Jordan’s Tourism Industry Grows, Welcoming More Visitors to Its Rich Heritage and Natural Beauty

Published on December 12, 2025

Jordan is experiencing a notable boost in tourism, with a 14.6% increase in the number of visitors during the first eleven months of 2025 compared to the same period in 2024, according to recent data released by the Ministry of Tourism and Antiquities. This surge reflects the growing global interest in Jordan’s rich history, diverse landscapes, and cultural heritage. The increase in tourism numbers signals the recovery and continued growth of the country’s tourism industry, which has been a key sector of its economy.

Tourists are flocking to Jordan for its iconic landmarks, such as Petra, the Dead Sea, and the Roman ruins of Jerash. The country’s investment in tourism infrastructure, along with a range of promotional campaigns, has helped elevate its status as a top travel destination in the Middle East. The country’s unique combination of ancient history, natural beauty, and modern amenities makes it a compelling destination for travelers seeking both adventure and cultural enrichment.

Key Drivers of Tourism Growth in Jordan

Several factors have contributed to Jordan’s tourism boom in 2025, including international marketing campaigns, improved accessibility, and the growing popularity of cultural and adventure tourism. The Ministry of Tourism and Antiquities has focused on promoting Jordan’s diverse offerings, from its historical treasures to its unique experiences such as the desert landscapes of Wadi Rum, renowned for its stunning beauty and connection to Hollywood films.

Petra, one of the New Seven Wonders of the World, continues to be the star attraction, drawing millions of visitors annually. The ancient rose-red city, with its intricate facades carved into sandstone cliffs, is a major draw for history enthusiasts, archeologists, and photographers. Recent improvements to visitor facilities, including upgraded pathways and signage, have made it easier for tourists to explore the site and learn about its significance in the ancient world.

Other attractions, such as the Dead Sea, offer tourists an opportunity to experience its unique salt-rich waters and the therapeutic properties of its mud. Visitors come to the Dead Sea not only for its health benefits but also for the chance to float effortlessly in the world’s saltiest body of water. Jordan’s coastline along the Red Sea at Aqaba has also grown in popularity, offering tourists both relaxation and water-based activities like snorkeling, diving, and boat trips.

Adventure and Nature Tourism in Jordan

Jordan’s diverse landscape offers ample opportunities for adventure tourism, which has seen a rise in popularity in 2025. The country’s desert landscapes, particularly the protected area of Wadi Rum, have become a hotspot for adventure seekers. Known as the “Valley of the Moon,” Wadi Rum is famous for its dramatic sandstone mountains, vast dunes, and narrow canyons. The region has gained attention from international tourists looking for unique experiences, such as jeep tours, camel rides, and even stargazing in the desert.

Additionally, Jordan is gaining recognition as a hiking and trekking destination, with a number of trails that offer spectacular views and challenging terrain. The Jordan Trail, which stretches across the country from the north to the south, has become an increasingly popular route for trekkers and outdoor enthusiasts. This 650-kilometer path allows visitors to experience Jordan’s diverse landscapes, including forests, mountains, and desert terrain.

The King’s Highway, a historic route that connects many of Jordan’s ancient sites, is another popular choice for road travelers who wish to explore the country at a more leisurely pace. The route offers access to a variety of attractions, including crusader castles, Byzantine ruins, and Ottoman architecture, making it an ideal way for tourists to immerse themselves in Jordan’s rich history.

Cultural Tourism and Events

In addition to historical sites and outdoor adventure, cultural tourism in Jordan has been a significant factor in the increase in visitors. The country has made concerted efforts to showcase its modern-day cultural scene, with a growing number of international music festivals, art exhibitions, and culinary events. The Jordan Festival, held annually in Amman, celebrates the country’s culture through performances, live music, and theater, attracting tourists from around the world.

Jordan is also home to a number of UNESCO World Heritage Sites, such as the ancient city of Petra, the Baptism Site of Jesus Christ (al-Maghtas), and the archaeological site of Umm Qais. These sites not only attract tourists interested in history but also those seeking to connect with the country’s deep religious and cultural heritage. Pilgrimage tourism continues to thrive, particularly to religious sites along the Jordan River.

Tourism Infrastructure and Accessibility Improvements

The surge in tourism can also be attributed to Jordan’s commitment to improving its tourism infrastructure. The country has made significant investments in transportation, accommodation, and service offerings. The expansion of Queen Alia International Airport in Amman has made it easier for international visitors to fly into Jordan, while increased flight connections to key markets like Europe, North America, and the Gulf region have made it a more accessible destination for tourists.

Furthermore, Jordan’s hospitality sector has seen significant growth, with a range of luxury hotels, boutique accommodations, and eco-lodges providing tourists with options for every budget. The country has also made strides in improving accessibility for visitors with disabilities, with many tourist sites and hotels now offering wheelchair access and other services for those with mobility challenges.

Looking Ahead: The Future of Tourism in Jordan

The positive growth in tourism for Jordan is expected to continue well into 2026, as the country’s tourism sector remains one of the strongest in the region. The continued development of new attractions, along with the promotion of sustainable tourism practices, is expected to further enhance Jordan’s reputation as a leading Middle Eastern destination. The country is also focusing on expanding its tourism offerings to include wellness tourism, eco-tourism, and community-based tourism, all of which will appeal to a growing demographic of responsible travelers.

Conclusion: A Growing Tourism Destination

Jordan’s 14.6% increase in tourism in 2025 is a clear sign of the country’s successful efforts to position itself as a leading destination in the Middle East. With its rich history, vibrant culture, and diverse landscapes, Jordan continues to attract tourists from around the world, offering them unique and memorable experiences. As the country’s tourism infrastructure continues to improve, the future looks bright for Jordan as it welcomes even more visitors in the years to come.