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

2025 marks a robust year for Jordan’s tourism sector, reflecting both a strong recovery and diversified international interest. Here's a breakdown of visitor numbers, origins, and revenue growth.

1. Visitor Numbers & Growth Trends

• Jan–Apr 2025: ~2.125 million international visitors, a 19% increase from 2024.
• Jan–May 2025: Total arrivals reached 2.696 million, up 20.6%; overnight visitors +16.4%, same-day arrivals +46.6%.
• Jan–Jun 2025 (H1): 3.292 million arrivals, an 18% increase year-on-year.

2. Revenue Insight

• Q1 2025: Tourism revenues reached JD 1.217 billion (~$1.7 billion).
• H1 2025: Revenue climbed to JD 2.167 billion, up 16% from 2024.
• First seven months: Total revenue ~$4.4 billion, an 8.6% increase over 2024.

3. Visitor Origins

In H1 2025, visitors came from the following regions:

• Arab visitors: 1.8 million (~55%)
• Jordanian expatriates: 772,600 (~23%)
• Europeans: 452,600 (~14%)
• Asians: 133,300 (~4%)
• Americans: 100,300 (~3%)
• Africans: 32,700 (~1%)

4. Drivers of Tourism Growth

• Expanded Air Connectivity: 25 new direct flight routes in Q1 2025, boosting Amman and Aqaba arrivals.
• Proactive Marketing & Infrastructure: Improved visitor experiences, global campaigns, and unified e-ticketing systems.
• Diversified Market Outreach: Growth in Asian, European, and American markets; Asia revenue +41%.

Final Thoughts

Jordan’s tourism rebound in 2025 is impressive and strategic. Visitor numbers are nearing 3.3 million by mid-year, with strong revenue gains. Arab and expatriate visitors dominate, but growing interest from Europe, Asia, and the Americas highlights broadening appeal.