Operators: ‘Jordan is a beacon of tranquillity in the Middle East’
Destination specialists have stressed how safe the country is for tourists, after the eruption of the Israel-Hamas war caused a downturn in bookings
From the ancient marvels of Petra to the dramatic scenery of Wadi Rum, Jordan is a popular choice for touring and adventure holidays. However, operators are reporting how the destination is feeling the reverberations of the neighbouring Israel-Gaza conflict, with bookings impacted across the board.
Explore product manager Valentina Chironna says: “All our Middle East destinations – Israel and Lebanon in particular – are suffering in terms of bookings, but Jordan is paying the biggest price.” The operator offers an eight-night Treasures of Jordan tour from £1,570pp, excluding flights.
Chironna adds: “We want to stress just how safe Jordan is, we also follow FCDO advice which states it’s safe to travel there. Plus, we constantly receive comments from customers post-departure about how safe they felt and how sorry they are to see the country with too few tourists.”
Discover Jordan is another operator feeling the heat. Director and co-owner Philip Breckner is feeling optimistic, however. “Agents continue to use our programme for bespoke itineraries to Jordan, and the British travelling public is resilient. Royal Jordanian Airlines started flying from Manchester to Amman in March, giving agents in the north more opportunities.”
"Discover Jordan’s classic seven-night Jordan launched our 2024/25 programme earlier this year, so agents can look at the long-term and meet requests for 2025 too.”
Intrepid saw an impact after the conflict began but says bookings have started to recover. Joanna Reeve, head of partnerships, says: “While we are still seeing the conflict in Gaza impact travel to Jordan, we are now experiencing fewer cancellations and postponements. Bookings have picked up compared to the end of 2023, but are slower than this time last year.”
She encourages agents to reassure clients that trips in Jordan are operating as normal: “Our customers are enjoying their holidays [to Jordan] as much as ever, tourist hotspots like Petra and Wadi Rum are unaffected and government advisories unchanged. Intrepid has operations teams on the ground who monitor local conditions and provide support if needed.”
Also reporting variability in booking trends to Jordan, Cox & Kings’ senior vice-president of trade sales, Jennifer Charlton, is keen to emphasise how safe the destination feels. “Amid the evolving dynamics of travel to the Middle East, we acknowledge the prudence travellers are exercising," she says.
"It’s essential to remember, though, Jordan continues to stand out as a beacon of hospitality and tranquillity within the region and we encourage travel agents to communicate a balanced message of optimism and prudence to their customers."
"Jordan’s rich tapestry of experiences, enhanced by the warmth and knowledge of our local guides, awaits those ready to explore it."
- Use the TTG Travel Supplier Directory to research tour operators offering Jordan
Katherine Masters
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