Khaberni -Today, Jordan is one of the world's foremost religious destinations for Christians, perhaps ranking among the top five globally due to its holy sites important to Christians worldwide. The Baptism Site, where Jesus Christ was baptized, represents a dream for millions of Christians globally and is recognized by the Vatican and UNESCO as a World Heritage site, commanding immense international respect. Mount Nebo, believed to be the site where Prophet Moses viewed the Promised Land, and the Map Church in Madaba, which contains the oldest mosaic map of the Holy Land, and Mukawir Fortress linked to the story of John the Baptist, and Umm ar-Rasas with its Byzantine churches and unique Christian relics. All these sites constitute the ultimate dream for millions.
The success of Christian pilgrimages to Jordan necessarily depends on the availability of a comprehensive infrastructure including modern road networks, hotels close to sacred sites, visitor centers providing guidance and advisory services, in addition to the availability of comfortable transport options, specialized logistics services with guides who are qualified both religiously and culturally, as well as the provision of necessary facilities for visas and emergency health centers to ensure the safety of pilgrims throughout their journey.
To enhance the attraction of Christian pilgrimage, Jordan works on multiple fronts, starting with direct cooperation with the Vatican and global churches through formal agreements and memoranda of understanding, such as the agreement with the Holy See in 1994. The consecutive papal visits to Jordan have had a significant impact on solidifying its image as a holy land for Christian pilgrimage, in addition to cooperation with church councils and religious institutions to organize periodic pilgrimages for Christian pilgrims.
This type of pilgrimage requires advanced promotional tools through modern digital tools including social media platforms, interactive websites, promotion through videos, virtual experiences, and digitally targeted ads in various world languages, as well as collaboration with influencers specialized in religious tourism to broadly showcase Jordanian holy sites.
In countries like Italy, Spain, Portugal, the United States, Canada, Brazil, Mexico, Poland, Greece, and the Philippines, Christian tourism to sites around the world is gaining increasing interest, which will drive us to attract their pilgrims through partnerships with airlines such as Royal Jordanian which operates direct flights, in addition to charter flights specifically for religious tourist groups.
Christian pilgrimage to Jordan represents an exceptional opportunity to present the spiritual message and reflect it in the Christian image generally, with significant economic returns. We must adopt a model in religious openness and smart marketing, affirming that Jordan is capable of being a global center for religious tourism through its historical merits, infrastructure, and a vision open to the world.
The direct attention and care from His Majesty King Abdullah II in supporting the development of areas around the Baptism Site represent a lesson for everyone to elevate our Christian religious sites to engage with the world and present Jordan as it is—a oasis of tolerance, coexistence, and a unique civilizational, cultural, and religious treasure in the world.
