Milan, 2 November 2026 – At a time when travel increasingly means seeking silence, rediscovering the pleasure of slowing down and returning to what matters, Jordan reveals its most intimate and authentic face: its spiritual heritage. Moving away from the busiest routes, the destination invites visitors on a journey of the soul to discover a unique land of peace, encounter and dialogue.
Walking among the great biblical sites
The journey begins where history and spirituality have shaped the landscape for millennia, just thirty minutes by car from Amman. At the Baptism Site, Bethany Beyond the Jordan (Al-Maghtas), on the river’s eastern bank, the frantic pace of the contemporary world immediately gives way to an atmosphere of peace and reflection. Recognised by numerous Christian traditions as the place where Jesus was baptised by John the Baptist, this iconic site ranks among the world’s most important religious heritage sites. Its significance is documented in ancient sources, from the Gospel according to John to Byzantine and medieval accounts.
Now recognised as a UNESCO World Heritage Site, this important Christian site is accompanied by development and enhancement projects in the areas adjoining the protected archaeological site. Research and conservation work at the latter is conducted by the Baptism Site Commission. Discoveries in the area between the riverbed and the hill of Tal al-Kharrar have enabled this region to be identified with the biblical Bethany “beyond the Jordan”.
Walking along paths lined with wild reeds, visitors can immerse themselves in an atmosphere that encourages reflection and contemplation, while pilgrims from all over the world come here to experience a moment of contemplation and spirituality. Some even choose to be baptised here, continuing a Christian tradition that identifies this place with the Baptism of Jesus.
Leaving the banks of the River Jordan, the journey continues to Mount Nebo, a place of great historical and spiritual significance. According to biblical tradition, it was from this height that Moses gazed upon the Holy Land without being able to reach it. Mentioned in the Book of Deuteronomy, the mountain is home to an important Byzantine religious complex, with a church, a monastery and precious archaeological remains. These include the baptistery and the refined mosaics decorating the site’s buildings. From the summit, the view across the Dead Sea and the Holy Land offers an evocative moment of reflection and contemplation.
A few minutes away lies Madaba, known throughout the world as the “city of mosaics” and an important centre of Byzantine and Umayyad art. Here, in the Greek Orthodox Church of Saint George, the celebrated Madaba Mosaic Map is preserved. Created in the second half of the sixth century, it is considered the oldest surviving illustrated cartographic representation of the Holy Land. Beyond its historical and artistic heritage, the city stands out for the coexistence of Christian and Muslim communities: in the lanes of the centre, church bells mingle daily with the muezzins’ call to prayer, bearing witness to a tradition of interreligious dialogue that is one of Jordan’s distinguishing features.
Local hospitality and immersion in the region’s culture
In Jordan, spirituality is expressed not only through ancient historical remains and biblical landscapes, but also through the hospitality of local people. The expression “Ahlan Wa Sahlan”, meaning “welcome”, conveys much more than a simple greeting: it is a true philosophy of life, inherited from nomadic tradition and deeply rooted in the country’s culture, where a guest is considered a blessing. Whether meeting a priest in a remote monastery, a family in a mountain village or an artisan in Madaba, every encounter is accompanied by genuine generosity. Sharing a cup of sage tea or cardamom coffee thus becomes an opportunity to slow down and rediscover the value of relationships, restoring a more human and authentic dimension to travel.
Discovering Jordan also involves immersive experiences that bring visitors into contact with the region’s traditions and culture. Learning the art of mosaic-making alongside local artisans means approaching an ancient craft built on patience and manual skill; taking part in the preparation of a traditional meal within a community offers an opportunity to understand the value of conviviality and sharing.
At the end of the journey, Jordan offers an experience that goes beyond discovering its most significant sites. Between the tranquillity of sacred places and authentic encounters with local people, the country invites visitors to rediscover the value of simplicity, listening and sharing. This itinerary away from the best-known routes reminds us that spirituality can find its most authentic expression in everyday gestures, human relationships and the beauty of the world around us.
Towards the 2030 celebrations: new opportunities for cultural and religious tourism
The Baptism Site is also preparing to take centre stage at one of the most important milestones of the coming years: 2030 will mark two thousand years since the Baptism of Christ. Ahead of this momentous event, Jordan has launched an ambitious project to enhance Bethany Beyond the Jordan, aiming to consolidate its role as a crossroads of global pilgrimage and promote experiential itineraries that weave together spirituality, historical heritage and a culture of hospitality.
Further information: https://it.visitjordan.com/
About Jordan Tourism Board (JTB)
The Jordan Tourism Board (JTB) was officially established in March 1998 as an independent public-private partnership, with the aim of using marketing strategies to define the image, position and promote Jordan’s tourism offering as a destination of excellence in international markets. Its strategies are designed to reflect the true image of Jordan’s tourism product as a cultural, natural, religious, adventure, leisure and MICE destination.
As part of its marketing strategies, JTB plans and implements an integrated programme of international promotional activities. This includes active participation in trade fairs, industry workshops, roadshows for operators and consumers, educational trips, press trips, the production of brochures and multimedia content, and media relations. To achieve its objectives, the Jordan Tourism Board draws on the services of eleven offices located across Europe and North America.
Further information: https://it.visitjordan.com/
Sources and images: Jordan Tourism Board / Hopscotch Italy press release. Complete editorial text in English translation; photographs supplied with the release.
