Khaberni - Written by Ibrahim al-Nabali, Secretary of the Jordanian Association of Tourism and Travel Agents:
Official data issued by the Central Bank of Jordan shows that Jordanians' spending on overseas travel in 2025 reached approximately two billion dollars.
This is a notable figure that calls for careful consideration, beyond quick descriptions or preconceived judgments, due to its economic and behavioral implications with multiple dimensions.
On the surface, this figure may appear as a pressure on the balance of payments and a leakage of hard currency, but a deeper understanding reveals another significant aspect, highlighted by the increase in tourism demand among Jordanian citizens and their willingness to spend on travel as part of their lifestyle.
What does this spending reflect?
The fact that overseas tourism spending has reached this level indicates that the Jordanian citizen:
• considers tourism a necessity, not a luxury
• possesses the desire to travel, experience, and explore
• seeks pre-planned arrangements and clear cost specifications
• prefers complete experiences that combine price and service
This leads to a conclusion that the issue does not lie in the weakness of domestic tourism as much as in the gaps in supply, marketing, and experience.
An Opportunity Within the Number
If only 10% of this spending were redirected towards domestic tourism, the national economy could benefit from about 200 million dollars annually, injected into various sectors including hotels, transport, restaurants, services, and employment.
It should be noted that tourism is not an isolated sector, but is linked to more than 40 economic sectors, which means any improvement in tourism directly impacts the overall economic activity.
The Real Challenge
There is no doubt that Jordan possesses exceptional tourism potential, whether in terms of geographic diversity or historical, religious, and natural value.
However, the challenge lies in:
• the limited travel packages specifically designed for the citizen
• weak systematic promotion of domestic tourism
• price variations in some seasons
• seasonality and unstable demand
These factors make the citizen compare the domestic and international experiences, sometimes opting for the clearer and more organized option.
The nearly two billion dollars Jordanians spend on travel abroad should not be viewed solely as a loss but as a clear indicator of demand that is ripe for investment. If a well-organized, clearly priced, and rewarding domestic experience were available, a significant portion of this spending could remain within the national economy, boosting domestic tourism and enhancing economic stability.
