While many countries in the Middle East are focusing on building new attractions to entice tourists, Jordan is using existing assets, zoning in on its heritage with a new tourism campaign targeted at the UK.

The £500,000 (US$670,000, €604,000) ExtraJORDANary campaign will run through to September, with the objective to increase arrival figures in 2016 and 2017.

Home to a plethora of historic attractions, including most famously the Unesco World Heritage Site of Petra and the Dead Sea, the nation is also promoting blending the new with the old, promoting its mix of modern restaurants and hotels within a setting of traditional boutiques and local markets.

The campaign, says the Jordan Tourism Board, marks a significant spend. The key to its success, it says, is to focus on maximising both reach and frequency to ensure influence and memorableness.

“The campaign’s focus is to showcase our majestic country and inspire people to visit, as well as extend support to, our trade partners,” said Adel Amin, director of marketing at the Jordan Tourism Board.

“The campaign highlights Jordan’s most special places, including Petra, the Dead Sea, Wadi Rum and Aqaba, and aims to create desire and intrigue through a captivating headline and stunning visuals. Jordan has unique experiences in all segments, including wellness, biblical, adventure at Wadi Mujib and Wadi Hidan and other undiscovered locations around Jordan.

“We look forward to seeing our valued UK partners capitalise on this incredible promotion and will continue to work together to ensure the appetite for Jordan develops and the visitor numbers to our wonderful Kingdom increases.”