Before the latest regional turmoil, Jordan was enjoying a remarkable tourism boom. From Petra and Wadi Rum to the Dead Sea and Amman, the country offered travelers an unusual combination of ancient history, dramatic landscapes, warm hospitality and relative stability. Now, the conflict surrounding it is reshaping the way the world sees one of the Middle East’s most distinctive destinations.
Few images of the Middle East are as instantly recognizable as Petra. The rose-colored stone facades of the ancient Nabataean city seem to emerge from the narrow desert canyon known as the Siq, creating one of the most extraordinary archaeological landscapes on Earth.
Petra is a UNESCO World Heritage Site and one of the New Seven Wonders of the World. More than 2,000 years ago, it was a major center of the Nabataean civilization and a trading hub connected to routes carrying incense, spices, textiles and other valuable goods across the region.
For many travelers, Petra is Jordan. But Jordan is considerably larger than its most famous archaeological site. There are the red deserts of Wadi Rum, the Dead Sea, the beaches of Aqaba, the ancient Roman ruins of Jerash, the hills and cafés of Amman, and a culinary tradition that has become one of the country’s most memorable attractions.
For years, Jordan was also building something else: a reputation as one of the region’s more accessible and comparatively stable destinations for international travelers. Then the wider Middle East became increasingly unsettled.
Jordan Was Having a Tourism Boom Before the Regional Crisis
The numbers tell the story. In 2023, Jordan recorded approximately 6.35 million tourist arrivals, an increase of 25.8% from the previous year.
Tourism revenues reached about $7.4 billion, up 27.4%, according to preliminary figures from Jordan’s Central Bank reported by the country’s official news agency.
The World Bank described tourism and travel receipts as a particularly important part of Jordan’s economy, with travel receipts reaching the equivalent of 14.5% of GDP in 2023.
Hotels and restaurants were also among the sectors showing strong growth. That momentum did not last.
The World Bank reported that tourist arrivals began falling sharply from the final quarter of 2023 as the conflict in the region intensified.
By 2024, Jordan still received around 6.1 million international tourist arrivals, slightly below 2023 and above the country’s 2019 pre-pandemic level, but tourism receipts for January through September were down 4.2% year over year.
The headline numbers therefore hide an important distinction. Jordan did not suddenly stop receiving visitors.
Rather, the country’s tourism industry was hit by a combination of weaker demand from some international markets, reduced air connectivity and the perception that the wider region had become less predictable.
That perception matters enormously in tourism. A traveler deciding where to spend a vacation may distinguish carefully between Jordan itself and a conflict taking place elsewhere in the region.
Many others may simply see a map of the Middle East and decide to postpone the trip. For a country whose attractions depend heavily on international visitors, that can be enough to cause serious damage.
What Makes Jordan Such an Attractive Destination?
The appeal of Jordan is unusually concentrated. It is possible to travel through several dramatically different landscapes within a relatively small country.
The Jordan Tourism Board describes three major geographic regions: the Jordan Valley, the mountainous highlands and the eastern desert, or Badia. The country also has a small but strategically important coastline on the Red Sea at Aqaba.
That means a trip can combine archaeological sites, desert landscapes, mountains, beaches and one of the world’s most unusual bodies of water.
The Dead Sea, for example, lies at the lowest exposed land elevation on Earth and is famous for its extremely saline water.
In the south, Wadi Rum offers enormous sandstone formations, desert valleys and a landscape that has often been compared to another planet.
And along the Red Sea, Aqaba provides access to warm waters and marine activities.
Jordan’s geography is therefore one of its greatest tourism assets. But geography is only part of the story.
A Country Where Ancient History Is Everywhere
Jordan sits at a crossroads that has connected Arabia, the Levant and the Mediterranean for thousands of years. That history is visible almost everywhere.
Petra is the obvious centerpiece, but it is far from the only archaeological attraction. Jerash preserves one of the best-known Roman urban landscapes in the region, while desert castles, Byzantine sites and religious locations add other layers to the country’s historical landscape.
Jordan is also home to Bethany Beyond the Jordan, traditionally identified as the site of the baptism of Jesus and recognized as a UNESCO World Heritage Site.
This concentration of history gives Jordan an unusual advantage for cultural tourism: travelers do not have to choose between a beach vacation and an archaeological trip. They can combine them.
The Weather Is Another Part of the Appeal
Jordan’s climate varies considerably across the country. The official Jordan tourism information describes the country as ranging from Mediterranean conditions in the western highlands to desert climates across much of the east and south.
The eastern desert – the Badia – covers roughly 80% of the country’s territory. For travelers, that means the experience of Jordan’s weather depends heavily on where they are.
The summers are generally hot and dry. The country’s tourism authorities give average summer temperatures of around 32°C (90°F), while winters are considerably cooler, averaging around 13°C (55°F) nationally, with rain and occasional snow possible in some of the higher western areas.
The highlands around Amman can therefore feel surprisingly cool during winter, while the Dead Sea and Aqaba experience warmer conditions.
In winter, Aqaba enjoys mild daytime temperatures of 20-25°C (68-77°F), with cooler evenings dipping to 10-15°C (50–59°F), while the Red Sea waters remain a comfortable 20-22°C (68-72°F).
Spring and autumn are particularly appealing for sightseeing because temperatures are generally more comfortable for spending long hours outdoors.
For a country built around outdoor attractions – ancient ruins, desert excursions, hiking and archaeological sites – climate is not a minor detail. It is part of the experience.
And Then There Is the Food
Jordan’s cuisine is another reason the country has become increasingly attractive to international travelers. Meals are rarely treated as an afterthought.
Hummus, falafel, baba ghanoush, grilled meats, fresh salads, olives and flatbreads are staples of the broader Levantine culinary tradition, while dishes such as mansaf occupy a particularly important place in Jordanian culture.
Mansaf combines lamb with a fermented dried-yogurt sauce known as jameed and is traditionally served with rice or bulgur.
But some of the most memorable food experiences in Jordan are often much simpler: sitting down for mezze, sharing fresh bread and dips, drinking tea and coffee, and experiencing the country’s strong tradition of hospitality.
That cultural dimension matters because Jordan has long offered visitors something beyond sightseeing. It offers an opportunity to experience a living culture alongside its ancient monuments.
The Stability That Helped Make Jordan a Tourism Destination
One of Jordan’s longstanding advantages has been its reputation for relative stability compared with several parts of its neighborhood.
The distinction needs to be made carefully. Jordan is not insulated from the conflicts around it. Its borders place it close to some of the most volatile areas in the Middle East, and the security environment can change.
But the country’s tourism industry was able to develop for years precisely because visitors could travel between major destinations such as Amman, Petra, Wadi Rum and Aqaba while experiencing a country that was generally perceived as more stable than many neighboring conflict zones.
The World Bank described Jordan’s economy as resilient in 2023 and early 2024, despite the difficult regional environment. That reputation has been an important economic asset.
It is also why the effect of regional conflict on Jordanian tourism can be so frustrating: the country’s own attractions may remain open, while events beyond its borders alter the way potential visitors perceive the entire region.
Petra Shows Both the Damage – and the Possibility of Recovery
The story of Petra illustrates the situation particularly well. Foreign visitor numbers to Petra collapsed during the pandemic, then recovered dramatically.
In 2023, Petra recorded 985,696 foreign visitors, according to the Petra Development and Tourism Region Authority. Then came the regional crisis.
Foreign visitors fell to about 257,284 in 2024, a decline of roughly 74%. But the recovery has already begun.
In 2025, total visitors to Petra rose to approximately 582,550, up 27% from 2024. Foreign visitor numbers increased 45% to around 373,752.
Those numbers remain well below the extraordinary 2019 level for foreign visitors, but they demonstrate something important. Tourism demand has not disappeared. People still want to see Petra.
Petra Is More Than the Famous Treasury
The image most people know is the Treasury, the monumental facade carved into the sandstone cliff at the end of the Siq. But the Treasury is only the beginning.
Petra extends across a much larger archaeological landscape, with tombs, temples, monumental stairways, streets, caves and other structures spread through the surrounding mountains.
The Nabataeans developed sophisticated systems for managing water in an environment that could be extremely dry. Dams, channels and reservoirs allowed the city to support a substantial population and flourish as a trading center.
The setting is what makes Petra particularly extraordinary. The architecture is inseparable from the geology. Rather than simply placing buildings in a landscape, the Nabataeans carved monumental architecture directly into the sandstone cliffs.
It is a city in which the boundary between architecture and nature almost disappears. And that is difficult to understand from a photograph alone.
Jordan Is Still There – Even When the Headlines Are Elsewhere
The challenge for Jordan’s tourism industry is therefore not a lack of things to see. The country has the archaeological heritage, landscapes, climate, food and hospitality that helped produce record tourism numbers only a few years ago.
The problem is that tourism is extraordinarily sensitive to perceptions of security. The current U.S. State Department advisory, issued August 29, 2026, places Jordan at Level 3 – Reconsider Travel, citing terrorism and armed conflict. It also identifies specific border and other areas where Americans are advised not to travel.
The advisory says Jordan remains relatively stable but that the security environment is complex and can change quickly. That is an important reality for anyone considering a trip.
Jordan should not be presented as a country untouched by the conflict surrounding it. It isn’t.
At the same time, it is equally important not to confuse the existence of regional conflict with the disappearance of Jordan’s tourism industry.
Hotels are still operating, Petra is still welcoming visitors, Wadi Rum is still there, restaurants are still serving fantastic Jordanian food, and the country’s tourism sector is still trying to rebuild international demand.
A Destination Waiting for the Region to Calm Down
There is something particularly striking about Jordan’s tourism story. The country spent years building itself into a destination where travelers could combine ancient history, desert adventure, wellness, food and culture in a relatively compact trip.
Then the geopolitical environment changed around it. The result has been a tourism problem that Jordan cannot solve on its own.
Its attractions did not disappear. What changed was the regional context. And that may ultimately be the most important thing to understand about Jordan’s tourism crisis.
For travelers looking at a map of the Middle East, Jordan can seem like a small country surrounded by enormous geopolitical problems.
For anyone who actually visits, it can feel very different: a country of mountains and desert, ancient cities and modern cafés, archaeological wonders and Red Sea beaches – a place whose identity is considerably larger than the conflict appearing in the headlines.
Petra remains where it has stood for more than two millennia. The question for Jordan’s tourism industry is how quickly the world will feel comfortable coming back to see it.
Editorial Disclaimer
This article is intended for general informational and editorial purposes. It discusses tourism, geography, culture and current regional conditions in Jordan based on publicly available information and cited sources. References to security conditions, regional conflicts, travel advisories, or other potentially sensitive matters reflect information and positions published by the relevant authorities and organizations at the time of writing and should not be interpreted as independent legal, political, or security advice. Travelers should consult current official government travel advisories and local authorities before making travel plans, as conditions in the region can change rapidly.
Sources:
- World Bank – Jordan Economic Monitor: World Bank – Jordan Economic Monitor
- World Bank – Jordan Growth and Competitiveness: World Bank – Jordan Growth and Competitiveness
- Jordan News Agency (Petra) – 2023 Tourism Results: Official record figures for 2023 – 6.35 million tourists and approximately $7.4 billion in revenue.
- Petra Development and Tourism Region Authority / Jordan News Agency – Petra 2025: Official data on the recovery of Petra visitation in 2025. Petra Visitors – 2025 Statistics
- U.S. Department of State – Jordan Travel Advisory: The current U.S. risk assessment for travelers to Jordan. U.S. Department of State – Jordan Travel Advisory
- Jordan Tourism Board – Official Tourism Portal: Information on Petra, Wadi Rum, the Dead Sea, Aqaba, and other key tourist regions. Visit Jordan – Official Tourism Board
- Jordan Tourism Board – General Information: Geography and climate of the country. Visit Jordan – General Information
- Jordan Tourism Board – Petra: The history and significance of Petra as a Nabataean city and UNESCO World Heritage Site. Visit Jordan – Petra
