Jordan targets new markets to balance out geopolitical impact
Jordan Tourism Board’s managing director, Dr Abed Al Razzaq Arabiyat, updates TTG on the destination’s tourism strategy, ahead of appearing at WTM London
What has been the impact of the Middle Eastern conflict on tourism to Jordan?
Despite the regional tensions, Jordan has always been a safe place and is resilient. Tourism continues, with all major sites – Petra, Wadi Rum, and more – operating as usual. Airports and borders are fully open, and services are running smoothly across the country. While the number of EU and UK tourists have decreased over the past year, the global figures remain stable with 4.7 million for the first nine months of 2024 compared to five million in 2023. Jordan remains a stable destination in the region, and the country is proud to offer travellers a warm welcome and ensure the safety of all visitors.
When it comes to the UK market, the number of travellers dropped by 23.7%, with 27,451 visitors by the end of September 2024, compared to 35,989 during the same period in 2023. However, overall tourist numbers to the Kingdom remain relatively positive, largely due to increased efforts to focus on alternative markets and a rise in visitors from the GCC region [Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and United Arab Emirates].
What has the tourism board been doing this year?
In 2024, the Jordan Tourism Board actively worked to diversify its tourism offerings and expand into new markets, despite challenges posed by regional instability. A key focus was developing experiential tourism products across the Kingdom, targeting various demographics as visitor numbers from traditional markets like Europe declined due to geopolitical concerns.
One of the most exciting developments is the launch of TravelJordanian.com, a platform allowing travellers to explore local experiences and accommodations owned and operated by local communities, each offering a unique back story. This initiative, which will be launched before the end of 2024, promotes sustainable tourism and meaningful travel, and supports local economies.
Notably, Jordan welcomed its seventh Unesco World Heritage site in 2024, with Umm Al-Jimal joining the prestigious list, further enhancing the country’s rich cultural and historical appeal. Umm Al-Jimal is home to almost 2,000 years of fascinating history and culture – Nabataean, Roman, Byzantine, Umayyad, Mamluk, Ottoman and Modern; with more than 150 well-preserved ancient structures to explore.
What will be the main area of focus in 2025?
The Jordan Tourism Board is committed to promoting Jordan as a unique and authentic destination. JTB’s goal is to maintain a strong presence in major tourism feeder markets through participation in international travel trade exhibitions, comprehensive marketing campaigns (both online and offline), and hosting representatives from various media outlets and influencers to showcase Jordan’s historical sites and tourism experiences. Jordan remains open for business and looks forward to welcoming travellers from all over the world.
JTB will continue promoting the diverse travel verticals – including adventure, faith, educational, medical and wellness, and MICE tourism – to increase awareness of Jordan’s rich offerings and attract individuals, families, groups, and business travellers alike. Furthermore, JTB will be highlighting and promoting new routes by Royal Jordanian Airlines, the national carrier of Jordan.
In 2025, JTB plans to expand its reach into new tourism markets such as Africa (Kenya, Rwanda, Ethiopia, and South Africa), south-east Asia, and North America, with a focus on India as well. Through various marketing and promotional activities, the aim is to diversify the tourism offerings, attract new traveller demographics, extend visitor stays and increase tourism spending.
Numerous events have occurred in Jordan over the past few years, with the Jordan Tourism Board actively supporting and promoting these initiatives through the calendar.jo website. Highlights include the International Food Festival, featuring renowned international chefs, and a vibrant Christmas market, among many other notable events.
Jordan offers a unique opportunity to experience a diverse and unique range of tourism experiences and activities in a relatively short period of time, and welcomes travellers to discover and visit Jordan.
At WTM London: Seek out the Jordan Tourism Board at stand S10-420
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