Who Travels to Jordan in 2025? Key Tourist Demographics & Trends

2025 has marked a robust year for Jordan’s tourism sector, reflecting both a strong recovery and diversified international interest. Here's a breakdown of who’s coming, from where, and the scale of travel growth this year.

1. Visitor Numbers & Growth Trends

• January to April 2025: Jordan welcomed approximately 2.125 million international visitors, marking a 19% increase compared to the same period in 2024.

• First five months (Jan–May): Total arrivals reached 2.696 million, up 20.6% from 2024. Overnight visitors rose 16.4%, while same-day arrivals surged 46.6%.

• January–June (H1 2025): Visitor arrivals hit 3.292 million, an 18% increase year-on-year.

2. Revenue Insight

• Q1 2025 (Jan–Feb): Tourism revenues reached JD 1.217 billion (~$1.7 billion), signaling early-year momentum.

• H1 2025 (Jan–May): Revenue climbed to JD 2.167 billion, up 16% from the prior year.

• First seven months: Total revenue reached $4.4 billion, an 8.6% increase over the same period in 2024.

3. Visitor Origins: Who’s Visiting?

In the first half of 2025, regional and international tourists traveled to Jordan in notable numbers:

• Arab Visitors: 1.8 million — making up 54.6% of all visitors.

• Jordanian Expatriates: Over 772,600, constituting 23.4%.

• Europeans: 452,600 visitors (~13.7%).

• Asians: 133,300 visitors (~4%).

• Americans (North & South): 100,300 (~3%).

• Africans: 32,700 (~1%).

4. What’s Driving This Surge?

• Expanded Air Connectivity: In Q1 2025 alone, Jordan introduced 25 direct flight routes, especially boosting access to Amman and Aqaba — expected to bring in 270,000 additional travelers throughout the year.

• Proactive Marketing & Infrastructure Enhancements: Improvements in visitor experience, targeted global campaigns, and new systems like unified electronic ticketing are drawing diverse visitor segments.

• Diversified Market Outreach: While regional (Arab) travelers remain dominant, strong growth is seen in markets like Asia, Europe, and the Americas — with Asian markets showing a 41% revenue increase.

Final Thoughts

Jordan’s tourism rebound in 2025 is both impressive and strategic. With visitor numbers nearing 3.3 million by mid-year and strong revenue gains, the Kingdom’s multi-faceted approach—combining infrastructure expansion, market diversification, and digital enhancements—is paying dividends. While Arab and expatriate visitors lead, growing interest from Europe, Asia, and the Americas indicates a broadened appeal.