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