GCC demand lifts Jordan’s strongest first-half tourism performance in years
Jordan tourism is not just back—it’s expanding at a steady clip. In the first half of 2025, the Kingdom logged 2.717 million overnight tourists, up 14% from a year earlier, and 3.292 million total visitors, an 18% jump. The Gulf Cooperation Council (GCC) is doing much of the heavy lifting, with families opting for nearby destinations that feel familiar, safe, and easy to reach.
Here are the headline figures shaping the year so far:
- Overnight tourists: 2.717 million (+14% year-on-year)
- Total visitors: 3.292 million (+18%)
- GCC overnight visitors: 633,000 (+6%)
- Saudi Arabia: 564,000 (+8%)
- United Arab Emirates: 10,000 (+15%)
- Kuwait: 32,000 (-11%)
- Tourism revenues: +11.9% in H1; June down 3.7% amid regional tensions
- Petra foreign visitors: 200,000 (+17%)
- Mount Nebo: 105,000 (+12%)
- Jerash foreign visitors: 69,000
- Medical tourists (by May): 92,000 (+16.5%)
- Spending growth: Asia +42.9%, Europe +35.6%, US +25.8%
The Gulf trend is clear. Saudi travelers continue to anchor regional demand, helped by short flight times, multiple daily frequencies from major Saudi cities, and the appeal of family-friendly itineraries that mix heritage with resort downtime. The UAE is coming in hotter than last year, with a 15% leap in overnight visitors, helped by more weekend and holiday getaways. Kuwait is the outlier for now, posting an 11% drop, but the wider GCC picture remains firm and is cushioning volatility elsewhere.
Tourism Board chief Dr. Abdulrazzaq Arabiyat has been upbeat about the Gulf. His message is simple: the country is open, welcoming, and close—an easy choice for families who want culture, nature, and comfort without long-haul hassle. That positioning is paying off at the turnstiles and in hotel lobbies.
Connectivity is part of the story. Airlines have leaned into high-frequency routes from Riyadh, Jeddah, Dubai, and Doha, with schedules designed around weekend peaks and school calendars. The rise of low-cost options has widened the base, bringing in short-stay visitors who might once have chosen longer trips elsewhere. Travel agents in Amman and Aqaba say packaged city-and-desert breaks—Amman, Petra, Wadi Rum—are moving fast again, and Dead Sea resorts are seeing strong family demand for long weekends.
June’s 3.7% revenue dip, linked to regional tensions, shows just how sensitive the sector can be to headlines. But the broader six-month trend is resilient. With summer travel still in motion and the fall shoulder season ahead—prime time for Europeans—the sector is positioned to absorb bumps and keep momentum.
Petra’s pull, bigger spending, and a wider tourism map
Petra remains the magnet. The ancient Nabataean city brought in 200,000 foreign visitors in the first half, up 17%. That spread is healthy, feeding tour operators, guides, and small businesses in Wadi Musa. Mount Nebo (up 12%) and Jerash (69,000 foreign visitors) round out a classic circuit that blends biblical history, Roman ruins, and desert drama.
What stands out this year is the spending pattern. Visitors from Asia boosted their outlays by 42.9%, Europeans by 35.6%, and Americans by 25.8%. That means higher-value trips, not just higher headcounts. Hoteliers report fuller rooms in luxury and mid-market properties; restaurants say average checks are rising as travelers trade up to better dining, book private guides, and add on experiences like stargazing in Wadi Rum or cooking classes in Amman.
Jordan’s medical tourism engine is also back in gear. By May, more than 92,000 medical travelers had arrived, up 16.5% year-on-year. They come for specialized care—from orthopedics to cardiology—and to recover in places like the Dead Sea and Ma’in Hot Springs. Clinics and hospitals have become smarter about bundled services, helping patients navigate treatment, language, and accommodation in one go.
Under the hood, infrastructure upgrades are visible. Hotels have refreshed rooms and amenities after a few difficult years, and new projects in Amman, the Dead Sea, and Aqaba are expanding capacity. Travel tech adoption has jumped, too: online bookings, dynamic pricing, and mobile-first check-ins are now standard across many properties, which helps smooth demand spikes on weekends and holidays.
On the ground, the product is widening. Beyond the must-see sites, tour planners are layering in soft adventure and rural stays—Dana Biosphere trails, homestays near Ajloun, and desert camps with lighter footprints. That spreads revenue beyond a handful of hotspots and eases pressure on places like Petra during peak hours. It also fits what Gulf families often want: privacy, space, and options to keep kids engaged.
Policy matters have played a supporting role. Streamlined entry via e-visas and the popularity of bundled passes that combine visa fees with site access have cut friction. Industry roadshows in Gulf capitals and co-marketing with airlines have kept Jordan top of mind, while digital campaigns target younger travelers planning short, frequent breaks instead of a single long holiday.
The spending surge from Asia, Europe, and the US is partly a function of exchange rates and partly a shift in trip design. Visitors are booking fewer but richer experiences: private tours at Petra, sunrise balloon rides over Wadi Rum, and wellness days on the Dead Sea. In Amman, the café and food scene is getting more attention, with travelers seeking modern Jordanian cuisine and neighborhood walks rather than only museum-and-market checklists.
That spending flows through the economy. Tourism is labor-intensive—drivers, guides, chefs, housekeepers, artisans—and a stronger first half has brought more shifts and better occupancy for small businesses clustered around the main sites. In Aqaba, dive shops are reporting steady bookings, and winter cruise schedules typically bolster waterfront businesses when temperatures cool. For SMEs, the key has been predictable demand and faster payments from tour partners and platforms.
Not every trend is a tailwind. The June dip showed how quickly sentiment can turn when the region heats up. The drop in Kuwaiti overnights suggests prices, competition, or travel preferences are in flux there. Climate also shapes seasonality: scorching summer days push more visits to early mornings and evenings, while shoulder seasons do the heavy lifting for long, multi-stop itineraries. Site managers are adjusting with shaded waiting areas, timed entries during peak weeks, and more on-site services to handle surges.
Air capacity will be the swing factor through year-end. If carriers keep adding seats on core Gulf routes and maintain schedules into the fall, Jordan can continue to grow without leaning too hard on discounts. For long-haul markets, especially Europe and North America, the focus has shifted to value: authentic experiences, safety, and smooth logistics. Tour operators say demand is healthiest when refunds, changes, and customer support are straightforward—less friction, more bookings.
The ministry and the tourism board are steering attention to quality as much as quantity. Training for guides, hospitality staff, and transport providers helps keep service levels consistent across the country. That’s critical in a year when visitors are spending more per trip and expect better service to match. If that holds, the second half could see fewer price wars and more differentiation on experience.
For now, the numbers point one way. Strong Gulf demand, broader source markets, and a product that balances heritage with comfort are setting up 2025 as a milestone year. If geopolitics stay manageable and airlines keep seats in the market, Jordan’s mix of desert drama, biblical history, and spa-friendly shores is exactly what many travelers are shopping for—and they’re showing up with open wallets.