Netherlands Leads the Charge Alongside United Kingdom, France, Germany, Italy, and Spain in Fueling a Phenomenal Surge of European Tourists to Jordan, Sparking Unprecedented Revenue Growth in January 2026

In January 2026, the Netherlands, alongside major European powerhouses like the United Kingdom, France, Germany, Italy, and Spain, played a pivotal role in driving a record-breaking influx of tourists to Jordan. This surge in European visitors, with 87,943 arrivals, not only highlights Jordan’s growing appeal as a prime travel destination but also underscores the effective marketing strategies and improved tourism infrastructure in place. The robust increase in both overnight and one-day visitors reflects Europe’s strong interest in Jordan’s rich cultural heritage, historical landmarks like Petra, and natural wonders, while also contributing to an unprecedented 56.9% rise in revenue from European tourists. This combination of factors has positioned Jordan’s tourism sector for continued success in 2026 and beyond.

In a remarkable boost for Jordan’s tourism industry, the number of European tourists visiting the Kingdom in January 2026 reached an impressive 87,943, as per data released by the Ministry of Tourism and Antiquities. This surge in arrivals is not only testament to Jordan’s appeal but also indicates a strong recovery post-pandemic, further supported by an uptick in tourism revenues and visitor numbers across multiple demographics.

Breaking Down the Tourist Arrivals:

Overnight Tourists: A total of 68,867 overnight tourists from Europe made their way to Jordan in January 2026. This segment has seen robust growth, signaling an increasing interest in longer stays and deeper exploration of the country’s cultural, historical, and natural attractions.
One-Day Visitors: A total of 19,076 European visitors made one-day trips, contributing to the overall growth in tourist arrivals.

This brought the total number of European visitors to 87,943, which marks a significant year-on-year increase.

A 17.4% Growth Compared to January 2025:

In January 2025, Jordan welcomed 74,928 European visitors, including 56,159 overnight tourists and 18,769 same-day visitors. This comparison highlights a notable 17.4% increase in total arrivals from Europe to Jordan, demonstrating the Kingdom’s growing appeal as a tourist destination.

Impact on Tourism Revenues:

Tourism Revenue Growth: The Central Bank of Jordan (CBJ) reported a 4.1% increase in overall tourism revenues for January 2026, reaching $708.5 million. While this growth is positive, it follows a more substantial 22.8% rise in the previous year, indicating steady progress for the sector.
European Tourism Revenue Surge: The surge in European arrivals directly impacted the revenue stream from European tourists, with a staggering 56.9% increase in revenues from this demographic. This indicates that European tourists are not just visiting in greater numbers, but also spending more during their stays, benefiting Jordan’s tourism sector significantly.
Growth from Other Regions: While European tourism revenue showed the most notable increase, other international markets also contributed to growth. The data highlighted:
- Asian Visitors: Revenue from Asian tourists grew by 11.6%.
- American Tourists: There was a 16.0% rise in tourism revenue from American visitors.
- Arab Tourists: A steady 3.0% increase was seen in tourism revenue from Arab tourists.

Challenges and Declines:

Despite the overall positive growth, the report also highlighted a slight decline in revenue from certain groups:

Other Nationalities: Revenue from tourists outside the major regions mentioned saw a 2.0% decline.
Jordanian Expatriates: Tourism spending from Jordanian expatriates dipped by 3.0%, marking a small setback in domestic tourism spending.

Outbound Tourism: A New Trend

In parallel with the growth in inbound tourism, outbound tourism from Jordan also saw an uptick. In January 2026, Jordanians spent $196.3 million on outbound tourism, marking a 6.2% increase from the previous year. This shift indicates that while Jordan is attracting more foreign visitors, its residents are also exploring international destinations more frequently.

The Future of Jordan’s Tourism:

The significant growth in European tourist arrivals, along with the corresponding surge in revenues, suggests a bright future for Jordan’s tourism industry. This trend is expected to continue into the year, particularly with upcoming cultural and archaeological events, improved infrastructure, and a strategic focus on sustainability in tourism.

Jordan is also making significant strides in its promotion of historical landmarks like Petra, the Dead Sea, and its natural wonders, which continue to attract global visitors.

European Countries Contributing to the Surge in Tourism

Jordan’s tourism boost in January 2026 was driven largely by European countries, reflecting growing interest from the continent. The Ministry of Tourism and Antiquities has pointed to the following countries as key contributors to the influx of visitors:

Germany: Known for its strong travel market, Germany remains a key source of tourists to Jordan, with visitors drawn to the country’s historical sites and unique experiences.
United Kingdom: British tourists have long had a connection with Jordan’s ancient wonders, with many taking part in cultural and historical tours throughout the Kingdom.
France: French travelers, attracted by the archeological richness of Jordan, have steadily increased in number, contributing to the rise in European tourism.
Italy: Italy’s proximity to Jordan and the country’s appeal for cultural heritage enthusiasts has made it one of the notable contributors to the tourism surge.
Spain: As a Mediterranean neighbor, Spain has seen an increase in outbound tourism, with more Spaniards seeking adventure and historical exploration in Jordan.
Sweden: Scandinavian countries, including Sweden, have also shown a steady interest in Jordan, particularly among those seeking winter sun and cultural heritage experiences.
Netherlands: Dutch travelers, well-known for their interest in eco-tourism and historical exploration, are making Jordan a more regular part of their travel itineraries.
Belgium: Visitors from Belgium have been increasing, particularly those interested in Jordan’s religious and cultural sites.

In January 2026, the Netherlands, along with the United Kingdom, France, Germany, Italy, and Spain, significantly boosted European tourism to Jordan, leading to a record 87,943 arrivals and a 56.9% surge in revenue. This influx highlights Jordan’s growing appeal and the effectiveness of its tourism initiatives.

Looking Ahead:

The growth in European visitors signals a broader trend for Jordan as it capitalizes on its cultural and natural assets, offering a mix of history, adventure, and unparalleled landscapes. With strategic improvements in its tourism offerings and an emphasis on sustainability, Jordan is poised to further cement its position as a premier destination in the Middle East for European travelers.

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