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LONDON: Officials from Jordan and the Vatican met on Thursday to discuss ways in which they can cooperate to advance religious tourism, including the promotion of the ancient city of Petra as a destination for Christian pilgrims.

Fares Braizat, who chairs the board of commissioners of the Petra Development and Tourism Regional Authority, said that highlighting the significance of the UNESCO World Heritage Site as part of Christian heritage itineraries could enhance Jordan’s position on the global religious tourism map.

The country has a number of important Christian sites, the most significant of which is the location on the eastern bank of the Jordan River where Jesus is said to have been baptized by John the Baptist. Several popes have visited it, including Francis and John Paul II.

Archbishop Giovanni Pietro Dal Toso, the Vatican’s ambassador to Jordan, confirmed the interest in collaborating with Jordanian authorities, and praised the nation’s stability and its rich historical and religious heritage.

Both officials acknowledged the strategic opportunity that exists to integrate Petra into pilgrimage routes for Christian travelers, the Jordan News Agency reported.

The Petra tourism authority recently lit up the Colosseum in Rome with the signature colors of the historic Jordanian site to celebrate a twinning agreement as part of a marketing strategy to attract European visitors, and to raise Petra’s profile globally as a premier cultural and spiritual tourism destination.

The Vatican itself is also a major tourism destination, for Christian pilgrims in particular. In 2025 it is expected to welcome between 30 and 35 million visitors during its latest Jubilee Year, a significant ecclesiastical event that takes place every 25 years.