Jordan: a combination of classical and  experiential

Fascinating and hospitable, with a tourism industry that has never stopped. The data confirms this, placing Italy at the top spot in Europe for arrivals to Jordan, with nearly 128,000 Italian visitors registered in 2023 (+42% compared to 2019). A record, despite the impact of the Israeli-Palestinian conflict in the last two months of the year, which is based on the strong trade relationship whilst also “partly compensated by a 17% growth from the Arab market,” explains Abed Al-Razzaq Arabiyat, managing director of the Jordan Tourism Board.

Reassuring the market

Visitor numbers are increasing, as confirmed by the commitment of Italian tour operators to highlighting Jordan’s qualities and to reassuring travellers and operators. “Jordan is a peaceful country, with a stable internal situation,” confirms the managing director. “Plans to support trade have been renewed and collaboration with operators planning trips to Jordan is being strengthened through incentives, promotional activities and co-branding initiatives. Charter incentives for visitors staying a week in Jordan reach up to $60-80 per passenger.”

New experiences

The Jordan Tourism Board also aims to diversify its tourism offer by investing in the development of proposals that identify different reasons for travel. 220 new experiences have been created that range from naturalistic, sustainable, active, religious, cultural and archaeological, to wellness tourism. Incentives also fit into the organisation’s vision.

An offer for everyone

“Over the years,” explains Marco Peci, commercial director of Quality Group, “we have seen Jordan grow in every respect, in terms of services and infrastructure. It is a destination that has a well-organised internal team and offers itself to a very large international market with good flow management capacity. Last year we managed to avoid problems related to overtourism, but today there is a need to reflect on a series of itineraries that are overcrowded. It will be an interesting new start, as many alternative proposals will accompany traditional ones.”

Always interesting

“Jordan is one of the destinations that has grown the most for us,” confirms Salvatore Sicuso, commercial director of Boscolo, “and it is suitable for our type of group travel. It is developing different offers, from gastronomy to active tourism. Requests to visit are coming in, there is still so much to be discovered in the country and we are ready to actively relaunch it. It’s an amazing place, with the right balance of quality and price that Italians will never tire of. Tourists today are looking for experiences, quality, authenticity, and this pushes us to find new solutions to place high-profile products on the market.” In terms of air connections, flights between Italy and Jordan are operated by Royal Jordanian, Ryanair and Wizzair from Milan, Bologna, Rome and Venice-Treviso to Amman.

Laura Dominici & Paola Olivari

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