Exodus Adventure Travels on Jordan’s comeback: “A positive step for bookings”

TORONTO — Exodus Adventure Travels has resumed bookings for its Jordan tours following the recent relaxation of travel advice, with departures restarting from July 2026 and early signs of demand already emerging.

In an interview with Travelweek, Sasha Andrews, Director of Industry Sales at Exodus Adventure Travels, says the company was first optimistic about Jordan’s recovery after the UK Foreign, Commonwealth & Development Office (FCDO) lifted its advice against all but essential travel to the country in June.

Just recently Canada followed suit, de-escalating its travel advisory for Jordan from Orange (Level 3, avoid all non-essential travel) to Yellow (Level 2, exercise a high degree of caution).

“We expect the relaxed advisory to give Canadians greater confidence when considering Jordan for an upcoming trip,” says Andrews. “Interest in the destination has remained resilient, and we anticipate the updated guidance will encourage more travellers to revisit Jordan as a travel option and increase enquiry levels.”

She adds that the revised advisory will help encourage travellers who had been waiting on the sidelines to move ahead with their plans.

“We see this as a positive step for bookings. While travellers have continued to be interested in Jordan, the advisory was a factor for some in delaying a decision. The change should help convert interest into bookings and support a gradual recovery in demand for the destination.”

Exodus paused operations in Jordan for approximately three months amid regional instability. According to the company, prior to the suspension, Jordan bookings were up 18% year over year at the end of February.

Although Exodus operates relatively few departures during the hot summer months and typically sees limited last-minute bookings, the company has already seen an uplift in sales across its Jordan portfolio, including some travellers whose trips were previously cancelled and have now returned to rebook.

“Encouragingly, we’ve already started to see new bookings come through in the past few weeks, which is a positive sign of returning confidence, as well as customers who unfortunately had their trips cancelled coming back to rebook,” says Brendan Phelan, Sales Director, Exodus Adventure Travels.

PERCEPTION REMAINS THE BIGGEST CHALLENGE

While Jordan itself has remained open to tourism, Andrews says advisors continue to encounter concerns from clients who are reacting to wider regional developments rather than conditions within the destination.

“Right now, the biggest barrier is perception,” she tells Travelweek. “Travellers are reacting to wider regional headlines rather than the reality on the ground in Jordan itself.”

While interest in Jordan is beginning to recover, Andrews said advisors continue to spend considerable time addressing client concerns about the destination.

“Advisors are seeing increased hesitation, with more questions around safety, flight routes and insurance.”

Despite the uncertainty, Exodus is seeing interest from travellers who are comfortable venturing beyond the mainstream and understand conditions can differ significantly from media perceptions.

“More experienced and well-travelled clients remain open to visiting, particularly when supported by trusted advisors and reputable operators,” says Andrews. “For those more pioneering customers, we expect visitor numbers to be lower initially, so it could be a really good time to visit.”

FOCUS ON INFORMATION AND TRUSTED OPERATORS

For travel advisors, Andrews recommends full transparency when having conversations with clients about Jordan.

“Clear, balanced and up-to-date information is key,” she says. “Jordan remains open, but conditions can evolve and current government advice recommends caution.”

She notes that advisors can play an important role in helping clients make informed decisions and prepare for the realities of travelling in a region that continues to attract international attention.

“Advisors should encourage clients to stay informed, ensure they have comprehensive insurance, and be prepared for possible disruptions,” she adds.

Andrews also believes the current environment highlights the importance of booking with experienced tour operators.

“Just as importantly, this is where the value of booking with a reputable, experienced operator like Exodus comes into its own – with the support of expert local teams, tried-and-tested itineraries, and the ability to adapt quickly on the ground if needed.”

FOCUS ON INFORMATION AND TRUSTED OPERATORS

For travel advisors, Andrews recommends full transparency when having conversations with clients about Jordan.

“Clear, balanced and up-to-date information is key,” she says. “Jordan remains open, but conditions can evolve and current government advice recommends caution.”

She notes that advisors can play an important role in helping clients make informed decisions and prepare for the realities of travelling in a region that continues to attract international attention.

“Advisors should encourage clients to stay informed, ensure they have comprehensive insurance, and be prepared for possible disruptions,” she adds.

Andrews also believes the current environment highlights the importance of booking with experienced tour operators.

“Just as importantly, this is where the value of booking with a reputable, experienced operator like Exodus comes into its own – with the support of expert local teams, tried-and-tested itineraries, and the ability to adapt quickly on the ground if needed.”

SAFETY REMAINS THE PRIORITY

For Exodus, the return to Jordan does not change the company’s approach to risk management and traveller welfare.

“Safety is always our top priority,” says Andrews. “We continuously monitor the situation through government advisories and work closely with our local partners who are based in Jordan, allowing us to respond quickly where needed.”

Flexibility remains a key part of that strategy, particularly in a region where conditions can evolve quickly.

“This includes adjusting itineraries, pausing departures, or offering flexible rebooking options where necessary,” says Andrews. “Ultimately, customer confidence comes from knowing we will always put their safety first, while providing clear, timely updates.”

Exodus currently offers six tours in Jordan:

Availability starts from July 2026, with demand expected to peak for October and November departures.

Lead image caption: The Treasury in Petra, Jordan