Azerbaijan’s outreach to Jordan points to a broader ambition: positioning the country as a competitive destination for Middle Eastern travellers. The meetings held in Amman on November 2, bringing together 66 tourism representatives from 48 companies, show how that ambition is being pursued. The agenda covered air connectivity, visa procedures, commercial partnerships and the promotion of destinations across Azerbaijan.
These are building blocks of a tourism export strategy, with benefits extending beyond hotels and airlines. The market already has meaningful scale. Azerbaijan received 2.57 million foreign visitors in 2025, while arrivals from Middle Eastern countries reached 301,318, a 13.1 percent annual increase.
This regional growth is significant against a 2.1 percent decline in total foreign arrivals. It shows that the Middle East can provide growth when the wider inbound market faces pressure. Saudi Arabia accounted for 104,364 visitors, the UAE for 43,821 and Kuwait for 26,371.
Jordan contributed 10,718 visitors, up 49.9 percent year on year. These figures make Jordan a promising market and a gateway to a wider Arab audience. Its visitor volume remains smaller than Saudi Arabia’s or the UAE’s, yet its growth rate signals rising interest.
A targeted strategy can build on that momentum through travel partnerships, destination marketing and convenient transport links. The Amman event creates a network through which Azerbaijani hotels, tour operators, transport providers and experience-based businesses can reach customers. The spending dimension strengthens the economic case.
Tourists from Persian Gulf countries spent approximately 399 million manats in Azerbaijan in 2025, according to reported State Statistics Committee figures. Nearly 195,000 visitors came from those countries. This equals average reported spending of roughly 2,046 manats per visitor.
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