Scandinavia and Eastern European are two relatively untapped tourism markets for Jordan in Europe. Scandinavia is a valuable outbound tourism market. Nationals from Denmark, Finland, Norway, and Sweden are keen travellers and are well known for their love of adventure activities in long-haul destinations. Pent-up demand for outbound tourism from the Nordic countries is very high and there is much potential for Jordan’s tour operator industry to tap into this market by offering exciting adventure travel products throughout the year. Eastern Europe is a very large emerging tourism market. Before the pandemic, Eastern European economies were growing strongly, and outbound tourism was increasing as more and more travellers across the region were able to explore new destinations beyond the boundaries of previously communist countries. As an exciting, medium-haul destination, there are many opportunities for local operators in Jordan to market their travel products to the Eastern European tourist.