Petra Tourism Development Master Plan in Jordan Completed: Supporting sustainable tourism development in Petra, a UNESCO World Cultural Heritage Site
2024.12.18
The Petra Tourism Development Master Plan, supported by JICA to promote sustainable tourism development in Petra, has been completed and was announced on December 12, 2024, in Amman, the capital of the Hashemite Kingdom of Jordan.
Since March 2021, JICA has been implementing The Project for Formulating Tourism Development Master Plan in Petra Region technical cooperation project with the Petra Development and Tourism Region Authority (PDTRA) as part of a four-year initiative. Petra is one Jordan’s largest tourist destinations and is registered as a UNESCO World Heritage Site. However, recent years have seen increasing over-tourism (tourism-based pollution) and associated environmental and social risks, as well as insufficient development of non-archaeological tourism products. As a result, the average overnight stay per tourist has remained short and touristic consumption has been relatively low. In addition, the tourism sector has faced significant impacts from COVID-19 and geopolitical instability in neighboring regions.
The project aims to maximize the added value of tourism in Petra and develop the site as a sustainable tourism destination, based on results verified through pilot projects including tourism product development and awareness-raising for public and private stakeholders.
Specifically, the Petra Tourism Development Master Plan adopts a value chain approach to tourism sector development and outlines systematic and comprehensive action across five key areas: (1) destination management, (2) research and development, (3) product design, (4) sales and promotion, and (5) service and hospitality.
The master plan is built around the slogan “WE ARE PETRA,” with the vision of involving all six communities in Petra to preserve their traditions and culture while passing its legacy on to future generations.
The announcement was made at the project’s Joint Coordination Committee meeting, attended on the Jordanian side by Chief Commissioner Fares Abdel Hafez Al-Braizat of the PDTRA, representatives from major private-sector tourism organizations, and international donors, while the Japanese side was represented by Senior Representative Suzuki Takahiro of the JICA Jordan Office.
Chief Commissioner Fares expressed gratitude for JICA’s longstanding support, including the construction of the Petra Museum, and emphasized the importance of continued collaboration between the two countries.
Senior Representative Suzuki stated JICA’s honor to have formulated the Petra master plan alongside the PDTRA, and reaffirmed JICA’s commitment to supporting Jordan’s high-quality development through Japan’s ODA and its experience.
Through grant aid (2013–2020) and technical cooperation (2015–2020), the Government of Japan and JICA have supported the construction and opening of the Petra Museum, contributing to the site’s appeal as a tourist destination.
Master Plan Presentation Ceremony in front of Al-Khazneh (the Treasury), Petra Archaeological Park
Local market held as part of pilot projects for destination management
Hands-on programs developed in pilot projects for product design
International FAM (familiarization) trips conducted as part of pilot projects for sales and promotion
Accessible tourism training conducted as part of pilot projects for service and hospitality
Fourth Joint Coordination Committee meeting
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