Jordan’s tourism, hospitality sector gears up for summer amid optimism, challenges

JORDAN – As July and August approach, Jordan’s tourism and hospitality industries are preparing for their traditionally busiest months, buoyed by encouraging signs of recovery and renewed visitor interest.

The sector is anticipating a boost driven by the return of Jordanian expatriates and increased summer spending, which together promise to invigorate hotels, restaurants, tour operators, and related businesses across the Kingdom.

Recent data highlights a robust upward trajectory for Jordan’s tourism sector in 2025.

International arrivals surged by over 20% in the first five months compared to the same period last year, with approximately 2.7 million visitors entering the country.

Tourism revenues have similarly grown, reaching US$2.4 billion in the first quarter alone, marking a 15.3% increase year-on-year.

These figures underscore the sector’s vital role in Jordan’s economy and its ongoing recovery from regional disruptions.

Hospitality operators report rising bookings and occupancy rates, particularly in key destinations such as Amman, Petra, Aqaba, and Wadi Rum.

The return of expatriates, many of whom travel during summer holidays, is expected to further stimulate demand for quality accommodation and authentic cultural experiences.

Hotels are enhancing their offerings with tailored packages, family-friendly amenities, and outdoor activities to capitalize on this influx.

However, the sector remains cautious due to persistent challenges.

Regional geopolitical tensions continue to cast uncertainty over travel patterns, while many households face financial pressures that could temper discretionary spending on tourism and hospitality services.

Additionally, concerns about flight disruptions linked to airspace restrictions pose risks to seamless travel connectivity, which is critical for sustaining visitor flows.

Industry experts emphasize that the summer season’s success will depend heavily on three interrelated factors: regional stability, consumer confidence, and uninterrupted air travel operations.

Stability in the Middle East would encourage international tourists and returning Jordanians alike, while strong consumer confidence would drive spending on hospitality experiences.

Reliable flight schedules are essential to maintain accessibility, especially for visitors arriving through Queen Alia International Airport and key land border crossings.

The Ministry of Tourism and Antiquities has intensified efforts to support the sector, focusing on infrastructure upgrades, diversified tourism products, and targeted marketing campaigns aimed at emerging markets.

The resumption of direct and low-cost flights has improved access, while initiatives promoting sustainable and cultural tourism enhance Jordan’s appeal as a distinctive destination.

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