Jordan’s tourism sector is set to shatter records in 2023 with the help of strategic partnerships and innovative marketing, according to the Jordan Tourism Board (JTB). By teaming up with low-cost airlines like EasyJet, RyanAir, WizzAir, Transavia, and Vueling, the JTB has secured new routes to Amman and Aqaba from various European destinations. This move is expected to attract a more diverse range of tourists and surpass the remarkable 2019 tourism figures.

Last year, low-cost carriers brought 355,000 passengers to Jordan, with only 15 percent being Jordanian. However, in the current year, Jordanians accounted for 12 percent of all passengers arriving via these flights. The JTB’s aggressive marketing campaigns across Europe have been instrumental in promoting Jordan as a standalone destination, reducing seasonality, and increasing overnight visitors.

In addition to marketing efforts, the JTB is focusing on sustainable tourism, eco-tourism, and agri-tourism, capitalizing on Jordan’s rich natural landscape. Collaborating with the Ministry of Tourism, the JTB is curating local experiences, including historical sites like Um Qais and iconic locations such as Petra, Wadi Rum, and the Dead Sea. Emphasizing responsible tourism, the JTB is shedding light on projects managed by women and promoting engagement with local communities through the “meaningful map” initiative.

The JTB is also expanding its outreach to Asian markets, including Japan, Australia, China, South Korea, Taiwan, and India, through roadshows and partnerships with airlines like Royal Jordanian, Qatar Airways, Emirates, and Etihad.

In terms of religious tourism, the JTB has a comprehensive plan in place, including initiatives like “Umra Plus” targeting Malaysia and Indonesia, offering a unique religious journey that combines Umra with visits to the Prophet’s companions’ shrines and Al Aqsa Mosque.

Despite the positive outlook, challenges remain, such as the need for more lodging facilities in popular areas like Petra, Wadi Rum, Aqaba, and the Dead Sea. Additionally, there is a shortage of skilled workers in the hospitality sector, and efforts are underway to encourage students to join the industry through increased training and capacity building programs.

To sustain the growth in tourism, the JTB stresses the importance of maintaining its budget with a ten percent annual increase to meet their targets effectively.