ecolodge are now being promoted as flagship models for low-impact tourism that benefits local communities.

Such initiatives not only attract environmentally conscious travelers but also help distribute tourism benefits across less-visited regions, thereby reducing pressure on iconic sites like Petra and Wadi Rum.

Domestic Tourism as a Safety Net

Jordan’s domestic tourism campaigns continue to play a stabilizing role, especially during periods of global uncertainty. Promotional discounts, staycation deals, and seasonal packages have helped maintain occupancy rates and internal travel activity. These efforts offer a fallback buffer for the tourism industry when international arrivals face headwinds.

Investment and Hospitality Sector Outlook

The hospitality sector has responded positively to tourism growth with fresh investments in boutique hotels, glamping experiences, and luxury resort developments. International hotel chains are also ramping up their presence, especially in Amman and Aqaba, reflecting confidence in long-term tourism potential.

Upcoming infrastructure projects, including airport expansions and road upgrades to key tourist destinations, are expected to further improve the travel experience and boost the industry’s competitiveness.

Future Projections and Industry Confidence

Looking ahead, Jordan’s tourism outlook remains promising. Industry experts forecast continued momentum in international arrivals, especially from emerging markets like Southeast Asia and Latin America. Additionally, cultural and religious tourism remains a strong draw for visitors seeking deeper experiences in the cradle of ancient civilizations.

With continuous innovation in travel services, emphasis on sustainability, and a diversified market approach, Jordan is well-positioned to surpass its tourism targets by the year’s end — despite regional complexities.

IE The country earned some 3.8 billion U.S. dollars in revenues from tourism in the first half of the current year, with the number of Chinese, Indian and South Korean tourists and others increasing significantly. Strategic promotions and strong demand for cultural and heritage experiences proved to be key drivers of this strong growth in inbound travel, despite regional tensions.

Jordan’s tourism sector witnessed a remarkable resilience and spirit of innovation in the first half of the year, generating close to $3.7 billion in revenues through its marketing emphasis on promotion of Petra and Jordan Trail, consequent rise in visitor arrival numbers, and a broadened market base. Geopolitical headlines eroded performance for the month of June but the momentum remains staunchly up. Leveraging its history, safety as a destination, and growing prominence on the world stage, Jordan remains the Middle East’s most distinguished tourism draw.