Published on
October 26, 2025
As peace settles in the Middle East, Jordan’s tourism industry is poised for significant growth, with key European markets such as Germany, the UK, France, Turkey, Italy, the Netherlands, and Sweden leading the charge. The stabilizing geopolitical climate has paved the way for expanded air connectivity, stronger international relations, and a renewed focus on sustainable tourism. With an increasing number of visitors from these countries, Jordan is setting its sights on a brighter tourism future, especially as 2026 approaches, positioning the kingdom as a top destination for travelers seeking both cultural richness and natural beauty.
Jordan’s tourism sector is preparing for a transformative year in 2026, with the easing of geopolitical tensions in the region opening up fresh opportunities for growth. The country is set to benefit from a combination of new airline routes, expanded hotel infrastructure, and a push towards sustainable tourism development. Despite facing challenges in recent years, including the impact of the pandemic and regional instability, Jordan’s tourism industry is experiencing a resurgence, setting the stage for even greater success in the years to come.
Revitalizing the Dead Sea Region
A key area driving this recovery is the Dead Sea, one of Jordan’s most famous tourist destinations. In the first half of 2025, the Dead Sea region welcomed 2.717 million visitors, marking a significant 14% year-on-year increase. Daily visitor numbers surged by 40%, jumping from 411,000 to 575,000. This growth reflects the country’s ongoing efforts to upgrade infrastructure, improve service quality, and focus on job creation within the tourism sector. These efforts have contributed to a positive shift in the tourism landscape, as visitors seek both relaxation and adventure in one of the most unique regions of the world.
The success of the Dead Sea highlights the effectiveness of Jordan’s broader strategy to boost the national economy through tourism. By focusing on sustainable tourism practices, the country aims to create long-term economic benefits while preserving the environment and cultural heritage for future generations. Investments in infrastructure, including better roads, resorts, and wellness facilities, have improved the overall experience for visitors and made Jordan a more attractive destination.
Expanding Air Connectivity
The growth in tourism can also be attributed to the expansion of air travel connectivity. European markets, in particular, have seen a resurgence, as travelers are no longer deterred by political instability in the region. From January to June 2025, Jordan saw a significant increase in European visitors, with overnight stays reaching 351,572, an 11.1% increase compared to the same period in 2024. This growth is particularly evident in markets such as Germany, the UK, France, Turkey, Italy, the Netherlands, and Sweden, which are contributing to a more diverse and consistent flow of visitors.
Several European airlines have responded to the demand by adding new routes and increasing flight frequencies. Wizz Air, Eurowings, Transavia France, and Ryanair are all expanding their operations in Jordan. Among these, Ryanair has shown a particularly strong commitment to the market. The airline plans to run 84 weekly flights from Jordan’s capital, Amman, this winter, resuming flights that had been temporarily paused due to the conflict in Gaza. Ryanair has already begun discussions about further expansion, with plans to increase the number of routes between Amman and Aqaba from 18 to as many as 50. This expansion would increase the number of seats available to travelers by up to 3 million annually.
The return of these international flights is a game-changer for Jordan’s tourism industry. As more travelers find direct connections to Jordan, the country’s ability to attract tourists from all over the world will only increase. These new routes not only boost tourism but also help position Jordan as a central hub for travelers in the region.
Tourism and Economic Growth
The Jordanian government has placed tourism at the center of its economic growth strategy. By expanding the tourism infrastructure, encouraging foreign investment, and focusing on creating high-quality jobs within the sector, the government is working to build a sustainable tourism economy. This is a critical part of Jordan’s vision for 2026, where tourism is expected to play an even more vital role in boosting the country’s economic prospects.
In addition to attracting more international tourists, the government is also working to improve the overall experience for visitors by enhancing service quality, training local hospitality workers, and supporting the development of new tourism products. The government’s focus on job creation, particularly in rural areas, ensures that the benefits of tourism are felt across the entire country.
The Road to 2026 and Beyond
Looking ahead to 2026, Jordan’s tourism industry appears set to capitalize on the momentum it has built in recent years. With a combination of improved infrastructure, expanded air connectivity, and a growing focus on sustainable tourism, the country is positioning itself as a top destination for travelers from all over the world. As geopolitical stability continues to improve and international demand for travel rebounds, Jordan is on track to experience even more robust growth in the coming years.
The country’s efforts to attract European tourists are particularly promising, with more travelers discovering the unique offerings of Jordan, from its ancient history to its natural beauty. The growing number of international flights and the expansion of routes signal a future where Jordan is more accessible than ever before, paving the way for an influx of visitors in 2026 and beyond.
As peace settles in the Middle East, Jordan’s tourism industry is set for significant growth, fueled by increased arrivals from key European markets like Germany, the UK, France, Turkey, Italy, the Netherlands, and Sweden. This growing demand, combined with expanded air connectivity and a focus on sustainable tourism, sets a positive trajectory for 2026.
The future of Jordan’s tourism industry is bright, with new developments, better infrastructure, and a commitment to sustainable tourism all contributing to the country’s success. With the continued support of both government initiatives and international airlines, Jordan is well on its way to becoming one of the leading travel destinations in the region. As the country prepares for 2026, the tourism sector stands ready to deliver even greater success and growth, welcoming millions of visitors eager to explore all that Jordan has to offer.
