Enhancing destination planning and management at Petra

Petra – A workshop on Destination Planning and Management took place today for representatives from the tourism sector in Petra. The workshop was organized by the Petra Development and Tourism Region Authority (PDTRA), with support from the USAID/Jordan Tourism Development Project II, as part of intensive efforts towards improving the visitor experience in Petra and bringing it rapidly up to international standards, in addition to achieving socio-economic development in the area.

The workshop, which was conducted by Dr. Don Hawkins who the Eisenhower Professor of Tourism Policy at the George Washington University School of Business in Washington, DC, presented a visitor experience approach focused on minimizing the negative impacts of tourism and preserving cultural and natural resources, while optimizing tourism’s overall contribution to economic development in host communities.

Commenting on the need for and expected outcome of this workshop, PDTRA Chief Commissioner H.E. Nasser Shraideh said, “We are laying the foundations to shape the future of Petra in accordance with the highest international standards and develop this amazing site in the way that it deserves, as well as protecting it and improving its reputation worldwide.”

“Adoption of and commitment to sustainable development principles and practices are key to the competitive positioning of Petra, and this workshop will help the PDTRA operate along those lines,” said Mr. Ibrahim Osta, Chief of Party of the USAID/Jordan Tourism Development Project II.

The workshop reviewed destination management guidelines on how to apply internationally accepted best practices such as public/private partnerships, organizational models, collaborative stakeholder planning, and impact mitigation techniques. In almost all regions of the world, there is a movement toward semi-public, autonomous tourism organizations involving a partnership with both private sector and regional/local authorities.

According to Dr. Hawkins, this has raised the need for new, flexible and multi-disciplinary approaches to destination management. Although national policies encourage tourism competitiveness, an efficient collaborative partnership involving key stakeholders is needed to enhance a destination’s attractiveness, marketability, sustainability and service quality.

This workshop will help the PDTRA build a sound administrative system in order to achieve the authority’s strategic goals by following international best practices in tourism destination planning and management. It also help mobilize the private sector to contribute towards efforts to improve the tourist experience at the renowned World Heritage site of Petra, and one of the new Seven World Wonders.