Petra, Sept. 27 (Petra) -- Petra has an opportunity to move into a new phase of tourism development by viewing the ancient city as an integrated system rather than an archaeological site separate from its economic, social and environmental surroundings, Chairman of the Board of Commissioners of the Petra Development and Tourism Region Authority (PDTRA) Adnan Al-Sawair said.
Al-Sawair told the Jordan News Agency, Petra, marking World Tourism Day, that the approach to Petra in the coming period must go beyond welcoming visitors and managing their movement within the site to creating a comprehensive experience that begins with understanding their needs and continues after they leave.
He said the real challenge lies in preserving Petra's exceptional value while developing how it is presented to the world in line with changing tourist behavior and interests, particularly amid rapid advances in technology and artificial intelligence.
Technological tools can help improve understanding of the site, manage visitor flows, and protect the archaeological landmark while presenting its story more interactively, he said.
However, he stressed that technology must enhance the visitor experience without replacing its human dimension, which he described as one of the elements that give Petra its distinctive character.
With its historical heritage, natural landscapes, cultural setting, and local community, Petra is capable of offering a model that goes beyond conventional sightseeing to an experience in which visitors engage with the place, its history, and the people living around it, he said.
In this context, Al-Sawair stressed that the local community must be an integral part of the development process, noting that Petra's residents are part of the site's identity and collective memory.
The future of tourism in the region, he said, depends on its ability to turn residents into active partners in shaping the tourism experience.
Empowering young people, expanding women's participation, encouraging local investment, and creating new economic opportunities are essential components of any future vision for the sector, he said.
Tourism success should not be measured solely by visitor numbers or the size of tourism facilities, but also by the impact the industry has on people's lives in the region, he added.
Al-Sawair said the challenges facing the tourism sector should not become a reason to postpone development, stressing that crises require a reassessment of tools and approaches rather than simply waiting for conditions to return to what they were.
The sector must move away from treating tourism as a seasonal activity and instead recognize it as a continuous industry requiring planning, evaluation, and development, he said.
Success should also be measured not by visitor numbers alone, but by the value tourism generates for the destination and its community, he added.
Al-Sawair said World Tourism Day provides an opportunity to take a critical look at Petra's tourism experience, identify areas requiring improvement, and avoid resting on past achievements.
Maintaining Petra's standing requires acknowledging the challenges it faces and working to address them, he stressed.
Petra has considerable strengths that give it significant potential for development, including its exceptional historical heritage, international standing, unique natural environment, and community closely connected to the site, alongside national efforts to preserve it and develop the surrounding area, he said.
The challenge in the coming period will be to translate these strengths into tangible results through cooperation among all relevant stakeholders and a clear vision that brings people, heritage, and sustainability together, he added.
Al-Sawair concluded by saying that the ambition should extend beyond simply restoring Petra to its former state to building a new experience worthy of its global standing, offering visitors a profound human connection, and giving the local community a greater role in the future of tourism, while preserving the site for generations to come.
Petra, which has maintained its prominence over many centuries, is capable of entering a new phase of development, provided that preserving its authenticity remains the foundation of any change, he said.
//Petra// AF
