Jordan has the potential of being the most visited tourism destination in the Middle East. It is well connected to Europe and beyond, has a good transport infrastructure and an abundance of attractions that allows visitors to mix heritage with culture, beaches, fine dining and luxurious spas, all in a country that is compact enough to not worry about distances or taking internal flights.

However, Jordan’s strategic location in the Middle East has been responsible for both its main attractions, most notably Petra, and its current difficulties – lack of regional stability and a neighbouring country that is in the throes of a bloody civil war.

Despite these difficulties, Jordan has managed to keep its head above water, and although there was a sharp drop in tourist arrivals in 2011, at the outbreak of hostilities in Syria, they recovered in 2012 – not to 2010 levels, but not far off. Investment in tourism in Jordan continues apace, despite unrest in other countries in the Middle East, and there is considerable investment in accommodation. The Aqaba Free Trade Zone is attracting investors in the south, and this area is expected to firmly establish itself as the tourism hub of Jordan.

Petra will always be the ‘must-see’ site for leisure tourists visiting Jordan, and is a considerable asset for the country. However, it must continue to ensure that other sites are also well promoted, to encourage visitors to stay as long as possible and spread the wealth that tourism brings. A tourist card that allows entrance to all attractions in the country for single fee (JOD100 was proposed) has, so far, failed. Greater collaboration between all stakeholders in the tourism sector will surely ensure the country as a whole benefits from visiting tourists, as they end up staying longer and spending more money.