The article from Kingdom TV reported that Petra, a UNESCO World Heritage Site in Jordan, welcomed a total of 324,350 tourists during the first quarter of 2023, marking a 35 percent increase compared to the same period in 2019. This is the highest number of visitors ever recorded in the history of the ancient city as a tourist destination. In March alone, 143,962 tourists visited Petra, including 131,116 foreigners, with the highest number of visitors coming from the United States, Italy, France, and Germany.
The increase in tourism to Petra is attributed to several factors, including pent-up demand due to long lockdowns during the COVID-19 pandemic, which has led to the emergence of “revenge tourism,” or travel to catch up on lost time at home. Jordan’s longstanding reputation as a safe destination and the increase in airline travel routes have also encouraged tourists to visit. The unique location of Petra, which allows visitors to enjoy desert scenery near Wadi Rum and the warm waters of Aqaba, as well as the marketing efforts of the Jordan Tourism Board (JTB) and the promotion of Jordan’s “Kingdom of Time” brand, have contributed to the record number of visitors.
Collaboration with public figures, travel bloggers, and influencers on social media platforms, including Oprah Winfrey who recently touted Petra as a must-visit destination, has helped create viral marketing campaigns. Modern digital marketing strategies have allowed for interaction with travel enthusiasts around the world in ways not possible before. However, investment in tourism infrastructure, including transportation, accommodation, facilities, restaurants, and entertainment venues, is needed to support the marketing efforts. The promotion of sustainable tourism, including investing in traditional handicrafts and training local tour guides, is also emphasized to create jobs in underprivileged communities and offer unique experiences to tourists.
Local travel agencies have also reported significant growth in demand for tourism and travel in 2023, with factors such as low-cost carriers and direct flights from the United States contributing to the increase in bookings for tours and holiday packages compared to the same period last year.
