Jordan campaign focuses on valuable history

Ancient heritage is focus of new tourism campaign
While many destinations in the Middle East are building new attractions to attract tourists, Jordan is using its valuable historical assets. Its heritage is the focus of a new €600,000 tourism campaign.
ExtraJORDANary is the name of the campaign, which will run through to September with the aim of boosting arrival figures over the next two years.
Jordan’s historical attractions include Petra, a Unesco World Heritage Site, and the Dead Sea, but the new is being promoted with the old, such as its mix of modern restaurants and hotels close to traditional shops and local markets.
“The campaign highlights Jordan’s most special places, including Petra, the Dead Sea, Wadi Rum and Aqaba, and aims to create desire and intrigue through a captivating headline and stunning visuals,” explained Adel Amin, the Jordan Tourism Board’s head of marketing.
“Jordan has unique experiences in all segments, including wellness, biblical, adventure at Wadi Mujib and Wadi Hidan and other undiscovered locations around Jordan.”
The campaign follows the discovery in June of a huge monument buried under the sands at the Petra site. Archaeologists used satellite images, drone photography and ground surveys to locate the find. Petra dates back to the fourth century BC, and evidence suggests the newly discovered monument was built in the mid-second century BC when the ancient city was at its peak.
World Leisure / BBC

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