Travel in
Jordan

Country Report

Executive Summary

Sep 2019
Travel and tourism remains healthy in Jordan as region stabilises

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.

International and regional players driving online sales

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 As such, they have remained largely under-connected, with outdated websites, no online booking platforms and a generally weak presence on social media.

Budget airlines enter while Royal Jordanian continues its turnaround

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.

Health and wellness offers strong potential for 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.

Tourism in Jordan set for bright future thanks to government investment

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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Discover the latest market trends and uncover sources of future market growth for the Travel industry in Jordan with research from Euromonitor's team of in-country analysts.

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The Travel in Jordan market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation
  • Historic volumes and values, company and brand market shares
  • Five year forecasts (of market share, market trends, market growth)
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

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This industry report originates from Passport, our Travel And Tourism market research database.

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Travel in Jordan

EXECUTIVE SUMMARY

Travel and tourism remains healthy in Jordan as region stabilises
International and regional players driving online sales
Budget airlines enter while Royal Jordanian continues its turnaround
Health and wellness offers strong potential for development
Tourism in Jordan set for bright future thanks to government investment

SWOT

Strengths
Weaknesses
Opportunities
Threats
Summary 1 Destination Jordan: SWOT

MARKET DATA

Table 1 Other Transport: Value 2014-2019
Table 2 Forecast Other Transport: Value 2019-2024
Table 3 Car Rental Sales: Value 2014-2019
Table 4 Forecast Car Rental Sales: Value 2019-2024
Table 5 Attractions and Experiences: Value 2014-2019
Table 6 Forecast Attractions and Experiences: Value 2019-2024

SOURCES

Summary 2 Research Sources

TOURISM FLOWS

Headlines
Prospects
Jordan becoming more attractive proposition as conflict in region stabilises
Low-cost carriers set to bring new visitors to Jordan
Jordan investing in the future for its tourism industry
Category Data
Table 7 Inbound Arrivals: Number of Trips 2014-2019
Table 8 Inbound Arrivals by Country: Number of Trips 2014-2019
Table 9 Inbound Receipts: Value 2014-2019
Table 10 Forecast Inbound Arrivals: Number of Trips 2019-2024
Table 11 Forecast Inbound Arrivals by Country: Number of Trips 2019-2024
Table 12 Forecast Inbound Receipts: Value 2019-2024
Table 13 Domestic Trips by Purpose of Visit: Number of Trips 2014-2019
Table 14 Domestic Business Trips by Travel Mode: Number of Trips 2014-2019
Table 15 Domestic Leisure Trips by Travel Mode: Number of Trips 2014-2019
Table 16 Domestic Expenditure: Value and Growth 2014-2019
Table 17 Forecast Domestic Trips by Purpose of Visit: Number of Trips 2019-2024
Table 18 Forecast Domestic Business Trips by Travel Mode: Number of Trips 2019-2024
Table 19 Forecast Domestic Leisure Trips by Travel Mode: Number of Trips 2019-2024
Table 20 Forecast Domestic Tourist Expenditure: Value and Growth 2019-2024
Table 21 Outbound Departures: Number of Trips 2014-2019
Table 22 Outbound Departures by Destination: Number of Trips 2014-2019
Table 23 Outbound Expenditure: Value 2014-2019
Table 24 Forecast Outbound Departures: Number of Trips 2019-2024
Table 25 Forecast Outbound Departures by Destination: Number of Trips 2019-2024
Table 26 Forecast Outbound Expenditure: Value 2019-2024

AIRLINES

Headlines
Prospects
Entry of low-cost carriers boosts flight numbers from European countries
Royal Jordanian sees turnaround in fortunes as it shifts focus to new areas
Royal Wings grounded as low-cost subsidiary fails to take off
Category Data
Table 27 Airlines Sales: Value 2014-2019
Table 28 Forecast Airlines Sales: Value 2019-2024

LODGING

Headlines
Prospects
Luxury hotel chains continue to invest, with Saudis a key target audience
Budget-conscious consumers driving demand for cheaper lodging as hotel occupancy levels recover
Airbnb showing promise as Europeans drawn to competitive prices and unique experience
Category Data
Table 29 Lodging Sales: Value 2014-2019
Table 30 Lodging Outlets: Units 2014-2019
Table 31 Forecast Lodging Sales: Value 2019-2024
Table 32 Forecast Lodging Outlets: Units 2019-2024

TRAVEL INTERMEDIARIES

Headlines
Prospects
Global and regional online travel intermediaries invest in Jordan while local players lack a strong presence
Religious tourism remains a key growth driver for travel intermediaries
Category Data
Table 33 Travel Intermediaries Sales: Value 2014-2019
Table 34 Forecast Travel Intermediaries Sales: Value 2019-2024