Whether travellers are sipping tea in a Bedouin camp, browsing rugs in an Amman souk, or walking past Petra’s many souvenir-sellers, there’s one greeting they’re guaranteed to continually hear in Jordan: “Ahlan wa sahlan!”
Roughly translated from Arabic, it means “you are among family and at your ease”. Words which any tourists currently contemplating a trip to the desert kingdom will probably need to hear now more than ever.
Until late 2023, tourism in Jordan was peaking: 6.3m people visited in 2023, up 18.5% from prior to the pandemic.
Jordan’s trendiness is easy to explain: the small country is tailor-made for social media bragging, thanks to Insta-friendly experiences such as harnessing your inner Indiana Jones at Petra, camping under the stars at Wadi Rum or snorkelling in the Red Sea, all of which feature on most group tours across the destination.
The war in Gaza changed all that. Although Jordan isn’t directly involved, tourism has dwindled: hotel occupancy in Petra has slumped to 10%, according to one Petra Hotels Association representative recently quoted by Reuters.
Both easyJet and Ryanair have suspended UK-Jordan flights, while cruise operators are no longer stopping at Aqaba (Jordan’s only seaport) due to attacks by Houthi militants in the Red Sea.
Most overseas tour companies have continued to operate as usual (Intrepid Travel recently opened an Amman office), but many have noted a drop in demand.
The Jordan Tourist Board says visitors from the UK dropped by 23.7% by the end of September 2024. The Israel-Hezbollah ceasefire has offered some hope, but Iranian strikes on Israel have done little to ease British tourists’ nervousness.
Despite regional upheaval, Jordan is a safe country. At the time of writing, the Foreign, Commonwealth and Development Office (FCDO) only advises against travelling to within three kilometres of the Syrian border (an area which isn’t involved with the conflict) with no warnings about its Israeli border.
“You only have to look at the Foreign Office advice to see Jordan is safe; if there were concerns the advice would have changed,” says Dr Abed Al Razzaq Arabiyat, Managing Director of the Jordan Tourism Board.
“On the ground here in Jordan, tours are operating like normal and everyone is going about their day-to-day life. The UK visitors who have visited recently have shared positive feedback about how smooth their experience has been.”
Abiyat’s advice for agents is “to reassure consumers by booking onto a guided tour, which is one of the best ways to explore Jordan and its iconic sites”. He also suggests agents offer flexible booking and added insurance to dispel clients’ doubts.
The aviation slump hasn’t affected national carrier Royal Jordanian either, which launched new routes from Stansted and Manchester last March. Ethical travel firm G Adventures plans to host its 2025 summit in Jordan too.
Crime is also rare in Jordan and the country’s last major terrorism attack happened in 2005.
The Jordanian government has since invested heavily in security (metal detectors are a common sight at hotels and tourist attractions).
It’s yet another sign of Jordan’s enduring attempts to make visitors feel safe.
Along with the kingdom’s famous tradition of hospitality, any British tourist visiting in 2025 should feel among family and at ease, as the locals are fond of pointing out.
Top Experiences for 2025
The Jordan Trail: Sluicing the length of the country, this epic 676km trek takes in big-hitters such as Petra and Wadi Rum, plus sublime landscapes, Crusader castles and Bedouin camps. It usually takes around 40 days but can be tackled in shorter chunks too. The Jordan Trail was also recently featured in Lonely Planet’s 2025 Best in Travel list. jordantrail.org
Umm Al Jimal: In 2024, these mesmerising ancient ruins became Jordan’s seventh Unesco World Heritage Site. The centuries-old buildings are remarkably well-preserved, offering an intriguing glimpse into life during Roman, Byzantine and early-Islamic periods. It’s possible to visit the “Black Gem of the Desert” (so-called because it was mostly built from black basalt) on a day-trip from Amman. whc.unesco.org
New archaeological finds at Petra: The antiquities of Petra and its pink sandstone cliffs make it an undeniably magical place truly deserving of its Seven Wonder billing. A recent excavation at the ancient city’s Treasury unearthed a hidden tomb containing 12 skeletons and a trove of artefacts, giving fresh insight into the enigmatic Nabataean civilisation. visitpetra.jo
Travel Jordanian: In January, the Jordan Tourist Board will launch a platform where agents and travellers can book experiences and accommodations offered by local communities. These include carpet-weaving classes, planting flowers in the desert with a women’s cooperative, plus shepherding with a local family. traveljordanian.com
Book it with… Intrepid Travel
A Premium Jordan eight-day tour starts at £1,582pp, which takes in the ancient city of Petra, a 4WD adventure through Wadi Rum, floating in the Dead Sea and staying in a luxurious Bedouin-style camp. Price includes accommodation, ground transport, selected meals and a local guide. intrepidtravel.com
