Despite conflict-impacted traveller confidence and the ensuing decrease in UK visitation this year, Jordan Tourist Board’s managing director, Dr Abed Al-Razzaq Arabiyat, remains sure that the “resilient” nation can refine its messaging to better appeal to the UK market in 2025
2023 saw the Middle Eastern nation welcome almost 50,000 tourists; by the end of 2024, Dr. Arabiyat expects that figure to be under 35,000.
Where might recovery begin?
"We want to convince tourists that Jordan remains resilient. No incidents have happened yet in Jordan, our skies are open, and we are far away from what is happening in Gaza. Jordan, the oasis of peace, is always waiting with open arms."
Regionally, the conflict appears to have less of an impact on confidence. GCC and Arabic market visitation increased by 28%, compensating the unassured markets out West. The Jordan Tourism Board believes that a resilient message and diversification of products might inspire similar growth next year.
"We will introduce [the UK market] to new products, new experiences, new adventure, culinary, and gastronomic itineraries, communicated with tour operators and agents to diversify our portfolio.
"Our strategy will have to change to a more demand-driven model, where the needs of the British market are catered for and built around existing connectivity."
2025 will see the implementation of a new strategy in the UK market, developed around a segmentation study on exactly what Dr. Arabiyat and the Jordan Tourism Board identify as the critical "needs and expectations" of British travellers to Jordan.
So far, that strategy is still in the works, but expect "adventure tourists attracted by specialised, rich and attractive itineraries aligned with ancient history and cultures," to be central to the destination's appeal as it begins the road to recovery.
WTM London is taking place from November 5th to 7th, 2024.
