Previous heritage and tourism research in the Jordanian context has acknowledged the predominance of heritage tourism. There is still limited research on urban tourism in Jordanian cities. In the case of the city of Irbid, an increasing focus has been given to issues of architecture and urban planning. Thus, this study aims to analyze the current situation of underdeveloped urban tourism within the city of Irbid. Using an exploratory qualitative case study approach, including fieldwork, interviews, observations, and document analysis, this study examines the potential, prospects, and constraints of Irbid’s urban tourism. Irbid serves as a model case study for studying the contradictions of urban tourism. The results show that despite the richness of the city of Irbid and its high potential for urban tourism, the city has not attracted the attention of tourists and professionals due to institutional, urban, and tourism-related constraints. As one of the first studies with regard to urban tourism in the city of Irbid, this empirical research provides a foundation for future tourism planning, further research, and theoretical understanding.