The Global Sustainable Tourism Council (GSTC) conducted a Destination Assessment of Petra, Jordan, between May and August 2023. The assessment was carried out by GSTC expert assessors to provide an independent evaluation of the destination’s alignment with the GSTC Destination Standard (GSTC-D), the global standard for sustainable destination management.
Petra Overview
Petra, the capital of the Nabataean Arabs, is one of the most renowned archaeological sites in the world. Located approximately 240 km south of Amman, it is Jordan’s most prominent tourist attraction, drawing visitors from across the globe. The site represents a remarkable example of an ancient civilization, with the Nabataean Arabs carving the city into sandstone mountains over 2,000 years ago.
Petra was rediscovered in 1812 by Swiss explorer Johann Ludwig Burckhardt during an expedition in the region. Due to its long period of obscurity from the Western world, it became known as the “Lost City.” Petra has been inscribed as a UNESCO World Heritage Site since 1985.
Tourism in Petra experienced steady growth over the years, with visitor numbers reaching a peak of 1.1 million in 2019, the first time exceeding one million visitors. The COVID-19 pandemic significantly impacted tourism flows; however, recovery began soon after, with visitor numbers reaching approximately 905,000 in 2022.
GSTC Destination Assessment of Petra, Jordan
The GSTC Destination Standard (GSTC-D)are structured around four key pillars of sustainability: destination policy and planning, community involvement and benefits, management of cultural assets, and management of environmental and natural resources.
The assessment was led by GSTC Destination Assessor Dr. Mihee Kang, with support from Nastadeem/EcoHotels and the Petra Development & Tourism Region Authority (PDTRA). The process included a six-day on-site visit, during which the assessor engaged with relevant authorities and stakeholders to validate compliance with the GSTC-D. An introductory workshop was also held on 21 May 2023.
To ensure objectivity, a peer review was conducted by Dr. Kelly Bricker, Vice Chair of GSTC and Professor and Director of the Hainan–Arizona State International Tourism College (HAITC). Feedback from the destination was incorporated into the final analysis prior to the submission of the assessment report.
“We are committed to sustainability,” said Dr Fares Braizat, Chief Commissioner of the PDTRA. “This is the first step towards transforming Petra into a world-class sustainable tourism destination.”
“We will continue the journey with the GSTC to implement the recommendations in the assessment and to train the tourism sector on the GSTC Criteria.” Added Eng Hamzeh Al-Alayani, Commissioner for Investments and Infrastructure at the PDTRA.
Key Takeaways
Tourism development and management in Petra are guided by plans established by the Ministry of Tourism and Antiquities and PDTRA, in collaboration with international organizations including UNESCO and USAID.
The Japan International Cooperation Agency (JICA) has also contributed to strategic planning through the development of the “Petra Tourism Development Master Plan.” As part of this initiative, “Volume 1: Diagnosis” was published in February 2022. The GSTC Destination Assessment aligns with and is supported by JICA’s broader planning efforts, representing a step toward strengthening sustainable tourism development in Petra.
More information about the GSTC Destination Assessment is available here.
