The Jordan Adventure Tourism market is poised for steady growth, with its estimated value reaching USD 292 billion in 2022. The market is forecasted to grow at a compound annual growth rate (CAGR) of 7%, with the market valuation projected to reach USD 313 billion by 2032. This robust growth underscores the potential of Jordan as an emerging hub for adventure and wellness tourism in the Middle East.
Jordan’s tourism industry is a major economic driver, contributing significantly to employment, foreign exchange, and economic development. The country’s diverse array of cultural, archaeological, and natural attractions make it a leading destination in the region. Key sites such as Petra, Wadi Rum, and the Dead Sea continue to draw millions of visitors annually.
However, despite the significant growth in general tourism, adventure tourism in Jordan remains relatively untapped, presenting a prime opportunity for growth and innovation in the sector. The country’s varied landscapes, including deserts, mountains, and canyons, offer unique locations for adventure activities such as hiking, mountaineering, canyoning, and safaris.
Key Takeaways
- The country’s tourism sector is a key economic driver, contributing to employment and foreign exchange.
- Jordan is known for its rich cultural, archaeological, and natural attractions, including Petra and Wadi Rum.
- Local businesses, such as Edom Adventures, are actively promoting eco-tourism and adventure expeditions.
- Wellness and cultural tourism remain dominant, but adventure tourism is gaining traction among international visitors.
- Tourists prefer booking travel and accommodations through online platforms for flexibility and convenience.
- Jordan’s diverse landscapes and unique locations offer significant opportunities for new and innovative adventure tourism experiences.
Tourism Trends
While cultural and wellness tourism remain the most popular types of travel in Jordan, adventure tourism is gaining momentum. Tourists are increasingly seeking experiences that combine relaxation with physical activity, such as wellness retreats, spa treatments, mindfulness tours, and eco-friendly activities.
According to recent studies, the web remains the most preferred booking channel for tourists, with many travelers opting for online platforms to book destinations, tours, and accommodations. The convenience and flexibility offered by websites and travel agencies are key drivers behind this trend.
Competitive Landscape
Many local and international tour operators in Jordan are offering adventure experiences, including mountain climbing, trekking, canyoning in Wadi Rum, snorkeling in the Red Sea, diving in Aqaba, and cycling tours through the country’s deserts.
However, many of these tours follow a similar itinerary with the same destinations and activities, which may lead to a sense of monotony among tourists. A select few operators are differentiating themselves by offering more unique and immersive experiences, such as engaging tourists in local cultural interactions, organizing jungle safaris, camping trips, and bird-watching tours during the appropriate seasons.
For instance
- Wild Jordan, an ecotourism organization working under the Royal Society for the Conservation of Nature (RSCN), also in charge of Nature reserves in Jordan are offering in the Dana Reserve, you may go hiking and camping; in Wadi Mujib, you can go canyoning and gorge-walking; on forest trails in the Ajloun or Dibbeen forestry reserves; or in the Azraq Wetlands, you can go birdwatching. They also provide accommodation and other services, which are generating employment for locals, helping the development of the economy.
Key Companies Profiled
Jordan MW Tours
G Adventures
Jordan Direct Tours
Sherazade Travel Jordan
Trip500 Tours
Jordan Experience
Jordan Classical Tours
Jordan Travel Agency
Petra Tours
Terhaal Adventures
Wild Jordan
Raami Tours
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Jordan Adventure Tourism by Category
By Tourism Type:
- Wellness Tourism
- Medical Tourism
- Faith-Based Tourism
- Adventure Tourism
- MICE Tourism
By Adventure Activity:
- Trekking
- Camping
- Mountaineering
- Safaris
- Diving
By Age Group:
- 15-25 Years
- 26-35 Years
- 36-45 Years
- 46-55 Years
- 66-75 Years
By Booking Channel:
- Phone Booking
- Online Booking
- In Person Booking
By Tourist Type:
- Domestic
- International
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