The new JorDONE campaign offers a taste of the variety of experiences available.
A new advertising campaign is reminding the world about the joys of Jordan. With its ancient wonders, otherworld deserts and world-class wellness facilities, this is a kingdom that continues to punch above its weight in 2027 and beyond...
Sometimes the biggest treasures come in the smallest packages. For a country that's smaller than Portugal, Jordan boasts a disproportionate number of wonders, whether it’s the spellbinding ancient city of Petra, Wadi Rum’s Martian-like desertscapes, the Red Sea’s coral gardens or the Dead Sea’s health-giving minerals. Or 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 has taken a hit in recent years due to the Israel-Gaza war, despite Jordan being a safe and stable haven in a turbulent neighbourhood (it’s not known as the “Switzerland of the Middle East” for its ski resorts). For those who make the trip, whether inspired by JorDONE or otherwise, 2027 presents a golden opportunity to experience Jordan’s wonders without the crowds, all while giving something back to some of the most hospitable people on the planet at a time when they need it.
Experiences blending understated luxury with authentic Arabic culture can be found throughout the kingdom, often at accessible prices.
Overnighting in Wadi Rum, for example, 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, while also engaging in activities such as hot-air balloon trips, stargazing or having tea with Bedouin.
Amman has plenty to tempt luxury visitors in 2027. Hospitality big-hitters such as the Four Seasons, Ritz-Carlton and St. Regis are present and correct in the capital, with new offerings including Signia by Hilton, a Radisson RED and a new “coffee-inspired” hotel from IHG: signalling growing confidence in the kingdom’s tourism potential. Shopping spans souks to boutiques such as Soap House Trinitae, with its organic skincare products. Amman is also, as the JorDONE campaign shows us, somewhere with seriously good food and a buzzing rooftop bar scene. For a change of pace, wine-lovers can venture to the vineyards of Mount Nebo for a tasting.
Dead Sea mineral-rich mud is famous for its skin-nourishing properties. 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. Next year brings the new Dead Sea Corniche, a new tourist beach and waterfront promenade.
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 Daily 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. Let's hope the world doesn’t overlook Jordan again.