By: Dr . Haytham Ereifej
Jordan Daily – With the cessation of war and bloodshed in Gaza, it is time to turn our focus inward – toward Jordan’s economy, which continues to struggle under the pressures of inflation, unemployment, and sluggish growth. The current moment calls for identifying the sectors most capable of rapidly reactivating the economic wheel and creating both direct and indirect employment opportunities.
In this context, the tourism sector stands out as the fastest to recover and the most effective in improving economic indicators within a short period. Tourism is deeply interconnected with other vital industries ،including transport, crafts, services, restaurants, hotels, and real estate investment. It is not a luxury; it is a national industry that touches people’s daily lives and benefits local communities across the kingdom.
Jordan possesses an extraordinary tourism treasure ، from Petra, Wadi Rum, and the Dead Sea to Jerash, Madaba, and Ajloun ، alongside numerous archaeological and historical sites that reflect the harmony of human and religious history, making the country an open-air museum for the world.
Among Jordan’s greatest and most promising tourism assets lies Christian religious tourism, which remains underutilized despite its enormous potential.
Jordan is home to some of the most significant Christian sites mentioned in the Holy Bible, including:
Bethany Beyond the Jordan (Al-Maghtas) recognized by UNESCO as one of the most important Christian pilgrimage sites in the world.
Mount Nebo, from which Prophet Moses is believed to have viewed the Promised Land.
Madaba, with its world-famous mosaic map depicting the oldest known map of the Holy Land.
Machaerus, the site of the beheading of John the Baptist.These sacred locations grant Jordan a unique position on the global map of Christian pilgrimage. However, growing competition from neighboring countries — particularly Palestine, Israel, and Egypt — makes it essential for Jordan to develop a comprehensive national strategy to attract Christian pilgrims and elevate the religious tourism experience in a way that reflects the sanctity and significance of these holy places.
The Ministry of Tourism and Antiquities has launched the Tourism 2030 Strategy, an ambitious framework inspired by the two-thousandth anniversary of the beginning of Christ’s public ministry.
This strategy aims to:
1. Double the number of international visitors, particularly those associated with Christian pilgrimage, in the coming years.
2. Increase the tourism sector’s contribution to GDP to more than 20%.
3. Distribute tourism revenues equitably across governorates, ensuring fair regional development.
4. Promote sustainable tourism that respects both the environment and local communities.
5. Strengthen religious and cultural tourism alongside medical and recreational tourism.
The strength of this project lies in its integrated vision not merely improving services, but transforming tourism into a comprehensive economic system linked to vocational training, investment, infrastructure, and smart digital marketing through global platforms.
To effectively support Christian tourism and ensure the success of this vision, the Ministry of Tourism should consider the following measures:
1. Establish a National Christian Pilgrimage Authority, in cooperation with local churches and Jordanian embassies abroad, to promote pilgrimage programs and coordinate logistics for pilgrims.
2. Launch a global campaign titled “Jordan – The Land of Baptism”, targeting churches and travel agencies in Europe and Latin America to position Jordan as a safe and sacred destination for Christian pilgrimage.
3. Upgrade infrastructure surrounding religious sites, including roads, parking areas, visitor centers, and service facilities that respect the holiness of these places while ensuring visitor comfort.
4. Encourage small-scale hotel and family-based investments near pilgrimage sites to empower local communities and create sustainable jobs.
5. Integrate Christian pilgrimage routes with historical and cultural itineraries to extend visitor stays and increase spending.
6. Leverage technology by developing an interactive mobile application offering multilingual maps, historical and spiritual information, and audio guides for visitors.
7. Reduce travel, accommodation, and service costs, while simultaneously improving quality and accessibility to enhance Jordan’s competitiveness in the regional tourism market.
Tourism in Jordan is not merely an economic activity .it is a national necessity and a bridge of dialogue among civilizations and faiths.
By developing the Tourism 2030 vision and investing in Christian pilgrimage as a cornerstone of cultural and spiritual tourism, Jordan can reinforce its role as the land of faith, peace, and human connection.
Now is the time to make tourism Jordan’s gateway to economic recovery and to turn every visitor into a messenger of its enduring beauty and hospitality.