Jordan enters its tourism season possessing advantages that many countries in the region lack: remarkable natural diversity, security and stability, and visible leadership that consistently sends positive messages to the world. Yet tourism continues to be managed with an event-driven mindset rather than through strategic planning — reacting to developments instead of building a coherent national narrative — at a time when the region is preoccupied with tensions and potential conflicts.
اضافة اعلان
Moving from the general to the specific, natural sites stand out as an underutilized strength in the tourism discourse. During this season in particular, mountain roads and valleys near urban centers transform into exceptional landscapes that blend geography with history. Still, they are treated as transit routes rather than destinations. Despite being ideal for day tourism and easily accessible, these sites remain outside any structured promotion or clear branding identity. This reflects a broader issue: the locations are close and safe, yet absent from the official tourism narrative, even though they are fully capable of representing Jordan’s accessible natural image.
By contrast, Her Majesty the Queen’s visit to Wadi Rum delivered one of the strongest indirect tourism messages. Her appearance in the heart of the desert and riding in a pickup truck was not a ceremonial gesture, but a message of security, simplicity, and openness — a powerful promotional image capable of reaching global audiences. Yet this message remained confined to media coverage, without evolving into a well-designed institutional tourism campaign.
Similarly, His Royal Highness the Crown Prince’s visit to Aqaba — including his meetings with young people and his presence at Ayla Oasis — carried clear tourism and investment signals. Aqaba appeared as a vibrant, stable city capable of embracing the future. Once again, however, the link between the event and a broader tourism narrative was missing, leaving the impact within the boundaries of news coverage rather than embedding it within a comprehensive strategy.
The anticipated concert by a renowned singer at Ayla Oasis further underscores that Jordan remains capable of hosting major events and stands as an oasis of security and stability in a turbulent region. Such events are not mere entertainment luxuries; they are tourism promotion tools and forms of soft political messaging. They affirm that life goes on, that Jordan is present on the regional festival map. Yet the question remains: who manages this message? And who transforms it into a long-term tourism gain?
Amid all this, the real criticism falls on the Ministry of Tourism. While the “Jordanian narrative” is forming organically through leadership movements, natural assets, and major events, the institutional role capable of consolidating these elements into one coherent framework appears absent. Regional tension should not serve as a justification for retreat, but rather as motivation to strengthen domestic tourism, craft a smart reassuring discourse, and target nearby markets seeking stability more than luxury.
The Jordanian narrative is not a slogan to be raised, but a policy to be managed. Jordan does not suffer from a lack of assets; it suffers from a weakness in transforming those assets into a comprehensive story told to the world with confidence and consistency. The opportunity still exists, but time is not unlimited. Either we take the initiative to build a tourism sector managed with the mindset of a state — or we settle for beautiful scenes that pass without leaving meaningful economic impact.
