By Hassan Madi

Let’s be realistic when discussing tourism in our region and the future of this vital sector, which is among the most sensitive to political and security developments worldwide—not only in the Middle East.

Tourism cannot be separated from regional stability. When international travelers plan their trips, safety comes first, followed by the experience and overall value. In our region, ongoing tensions and conflicts across multiple fronts have clearly disrupted travel patterns, redirecting many tourists toward more stable destinations around the world.

However, reducing the narrative to “no tourism at all” is an oversimplification. Despite the surrounding challenges, Jordan has remained present on the global tourism map—albeit with fluctuations in demand—supported by its reputation as a safe and stable destination, and by continuous institutional efforts led by the Jordan Tourism Board in partnership with the Ministry of Tourism and Antiquities and the private sector.

That said, realism requires acknowledging that a strong and full recovery of the tourism sector in the region is closely tied to the return of broader regional stability. The calmer the geopolitical climate becomes, the more confidence travelers regain, airlines resume and expand operations, and international markets gradually restore tourist flows to the Middle East.

In this context, Jordan stands out as a unique case. It possesses diverse and compelling tourism assets, relatively advanced infrastructure, and a well-established image as a safe haven. This positions the Kingdom to be among the first to capture and convert any regional improvement into tangible and rapid tourism growth.

Let’s be realistic: tourism is not driven by sentiment or slogans, but by stability, trust, smart marketing, and continuous readiness. As the region moves closer to stability, the tourism sector moves closer to a genuine recovery that benefits everyone.

Hassan Madi
Tourism Expert
Member of the Jordan Hotels Association
Member of the Jordan Restaurants Association