Tourism earnings in Jordan surge by 11.9% during the first half of the year, defying challenges in the region
Jordan's tourism sector experienced a significant boost in 2025, with the country welcoming a 13% increase in visitors compared to the same period last year. According to the Ministry of Tourism and Antiquities, Jordan welcomed 1.51 million visitors in the first quarter of 2025, generating tourism receipts of 1.22 billion Jordanian dinars ($1.72 billion), a 8.85% increase from the previous year.
The surge in tourist arrivals was not limited to a specific region. Revenues from European tourists increased by 35.6%, while those from Arab tourists rose by 11.5%. The growth was particularly notable among American tourists, with revenues increasing by 25.8%. Moreover, tourism revenues from Asian visitors surged by 42.9%, indicating a growing interest in Jordan's cultural and historical destinations.
The return of air connectivity in 2025 expanded the number of low-cost direct routes to 25, including 20 to Amman for the summer and 5 to Aqaba in the winter. These new routes are expected to bring in around 270,000 travelers.
The growth in tourism revenues came despite a 3.7% decrease in June 2025. Spending by Jordanians on outbound tourism rose 3.3% year on year in the first half of 2025, reaching $999.7 million. However, spending by Jordanians on outbound tourism declined by 22.7% in June 2025, falling to $195.6 million.
The Ministry of Tourism and Antiquities is developing a new National Tourism Strategy for 2025-2028. The updated strategy aims to diversify source markets, including China, India, Russia, Africa, and Southeast Asia, and to promote high-potential segments such as medical, wellness, faith-based, adventure, and MICE tourism.
The World Travel & Tourism Council reported that the tourism sector added $341.9 billion to gross domestic product and 7.3 million jobs in 2024. Projections for 2025 show the tourism sector adding $367.3 billion and 7.7 million jobs. Saudi Arabia saw a 148% rise in international tourism revenue in 2024, and Oman, the UAE, and Qatar also continued to attract strong visitor flows in 2025.
The updated National Tourism Strategy Plan of Jordan for 2025-2028 identifies China, India, and South Korea as potential additional tourism markets due to their large and growing middle-class populations, increasing outbound travel propensity, and rising interest in cultural and historical destinations.
In conclusion, Jordan's tourism sector has shown remarkable resilience and growth in 2025, attracting record numbers of visitors and generating significant revenue. The Ministry of Tourism and Antiquities' new National Tourism Strategy for 2025-2028 aims to build on this success by diversifying source markets and promoting high-potential tourism segments.
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