Until recently, the Baptism Site has not been given its rightful prominence as a tourism anchor for Jordan. It is a unique tourism site. It signifies the location where Christianity formally started with the Baptism of Jesus Christmaking. However, the Ministry of Tourism and Antiquities has recently recognized the potential of the site and are now aggressively pursuing ways and means to develop and promote the site, such that it can leverage its unique potential and meaning among Christian faith-based tourists and pilgrims. Based on this recognition, the Ministry of Tourism and Antiquitieshas asked the USAID-funded SIYAHA project to help design and develop a business plan to develop and promote the site.