Jordan sees promising early return in demand, says Explore Worldwide

Strong Jordan holiday sales in the first week of January suggest a promising return in demand for the destination while Iceland, Tunisia, Egypt and Oman bookings are more than double this time last year, according to tour operator Explore Worldwide.

The adventure specialist said its Big Blue Sale for 2026 had enjoyed encouraging early success with clear trends indicating Jordan’s popularity could bounce back after a dramatic fall in tourism to the destination as a result of the start of the conflict between militant group Hamas and Israel in October 2023 and the resulting devastation in Gaza and the West Bank.

The company said Jordan was its standout success for the first week of 2026, with sales up 230% year on year.

Other strong sellers for this year so far are Iceland, Tunisia, Egypt and Oman, with sales growth of more than 100% compared to the same period last year, which Explore said indicated a wider increase in demand for northern African and Middle Eastern destinations.

The operator also reported strong family sales for destinations combining culture, wildlife and adventure. The top sellers to date include Egypt, Morocco, Sri Lanka, Costa Rica and South Africa.

Managing director Michael Edwards said the early response showed an encouraging level of confidence among consumers about travel for the year ahead and tipped this peak season to be one of its strongest to date.

He said: “We’re seeing particularly strong demand for destinations that offer rich cultural experiences, wildlife encounters and a sense of rediscovery, with Jordan’s growth being a standout example.

“Family travel has also emerged as a key trend, with parents looking to lock in meaningful, experience-led adventures well in advance. At the same time, destinations such as Japan, Sri Lanka and Costa Rica continue to resonate strongly with travellers seeking depth, variety and expert-led exploration.”

Edwards added: “The momentum we’re seeing suggests this will be one of our strongest January sales periods yet.”

The Big Blue Sale, which runs from January 1 to January 21, is offering savings of up to 20% on more than 2,000 trips, including its full portfolio of walking, discovery, cycling and family adventures worldwide, departing in 2026.

Within the first week of the sale, the top five trips booked were Simply Japan; Costa Rica Wildlife Tour; Sri Lanka in Depth; Jordan Discovery; Family Egyptian Sphinx, Pyramids and Nile River. The Simple Japan trip has reduced in price by £799 from £3,995 to £3,196.