The World Tourism Organization (UNWTO), a specialised agency of the United Nations, recently released a new volume of its "Tourism Doing Business: Investment Guidelines" series. This specific report sheds light on the burgeoning potential for tourism investment within the Hashemite Kingdom of Jordan. Notably, the release coincides with Jordan's tourism sector experiencing a remarkable post-pandemic resurgence.

Jordan's Tourism Rejuvenation

The UNWTO report underscores Jordan's impressive tourism performance in 2023. The nation surpassed pre-pandemic tourist figures by a significant 18.5%, welcoming over 6.3 million international visitors. This surge in tourism translated into substantial economic benefits. The tourism industry's contribution to Jordan's GDP reached 12.5%, and the sector directly employed an estimated 4-5% of the workforce. Additionally, Jordan's air travel sector has exhibited a robust recovery, maintaining vital connections to over 40 countries.

Investment Opportunities Beckon

Beyond the immediate recovery, Jordan presents a compelling case for future tourism investment. The report highlights Jordan's stable economic and political climate, characterised by steady GDP growth and low inflation. This stability is coupled with a diverse range of tourism offerings, encompassing historical landmarks like Petra, natural attractions with wellness benefits, and burgeoning sectors such as medical and film tourism.

The Jordanian government is actively fostering an environment conducive to further tourism investment. The report details recent initiatives like the Economic Modernization Vision (2023-2030), the Investment Promotion Strategy (2023-2026), and the Jordan National Tourism Strategy (2021-2025). These strategies, combined with Jordan's natural beauty and flourishing entrepreneurial ecosystem, are projected to attract an additional USD 3.8 billion in tourism investment by 2033.

In conclusion, the UNWTO's investment guidelines paint an optimistic picture of Jordan's tourism sector. The nation's robust recovery, diverse offerings, and stable environment make it a prime destination for investors seeking to capitalise on the burgeoning tourism market.