The Global Tourism Resilience and Crisis Management Centre – Eastern Africa (GTRCMC-EA), hosted at Kenyatta University, has announced a strategic partnership with Tamkeen for Sustainable Tourism Development (TASUD), chaired by Dr. Suzy Hatough-Bouran, and the University of Jordan (UJ), the country’s largest and first university, established in 1962. This collaboration brings together global expertise, strong local networks, and academic excellence to address urgent challenges facing Jordan’s tourism sector, particularly in the aftermath of prolonged regional instability.
Jordan’s tourism industry, and Petra in particular, has experienced severe disruptions in recent years, with declines in visitor numbers, reduced revenues, and the closure of many tourism-dependent businesses. Recognizing the pressing need for recovery strategies that go beyond short-term fixes, the partnership will focus on building destination resilience, fostering innovation, and promoting sustainability to safeguard the livelihoods of communities whose economic wellbeing is tied to tourism.
Through a series of joint initiatives, the partners will design and implement targeted capacity-building programs to equip tourism stakeholders with the skills and tools needed to prepare for, respond to, and recover from crises. The collaboration will also pilot innovative projects—ranging from digital marketing campaigns and product diversification to community-based tourism initiatives—aimed at restoring market confidence and attracting both domestic and international visitors.
GTRCMC-EA will contribute its specialized expertise in resilience building and crisis management, TASUD will leverage its respected position and strong stakeholder relationships within Jordan’s tourism sector, and the University of Jordan will provide academic leadership, research capabilities, and local context. Together, these strengths will ensure that interventions are evidence-based, locally relevant, and globally informed.
By combining resources, knowledge, and networks, the partnership aims to create a robust and adaptable tourism ecosystem in Jordan—one that not only recovers from current challenges but is also better prepared for future uncertainties. In doing so, Petra and other iconic destinations will be positioned to thrive once again, preserving their cultural heritage and ensuring that the benefits of tourism are shared across communities.
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