Jordan's relationship with the global film industry dates back decades, when Jordanian locations were used in the filming of "Lawrence of Arabia" in 1962, which helped highlight the desert landscapes of Wadi Rum as a natural environment embodying the Arab desert during the events of the Great Arab Revolt. Subsequent global film productions followed, including "Indiana Jones" in Petra, "Aladdin," "The Martian," and "Dune: Part Two" in Wadi Rum, alongside other works that benefited from the unique geographical and natural diversity that Jordan enjoys.
The efforts of the Royal Film Commission of Jordan, through support programs, incentives, and facilities provided to foreign productions, have contributed to strengthening the Kingdom's ability to attract global production companies, including those from Hollywood and Bollywood. The impact of these efforts is not limited to providing distinguished filming locations, but extends to building a film production ecosystem capable of providing the technical and logistical services required by international projects.
The importance of film tourism is summarized in several points, most notably: it is one of the most vital sectors driving the economy and a major source of sustainable development; supporting the domestic product: tourism contributes a significant percentage to the Gross Domestic Product and attracts many investments; it is a significant source of foreign currency generation, providing cash and supporting the balance of payments in host countries.
In this context, investing in film education and developing professional skills is one of the fundamental pillars for the sustainability of this sector. Qualifying Jordanian talent in the fields of screenwriting, cinematography, lighting, directing, production, and location management allows young people to gain specialized practical experience and enhances their participation in local and global productions. Furthermore, training programs, grants, and international cooperation contribute to knowledge transfer and expand networking opportunities between Jordanian talent and global production companies.
On the tourism and economic front, the returns of film tourism go beyond the filming itself; they directly impact hotels, restaurants, tourist transport companies, equipment rental agencies, and logistics providers, in addition to employing tour guides, technicians, and local workers. Production operations also provide temporary job opportunities that may last for several months, allowing local communities, especially in the southern regions, to benefit from the spending associated with filming. Not to mention that this type of tourism is not linked to a specific tourist season, but rather has the potential to extend the tourist season, especially since we all know that film shooting can span many months.
One of the most important advantages of this type of tourism is the long-term promotional value that films provide for Jordanian locations. When Petra or Wadi Rum appear on the global screen, they reach millions of viewers and increase the desire of a large and diverse segment of tourists, who become more passionate about visiting and discovering them up close.
Not to mention that they reflect the true heritage and beautiful traditions that Jordan possesses. Thus, cinematic works become a means of tourism promotion that transcends traditional campaigns and gives Jordanian locations a continuous presence in international markets.
Hence, focusing on film tourism requires integration between government agencies, the tourism sector, the Royal Film Commission, investors, and local communities, by facilitating filming procedures, developing infrastructure, providing competitive incentives, and enhancing site readiness, in addition to establishing clear mechanisms to measure the economic returns and job opportunities generated by foreign productions.
Conversely, openness to global productions should not lead to neglecting the importance of local Jordanian cinema. Investing in Jordanian films, supporting young talent, and developing content that reflects the cultural and historical identity of the Kingdom can contribute to strengthening Jordan's presence in Arab and international film festivals and markets, and open new horizons for cooperation and investment.
These opportunities gain additional importance in light of the challenges facing traditional tourism patterns and film tourism as a result of regional tensions that have placed red warning notices on visiting Jordan, and the necessity they impose to diversify sources of tourism income and develop products capable of reaching new segments and markets.
In conclusion, Jordan possesses natural, historical, and human assets that qualify it to strengthen its position as a regional and international hub for the film industry. However, transforming this advantage into a sustainable economic and tourism tributary requires an integrated strategy that combines attracting global productions, empowering local talent, supporting national cinema, and maximizing the benefits for local communities. Thus, film tourism can transform from a promising promotional opportunity into one of the effective paths for implementing the goals of the Economic Modernization Vision 2023–2033, and enhancing the resilience of the Jordanian tourism sector and its ability to face crises.
