Jordan’s tourism sector faces lingering hindrances to full potential, say stakeholders

AMMAN — The tourism sector in Jordan, renowned for its rich historical and cultural heritage, faces a myriad of challenges that hinder its full potential, from perceptions of safety to infrastructure development, say stakeholders, who claim that they are striving to overcome obstacles and promote sustainable growth in the industry.

The tourism sector in Jordan plays a crucial role in the country’s economy, with its contribution to the local GDP standing at around 11 per cent. Not only does it contribute to economic growth, the industry also serves as a significant driver in reducing unemployment rates. 

With its rapid growth, the sector has created numerous job opportunities across various industries, including hospitality, transportation and tour operations. As more tourists are drawn to Jordan’s historical sites, natural wonders, and vibrant culture, the tourism sector continues to make strides in bolstering the country’s economy and fostering sustainable development. Therefore, addressing challenges facing the tourism sector is crucial to help Jordan become a “must-visit destination” for travellers seeking a unique and enriching experience.

The perception of safety

Due to ongoing conflicts in Jordan’s neighbouring countries, the region has often been associated with instability, leading potential tourists to Jordan to harbour concerns about their safety. 

Economist Husam Ayesh told The Jordan Times that negative media coverage, showcasing the region “as a whole” as unstable, exacerbates these apprehensions, deterring travellers from considering Jordan as a potential destination. 

Ayesh highlighted the need for concerted efforts to counter this perception, emphasising that stability is crucial for attracting tourists and fostering economic growth. 

“We urge tourism sector stakeholders to actively promote the country’s safety measures and initiatives to reassure potential visitors,” Ayesh stated. 

Infrastructure development 

While Jordan has made significant investments in its tourism infrastructure, further advancements are necessary. Improving transportation networks, expanding accommodation options and enhancing tourist facilities are ongoing priorities. 

Ali Quran, who owns a tourism facility in Tafileh, some 180 km south of Amman, said that despite the fact that his project is an eco-tourism project that showcases the beauty of Jordan’s natural resources diversifications, there is no infrastructure or transportation network that can get tourists to visit his project. 

The same goes for Ra’ed Qudah, who works at an ecological hotel in Ajloun. 

“Buses can barely get to the hotel, the road is very steep and narrow, the vast majority of bus operators avoid dropping off tourists at the hotel,” Qudah told The Jordan Times. 

Diversifying tourism offerings 

Jordan has traditionally relied on its historical and cultural attractions, such as the iconic city of Petra and the therapeutic Dead Sea. 

To invigorate the sector, diversifying tourism offerings beyond these well-known sites is crucial, according to economist Wajdi  Makhamreh.  

Additionally, religious tourism to the baptismal site at the Jordan River holds potential, offering pilgrims a “profound spiritual experience”, according to Makhamreh. 

Makhamreh also noted that culinary tourism is currently a growing trend in the global travel industry. 

“Culinary tourism provides a unique opportunity to explore cultural heritage and traditions of a place through its food,” Makhamreh added. 

Skills and training

Enhancing training programmes and promoting vocational education is critical in ensuring the sector’s success, said Mohammad Qasem, Spokesperson for the Jordan Hotel Association. 

“Improving customer service skills and language proficiency among tourism professionals would greatly enhance the overall visitor experience,” Qasem told The Jordan Times. 

Qasem added that by investing in training and providing opportunities for skill development, Jordan can elevate its reputation as a hospitable and customer-focused destination.