Published on
January 10, 2026
Egypt Joins South Africa, Oman, Iceland, Tunisia, Morocco, Costa Rica, And More In Spurring Jordan’s Spectacular Tourism Growth, With Big Blue Sale Igniting Record-Breaking Arrivals This January 2026. The first week of January 2026 has shown remarkable signs of recovery for Jordan’s tourism sector, with the country witnessing an astounding 230% increase in bookings, driven by a surge in demand from travelers around the globe. This growth is part of a larger regional trend, with countries like Egypt, South Africa, Oman, Iceland, Tunisia, Morocco, and Costa Rica also experiencing significant spikes in bookings. The Big Blue Sale, offering up to 20% off on thousands of trips, has played a key role in this surge, making 2026 an exciting year for the Middle Eastern and North African tourism markets.
The tourism industry is showing significant signs of recovery as we head into 2026, with Jordan emerging as a standout performer in the first week of January. Early figures from the Big Blue Sale—a massive annual event organized by adventure specialist Explore—have shown impressive sales growth for the destination. This is an encouraging indicator for the country’s tourism, which had been significantly affected by the ongoing conflict between Hamas and Israel in 2023, especially the resulting devastation in Gaza and the West Bank.
While the challenges faced by Jordan were evident in 2023, the tourism sector is showing remarkable resilience in the face of adversity. The Big Blue Sale for 2026 has been a game-changer, with Jordan’s bookings surging by an astounding 230% year-on-year, signaling a dramatic turnaround for the destination. As travelers increasingly seek out adventure, culture, and authentic experiences, Jordan has once again become a prime choice for tourists. This article will delve into the reasons behind Jordan’s remarkable comeback, how it ties into broader trends across the Middle East and North Africa (MENA) region, and what this means for the global tourism market in 2026.
A Surge in Popularity for Jordan in 2026
Jordan’s dramatic increase in tourism bookings is reflective of a wider resurgence in demand for Middle Eastern and North African destinations, and Jordan seems to be taking the lead. According to Explore, Jordan was the clear standout success story in the first week of January 2026, with sales up by a staggering 230% compared to the same time last year. This marks a stark contrast to 2023 when the country saw a sharp decline in international visitors as a result of geopolitical tensions.
Key Contributing Factors to Jordan’s Tourism Revival
The revival of Jordan’s tourism can be attributed to several factors, including the overall restoration of confidence in the region and the increasing appeal of the country’s rich cultural and natural offerings. Jordan is home to some of the world’s most iconic travel destinations, including the ancient city of Petra, the vast desert of Wadi Rum, and the therapeutic waters of the Dead Sea. These attractions, coupled with new tourism initiatives and expanded international flight routes, have contributed to the country’s resurgence.
In addition, Jordan’s strategic positioning in the region, offering a mix of history, nature, and adventure, makes it a compelling option for travelers from around the world. As global travelers increasingly opt for destinations with cultural depth and adventure activities, Jordan ticks all the boxes. The country’s rich history, iconic landmarks, and excellent infrastructure are now combined with more affordable and accessible travel options, further encouraging visitors to rediscover this fascinating destination.
The Bigger Picture: The MENA and North Africa Tourism Boom
While Jordan’s tourism revival is impressive, it’s not an isolated case. The Big Blue Sale, which runs from January 1 to January 21, has also demonstrated strong growth in several other destinations, particularly in the Middle East and North Africa. The sale, which offers up to 20% off on a wide range of trips, has sparked a wider increase in demand for Northern African and Middle Eastern destinations. The data reveals that Iceland, Tunisia, Egypt, and Oman have seen a more than 100% increase in bookings when compared to last year.
The increased interest in these countries aligns with a larger global travel trend that emphasizes cultural and adventure tourism. The tourism sector in MENA and North Africa is benefitting from growing interest in destinations that offer unique cultural experiences, natural beauty, and rich historical contexts. This trend highlights the shifting preferences of travelers who are increasingly seeking more immersive, educational, and authentic travel experiences.
Top Destinations in the MENA and North Africa Region
Below is a list of countries that have experienced a surge in bookings in the first week of January 2026. These destinations have attracted more travelers due to the allure of culture, adventure, and historical significance:
Egypt: Known for its ancient pyramids, the Sphinx, and the Nile River, Egypt is once again a top choice for travelers seeking to immerse themselves in one of the world’s oldest civilizations. The country has seen significant growth, with sales up by over 100% compared to last year.Morocco: With its vibrant cities, deserts, and mountain landscapes, Morocco is attracting tourists looking for both cultural experiences and adventure. The country’s beautiful beaches, bustling markets, and historic cities like Marrakesh and Fes are drawing increasing numbers of visitors.Tunisia: Tunisia has become a hidden gem in North Africa for travelers interested in Mediterranean beaches, ancient Roman ruins, and a unique cultural experience. The increase in Tunisia’s tourism popularity reflects a broader shift toward less traditional tourist destinations.Iceland: The land of fire and ice, Iceland’s striking natural beauty continues to captivate travelers. From its volcanoes and glaciers to its hot springs and waterfalls, Iceland remains a top contender for adventure tourists seeking awe-inspiring landscapes.Oman: With its mix of desert landscapes, rugged mountains, and pristine beaches, Oman is rapidly gaining traction as a unique travel destination. The country’s focus on sustainable tourism and its rich cultural heritage are major selling points for visitors.Top Family-Friendly Destinations: Where Culture Meets Adventure
One of the emerging trends in the tourism sector for 2026 is the growing demand for family-friendly trips that combine culture, wildlife, and adventure. As more families seek destinations that offer a mix of fun and educational experiences, countries like Egypt, Morocco, Sri Lanka, Costa Rica, and South Africa are rising to the top of the list.
Egypt: Families are flocking to Egypt not only for its ancient wonders but also for exciting Nile River cruises, desert adventures, and the opportunity to explore the country’s rich cultural heritage. The “Family Egyptian Sphinx, Pyramids, and Nile River” trip was one of the top sellers during the Big Blue Sale.Costa Rica: Known for its biodiversity, Costa Rica offers a perfect mix of adventure and wildlife, making it ideal for family vacations. From exploring rainforests to spotting wildlife in national parks, Costa Rica is a hit with families seeking both thrills and education.Sri Lanka: The island nation of Sri Lanka offers everything from beautiful beaches to ancient temples and wildlife safaris. Families can enjoy cultural experiences, visit tea plantations, and explore UNESCO World Heritage Sites.South Africa: With its combination of natural beauty and rich cultural experiences, South Africa is becoming a top family destination. From safaris in Kruger National Park to visiting the iconic Table Mountain, there’s something for everyone in this diverse country.The Big Blue Sale: A Key Driver of Global Travel Trends
The Big Blue Sale has proven to be a critical factor in shaping 2026’s travel trends. Offering discounts on over 2,000 trips worldwide, the sale has ignited bookings across a wide variety of travel types, from walking tours to cycling adventures and family trips. The success of the sale has underscored the growing consumer demand for adventure, cultural exploration, and educational travel.
Some of the top-selling trips during the first week of January include:
Simply Japan: With a price reduction of £799, this tour offers travelers the chance to explore Japan’s rich cultural heritage and modern attractions.Costa Rica Wildlife Tour: A favorite for nature lovers, this tour offers visitors the chance to witness the incredible biodiversity of Costa Rica’s jungles and beaches.Sri Lanka in Depth: A journey into Sri Lanka’s stunning landscapes, ancient ruins, and rich traditions, this tour continues to attract tourists seeking a mix of culture and adventure.Jordan Discovery: This tour showcases the best of Jordan, from the ancient city of Petra to the desert landscapes of Wadi Rum, and it has been one of the top choices for travelers looking to experience the country’s rich history.Looking Ahead: The Future of Global Tourism
As we move into 2026, the signs are clear: the tourism industry is on the rebound, with destinations like Jordan, Egypt, Morocco, Iceland, and Tunisia leading the way. The strong performance of these countries, coupled with growing interest in adventure and cultural tourism, is setting the stage for a banner year in global travel.
For Jordan, the combination of its historical significance, natural beauty, and growing access to global markets is setting the stage for long-term success. Meanwhile, countries in the MENA and North Africa regions are continuing to attract international visitors, showcasing the increasing interest in culturally rich and diverse destinations.
The success of the Big Blue Sale is a testament to the resilience of the global tourism industry. As travelers continue to seek out unique experiences and adventures, it’s clear that the demand for destinations that offer both cultural depth and natural beauty will continue to grow.
Egypt Joins South Africa, Oman, Iceland, Tunisia, Morocco, Costa Rica, And More In Spurring Jordan’s Spectacular Tourism Growth, With Big Blue Sale Igniting Record-Breaking Arrivals This January 2026. The Big Blue Sale has driven a 230% surge in Jordan’s tourism bookings, with Egypt and other MENA and North African nations also seeing strong growth, signaling a major recovery in global travel.
With Jordan leading the charge in early 2026, it’s safe to say that the tourism industry is on track for a strong recovery. The success of the Big Blue Sale, along with record-breaking bookings for destinations across the MENA and North Africa regions, indicates that global travel demand is on the rise. As more travelers opt for culturally immersive and adventure-filled experiences, Jordan, Egypt, Morocco, and other destinations will continue to flourish as top choices for those seeking unforgettable journeys.
