Jordan has seen its international tourism numbers reach more than 90% of pre-pandemic levels as the destination looks to promote itineraries “that reach beyond Petra and Wadi Rum” in 2023.
The country said its visitor figures had been “continuously rising” since borders reopened last year, while Jordan’s tourism revenue has grown 141% from 2021 to 2022 – with the destination claiming visitors are spending longer in destination.
Jordan said the current cost of living crisis in its key UK market was the biggest challenge it currently faced as it promised to offer tourists value for money through its relationships with low-cost airlines.
EasyJet is running direct flights, while Wizz Air is due to add an additional route from Luton to the Jordanian capital Amman next month, upping capacity to three flights per week.
Earlier this year, a direct flight from Washington DC to Amman was also launched.
Elsewhere, the destination is promoting its Jordan Pass, which covers the cost of the visa and entrance to more than 40 attractions in a bid to attract visitors despite the current economic climate.
For 2023, Jordan is aiming to work with trade partners to create more itineraries “beyond Petra and Wadi Rum” – including visits to the newly listed Unesco World Heritage Site of Al-Salt.
The country will also look to launch marketing campaigns to reach younger audiences and promote its sustainable initiatives, such as the Ayla Oasis development.