Jordan’s tourism economy faced difficulties after the Gaza war started in October 2023. The sector is vital for the economy. The country remains politically stable and safe relative to the region. Yet perceived risks kept international visitors away and the arrivals and revenue dropped sharply. Some signs of recovery appeared in early 2026. Now, the sector hopes for a lasting rebound this year.
Jordan welcomed a record 6.35 million visitors in 2023. This generated about JD 5.25 billion (about $7.4 billion) in tourism income. That peak performance showed the sector drives foreign exchange and employment. But the regional conflict reversed this growth. Visitor numbers dropped to around 6.108 million in 2024 which is a 3.9% decline. Revenue fell 2.3% to JD 5.132 billion. Iconic sites felt the impact most. Petra is an ancient rock-carved city and UNESCO World Heritage site. Visitor numbers there fell about 61% from 1.174 million in 2023 to roughly 457,000 in 2024.
Other highlights experienced similar downturns. These include the desert landscapes of Wadi Rum and the therapeutic waters of the Dead Sea. Cultural hubs like Amman with its Roman Theater also suffered. Hotel occupancy rates in Petra dipped as low as 10% in late 2024. This caused closures and staff reductions. Many businesses shut down temporarily. Rural communities depend on tourism around nature reserves and historical sites and they lost income. This increased economic pressure in a sector that contributes around 14% to GDP.
Recovery gained speed by 2025 as regional tensions eased. Jordan’s tourism revenue rose 7% to around $7.2 billion in the first 11 months. Visitor arrivals showed double-digit growth in periods like the first five months. They went up 20.6% to 2.696 million. Petra recorded peak days with nearly 4,000 visitors in early 2026. This indicates renewed interest.
Jordan is pursuing a varied strategy for 2026. The Jordan Tourism Board approved an action plan, which focuses on digital marketing, international exhibitions, diversified markets, and longer stays. Expanded flight connections will help too. For example, Ryanair increased the flight routes from Europe. New offerings in cultural, adventure, and health tourism aim to attract broader audiences. This applies particularly around the Dead Sea. The country prioritizes collaborations with tour operators. Promotions use events like Jordan’s national football team playing in global competitions.
Industry leaders highlight Jordan’s safety and appeal. It is a land of ancient wonders, natural beauty, and hospitality. Experts anticipate a strong return of postponed trips if geopolitical stability holds. A strong recovery in 2026 would help the economy. It would also confirm Jordan’s position as a resilient and open destination in a difficult region.
