The Dead Sea remains one of the most spectacular natural wonders of the world and a bustling tourist hotspot attracting thousands to Jordan. But over the course of decades, the salty seabody with approximately 34% salinity has dried up. According to EcoPeace Middle East, the water level declines one meter every year and has been doing so for the past 15 years.
The Dead Sea is full of minerals which are known for their healing and therapeutic properties. However, with the shrinking of the sea, the country has seen a 76% drop in tourism with revenues falling to $1.4 billion. Jordan’s Tourism Board is fighting to keep tourism alive and flourishing despite the pandemic and economic downgrade of the country.
PC: Condé Nast Traveller Middle East
Jordan has long been a favored spot for filming locations by renowned film studios. “Dune,” “Star wars: Rogue One” and “Disney’s Aladdin” were among a few blockbusters which were shot at locations in Jordan’s Wadi Rum desert.
“The Kingdom of Time” is among the campaign efforts implemented by the tourism board to rebrand and win back tourists. Nayef Al-Fayez, tourism minister of Jordan said,
“Jordan is back, ready to unveil its new tourism brand, as an authentic reflection of a destination which, within land that can be traversed by car in less than a day, fuses together a dizzying collage of geological and natural diversity, history richness, a tradition of spirituality and faith, and a contemporary Arabian culture of openness and warm hospitality that welcomes everyone for leisure, business and healing.”