Petra in Jordan welcomed 905,000 visitors in 2022 – a significant increase from the 551,000 who visited in 2021 as the world started to recover from the Covid-19 pandemic
In recent years, the stunning city of Petra in Jordan, renowned for its historical and archaeological significance, has seen a revival in tourist numbers.
In 2022, the UNESCO site – also celebrated as one of the New 7 Wonders of the World – welcomed a whopping 905,000 visitors, rebounding from a slump brought on by Covid-19, and inching closer to its pre-pandemic peak of 1.1 million tourists in 2019.
The resurgence was abruptly disrupted on October 7, 2023, when Hamas and other Palestinian groups launched a shock offensive against Israel, igniting a conflict that would engulf the Middle East for over a year. With Jordan bordering Israel, the warfare dealt a severe blow to its tourism, notably affecting Petra’s inflow of visitors.
With the ceasefire being a recent event just last month, the impact of the war is still fresh. Social media influencers have quickly picked up on this downturn; notable ones like @sowonthego have taken to TikTok, showcasing how deserted the ancient city now stands, even at midday moments when it would traditionally be swarming with tourists.
One shaken business owner, who provides tours to Petra, found himself caught in mid-air during the initial Hamas attack, overhearing anxious holidaymakers contemplating an early return home despite having detailed itineraries for exploring Egypt’s wonders.
Meanwhile, Richard Campbell, founder of 10Adventures, encountered unnerving skies as he flew to Jordan – a day after the armed confrontation commenced – for a comprehensive six-day journey through Jordan’s finest, dovetailing with a three-day travel summit. Richard conveyed the tense atmosphere aboard the flight, which required an unusual detour to avoid the combat zone: “It was a stressful flight, to say the least. Everyone was super jumpy.”
After pitching his tent for the night, Mr Campbell trekked into Petra through a lesser-known route nestled between the villages of Al-Beidha and Uum Sayhoun, reports the Express. “It was somewhat busy, but [our guides] said ‘this is usually jammed’,” he shared, relishing the chance to explore the historic site without the usual crowds.
Yet, while this provided a unique opportunity for him, the ongoing conflict has wreaked havoc on the local tourism industry. “Talking to tour operators since then, it’s just been a terrible year-and-a-half because it’s only the most adventurous people who are going,” Mr Campbell revealed.
His company, 10Adventures, which caters to the 45-75 age group with hiking, cycling, and adventure tours, hasn’t even considered slashing prices to boost interest.
“If people were interested but weren’t buying, then we would have to look at pricing strategies, but there just aren’t even enquiries,” he lamented, adding that many potential customers are simply unwilling to risk travel.
While younger, intrepid gap-year explorers might still venture to Jordan, Mr Campbell pointed out that it’s off the table for more conventional travellers. Despite focusing primarily on Western Europe, he had high hopes for Jordan and Petra as emerging destinations for those seeking alternatives to the crowded summer season.
However, he conceded, “Hopes of growing in that region evaporated,” as the situation unfolded. Mr Campbell also underscored the crippling impact the decline in tourism has had on local communities reliant on the industry for their livelihoods, stating: “the hardest part is all these people who are guides, drivers and cooks… so many people’s livelihoods have just been destroyed and I hope that things go back to normal so people can start feeding their families and paying their mortgages.”
“Tourism is such a cause for good in so many of these countries.” When asked whether he thinks the recent ceasefire will help Jordan’s tourism industry recover, Mr Campbell replied: “People have long memories; when I was a kid, Ethiopia had tremendous famines, and I still talk to people who assume that Ethiopia is constantly in famine because that was massive news in the 1980s.
“Even if things get better right away, I don’t think the travellers we serve will come back right away… I think people are going to be wary of travelling to any place that’s not super secure.”
“If you’re adventurous and ready for a bit of risk, now is a great time [to visit Petra],” he said. “There have been no issues in Jordan at all. Jordan is not where the issues are, it’s just nearby.”
“There is something really authentic when you can explore these places and it doesn’t feel like a shopping mall or Disneyland. It feels really special.
“In Jordan, people are so kind and their cuisine is great and then you have just have incredible thing to see after incredible thing to see,” he concluded, adding that prices are likely to be incredibly attractive at this time, meaning there is no better time to explore Jordan and its historical sites like Petra.”
