Jordan’s Tourism Sector Booms in Early 2025 with Sustained Growth Across Regional and International Markets

Published on August 14, 2025

Jordan’s tourism sector is experiencing a significant boom in early 2025, driven by a surge in visitor numbers from both regional and international markets. Nearly four million tourists visited the kingdom in the first seven months, up 15.6 per cent from the same period last year. The growth is fueled by strong arrivals from Arab countries, steady European and Asian interest, ongoing investment in tourism infrastructure, and targeted promotional campaigns that have enhanced Jordan’s global appeal.

Visitors from Arab countries accounted for the largest share, totaling nearly two million arrivals, demonstrating Jordan’s strong regional popularity. European tourists contributed around 500,000 visitors, while travelers from Asia accounted for approximately 150,000 arrivals. This diversity highlights Jordan’s ability to attract a broad range of international tourists and reinforces its position as a leading destination in the Middle East.

Tourism revenue remained robust, despite a slight decline in earnings in June. Central Bank data shows that total revenue for the first half of 2025 reached $3.7 billion, up 11.9 per cent compared to the same period last year. The steady growth underscores tourism’s vital role in Jordan’s economy, generating employment opportunities, supporting local businesses, and sustaining service industries connected to hospitality, travel, and entertainment.

Looking forward, the Ministry of Tourism and Antiquities projects total tourism revenue for 2025 to reach $7.7 billion, reflecting a 6 per cent growth rate. Jordan’s continued popularity is driven by its rich portfolio of attractions. The ancient city of Petra, the dramatic desert landscapes of Wadi Rum, and the therapeutic waters of the Dead Sea remain key draws for visitors seeking history, adventure, and wellness experiences. These landmarks, complemented by modern accommodations and tourism infrastructure, continue to elevate the country’s appeal.

Investment in infrastructure has been a cornerstone of this growth. Expansion and modernization of hotels, resorts, and transportation networks have enhanced accessibility and comfort for visitors, encouraging longer stays and repeat visits. In parallel, sustainable tourism initiatives and eco-friendly projects are attracting environmentally conscious travelers, offering experiences that combine cultural exploration with nature-based activities.

Effective marketing and promotional campaigns have further supported the rise in visitor numbers. Targeted initiatives across the Middle East, Europe, and Asia have positioned Jordan as a safe, versatile, and welcoming destination. Digital campaigns, international travel fairs, and collaboration with tour operators have strengthened Jordan’s visibility, reaching diverse traveler segments, from solo explorers to families and adventure enthusiasts.

Jordan’s strategic geographic location adds to its appeal, serving as a convenient gateway to neighboring countries and a hub for regional travel. Its combination of accessibility, iconic attractions, and varied experiences helps maintain competitiveness in an increasingly crowded global tourism market.

The consistent increase in both visitor numbers and revenue illustrates the resilience of Jordan’s tourism sector. Even amid occasional monthly fluctuations, sustained investments in infrastructure, international promotion, and sustainable tourism practices ensure that growth remains steady.

Jordan’s tourism sector is thriving in early 2025, with nearly four million visitors driving growth across regional and international markets, fueled by strong Arab, European, and Asian arrivals, enhanced infrastructure, and targeted global promotion.

The surge in tourism not only drives economic growth but also highlights Jordan’s role as a premier destination in the Middle East. By blending historical heritage, natural wonders, and modern hospitality, Jordan continues to attract travelers from around the globe, making 2025 a milestone year in the kingdom’s tourism journey.