Inbound arrivals saw healthy growth in 2019 with greater stability in the region encouraging more visitors. With a strong touristic offer including popular locations such as Petra and the Dead Sea the Jordanian Tourism Board invested heavily in promotion and advertising, including a strong focus on social media marketing.
Jordan's travel intermediaries have long been focused on inbound travel, with outbound travel services often developing on the back of inbound business growth. As such, they have remained largely under-connected, with outdated websites, no online booking platforms and a generally weak presence on social media.
2018 saw the entry of low-cost carriers Ryanair, EasyJet, Norwegian Airlines and Russian Airlines, with these serving a large number of European markets including the UK, Italy, Germany, Belgium, Greece and Czech Republic, among others. These players added more routes to their schedules in 2019, following their initial success, with the Minister of Tourism and Antiquities encouraging this development.
The Jordanian government is looking to re-establish its position as a key medical hub in the MENA region. The government made visa access easier for some countries at the end of the review period, while it is also attempting to push through legislation to allow for medical malpractice suits.
Saudi Arabia remains key to the development of inbound and outbound travel in Jordan. Saudis typically stay in luxury and upscale hotels, spending their time and money on shopping and the country’s lively nightlife.
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