Jordan Tourism Industry Struggles as Israel-Hamas War Like Conflict Hits International Visitor Numbers, Deep Economic Impact on Petra and Wadi Rum

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Jordan’s once-thriving tourism industry, renowned for its ancient ruins, desert landscapes, and serene resorts, is facing a serious crisis as regional conflicts deter visitors. Businesses across the country, especially in iconic destinations like Petra, Wadi Rum, and coastal areas along the Red Sea, are struggling to stay afloat as Western tourists cancel travel plans amidst fears of instability in the Middle East. The ongoing war between Israel and Hamas, now entering its second year, has severely impacted tourism in Jordan, a country known for its stable appeal in an often-volatile region.

In Petra, the famous archaeological site carved into rose-colored rock, hotel owners and operators have reported a drastic decline in visitor numbers. Enas Al-Hinti, manager of Nomads Hotel, has taken extreme measures to keep her business running, including halving staff salaries and asking employees to take unpaid leave. The decision reflects the financial strain faced by many in Jordan’s tourism sector as they contend with dwindling revenue and mounting costs.

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Despite Jordan’s non-involvement in the conflict, its geographical proximity to Israel, coupled with regional tensions, has fueled a crisis in its tourism industry. Flight ticket bookings to Jordan dropped by 35% year-on-year from mid-September to early October, according to data from travel intelligence firm ForwardKeys. The downward trend has continued, exacerbated by escalating hostilities between Israel and Iran and ongoing military actions affecting the broader region.

Impact on Petra and the Goulburn Valley’s Ancient Attractions

Petra, Jordan’s most popular tourist destination, has witnessed a steep decline in tourist arrivals. Once bustling with tourists eager to explore its ancient ruins and immerse themselves in its rich history, Petra now sees empty streets and boarded-up shops. According to Abdullah Hasanat, president of the Petra Hotels Association, hotel occupancy rates have fallen to as low as 10%. Hasanat, who also owns a hotel in Petra, described the situation as dire, with many businesses in “intensive care” as they struggle to survive the downturn.

Before the conflict, Petra attracted more than a million visitors annually, primarily from Europe and the United States. For decades, tourists have flocked to Petra, Wadi Rum, and Jordan’s Crusader castles to experience the country’s historical treasures and scenic landscapes. These sites, celebrated for their uniqueness and historical significance, contributed to Jordan’s tourism industry, which made up around 12.5% of the nation’s economy in 2023. However, the effects of ongoing regional conflict threaten to undermine these numbers, putting the livelihoods of countless Jordanians at risk.

Al-Hinti, like many other business owners in Petra, has seen her revenue plummet. “There are no revenues; it’s all losses,” she lamented. With fewer international visitors, her hotel’s operations have been reduced to a minimum, with only a limited number of floors open to guests. This scaled-down operation is essential to preserve financial resources and ensure the business can continue to operate despite the drastic decline in bookings.

Broader Impact on Jordan’s Tourism and Flight Cancellations

The crisis extends beyond Petra, impacting the entire Middle Eastern tourism sector. ForwardKeys data shows that flight bookings to the region are down 6% year-on-year since the conflict reignited in October 2023, following a major attack by Hamas on Israel. Destinations like Israel and Lebanon have seen sharper declines in flight bookings than Jordan, yet the ripple effects are undeniable. With many tourists wary of the region’s instability, even countries not directly involved in the conflict are feeling the economic impact.

A crucial blow to Jordan’s tourism has been the suspension of flights by major carriers. In particular, Ryanair’s decision to halt flights to Jordan due to its proximity to Israeli and Lebanese airspace has severely curtailed the influx of Western tourists. Ryanair’s CEO, Michael O’Leary, described the decision as “sensible,” citing concerns over airspace safety. The suspension of flights, coupled with cancellations by international tour operators such as Intrepid and Riviera Travel, has further stymied Jordan’s efforts to attract visitors.

Jordan’s tourism industry relies heavily on international visitors, including Christian pilgrims who traditionally combine visits to Israel and Jordan. For many, a pilgrimage to holy sites in Israel is often paired with a journey to Jordan’s religious and historical attractions. However, the resurgence of conflict has disrupted these travel patterns, leaving Jordan with a significant shortfall in tourists.

A Bleak Outlook and the Prospect of Long-Term Damage

As the conflict in the Middle East shows little sign of resolution, Jordan’s tourism sector faces the grim reality of long-term damage. The instability has led to a sharp drop in future bookings, with hotels and tour operators reporting a projected decline in reservations of 90-95% for the coming year. Nabih Riyal, CEO of Plaza Tours, described the situation as dire, with business owners bracing for a sustained downturn. Many, like Al-Hinti, are dipping into their financial reserves to maintain staff salaries and basic operations, but the sustainability of such measures remains uncertain.

The impact on the local economy is profound, as tourism directly supports a substantial portion of Jordan’s GDP. The loss of revenue is affecting not only hotel owners and tour operators but also small businesses that depend on the influx of tourists, including souvenir shops, restaurants, and transportation providers. In Petra, shopkeepers like Marcus Massoud have watched their daily visitor count plummet from 4,000 to barely 300-400. This drastic reduction has left many businesses struggling to cover operating costs, with little hope of immediate recovery.

Adjusting Strategies to Mitigate the Impact

In light of the challenges, Jordan’s tourism sector is exploring strategies to mitigate the impact of the downturn. Tourism Minister Lina Annab emphasized the need to focus on resilient markets less affected by the conflict. While the flow of Western tourists has dwindled, visitors from neighboring countries continue to visit Jordan, providing some relief to the industry. Additionally, a small number of Western tourists remain undeterred by the instability, opting to proceed with their travel plans despite potential risks.

Dorothy Lawson, a tourist from California, exemplified this perspective. Walking through Petra in late October, she shared that she felt confident in her decision to visit, trusting that the tour would be canceled if there were significant risks. This segment of resilient travelers offers a glimmer of hope for Jordan’s tourism industry, which is striving to adapt to the new reality.

The Role of Regional Tourism Partnerships and Promotion

Jordan’s tourism industry has weathered past challenges, including periods of heightened tension in the Israeli-Palestinian conflict. The government and private sector are considering strategies to promote Jordan as a safe and separate destination within the region, emphasizing its stability and unique attractions. Collaborative efforts with tourism boards from neighboring countries, marketing campaigns focused on safety, and partnerships with travel influencers could help Jordan rebuild its image and regain the trust of international tourists.

Tourism stakeholders are hopeful that with concerted efforts, they can attract new demographics, including adventure and cultural tourists interested in Jordan’s natural wonders and historical sites. Investments in regional partnerships and marketing initiatives may help to stabilize visitor numbers, albeit at lower levels than before.

Conclusion: Uncertain Path Forward for Jordan’s Tourism

Jordan’s tourism industry is at a crossroads, grappling with the economic fallout of regional conflict. While iconic sites like Petra and the Dead Sea continue to attract attention, the sharp decline in international visitors has cast a shadow over the sector’s future. For now, business owners are navigating an uncertain path, relying on financial reserves and hoping for stabilization.

The resilience of Jordan’s tourism sector will depend on how effectively it can adapt to shifting travel patterns, restore visitor confidence, and leverage its appeal to regional and niche markets. As one of the Middle East’s most treasured destinations, Jordan’s ability to overcome these challenges will serve as a testament to its enduring allure and adaptability in the face of adversity.