Jordan’s Creative Revival: Minister Makram Mustafa Al-Qaisi on Tourism and Film
From its cinematic landscapes to a burgeoning cultural scene, can Jordan balance its artistic ambitions with the challenges posed by regional instability?
WTM London 2023, held from 6–8 November, offered a global platform for tourism leaders and innovators. Among them, Jordan’s Minister of Tourism and Antiquities, H.E. Makram Mustafa Al-Qaisi, showcased the country’s unique potential as a rising creative hub. From hosting major film productions to fostering local artistic communities, Jordan is positioning itself as a cultural powerhouse in the Middle East. However, the shadow of the escalating Gaza conflict raised inevitable questions about safety and stability.
Filming in Jordan
Jordan has been a premier destination for filmmakers for decades, with its awe-inspiring landscapes gracing screens in legendary films such as Lawrence of Arabia, Indiana Jones and the Last Crusade, and more recently, The Martian and Dune. The Royal Film Commission (RFC) facilitates productions, supporting over 8,000 jobs in 2021 alone, directly contributing to the local economy.
“Jordan’s diversity of landscapes makes it a filmmaker’s dream,” said Minister Al-Qaisi.
The government is doubling down on this potential by encouraging foreign investment in infrastructure, such as the state-of-the-art Olivewood Film Studios, further cementing Jordan’s reputation as a cinematic gem.
Beyond film, Jordan’s creative sector is flourishing. Events like the Jerash Festival of Culture and Arts celebrate traditional music, theatre, and crafts, while Amman is quickly becoming a hub for contemporary art and design. These initiatives aim to spotlight Jordan as a cultural innovator, attracting both tourists and global collaborators.
Local Experiences and Iconic Sites
The Minister also highlighted the Jordan Trail, a 650-kilometre hiking route that connects 850 locally curated experiences. From sampling northern cuisine inspired by lush greenery to enjoying shepherd-style dishes in the south, the trail fosters cultural exchange while bolstering local economies.
“Tourism in Jordan isn’t just about sites like Petra,” Minister Al-Qaisi explained. “It’s about engaging directly with our communities and understanding our way of life.”
While iconic destinations like Petra and Wadi Rum remain major draws, Jordan is implementing sustainability measures to ensure their preservation. Plans include timed entry slots at Petra to manage visitor numbers, the introduction of electric buses, and new hiking trails to reduce reliance on animal transportation.
Tourism in Challenging Times
The onset of the Gaza conflict posed significant challenges, yet Jordan’s proactive marketing campaigns and participation in international fairs like WTM London have been pivotal in maintaining tourist confidence. Over 70 international press and influencer trips were conducted to showcase Jordan’s safety and accessibility.
“Our resilience is what makes Jordan unique,” noted the Minister.
The country’s commitment to fostering safety and stability continues to reassure both visitors and investors.
Jordan’s ambitious plans for 2023–2024 include diversifying its source markets, enhancing air connectivity, and promoting its unique blend of history, culture, and creativity. With the tourism industry contributing 14.6% to GDP in 2023 and generating 5.3 billion Jordanian dinars in revenue, the stakes are high—but so is the country’s potential.
For up-to-date information on travelling to Jordan, visit https://visitjordan.com/
Photos: courtesy of Jordan Tourism Board
Elena Leo is the Arts & Lifestyle Editor of Ikon London Magazine.
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