Tuesday, 11 November 2014

Jordan's tourism revenue up 9%, arrivals 3% despite region

Despite the ongoing unrest in the region, Jordan reported an uptake in both overnight visitors 3% ytd until September, and tourism revenue 8.9% ytd ($3.4 billion this year compared to $3.1 billion). Reversing the downwards trend in arrivals last year, when tourist arrivals to Jordan decreased in 2013 by 14% (5.4 million in 2013, 6.3 million in 2012). A sign of confidence in Jordan's stability and immunity to regional unrest.

First thing to note is the disparity between the arrivals and revenue increase, this can be explained by a number of factors, the first is inflation, which stood at 3.1% yoy in September 2014. The second factor is the nature of the tourist groups arriving Jordan, which, before the regional unrest, Jordan used to be only one stop in regional tourism packages, but since the war in Syria, the insurgency in Iraq and the multiple revolutions in Egypt, those packages declined sharply, explaining the declined tourist arrivals in 2013. To address this problem, the Jordan Tourism Board started marketing Jordan as a single destination, where tourists would visit multiple destinations in Jordan and spend more nights.

This trend can be seen by the number of visitors to different tourist attractions in Jordan, see Table below. As you can see, the tourism arrivals to Petra (Jordan's main attraction, and one of the world new seven wonders) only marginally increased by 1%, while other attractions increased more significantly, these numbers clearly show the success of the JTB's campaign. It's also worth mentioning the small number of visitors to the dead sea (despite big growth), this is because the area is currently only serviced by a handful of 5 star hotels, with no budget solutions. budget travelers opt to stay overnight in Amman or Madaba (1 hour drive). 


Attraction
Visitors Jan-Sep 2013
Visitors Jan-Sep 2014
Change %
Petra
449,249
454,384
+1.1%
Jerash
167,450
191,800
+14.5%
Mount Nebo
121,341
124,942
+3%
Madaba
142,978
160,107
+12%
Karak
23,018
26,950
+17.1%
Baptism Site
62,154
69,391
+11.6%
Dead Sea
10,223
27,450
+168.5%
Desert Castles
20,950
23,800
+13.6%                               

No comments:

Post a Comment