Decoding visitor behaviour: Strengthening a religious tourism destination

grmc delivered a comprehensive hospitality market assessment, combining primary and secondary research to develop a robust understanding of tourism dynamics in Jordan and the wider region.

The study analysed inbound tourism trends, with a particular focus on religious tourism flows to Jordan and Israel, alongside visitor demographics, preferences, and spending patterns. Primary research was conducted to validate key demand drivers and identify gaps in the current offering.

In addition, grmc undertook targeted outreach to international religious tour operators across the US, Europe, and Asia to gather first-hand insights into the expectations, preferences, and travel behaviours of religious tourists. This provided a more granular understanding of demand drivers and booking dynamics across key source markets.

Complementing this, grmc conducted benchmarking of comparable global pilgrimage destinations, identifying best practices, successful programming concepts, and destination management strategies that could be adapted and implemented at the Baptism Site. Building on these insights, grmc developed strategic recommendations to enhance the site’s attractiveness and competitiveness, including partnership opportunities with religious institutions and the Ministry of Tourism, as well as the curation of cultural and educational programming to enrich the visitor experience.