Jordan: The Comeback

Sometimes the biggest treasures come in the smallest packages. For a country smaller than Portugal, Jordan boasts a disproportionate number of wonders to travel to, whether it’s the spellbinding ancient city of Petra, Wadi Rum’s Martian-like desertscapes, or the Red Sea’s coral gardens. 

Indeed, as the new global ad campaign from national carrier Royal Jordanian puts it, the country should be rebranded JorDONE, as it’s possible to tick off one giant bucket-list of experiences within one trip.

There’s a reason why JorDONE is doing the rounds right now: Jordan needs visitors. Tourism’s taken a hit in recent years due to the Israel-Gaza war, despite Jordan being a safe and stable haven in a turbulent neighbourhood. So 2027 presents a golden opportunity to experience Jordan’s wonders without the crowds – while giving something back to some of the most hospitable people on the planet.

Imagine exploring Petra, gazing agog at the rose-hued Treasury or channelling your inner Indiana Jones by traipsing around its once-sacred plateaus – and again, without hordes of tourists vying for the perfect Insta shot.Other rare treats? Overnighting in Wadi Rum in one of Discovery Bedu’s tented suites, complete with private decks, en-suite bathrooms and goose-down pillows, offers an indulgent way to experience the lunar-like desert where Star Wars: The Rise of Skywalker, Dune and Lawrence of Arabia were filmed. Alternatively, there’s hot-air balloon trips, stargazing or having tea with Bedouin.

The Dead Sea’s mineral-rich mud is famous for its skin-nourishing properties; and visitors can take the pampering up a notch at one of the many luxury spas dotted along its shores. At Ishtar Spa by Resense the signature hammam promises the “ultimate cleanse for body and mind” delivered amid sumptuous Sumerian-style surroundings.

Further south, the Red Sea has exceptional diving and snorkelling. The coral reefs and crystal-clear waters of Aqaba Marine Reserve recently made UNESCO’s World Heritage list – so hire a private yacht for the day and experience them close-up.As the JorDONE campaign suggests, the country is eager to attract younger tourists. Enter the Medaina immersive music festival, organised by luxury events specialist Tithora. Taking place over five days, the festival moves to a different setting each night, partying among Petra’s ancient rocks one night, or the dunes of Wadi Rum the next. Recently described as “making Glastonbury look dull” by The Telegraph, it’s all followed by a final ‘decompression’ day at a Red Sea spa resort.

The fact Medaina can pack so many extraordinary experiences into just five days is testament to Jordan’s wonderfully compact size: it’s possible to drive from one end of the kingdom to the other in less than six hours.

Petra may have lain forgotten for centuries. Jordan’s time is now. 

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