Royal Jordanian Airlines has launched “JorDONE,” a multi-market tourism initiative designed to reposition the Hashemite Kingdom from a regional stopover into a comprehensive vacation destination. Produced through ExploRJordan—the national carrier’s tour-operating division—the initiative marks the airline’s transition into an end-to-end travel platform combining flight operations with regionally managed land itineraries.
Developed with Amman-based agency Adpro& Group and production house Good People Films under the direction of commercial filmmaker Bakir, the promotional push centres on three films. The creative strategy targets traditional Middle Eastern travel tropes by contrasting ancient historical topography with contemporary urban scenes, Bedouin hospitality with luxury wellness, and desert reserves with modern culinary culture.
Strategy, Operations, and Key Markets
The commercial framework of “JorDONE” connects direct long-haul flight capacity with pre-packaged land transportation, boutique lodging, and regional guides. Rather than relying entirely on independent travel agencies, Royal Jordanian manages the point-of-sale journey through ExploRJordan to capture higher per-passenger yields across key international corridors.
The primary international push targets major outbound source markets across Europe, North America, and the Gulf Cooperation Council (GCC):
- North America: United States, Canada
- Western Europe: United Kingdom, France, Germany, Spain, Italy
- Asia & Middle East: India, Saudi Arabia, United Arab Emirates
Deployment spans digital video inventory, targeted social platforms, connected TV, and high-density out-of-home (OOH) placements across transit hubs in London, Paris, New York, and Dubai.
Heritage Preservation and Site Dispersal
A central goal established in the Jordan Tourism Board’s national strategy involves mitigating visitor congestion at Petra by distributing tourism foot-traffic across less-visited archaeological and natural reserves. “JorDONE” builds its itineraries directly around Jordan’s UNESCO World Heritage sites, pairing high-density destinations with secondary cultural locations.
Advertisement
Advertisement
| Landmark / Site | UNESCO Designation | Preserved Historical & Natural Assets |
| Petra | Cultural Heritage Site (1985) | Ancient Nabataean rock-cut architecture and sophisticated hydraulic water-catchment infrastructure. |
| Wadi Rum | Mixed Natural & Cultural Site (2011) | Prehistoric Thamudic rock inscriptions, petroglyphs, and iconic weathered sandstone valley formations. |
| As-Salt | Cultural Heritage Site (2021) | 19th-century late Ottoman yellow-limestone architecture demonstrating interfaith urban tolerance and historic trade roots. |
| Quseir Amra | Cultural Heritage Site (1985) | Early 8th-century Umayyad desert castle featuring secular Islamic frescoes, astronomical ceiling paintings, and bathhouses. |
To support cultural conservation, itinerary guidelines were developed under the programme to route travellers to regional communities outside the central Petra basin. Certified Bedouin guiding cooperatives in Wadi Rum, artisanal workshops in As-Salt, and community-run eco-lodges inside the Dana Biosphere Reserve receive dedicated allocations from package fees.
Economic Diversification and Length-of-Stay Metrics
Independent economic reporting from Middle East regional tourism monitors indicates that expanding average international visitor stays directly improves economic yields in peripheral governorates. Standard Jordanian tour itineraries average 3.5 nights, concentrated heavily between Amman, Petra, and the Dead Sea. ExploRJordan’s extended regional packages are built around 6- to 9-night programmes.
Advertisement
Advertisement
By adding localized excursions—including guided hikes through the Mujib Biosphere Reserve, culinary programmes in historic downtown Amman, and diving expeditions in Aqaba’s marine reserves—the model redistributes leisure spending into municipal economies outside the capital.
Frequently Asked Questions
What is Royal Jordanian’s ‘JorDONE’ initiative?
“JorDONE” is a global destination campaign run by ExploRJordan, the dedicated tour operator arm of Royal Jordanian Airlines. Developed in partnership with creative agency Adpro& Group, it functions as a flight-plus-tour package programme aimed at attracting international leisure travellers.
Which international markets does the campaign target?
Advertisement
Advertisement
The campaign focuses on high-yield outbound markets across three key regions: North America (the US and Canada), Europe (the UK, France, Germany, Spain, and Italy), and the Middle East/Asia (Saudi Arabia, the UAE, and India).
How does the initiative address overcrowding at Jordan’s heritage sites?
It distributes passenger traffic across secondary UNESCO sites—such as As-Salt, Quseir Amra, and the Dana Biosphere Reserve—rather than routing visitors exclusively to Petra. Itineraries also integrate local community guides and conservation cooperatives to ensure direct regional economic support.
