Jordan emerges as regional hub for wellness tourism, attracts thousands seeking medical care - stakeholders

AMMAN — In recent years, Jordan has boosted its position as a leading destination for wellness tourism in the region, attracting thousands of visitors seeking medical treatment and rehabilitation services.

This influx of health-focused travellers has become a significant driver of economic growth, according to industry representatives.

“The popularity of spa vacations has increased globally as more people adopt healthier lifestyles. Jordan has responded by enhancing its natural therapeutic sites with first-class resorts offering a diverse range of amenities,” according to the Jordan Tourism Board (JTB) website.

The JTB also highlighted that Jordan’s objective is to deliver a holistic experience that meets visitors’ health, fitness, and wellness needs, noting that nearly 195,000 medical tourists visited Jordan last year, slightly below expectations due to the ongoing Gaza conflict and escalations in the Palestinian Territories.

Looking ahead, the JTB anticipates an increase in visitors from Gulf Cooperation Council (GCC) countries and Africa, driven by recent marketing campaigns.

In 2023, the UN World Tourism Organisation (UNWTO) designated Jordan as a regional hub for medical and wellness tourism, further elevating the Kingdom’s profile in this sector.

Commenting on the impact of wellness tourism, Aya Jubran, an employee at a health clinic, told The Jordan Times that “wellness tourism not only generates revenue but also creates job opportunities for women, promoting long-term economic sustainability.”

“We are witnessing increased demand from neighbouring countries, which is driving significant revenue not only in healthcare but across the hospitality sector,” Jubran added, noting that “patients from GCC countries, in particular, recognise the quality of Jordan’s medical services.”

Baraa Awad, a digital marketing expert, said that their wellness tourism campaigns are tailored to highlight Jordan’s renowned medical expertise and natural healing sites while resonating with diverse international audiences. 

“We ensure that our promotions are accessible in multiple currencies, from Gulf currencies to the US dollar, aligning with the preferences of our frequent visitors,” she said.

Awad stressed that these promotions are successfully attracting high-spending tourists who seek both top-quality medical treatments and immersive tourism experiences.