Tourism in Jordan: A recovery journey amidst challenges

The Ministry of Tourism published the annual tourism report for 2024, which includes important figures and insights. According to the report, Jordan welcomed around 6.108 million visitors in 2024, surpassing the target set by the Economic Modernization Vision by 13.8 per cent. However, this number is 3.9 per cent lower than in 2023, though still 1 per cent higher than in 2019, the year the United Nations World Tourism Organization considered a benchmark for tourism performance. Similarly, tourism revenue in 2024 reached 5.132 billion Jordanian dinars, exceeding the target by 2.9 per cent. But it is 2.3 per cent lower compared to 2023, although 24.9 per cent higher than in 2019.

Looking at the average spending in 2023 by foreign visitors, Gulf Arabs, expatriates, and Jordanians living abroad, it appears that Jordan’s tourism sector missed the chance to earn an extra JD194 million in 2024, if it had received the same number of visitors as in 2023. Part of this decline was offset by an increase in visitors from Gulf Cooperation Council countries, who brought in an additional JD151 million. Additionally, tourism revenue from Arab visitors increased by JD31 million, and from Jordanians living abroad, it rose by JD114 million. Overall, these changes led to a loss of 245,000 visitors and JD194 million in tourism revenue.

According to the report and analysis of spending patterns for each visitor category (foreigners, Arabs, Gulf residents, expatriates and Jordanians abroad), it is clear that the largest drop in income in 2024 was from package tours (tourism and travel agencies), which lost JD227 million. Accommodation also lost about JD28 million, mainly due to the decline in foreign visitors, who usually spend more on these services. On the other hand, sectors like medical tourism, education, shopping, and other activities saw significant growth, mainly because of the increase in visitors from Arab countries, the Gulf, and expatriate Jordanians.

Looking at the past five years of tourism, 2019 was a record year for Jordan, with 5.36 million visitors and JD4.1 billion in tourism revenue. But in 2020, the COVID-19 pandemic caused a major drop in tourism, with a 76 per cent decrease in visitors and a 77 per cent decline in revenue. In 2021, tourism started to recover, with the number of visitors and revenue increasing by 90 per cent compared to 2020. The growth continued in 2022, with a 114 per cent rise in visitors and a 117 per cent increase in revenue compared to 2021. In 2023, tourism reached its peak, with 6.35 million visitors and 5.25 billion dinars in revenue. However, the aggression on Gaza caused a downturn in 2024, with a 3.9 per cent decrease in visitors and a 2.3 per cent drop in revenue compared to 2023.

Although the tourism sector in Jordan faced challenges in 2024, the annual report shows potential for recovery, driven by continued promotional efforts and improvements in tourism infrastructure. The government's role will be crucial in strengthening tourism through supportive policies and recovery initiatives. Additionally, the private sector can play an important part by enhancing the tourist experience and attracting more visitors in the years ahead.

Raad Mahmoud Al-Tal is head of the Economics Department – University of Jordan- r.tal@ju.edu.jo