In the first two months of 2025, Jordan experienced a noticeable increase in its tourism revenue, with preliminary data from the Central Bank of Jordan (CBJ) reporting a rise of 16.3 percent. The total revenue reached $1.28 million, compared to the same period in the previous year, 2024. This growth was attributed to a 18.5 percent increase in the number of tourists visiting the Kingdom, signaling positive trends despite previous challenges faced by the tourism sector. The CBJ data revealed that the increase in tourism revenue spanned various nationalities, including expatriate Jordanians, non-Jordanian Arabs, Europeans, and Americans. Among the nationalities, expatriate Jordanians saw a rise in revenue of 12 percent, while non-Jordanian Arabs contributed to a 16.7 percent increase. Europeans and Americans also played significant roles in this growth, with a 4.6 percent and 14.6 percent rise in revenue, respectively. Notably, tourism revenue from other nationalities surged by 42.5 percent, reflecting the growing international interest in Jordan as a travel destination.

Challenges and Spending Patterns in 2024

Despite the promising start to 2025, Jordan’s tourism sector faced some difficulties in 2024. According to CBJ data released in January 2025, the total tourism revenue for 2024 was JD7.239 billion, marking a 2.3 percent decline compared to 2023. This decrease was attributed to a 3.9 percent drop in the number of tourists visiting the Kingdom, reflecting broader regional and global challenges affecting tourism. The report pointed to a specific downturn in tourism revenue from European, American, and other nationalities, which had been negatively impacted by global geopolitical events. Tourism revenue from Europeans fell by 54 percent, from Americans by 35.2 percent, and from other nationalities by 15.3 percent.

While these figures reflected a broader decline, the CBJ data also highlighted some positive trends. Revenue from Jordanian expatriates saw a 7.7 percent increase, and revenue from non-Jordanian Arab tourists grew by 12 percent. This suggests that while international visitors faced some challenges, local and regional tourism remained somewhat resilient, particularly from within the Arab world and the Jordanian expatriate community.

Impact of Global Events on Jordan’s Tourism

A significant factor in the overall decline in 2024’s tourism figures was the impact of the Gaza war, which began on October 7, 2023. According to a report from the International Monetary Fund (IMF), the war created disruptions that heavily affected the tourism sector in Jordan. The IMF attributed much of the tourism revenue loss to cancellations from tourists coming from advanced economies, which typically account for about a third of the country’s tourism revenues. This reflects a broader global trend where geopolitical instability and conflict often lead to reduced travel, especially from European and American visitors, who are more likely to cancel or delay travel plans due to concerns about safety and security.

Outbound Tourism and Remittances

In contrast to the decline in inbound tourism, Jordan’s outbound tourism saw an increase. The data showed that spending on outbound tourism in the first two months of 2025 increased by 16.7 percent, amounting to $342.7 million, compared to the same period in 2024. This suggests that while the country was facing some setbacks in attracting international tourists, Jordanians themselves were traveling more abroad, contributing to higher spending on outbound tourism.

In addition, remittances from Jordanian expatriates also increased. The CBJ reported a 1.2 percent rise in remittances for January 2025, which amounted to $320 million, up from $316.4 million in January 2024. This growth in remittances could further support the tourism sector by sustaining the local economy, particularly as Jordanians abroad contribute to the economy through their financial transfers.

Global Implications for the Travel Industry

The ongoing developments in Jordan’s tourism sector reflect broader trends in the global travel industry. The growth seen in early 2025 illustrates that, despite challenges, tourism remains a significant contributor to the economy, with some regions continuing to see positive growth. However, the decline in European and American tourist numbers underscores the fragility of the tourism sector in the face of global instability. Geopolitical factors such as armed conflicts, terrorism threats, or political unrest have a direct impact on travel decisions, often leading to sudden shifts in tourist arrivals, cancellations, and altered spending patterns.

At the same time, the increase in outbound tourism and remittances indicates a shift in tourism spending behaviors, where local residents may be compensating for the decline in international tourism by traveling abroad themselves. Regional tourism, particularly from nearby Arab nations, also continues to play a crucial role in Jordan’s tourism economy, reflecting a trend in which domestic and regional travelers are becoming more prominent in sustaining the sector.

Looking Forward: Adapting to a Changing Landscape

The tourism sector in Jordan faces an evolving landscape marked by both challenges and opportunities. The significant growth seen in early 2025 may be a sign that the country’s tourism industry is adapting to the changing global environment. However, the impact of geopolitical conflicts on tourism remains a pressing concern, especially as Jordan continues to navigate the effects of regional instability.

In response to these challenges, the Jordanian government and tourism authorities will likely need to explore new strategies to attract a more diverse range of international visitors, including promoting alternative tourism forms such as ecotourism and cultural tourism, while also continuing to cater to regional markets. The ability of Jordan to adapt to these shifting dynamics will determine its future position in the global travel industry.

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