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MOSCOW/AMMAN — Jordan is making a calculated push for Russian visitors, betting on one of the world’s more resilient outbound tourism markets at a time when geopolitical tensions continue to challenge travel across the Middle East.
Jordan’s Ministry of Tourism and Antiquities brought its message directly to Moscow this month, hosting a tourism evening attended by Russian tour operators, media representatives, religious leaders, influencers and investors.
The timing may be particularly significant.
Russian outbound tourism has demonstrated a remarkable capacity to grow despite sanctions, restricted air links, payment complications and geopolitical disruptions. Official Russian border statistics show 13.4 million outbound trips for tourism purposes in 2025, an increase of 15.6% over 2024. In 2024, tourism trips had already increased by about 25% year-on-year.
That resilience makes Russia an important source market for destinations prepared to maintain air access, competitive pricing and relatively uncomplicated entry requirements.
Turkey remained Russia’s dominant tourism destination in 2025, but Russian travelers also made 1.72 million tourism trips to the UAE, up 17.1%, while Egypt attracted 1.62 million, an increase of 36.1%. China recorded growth of more than 33%.
The numbers underline something tourism destinations across the Middle East have increasingly recognized: Russians continue traveling even when the geopolitical environment becomes complicated.
For Jordan, that represents an opportunity.
Visa-Free Jordan Changes the Equation
A major obstacle disappeared when the Russia-Jordan mutual visa-waiver agreement entered into force on December 13, 2025.
Russian citizens can now visit Jordan visa-free for up to 30 days per trip, subject to the agreement’s conditions, with total stays limited to 90 days during a calendar year.
At its Moscow event, Jordan also highlighted improving air connectivity, including direct Moscow-Amman services and plans for a direct Moscow-Aqaba route. The latter could be especially important for Russian tour operators seeking to combine Red Sea holidays with Petra, Wadi Rum and the Dead Sea.
Jordan is essentially positioning itself as several destinations in one: beach, culture, adventure, wellness, history and pilgrimage.
Petra and Jerash provide the archaeological attractions; Aqaba offers the Red Sea; the Dead Sea provides wellness tourism; and Wadi Rum adds the desert experience that has become an internationally recognized part of Jordan’s tourism identity.
Tourism Despite Regional Conflict
Jordan’s challenge has not necessarily been conditions on the ground, but international perceptions created by the wider Middle East conflict.
Jordanian tourism authorities have consistently emphasized that the Kingdom remains open to visitors and that tourism operations continue despite regional instability. The tourism proposition has also become more price-competitive during periods of softer international demand.
For Russian travelers, that message may find a particularly receptive audience.
The performance of Egypt provides an important regional comparison. Russian tourism there continued to expand strongly despite instability elsewhere in the Middle East. Russian tourism trips to Egypt increased 36.1% in 2025, according to border statistics.
Russian travelers have similarly maintained a substantial presence in Turkey and the UAE, demonstrating that regional tensions do not automatically eliminate demand when flights, tour packages and tourism infrastructure remain available.
This does not mean travelers ignore security developments. It does suggest that the Russian outbound market can be less easily discouraged than many destinations might assume.
Jordan Sees Another Opportunity: Faith
There is also a Russian market extending beyond conventional leisure tourism.
Jordan is preparing for the 2,000th anniversary of the Baptism of Jesus Christ in 2030 and is developing the Baptism Site at Al-Maghtas with new infrastructure, a museum, facilities for pilgrims and a green corridor.
That gives Jordan a potentially powerful connection to Russia’s Orthodox Christian population.
The Russian Orthodox Church already has a presence at the Baptism Site, alongside the Russian Pilgrims’ Residence. Jordan believes this established religious connection can become a foundation for significantly expanding pilgrimage tourism from Russia.
The Ministry is also considering a dedicated tourism representation office in Russia to support travel agents and tour operators and help develop Jordan packages specifically for the Russian market.
A Market Jordan Cannot Ignore
Russia is no longer simply a source market for Turkey, Egypt and traditional beach destinations.
Despite sanctions and major changes to international aviation since 2022, Russian demand for international travel has continued to rebuild. Before the 2025 summer season, the Russian Association of Tour Operators projected approximately 6.4 million Russians traveling to major foreign destinations during the three summer months alone, nearly 25% above the previous year.
For Jordan, visa-free access, direct flights and competitive hotel pricing could therefore come together at the right moment.
The message delivered in Moscow was straightforward: Jordan wants Russian travelers, has removed a major visa barrier and intends to make getting there easier.
For a tourism industry that has repeatedly suffered from the perception that conflict elsewhere in the Middle East makes the entire region inaccessible, Russia could become an especially valuable market.
And for Russian travelers prepared to look beyond the usual destinations, Jordan is making the case that this may be one of the most affordable and interesting times to discover the Kingdom.
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