Baptism Site - A Call for Enhanced Promotion
Baptism Site: A Call for Enhanced Promotion
During three visits to the Baptism Site of Jesus Christ located on the eastern bank of the River Jordan, I observed a striking disparity in visitor numbers compared to the site on the western bank. Officials at the site revealed that the yearly visitors to the Baptism Site don't surpass 100,000, whereas the west bank claims around 1 million annually, a contrast nearly tenfold!
Suleiman Farajat, the director of the Baptism Site, alongside his assistant Abdul Aziz Adwan, discussed the significant potential of this sacred space. This site is overseen by a commission led by Prince Ghazi Bin Mohammed, who is dedicated to preserving and enhancing the birthplace of Christianity— the Baptism Site. The symbolism behind having a member of the Hashemite royal family supervise this historic site is profound.
My quest for answers led me to several discussions with key officials and experts. One such meeting was with Aqel Beltaji, a former tourism minister, who exhibited deep eloquence and passion when discussing Jordan and its significant sites. He recounted the site’s discovery during his term and his efforts to secure recognition from various global churches.
In discussions with experts Rustam Mukhjian and Muhammad Wahib, a professor of archaeology at the Hashemite University, they both affirmed that most international churches recognize the Jordanian site as the authentic baptism location, and many church leaders have made pilgrimages there.
Nayef Al Fayez, the current Minister of Environment and a former tourism minister, noted that Jordan's richness in archaeological and religious sites— both Christian and Muslim— transforms it into an open-air museum, enhancing its competitiveness in the realm of religious and cultural tourism. He acknowledged, however, that the current budgets lack sufficient funds to properly advertise both the Baptism Site and the myriad of other religious attractions in Jordan.
Additionally, Nidal Qatameen, another former tourism minister, emphasized the necessity for the country to capitalize on its resources to increase the number of faith tourists. He pointed out that such visitors would witness the harmonious coexistence of Christians and Muslims, offering compelling evidence to counter negative portrayals of Islam in international media.
In my meeting with Abdul Razzaq Arabiyat, director of the Jordan Tourism Board, he underlined how limited resources restrict the ability to draw Christian pilgrims to the Baptism Site and other religious attractions in Jordan. Conversations with Issa Gammoh, the secretary general of the Ministry of Tourism, further clarified the significant economic impact tourism has on the nation’s broader economic health.
Basima Al Samaan, director of Noor Sat Satellite TV, discussed how Christian media could play a pivotal role in communicating positive narratives about the status of Christians in Jordan, fostering better cultural relations between Christianity and Islam.
Documenting these interviews led me to conclude the following three points: Firstly, the lower visitation numbers at the Baptism Site compared to the alternative site on the western bank stem largely from inadequate promotional efforts attributed to limited funding. Adequate marketing resources are essential. Secondly, the failure to leverage the significance of this site to attract Christian tourists results in lost opportunities for enhancing the country’s socio-economic status. Thirdly, the modest visitor numbers prevent Jordan from showcasing the enduring coexistence of Islam and Christianity in the region since Islam's inception.
