Jordan’s tourism revenue saw a significant increase in September, rising 21.5 percent year-on-year to reach $794.3 million, according to preliminary figures released by the Central Bank of Jordan. This growth extends the broader recovery of the sector following challenges in recent years.

For the first nine months of 2026, tourism receipts totaled $6.35 billion, marking a 4.9 percent increase compared to the same period in 2025. Despite this overall uptick, the data revealed declines in some key markets. Earnings from European visitors fell by 23.7 percent, while revenue from tourists from the United States dropped 16.3 percent over the nine-month period. Income from Jordanian tourists also decreased by 5.3 percent during the same timeframe, accounting for roughly $3.5 billion of total receipts. In contrast, monthly figures indicate growth, with June’s receipts rising 7 percent to $685 million year-on-year.

Industry stakeholders highlighted opportunities for further growth. Bahjat Hamdan, a board member of the Jordanian Businessmen Association and active tourism investor, emphasized the need to enhance connectivity through more direct flights to Aqaba, the country’s key port city and gateway for international visitors. He also called for expanded promotion of niche tourism sectors including medical, religious, ecological, adventure, and business tourism.

Hamdan stressed that these promotional efforts must be complemented by investments in workforce training and service quality improvements. Additionally, he urged easier access to financing options aimed at supporting businesses operating within Jordan’s tourism industry.

The mixed trends suggest that while Jordan’s tourism sector is regaining momentum overall, fluctuations in visitor demographics and spending patterns continue to present challenges that government and private sector stakeholders are seeking to address.