Jordan is deploying a dynamic, multi-pronged strategy to reignite global interest in its world-renowned attractions. Just this month, coordinated media outreach and the expansion of low-cost flight routes are complementing a suite of strategic tourism initiatives to propel the sector’s recovery to new heights.
Over the weekend, the Jordan Tourism Board (JTB) hosted a delegation of media professionals from GCC nations. As part of an exchange program between Petra and Gulf news agencies, the delegates visited the Kingdom’s key tourist and archaeological sites in Ajloun and Jerash. Highlights included exploring Ajloun Castle, the Ajloun Forest Reserve, and the ancient Roman city of Jerash. The delegation also dined at “Dar Ne’meh” restaurant, a project run by the Princess Taghrid Foundation.
During the visit, Wael Al-Rousan, Deputy Managing Director of the JTB, highlighted Jordan’s strong ties with Gulf states and emphasized the country’s diverse tourism appeal, including historical, cultural, medical, and adventure tourism. He noted Jordan’s unique natural landscapes, safety, and cultural familiarity make it a preferred destination, particularly for Gulf families. Al-Rousan also pointed out northern Jordan as a hidden gem, ideal for nature lovers and families, and stressed that Jordan’s tourism experience balances heritage and modernity.
Affordable connectivity to boost growth
Simultaneously, Jordan has announced the ambitious expansion of low-cost flight links to Europe starting late August, a move aimed squarely at revitalising tourism amidst broader regional instability.
- Wizz Air will resume its Budapest–Amman route from 26 August, with twice-weekly, year-round flights.
- The Ministry of Tourism confirmed that the 2025/26 winter schedule will be Jordan’s most extensive low-cost network yet, stretching across 18 European cities through carriers including Ryanair, Wizz Air, and Eurowings.
- Four new winter routes will link Aqaba (Jordan’s Red Sea jewel) to Katowice, Warsaw, Bucharest and Sofia.
- Operations will ramp up from 16 September, with potential extension into summer months.
Jordan’s tourism industry is experiencing a significant rebound, with recent data highlighting the sector’s impressive growth. In the first half of 2025, visitor arrivals surged 18% year-on-year, reaching approximately 3.29 million international tourists. June saw a notable 8% increase in visitors, welcoming 595,000 tourists despite regional challenges. This growth is reflected in tourism revenues, which jumped 16% for the January-May period.
The growth has been broad-based, with significant increases in visitor arrivals from key markets: Europe (+82%), Asia-Pacific (+44%), Americas (+43%), and Arab states (+5%). Building on solid first-quarter gains, where visitor numbers reached 1.5 million (+13%), Jordan’s tourism sector is strongly positioned for continued success.
Campaigns driving the revival
Alongside its air connectivity push, Jordan is continuing to invest in high-impact promotional campaigns. The flagship “Kingdom of Time” initiative remains a cornerstone of the Ministry of Tourism and Antiquities’ global marketing strategy, spotlighting the country’s unique blend of history, culture and nature. From Petra and Wadi Rum to the baptismal site of the Jordan River, the campaign continues to build Jordan’s international profile, positioning the Kingdom as a timeless destination where past and present meet.
This year has also seen the return of the popular domestic tourism programme “Our Jordan is Paradise” (Urdunna Jannah). Relaunched in April 2025 with an upgraded digital platform and more than 100 destinations on offer, the initiative now integrates improved accessibility for people with disabilities and provides subsidised transport and guided tours. By making Jordan’s treasures easier and more affordable to explore, the scheme encourages citizens and residents alike to become ambassadors for their own country.
The Ministry had also outlined 12 priorities for 2025, which set the tone for a comprehensive four-year strategy. These include updating the national tourism roadmap for 2025–2028, strengthening air connectivity, diversifying source markets across Europe, Asia and the Gulf, and expanding niche tourism segments such as medical, religious and adventure travel. Alongside this, the government has approved a new ‘Tourism Sector Fund in Ajloun’, designed to channel investment into eco-tourism and heritage-based development, ensuring that regional communities share directly in tourism growth.
