In the heart of the Middle East, surrounded by ongoing conflicts and regional instability, Jordan has managed to defy the odds. The Kingdom’s tourism industry is not only surviving—it’s thriving. Thanks to strategic efforts and a pivot towards Gulf Cooperation Council (GCC) countries, Jordan is seeing record-breaking visitor numbers and evolving travel trends.

Tourism Grows Despite Regional Tensions

While nearby regions continue to face unrest, particularly in Gaza and along Israel-Iran borders, Jordan has remained a relatively safe haven for travelers. This stability, combined with a targeted tourism strategy, has helped the country attract more visitors than ever. The first half of 2024 marked a milestone for the Kingdom, welcoming over 2.7 million international overnight tourists—a record for a six-month period. From January to April 2025 alone, the country saw a 19% year-on-year increase in visitor arrivals, reaching more than 2.1 million tourists. These figures highlight a strong post-pandemic recovery, even as Western visitor numbers remain sluggish due to regional safety concerns.

The Rise of GCC Tourists

A major driver behind this surge in tourism is the increasing number of travelers from Gulf countries. In 2024, Jordan welcomed a record-breaking 1.32 million overnight visitors from the GCC—a 25% increase over the previous year. Saudi Arabia led the pack with over 1.15 million tourists, marking a 17% rise from 2023. Other Gulf nations, including Kuwait, the UAE, Qatar, Oman, and Bahrain, also recorded double-digit growth in visitor numbers. This shift towards GCC tourism reflects not just changing travel patterns, but a strategic realignment by Jordan’s tourism authorities to focus on closer, high-potential markets during uncertain times.

Changing Demographics, Changing Travel Trends

With the rise of GCC tourists, Jordan is experiencing a shift in visitor behavior and spending. Gulf travelers typically prefer urban stays and wellness experiences over historical site tours. Cities like Amman and resort destinations around the Dead Sea are seeing more demand than traditional hotspots like Petra or Wadi Rum. GCC visitors also tend to spend less on local tours and adventure activities, choosing instead to invest in comfort, shopping, and health-based experiences. However, their stays are often longer, with multi-destination itineraries gaining popularity, especially during school breaks and holiday seasons.

Diversifying Beyond the Gulf

While the Gulf remains a key market, Jordan isn’t putting all its eggs in one basket. Tourism officials are actively targeting new markets across Asia and the Pacific, including India, Indonesia, Japan, and Australia. Recent airline partnerships and route expansions from cities like Delhi and Mumbai are expected to open doors to more visitors from South Asia. The government is also exploring the return of European budget airlines to re-engage price-sensitive tourists from Western countries. Additionally, recent diplomatic agreements—such as a visa-free deal with Russia—are expected to draw new segments of travelers.

Expanding Infrastructure and Investment Opportunities

Jordan’s tourism success isn't accidental. The country is actively investing in its infrastructure and hospitality sector to accommodate new demand. Development projects include upgrades to airport terminals, road connectivity to major attractions, and the construction of mid-range and luxury hotels. To encourage private investment, the Jordanian government offers tax incentives, duty exemptions, and relaxed regulations for tourism-related projects. These initiatives aim to support growth in regions beyond Amman, such as Aqaba, Madaba, and the northern highlands.

A Diverse Range of Travel Experiences

Jordan remains one of the most culturally rich and naturally diverse destinations in the Middle East. From ancient ruins like Petra and Jerash to the healing waters of the Dead Sea and star-studded skies over Wadi Rum, the Kingdom caters to a broad spectrum of travelers. In recent years, medical and wellness tourism has seen particular growth, especially among GCC nationals seeking high-quality healthcare, spa treatments, and detox retreats. Meanwhile, adventure tourism—such as hiking the Jordan Trail or camping in the desert—continues to attract thrill-seekers from both East and West.

Jordan’s reputation as a safe and welcoming destination plays a vital role in its tourism rebound. While global travelers are advised to remain cautious near border areas, most of the country—especially tourist hotspots—remains secure and well-managed. The government maintains strict safety protocols, and local tourism operators are trained to handle emergencies efficiently. These efforts have reinforced visitor confidence, even as geopolitical tensions linger nearby.

Tourism contributes significantly to Jordan’s economy, accounting for around 14% of its GDP and providing tens of thousands of jobs. The country aims to welcome over 10 million overnight visitors annually by 2033, with a focus on high-value, culturally respectful, and sustainable tourism. The path forward includes diversifying source markets, enhancing visitor experiences, and building a globally competitive brand around Jordan’s unique offerings.

Jordan’s ability to thrive amid regional turmoil is a testament to its resilience, adaptability, and strategic foresight. By embracing new visitor demographics—especially from the Gulf—and investing in long-term infrastructure, the Kingdom is setting itself up not just for recovery, but for sustainable tourism leadership in the region.