Tourism Potential of China and Its Relevance for Jordan’s Economic Openness

The article dwells on the analysis of the international tourism industry in China and directions of implementation of its positive innovations in the tourism industry in Jordan. The paper analysis data, characterizes the current state and examines the strategic directions of the development of the tourism industry in China. The tourism sector in Jordan is considered as one of the most promising. The aim is to turn tourism in Jordan from a seasonal into a year-round activity. Jordan is a small economy compared to China. Nevertheless, common features of economic recovery after pandemic and great counts on tourism as a source of continuous revenues make positive Chinese experience relevant for Jordanian economy. Additionally, Jordan has become an up-and-coming destination for Chinese tourists. We expect that improvements in Jordanian tourism sector will serve the same “accelerator button” as it worked for China. The practical significance of the study is to determine the directions for improving the international tourism industry in Jordan, namely the development of ecotourism and tourism for the elderly (medical tourism, historical and cultural tourism, social tourism, relaxation tourism); introduction of innovations and digital technologies (digital platforms and online booking, virtual tours and augmented reality, face recognition and other security technologies, artificial intelligence and data analytics, interactive multimedia technologies, smart tourism and the Internet of Things); development of business tourism; improvement of the quality of tourist services (staff training, strengthening control monitoring the quality of services and updating the infrastructure of tourist facilities); development of new forms of tourism (individual and thematic tours, virtual reality tours and tours related to cultural and educational experience); development of individual programs for tourists; improvement of public services and management systems in the field of tourism.