TA B L E O F C O N T E N T S
CHAPTER 1 / PAGE 10
CHAPTER 2 / PAGE 32
CHAPTER 3 / PAGE 48
CHAPTER 7 / PAGE 88
CHAPTER 8 / PAGE 110
CHAPTER 9 / PAGE 124
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TOURISM DESTINATIONS
HOSPITALITY & DINING
NGOs
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BANKING & INVESTMENT
FILM MAKING IN JORDAN
CHAPTER 4 / PAGE 62
CHAPTER 5 / PAGE 72
CHAPTER 10 / PAGE 134
CHAPTER 11 / PAGE 150
CORPORATE COMPANY PROFILES
CREATIVE PIONEERS
MEDIA & MARKETING
SPORTS & LEISURE
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CHAPTER 6 / PAGE 78
HEALTH & WELLNESS
“Our ambition should be to rule ourselves, the true kingdom for each one of us; and true progress is to know more, and be more, and to do more.� -Oscar Wilde
Best of Jordan CHAPTER ONE
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The Greater Amman Municipality Metropolitan Growth
“A livable city is an organized city with a soul” -GAM’s motto
The Greater Amman Municipality’s (GAM) motto, as articulated by HE Mayor Omar Maani, reflects the dreams and aspirations of the 2.2 million inhabitants of the vibrant capital of Amman. It is an embodiment of the upbeat optimism of a city waking up to a new era. It was this same spirit that helped it gain the World Leadership Award in December 2007, and manifest its ambitious plans as identified in the innovative Amman Master Plan. The Award propelled the city into global recognition, and GAM into a predominant role in the realization of that vision.
“ ‘A livable city is an organized city with a soul,’ that is the motto that we at Greater Amman Municipality are working to solidify. Our goal is to maintain the city’s heritage, regenerate the urban spaces and create more public spaces for the community to interact outdoors. By achieving that goal, we will have an inclusive city and maintain the soul of Amman. Amman is our special city and capital; there are many projects that we are embarking upon, such as increasing the green space, play grounds, and facilities for families and youth to interact and exchange ideas. The Greater Amman Municipality is also engaged in the culture movement of Amman; we believe our young society have talent that needs to be fostered and encouraged.” HE Mayor Omar Maani
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Faced with expansion in 2007 from 700 square km to 1700 square km, and an expected population growth to reach 6.4 million in 2025, Amman’s Master Plan was seen as a critical and necessary milestone. GAM’s role predominately focuses on the city’s key infrastructures to make it more livable and more attractive to tourism and foreign investment alike. Additionally, GAM concentrates on improving the livelihood of its community through the promotion of industrial, commercial, and residential growth. This concentration encompasses five distinctive strategies and policies; The High Rise Towers Plans, The Corridors Intensification Strategy, The Interim Rural Residential Policy, The Airport Land Use Concepts Plans, and the Interim Industrial Land Plans.
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The High Rise Towers district includes four separate zones. Firstly is Amman’s New Central Business District (CBD), which is more commonly referred to as the Abdali development site Amman’s upcoming major urban re-generation project - set to become a national and regional business hub. Secondly, the Central Parkway, comprising of a parkway development with four clusters of mid-rise developments nestled in a park setting in Abdoun Area. The third district, the Amman Northern Gateway, is located in Al-Jubayhah north of Al-Shaheed Ring Road and east of the Queen Rania Road that serves the University District and Al-Hussein Youth City. Finally, the Amman Southern Gateway is adjacently located east of the Airport road, and framed by Wadi Abdoun Corridor Road and Jabal Arafat Road. It is the southern gateway into Amman located at the Airport Road.
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Under the Corridor Intensification Strategy, GAM will encourage a variety of developments to ensure adequate transportation, urban design and other considerations such as creating a pedestrian and green city. A major part of the Corridor Intensification Strategy is to transform
the character of some of Amman’s major corridors into streets that will ‘define’ the city. Zahran Street, a main pillar of these efforts, is being revitalized with green boulevards, lined with mixed use residential, commercial and retail developments. The strategy also seeks to
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improve the public transit system throughout the city, based on the belief that sustainable growth of Amman can only be achieved with the implementation of a modern transit system.
The stated purpose of the Interim Rural Residential Policy is to protect valuable agricultural lands, support traditional lifestyles, and create a connected natural heritage system. The Interim Rural Residential Policy comes as a response to increasing interest in residential developments, particularly large scale compound and gated community developments in GAM’s urban fringe and rural areas. In order to tackle these challenges, the Amman Master Plan has designated four rural growth areas around which future developments will be clustered. Located around existing villages, these future centers rationalize previous subdivision approvals, facilitate greater community self sufficiency, and allow for greater coordination of infrastructure. The Amman Airport Corridor is the primary spine of the Capital Region – linking it with the Queen Alia Airport as well as the new Amman Development Corridor. The Corridor has been undergoing enormous development pressure to accommodate new residential, commercial, cultural and recreational facilities. The Airport Corridor will provide Amman’s residents with safe, easy access to all parts of the city, while serving as a primary traffic and transit corridor while retaining its green character. Also, it will
create new open spaces that will preserve and celebrate agriculture, while protecting Amman’s limited remaining forests. The principles strongly encourage compact urban growth that will allow for the most efficient use of existing services, the promotion of increased transit utilization, and the improvement of pedestrian accessibility. Finally, Industrial areas will be concentrated in selected areas where growth can be accommodated with appropriate access to housing, transit and other urban amenities, in addition to ensuring that they are efficiently connected through staged servicing and transportation infrastructure. The creation of industrial clusters will provide Amman with the ability to stage infrastructure improvements with considerable cost savings, while complementary productive units will facilitate synergies and generate sustainable competitive advantage that will boost clusters’ performances.
As the city of Amman embarks on the path to a brighter future with GAM at its helm, it has never forgotten its soul. The GAM plans and strategies have internalized the hopes of its residents, the diversity of its culture, and the splendor of its history. The fulfillment promise that the year 2025 holds, will certainly inch us closer to international modernity scales, but most importantly, it shall crown Amman’s magnificent legacy.
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Jordan Investment Board The Jordan Investment Board (JIB) is a world class agency entrusted with promoting Jordan as a unique destination for foreign direct investment, and sustaining domestic investment to achieve economic prosperity in Jordan. Dr. Maen Nsour, Chief Executive Officer - JTB, reflects on the elements of facilitating investment in Jordan.
Jordan has passed a number of laws for facilitation of foreign investment, which would you say have been most significant?
How did the designation of JIB as an individual unit accelerate the endorsement of investment in Jordan?
The Investment Promotion Laws No. 16 of 1995 and No. 68 of 2003 were created to enhance investor confidence, and provide tax and custom duty incentives for foreign and domestic investors conducting projects within qualified sectors in Jordan. Incentives include income tax breaks for 10 years reaching up to 75%, and exemption from custom duties and sales tax on all fixed assets. Furthermore, the law stipulates equal treatment to Jordanian and non-Jordanian investors, freedom of ownership, right to manage, freedom to remit profits and proceeds abroad, and the prevalence of international legal measures.
Creating the Jordan Investment Board as an independent organization since 1995, came about as result of the forward Hashemite and governmental vision of making Jordan the business and investment hub of the region. Sustained economic growth through constant domestic and foreign investment aims at creating new job opportunities, increasing national exports, and transferring knowledge and technology. Designating an individual unit enabled a focused and specialized promotional effort of investment opportunities in the Kingdom, created a facilitating body to increase efficiency of the investment setting up process, by reducing the timeframe of setting up a business in JIB’s One Stop Shop facility, and enacted an Investment Promotion Law providing investors with financial exemptions. Finally, it ensured investor feedback through JIB’s mandate for policy advocacy to relay investor experience and constantly improve the investment climate.
Qualified sectors in the current Investment Promotion Law are: industry, agriculture, hotels, hospitals, maritime transport and railways, leisure and recreational compounds, convention and exhibition centers, transportation & distribution of water, gas & oil, call and contact centers, research and development. To meet the growing needs and adapt to international direct Investment trends in 2008, a new Investment Promotion Law and Non-Jordanian Investment Regulations were drafted to better suit the country’s economic activities and foreign direct investment trends. The new law includes more sectors and further benefits for investors in order to adapt to changing needs, and enhance the investment climate in Jordan.
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Since the establishment of JIB as the focal point for investment in the Kingdom, we have been committed to providing investors with an array of impeccable services before, during, and after investment, becoming the ‘one window’ for most investment related needs. Prospective investors can obtain full information and first hand explanations on investment opportunities; several are anchored with offered pre-feasibility studies, information about legal issues, incentives and tax implications, repatriation of profits, and procedures governing setting up projects in Jordan. When the investor reaches the advanced stage of proceeding with setting up their project,
they may obtain necessary registration and licenses at JIB’s One Stop Shop (OSS), which offers streamlined procedures as our JIB aftercare department ensures investor satisfaction. Therefore, independence enabled flexibility of action plans and activities in order to reach the target of elevating Jordan’s image, and enhancing its investment environment, coupled with the comprehensive provision of crucial investor services. Projects benefiting from the investment promotion law in 2007 alone amounted to $3 billion USD, not to mention the wide array of image building and awareness activities conducted by the organization. JIB (Jordan) has major worldwide market access. Which affiliations are considered as your most prominent? A series of economic reforms between 1989 and 2004 enabled Jordan to leverage on good-will long enjoyed with our neighbors in the Middle East and other countries, and to enter a wide range of bilateral and multilateral trade agreements. Our trade agreements give us access to more than one billion customers. Strong and increasing exports capitalizing on trade agreements, resulted in a value increase of Jordanian goods sold abroad by 186% from 1996 to 2006. Jordan has been a member of the World Trade Organization (WTO) since the year 2000, after a
series of rigorous reforms. The WTO membership guarantees quality and access of Jordanian products to more than 152 countries. Whereas, access to the Arab, US and European markets is enabled by signed Free Trade Agreements which aim at promoting economic relations, developing partnerships between those countries, and diminishing trade barriers to enhance economic and technological development. First, the Greater Arab Free Trade Agreement (1998) allows free access to 17 Arab countries including the largest Arab markets: Saudi Arabia, Egypt, Syria, Iraq, UAE, Oman, Bahrain Qatar, Morocco, Palestine, Kuwait, Tunis, Libya, Sudan, and Yemen. Second, the Jordan-US Free Trade Agreement (FTA) signed in 2000 with the US, which was the fourth Free Trade Agreement that the US Best of Jordan
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had negotiated, after Canada, Mexico and Israel, and the first with an Arab country. According to the Department of Statistics, exports to the US increased by 1761% from 2000 to 2007. Additionally, Jordan signed the Qualifying Industrial Zones (QIZ) Agreement with the US in 1996. These zones provide duty and quota free access to the U.S. market for products manufactured in Jordan. Currently, there are 13 Qualified Industrial Zones in Jordan (three of which are governmental). The third agreement allows access to the European market through signing the Jordan-EU Association Agreement in 1997, which entered into force in 2002. Regarding access with the Asian market, Jordan signed a free trade agreement with Singapore in 2004. Jordan is currently negotiating trade
BEST OF JORDAN agreements with both Turkey and Canada. Moreover, Jordan has signed protection and promotion of investments agreements with 35 countries, aiming to promote economic cooperation, activate the flow of private capital and transfer of technology, and further stimulate economic development. Such agreements create and maintain a stable investments framework, essential for maximizing the utilization of economic resources and improving overall living standards. Jordan also signed another avoidance of double taxation with 30 countries. What strategies does JIB implement in meeting common investment challenges? As part of our mission to enhance the investment environment and experience in Jordan, JIB embarked on several initiatives that have been already implemented such as the OSS, active outward promotion, and the Investment Map, whereas several others are underway. JIB aims to overcome challenges by studying the situation, developing solutions through holistic strategies,
and most importantly implementing action plans stemming from their examination, and finally monitoring their success. Currently, there are several challenges JIB is addressing. For one, Jordan is faced with the challenge of enhancing the international competitiveness of Jordan’s investment environment in order to transform Jordan into a global business and investment hub, driving in foreign and domestic direct investments. Thus, JIB has worked on drafting a National Investment Strategy (NIS), building on previous initiatives such as the National Agenda to guide the country’s investment efforts in promoting investments within priority sectors, and streamlining the government’s efforts towards mutual goals and targets. NIS’s development will allow Jordan to compete effectively in the global market place, and will essentially serve as a strategic planning tool to guide the government, investors and entrepreneurial talent. As a high level strategy that sets out Jordan’s national policies, objectives, and investments’ target, it 18
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will launch public and private sector initiatives and support strategic programs in target areas. The study resulted in seven complementary pillars which are: Investment Policy, Investment Promotion and Facilitation, Trade Policies, Competitiveness Policies, Tax Policy, Human Resources Development, and Public Administration. We are currently in the fourth and final stage of developing the implementation plan with actionable remedies. Second, JIB developed an Internal Strategy (IS) to meet growing investor needs, and ensure a matching internal organizational model to match them. Sub strategies were born, such as investor service process automation and internal processes, development of follow-up and investor care services, development of matchmaking and partnerships, the elevation of both research and development capabilities, and transforming JIB into a learning organization. This will entail organizational restructuring and of course, organizational reform.
JIB’s mission of positioning Jordan as a favorable investment environment with lucrative investment opportunities is realized through several activities such as, conducting ‘Investment Climate’ Seminars, targeted out-border promotion, and participating in international economic and investment forums. Additionally, we have prepared a creative, modern advertising campaign to spread awareness through audiovisual channels, and highlight Jordan’s offered opportunities. JIB’s specialized promotional team and foreign offices in Kuwait, UAE, Qatar and China, and an active team in the US enable the execution of these activities. During Investment climate seminars, potential investors learn about not only the climate, but also of the advantageous sectors Jordan offers; sectoral presentations are carried by representatives from Jordanian public and private sectors. These seminars are followed with oneto-one matchmaking meetings, where potential investors examine partnership opportunities. Such seminars have resulted in interesting partnerships and relationship building throughout the years. They also managed to reinforce Jordan’s positive image. An innovative promotional activity has targeted outward promotion, entailing extensive country studies. Based on Jordan’s economical needs and sectoral strengths, countries were analyzed resulting in priority sectors along with the identification of potential companies, followed with targeted missions to their respective countries. Through planning and follow-up, these missions have shown considerable heightened interest.
Which are the most competitive investment sectors at the moment? Several sectors in Jordan hold unique, competitive advantages regionally and globally, while other sectors present opportunities with great growth potential. An initiative JIB conducted, was analyzing Jordan’s economy followed with sectoral examination. Later, the ‘Investment Map’ was born producing 150 project concepts, 75 of which have pre-feasibility studies. Fifteen sectors where identified with a unique set of differentiators to attract FDI, comprehensive and systematic evaluation of such sectors as Information and Communication Technology (ICT), Pharmaceutical and Healthcare, Tourism, Infrastructure, Energy and Utilities, Chemicals and Allied Products, Mining and Processing, Agriculture and many others. Jordan’s sectoral advantages and opportunities are supported by the favorable macro-economic environment from a growing GDP at 6% , tripled total factor productivity reaching 3%, a low inflation rate in single digits at 6.25% (2006), a diminishing public debt, increasing exports and foreign reserves; the availability of resources especially the young, talented and educated workforce; availability of space and enabling platforms such as business parks and industrial estates; the modern infrastructure and extensive communication network; and the accessibility to healthy banking and financial services, as well as a growing stock market. Further encouragement is provided with attractive tax and custom incentives, and streamlined government procedures and commitment.
Presence in strategic countries such as Kuwait, UAE, Qatar, Kuwait and the US, coupled with close collaboration with Jordan’s embassies worldwide, endorses a continuous market presence situated closer to potential investors, thus strengthening relationships.
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What sort of activities do you employ internationally in promoting Jordan as an ideal investment destination?
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His Majesty King Abdullah II “My priority is a better life for all Jordanians. My vision for the new Jordan is one of a national rejuvenation and global integration. A great people with a positive drive… Motivated to perform their best…And have the energy to excel. I believe in my people. Jordanians, who built achievements of the past, can and will work for a better future. A future that is based on true capabilities, and economic opportunities. “ His Majesty King Abdullah II
Born in Amman on January 30, 1962, King Abdullah II Ibn Al Hussein is the 43rd generation direct descendant of the Prophet Muhammad (Peace Be Upon Him). His Majesty assumed his constitutional powers as monarch of the Hashemite Kingdom of Jordan on February 7, 1999, the day his father, the late King Hussein, passed away.
His Majesty King Abdullah has become an inspirational and liberating force on all levels. Embracing globalization, King Abdullah has committed himself to building on the late King’s legacy to further institutionalize democratic and political pluralism in Jordan. His Majesty has exerted extensive efforts in ensuring sustainable levels of economic growth and social
development aimed at improving the standard of living of all Jordanians. Additionally, His Majesty tirelessly works to modernize Jordan’s information technology and educational systems. King Abdullah also actively championed Jordan’s ascension to the World Trade Organization achieved in April 2000, and ratified agreements for the establishment of a free trade area with the United States of America, the European Union, the European Free Trade Association countries, and sixteen Arab countries. King Abdullah has also been involved in the drive for national administrative reform, as well as governmental transparency and accountability. Working on the advancement of civil liberties, the King has earned Jordan recognition as one of the most progressive countries in the Middle East. Moreover, King Abdullah has been involved in enacting legislation essential to guaranteeing women a full role in the Kingdom’s socioeconomic and political life. 20
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Improving Living Standards King Abdullah has made improving the living standards of Jordanians a top priority, and under his leadership, significant steps have been taken to revitalize the economy in order to achieve that goal. His initiatives and directives have helped increase foreign investment and boost collaboration between the public and private sectors, all in an effort to elevate citizens’ lifestyles. His Majesty King Abdullah prioritizes developing the country’s governorates, and establishing projects designed to improve living standards and the quality and availability of public services. The special development zones – in Aqaba, Mafraq, Irbid and Maan – all reflect the kingdom’s efforts to distribute development and its benefits throughout Jordan, especially outside the capital. The zones capitalize on each of their competitive edges to attract investments in the industrial, logistics, services and technical fields. The development zones are expected to attract major investments that would enhance the country’s exports and provide thousands of jobs. The Mafraq Special Development Zone for example, has been conceived as a ninesquare-kilometre estate, mapped to serve as a transport, logistics and industrial hub serving not only Jordan, but also neighbors like Saudi Arabia, Syria and Iraq. The establishments of these zones in the north and south, aim to help residents in economically deprived areas boost their income, as well as attract foreign investment.
Decent Housing for Decent Living Launched in February 2008, the Decent Housing for Decent Living is a nationwide initiative; a housing mega-project which involves the construction of some 120,000 housing units over a five-year period. At King Abdullah’s request, the initiative seeks to provide housing for hundreds of thousands of low and limited-income Jordanians, civil servants, Jordan Armed Forces personnel, and civil and military retirees. Decent Housing for Decent Living offers an opportunity to own a decent housing unit at an affordable price, with installments ranging around the same value of rent. More than 150,000 applications have been received by citizens wishing to buy a unit under the initiative. The Royal initiative includes the creation of housing units for low- and limited-income citizens, and seeks to develop comprehensive residential areas. Moreover, the Best of Jordan
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surrounding areas of the units will be provided with playgrounds, public facilities, gardens and multipurpose facilities, ensuring convenience and full facilities. The housing units which will range from 100-square meters to 160-square meters in area, will be offered at affordable prices; the government will provide plots of land and infrastructure free of charge, which means significantly lowered cost. Out of the planned 120,000 housing units, 75,000 will be located in the main cities and 25,000 in districts across the country. No down payment is required of new home-buyers, and the monthly installment shall not exceed one-third of a beneficiary’s salary. ‘We are All Jordan’ Youth Commission King Abdullah is devoted to supporting Jordan’s youth and to tapping their energy and creativity to advance Jordan’s development. Under the mandate of His Majesty King Abdullah II, the We Are All Jordan Youth Commission was established in 2006 to activate youth participation in the social, cultural, economic and political spheres. King Abdullah believes that such an initiative would eventually help pilot the rise of a young leadership, capable of excelling
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in serving their country and making a difference in the lives of fellow Jordanians. Following King Abdullah’s directives, the Higher Council of Youth is implementing youth programs. All in all, the We Are All Jordan Commission has formed 12 working groups, one in each governorate, to plan and implement different projects to empower Jordanian youth, while benefiting local communities. A Kingdom of Peace Since King Abdullah assumed the responsibility of leadership in 1999, he has picked up his father’s mantle as a leader committed to establishing a positive, strong role for Jordan within the Arab region and the world. His Majesty has been an ardent champion of peace initiatives to end the Israeli-Palestinian conflict and civil unrest elsewhere in the region. Most notably, he has been an outspoken advocate of the Arab Peace Initiative, which seeks comprehensive regional peace between Israel and all Arab states. The initiative was unanimously endorsed by the Arab states and the Palestinians at the 2002 Arab Summit in Beirut, Lebanon.
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Her Majesty Queen Rania
A sublime role model for successful Arab and Muslim women worldwide, Her Majesty continues to gain remarkable identification for her devotion in meeting the challenges of the century. Hand in hand with King Abdullah’s march towards world peace, both their majesties represent Jordan’s peaceful position as a haven of fidelity and synchronization, enabling a mixture of ethnicities and religions to mold into a single vessel.
Since becoming Queen in 1999, Her Majesty Queen Rania’s commitment has transpired through myriad initiatives and projects. As first lady, Queen Rania’s activities focus on issues of national concern, such as the implementation of education, child protection and women empowerment among significant others. In her leading quest to position Jordan as a sustained and modern society, her Majesty’s humane enterprises all share an underlying mission towards an interconnected global community. With Her Majesty’s determined steps in inducing national progress, Jordan has witnessed prominent advancement with issues relating to 24
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the welfare and development of all Jordanian citizens, especially women and children. Born in Kuwait to a notable Jordanian family of Palestinian origin, Her Majesty Queen Rania AlAbdullah (formerly Rania Al-Yasin), completed her high school education in Kuwait, and then obtained a Bachelor’s degree in Business Administration from the American University in Cairo. Upon graduation, Queen Rania returned to Jordan and careered in banking and Information Technology. His Majesty King Abdullah bin AlHussein (then Prince) and Queen Rania wed in 1993, and now have four children: HRH Prince
Hussein, HRH Princess Iman; HRH Princess Salma and HRH Prince Hashem. Her Majesty has channeled her focus into several core issues, such as the development of incomegenerating projects via practiced advancements in microfinance for improvement of local families’ quality of life, and the incorporation of Information Technology into the educational system. Additionally, the Queen has profoundly involved herself in promoting national tourism and preserving Jordan’s heritage. Her Majesty is universally distinguished for the eloquent voice of the initiatives she champions on behalf of every one of us. The Queen’s efforts have brought to life numerous establishments such as the National Team for Early Development, the National Team for Family Safety, and “Dar Al Aman” Child Safety Centre (the first of its kind in the Middle East), caring for abused and neglected children. The Jordan River Foundation is another example of achievement which represents thousands of women across the kingdom who managed to empower their lives
with various independent means of subsistence. The Women’s Access to Entrepreneurship Development and Training (WAEDAT) Program, launched in June 2005, gave an opportunity for women to excel through creating their own business, illustrating Jordan’s stride of developing community awareness and well being. Also as part of her contributive directive to improving the quality of life of Jordanian families, Queen Rania serves as the head of the National Council for Family Affairs (NCFA), which aims at ensuring the right policy environment to support the development of family protection and unity. Youtube Internationally, Queen Rania is renowned for her world peace aspiration, activating her leading role to inspire the recognition and implementation of cultural understanding and awareness, and religious tolerance and coexistence. Consequently in March 2008, Queen Rania launched her very own youtube channel, dedicated to breaking down stereotypes about the Arab and Muslim worlds, and to bridging the East-West divide.
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BEST OF JORDAN An International Presence Regionally and internationally, Queen Rania has campaigned for a greater understanding between cultures in high profile forums such as the Jeddah Economic Forum, the Kennedy School of Government at Harvard University, and the Skoll Foundation in the UK. Queen Rania is on the Board of Directors of several international organizations such as the World Economic Forum (WEF), the United Nations Foundation (UNF), International Youth Foundation (IYF), the Foundation for International Community Assistance (FINCA), and the GAVI Fund. Moreover, Her Majesty is UNICEF’s first Eminent Advocate for Children, World Health Organization Patron for Violence Prevention in the Eastern Mediterranean Region, and The Global Ambassador of Women for Women International. Madrasati Launched in April 2008, Madrasati brings together public, private and non-profit partners in an exciting, new grassroots initiative to renovate public schools in urgent need of repair. Led by Her Majesty, Madrasati enriches learning environments, and enhance opportunities for children in 500 schools across Jordan. The initiative aims at ensuring that each school has an appropriate infrastructure, a child centered environment, and access to quality learning and teaching tools. In achieving its goals, the Madrasati Initiative is implemented under the umbrella of the Jordan River Foundation and other partners; the Ministry of Education, the Jordan Education Initiative, the Royal Health Awareness Society, the Jordan Education Society, the Children’s Museum, the Greater Amman Municipality, the Queen Rania Award for Excellence in Education, UNICEF, INJAZ, and Ruwwad.
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KAFA Another of Her Majesty’s prominent initiatives is KAFA, which stemmed from “The National Traffic Awareness Campaign” in 2005. KAFA aims to cooperate with all relevant institutions, public, private, and civil society to accomplish the program’s goal of increasing traffic awareness and fostering a culture of traffic safety that influences behavioral change, and motivates high individuals’ responsibility on the roads. Queen Rania Al Abdullah’s Award for Excellence in Education The Queen Rania Award for Excellence in Education was launched by Their Majesties King Abdullah and Queen Rania in October 2005, in observance of World Teachers’ Day. Aimed at accomplishing educational excellence by measuring, advancing, and honoring merit and achievement in teaching, the award’s mission is to set and communicate national standards of excellence, reward individuals and institutions accordingly, and develop inspirational success stories into national role models. With a charismatic and compassionate approach which only a natural born leader could possess, Queen Rania has captured the world with her genuine, empathetic character. Besides her noble title as the queen of Jordan, Her Majesty is the comrade, the mother, the friend, and the true Arab woman representing the compassion and pride of the Arab and Muslim world.
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Jordan Land of Contrasts
The ancient land east of the River of Jordan, home to some of history’s more memorable moments, is now the staging ground for one of the Middle East’s fastest growing countries and economies, Jordan. Aptly named for the river that crosses its eastern border, Jordan has traditionally been at the center of ancient trade routes. The Hashemite Kingdom of Jordan is a scenic land of contrasts in harmonious existence; between the ancient and the modern, the desert and the hills, the local and the international. Remnants of the past dot Jordan’s serene deserts and lush hills, but its ambitious future is what truly characterizes its soul. The Capital: Amman If there is one word to describe the capital of Jordan, Amman, it would be eclectic. The construction boom in Amman can be heard everywhere, competing with the sounds of hectic traffic in its mains streets, circles, and through bridges. Previously called Philadelphia, Amman was one of the most significant cities of the Decapolis, a series of Roman cities of an Empire waking up to its glory days. Once a hilltop site of castles and ancient amphitheatres, the city is now more distinguished by the scene of cranes and frenzied building projects, and a melting pot of the ancient and the modern. In many corners of today’s ever-changing urban framework, stories from the past still stand tall, offering a mesmeric glimpse into the Kingdom’s history. A bustling hub of investment, hospitality, and culture, Amman consistently exceeds the expectations of its visitors. From five-star hotels and restaurants, to impressive art galleries and museums, what the city offers never seizes to astonish. The capital city has seen the introduction of first class brands and chains from around the world while still managing to maintain its small-city coziness and authenticity. The spacious suburbs and modern shopping in numerous malls contrast with the buzz of old souks in the downtown area; where one can shop for gold, silver and handmade jewelry in Downtown’s Gold Souk, or spices and handwoven rugs in neighboring streets. In Abdoun and Sweifieh, one can find restaurants, cafes, and swanky boutiques that originate from as far away as California and Italy. While in the cobblestoned Rainbow Street, home grown establishments dominate the neighborhoods with authentic Ammany flair. Amman is a microism of the whole of Jordan; speeding to its future while clinging with one hand to its genuine past. The Economy In many ways, the story of Jordan’s economy has been a story of success against improbable odds. Overcoming a lack of important resources such
Trade Agreement (AFTA), Euro-Mediterranean Association Agreements with Jordan, United States-Jordan Free Trade Agreement, and the QIZ agreements. Natural Resources
as water and oil, sustaining waves of refugees, and being in a tough regional neighborhood, Jordan has managed to build a vibrant and commercially viable economy. Jordan has also remained a metaphorical oasis of stability, despite its regional location on the sidelines of bordering conflicts.
Jordan’s natural resource base revolves around phosphates, potash, and fertilizer derivatives. With production totaling 6.4 million tons in 2005, Jordan was the world’s third largest producer of raw phosphates. In addition to these two major minerals, smaller quantities of unrefined salt, copper ore, gypsum, manganese ore, and the mineral precursors to the production of ceramics (glass sand, clays, and feldspar) are also mined, making up the country’s principal sources of hard currency earnings. Jordanians: The Backbone of the Economy
Trade With a heritage as a merchant middleman since the Nabatean Kingdom of Petra, and an idyllic situation at the crossroads of Europe, Asia, and Africa, Jordan is supremely located as a trading transit point for major mercantile activities. International trade has been a big part of Jordan’s economic success. This has been mainly due to two reasons; outstanding trade agreements and strategic location. Jordan has exceptional trade agreements with most of the countries in the World; some unique to this small country. Jordan enjoys the benefits of the Arab Free 28
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The Jordanian government has referred constantly to Jordan’s manpower and human resources as the nation’s most valuable resource. This is because the economy depends heavily on the professional service sector, and remittance income from expatriates. Jordan receives billions of dollars of invisible or unearned income in the form of inflows of foreign aid and funds transfers from expatriates. The Government of Jordan has placed a lot of emphasis on education, and invests 13 percent of its public expenditure budget on basic and
The Dawn of the Investment Climate The booming investment activity in Jordan has been one of the key drivers of propelling economic growth in Jordan. The country’s regulatory environment provides good overall freedom to start, operate, and close a business. In the past decade, Jordan has undertaken some broad economic reforms in a long-term effort to improve living standards. Jordan has relative strengths in terms of very low corruption, strong property rights, and low tax rates on individual and corporate income. Foreign Direct Investment in the country has risen drastically, thanks to new liberalizing policies enacted by the government. Since Jordan’s graduation from its most recent IMF program in 2002, Amman has continued to follow IMF guidelines; practicing careful monetary policy, making substantial headway with privatization, and opening the trade regime. These measures have improved productivity, and have made Jordan more attractive for foreign investment. With all these initiatives, the number of small and medium enterprises (SMEs) has seen a steady rise. The new investment spending has helped push GDP in the last few years, raising the standard of living for most Jordanians. Tourism The Golden Triangle of Petra, Wadi Rum, and Aqaba form the south’s most valuable tourist resources to Jordan, while the North of the kingdom enjoys the Greco-Roman Decapolis sites and the biblical sites. Tourism numbers have been consistently rising in recent years, mainly due to Petra’s vote as one of the world’s new seven wonders in 2007, and the increased number of tourist facilities and infrastructures in the country. Since 2004, the country has seen the development of mega-tourist projects in Amman, Dead Sea, Aqaba, and Petra. This pattern is expected to continue in the next few years as Jordan receives more exposure and gains rapid ground around the globe.
secondary education. The country boasts a high education rate at 90% of both males and females of the population - one of the highest in middle income countries. Post-secondary education, technical training, and job development training are also well-funded and play a key role in maintaining Jordan’s competitiveness in the global economy. Jordan’s Financial Sector Jordan’s financial sector is dominated by banking and is fairly well developed. In the last few years, the government has brought supervision and regulation into line with international standards. As of June 2006, there were nine domestic
commercial banks, two Islamic banks, five investment banks, and eight foreign banks. Three major Middle Eastern banks entered the market in 2004, offering more variety of financial services. The Arab Bank dominates the sector, accounting for about 60 percent of total assets. The government does not own commercial banks, but does own five specialized credit institutions focused on agricultural credit, housing, rural and urban development, and industry. The insurance sector is small but open to foreign competition. Capital markets are fairly robust by regional standards. The Amman Stock Exchange has been rising exponentially in the last few years, and as of 2008, market capitalization reached 23 billion Dinars. Best of Jordan
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Jordan ranks as 58th in the world in terms of economic freedom according to the Heritage Foundation. Tourism accounts for approximately 11% of Jordan’s total GDP Jordan holds the highest female literacy rates in the region, with 82 percent literacy rates among all segments of the female population
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Fast Facts Jordan A stable kingdom with a proud past and an optimistic eye to the future, Jordan’s strategic location at the nexus of Africa, Asia, and Europe has contoured its significant regional and economic power. Jordan is widely renowned for its authentic hospitality, a tradition cultivated from the inherent generosity of its people. While the miscellany of the Kingdom cannot be contained in a few pages, the following are some basic pointers. Area: 92,300 Km Capital City: Amman Time Zone: Summer (Riyadh +3 GMT), Winter (+2 GMT) Population: 6,198,677 Current per capita GDP: $4,906 GDP - real growth rate: 6% (2007 est.) Inflation: 14.8% (2008 est.) Official Languages: Arabic English
Religion: Sunni Islam 92% Christians 6% Other 2% Ethnic groups: Arab 98% Circassian 1% Armenian 1% Currency: Jordanian Dinar JD (1$=0.709 JD ) Country Dialing Code: (+962) Internet Domain: .jo Electric Current: 220 AC volts, 50 cycles, requiring rounded two-prong wall plugs Geography: Mostly desert plateau in east, highland area in west; Great Rift Valley separates East and West Banks of the Jordan River Climate: Mostly hot and dry in the summer; rainy season in west (November to April) 30
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Major Trade Agreements: WTO Membership (2000), Arab Free Trade Agreement (AFTA, 2008), Free Trade Accord with the US (2001), Association Agreement with the EU (2001), Qualifying Industrial Zones (QIZ, 1996). Accessibility:
Elevation extremes:
Telecommunications:
Lowest point: Dead Sea -408 m Highest point: Jabal Ram 1,734 m
Jordan has a highly advanced telecommunications network with internet coverage gaining ground rapidly, and growing Wi-Fi networks and services. Mobile and cellular technology is prevalent throughout the country with four main service providers and approximately 100% penetration of local population.
Banks and Foreign Exchange: Jordan has an abundance of international banks, and credit cards (American Express, Visa, Diners Club, and MasterCard) can be used at most sizable retail outlets, hotels, and entertainment venues. Foreign exchange services are widespread and can be accessed in any part of the country.
Medical Facilities: Jordan has some of the most advanced medical facilities in the region, and medical tourism is quickly becoming a lucrative industry. The country’s natural setting and highly skilled workforce creates ideal grounds for a therapeutic experience. Best of Jordan
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Visitors with a valid passport may obtain a visa at any Jordanian embassy, consulate, or legation abroad. A visa can also be obtained at Amman’s Queen Alia International Airport or at any other border crossing except King Hussein Bridge and the ferryboat from Egypt. Postal Services: Besides post offices, most 4 and 5-star hotels offer postal services. There are also a number of international courier services including Aramex, DHL, FedEx, TNT International and UPS. Post office opening hours are: Summer: Sat-Thurs 07:00-19:00, Fri 07:00-13:00. Winter: Sat-Thurs 07:00-17:00, Fri 07:00-13:00
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The Royal Society for Conservation of Nature (RSCN) “All that Jordan has accomplished in nature conservation, both at the national and the international level, enables us to enter the new millennium with confidence, supported by the great legacy of King Hussein and of international initiatives to conserve our planet, you [RSCN] are seeking to safeguard our rich natural resources for the welfare of future generations.” - His Majesty King Abdullah II bin Al Hussein
The Royal Society for the Conservation of Nature (RSCN) aims to conserve Jordan’s biodiversity, integrate its conservation programs with socio-economic development, and promote wider public support and action for the protection of the natural environment within Jordan and its neighbouring countries. RSCN believes that conservation and economic development can go hand-in-hand, seeing the potential in Jordan’s nature to provide an alternative economy for members of less-privileged rural communities.
Helping people…helping nature RSCN was established in 1966 under the patronage of His Majesty the late King Hussein. An independent, non-profit and non-government organization, the RSCN is devoted to the conservation of Jordan’s natural resources. The Government of Jordan has given RSCN the responsibility of protecting the Kingdom’s natural heritage, making RSCN one of the few voluntary organizations in the Middle East to be granted such public service mandate. As a result of its pioneering conservation work, the Society has achieved international recognition. RSCN’s eco-tourism projects - seen as a model for sustainable development in the Mediterranean region - are bringing several benefits for nature 90
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conservation, namely, substantial income for biodiversity protection, employment and revenue for local communities. This increases support from local people for conservation, as well as garners more support from decision makers and the Jordanian population in general, who are able to see the tangible social and economic value of nature conservation. RSCN accomplishes its role of conserving Jordan’s natural resources by setting up and managing protected areas to safeguard Jordan’s natural environment and biodiversity. Research is also conducted regularly to provide a scientific base in aiding conservation efforts. To raise awareness on environmental issues, in the hopes of raising a nature conscious generation, RSCN invests in educating school students
by establishing nature conservation clubs, providing educational programs in the reserves, and integrating biodiversity concepts in school curricula. The Society also provides training and capacity building for environmental practitioners and other institutions throughout Jordan and the Middle East. RSCN further promotes public action for environmental protection through campaigns and activities organized by an advocacy committee of volunteers from different sectors. RSCN’s Conserving Biodiversity programs include mammals, reptiles & amphibians, birds, invertebrates, and flora. Creating Job Opportunities RSCN creates job opportunities for women who live in and around the nature reserves by setting
up workshops to provide them with technical expertise and designs. The trained women are then offered job opportunities in eco-tourism and product development such as jewelry making. Through these socio-economic programs, RSCN also inspires local communities to protect Jordan’s natural heritage. The finished products are eventually sold through select retail outlets, most notably at Wild Jordan, in Jabal Amman. All in all, RSCN ensures the socio-economic development of rural communities by creating job opportunities through eco-tourism, craft production, and other nature-based businesses. Among the small businesses created to date are hand-crafted silver jewelry, organic jams and fruit leathers, painted ostrich eggs, sandblasted frames, environmental board games, natural 100% olive oils, as well as goat leather nature Best of Jordan
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boxes. All of these initiatives are tied to a strong promotional concept that uses the conservation philosophy as the main selling point. Nature Shop The Nature Shop at Wild Jordan offers nature products which come directly from numerous socio-economic projects throughout Jordan’s nature reserves. All products purchased at Wild Jordan contribute directly to the protection of Jordan’s natural heritage. The Nature Shop of RSCN includes: Jewellery, Leather Products, Ostrich Eggs, Orjan Soap, and other miscellaneous products.
T O U R I S M D E S T I N AT I O N S Highlights of RSCN’s Eco-tourism Projects Eco-tourism facilities and activities have been created in four protected areas so far: Dana, Mujib, Ajloun and Azraq. These areas have widely different habitats and landscapes including rugged mountains, Mediterranean forests, and desert wetlands. Set in Wadi Araba’s remote and exceptional landscape, the Feynan Eco-lodge forms the western gateway to the spectacular Dana Biosphere Reserve. Running deep into the arid mountains of Jordan’s Rift Valley, the Feynan Eco-lodge is isolated from paved roads and electricity supplies. The uniquely designed lodge of 26 rooms is completely candle-lit throughout the calm nights of Wadi Araba, creating an unbelievably relaxed atmosphere. All rooms include a private bathroom and spacious terraces alongside a central courtyard. Every room in the lodge has its own special ambiance, making a stay at the lodge an unparalleled experience.
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Established in 1989, the Dana Biosphere is the most developed reserve for tourism, offering a guest house, campsite, and an ecolodge, in addition to a range of trails and tour programs. Hiking is the main activity in Dana, which covers an area of 320 km2 of rugged and beautiful landscape along the face of the Great Rift Valley. Many visitors simply visit to enjoy the amazing mountain scenery and experience the local culture. Dana Biosphere is the only reserve in Jordan that includes the four different bio-geographical zones of the country; Mediterranean, Irano-Turanian, Saharo Arabian and Sudanian penetration. As such, it is the most diverse nature reserve in the Jordan in terms of habitats and species.
Established in 1987, the Mujib Reserve covers an area of 212 km2, bordering the Dead Sea at 416 meters below sea level. At the ever so popular Mujib, RSCN has developed the most exciting water trails in Jordan. These take you through deep gorges of red sandstone lined with palm trees, and down high waterfalls assisted by ropes. A ‘chalet village’ has recently been opened at the edge of the Dead Sea offering overnight accommodation with spectacular sea views. Mujib is also an internationally important passage way for migratory birds such as White Storks, August, Black Storks, Buzzards, Honey Buzzards, and Levant Sparrow Hawks among others. In complete contrast, the Ajloun Forest Reserve which was established in 1987, offers tranquil wooded hills in the north of Jordan, which one can enjoy by staying in a tented lodge or more individual cabins. The Ajloun Reserve consists of a Mediterranean-like country hill with a series of small and medium winding valleys, where a range of trails and tours have been developed for visitors to see important archaeological sites and experience local village culture.
Established by RSCN in 1976, the Azraq Wetland Reserve lies in the Eastern Desert and its oasis is famous for migrating birds. It is distinguished by lush marshland and natural water collections that form glittering pools and streams, giving Azraq its name, which is the Arabic word for ‘blue’. A unique lodge has been created nearby in a renovated 1940’s British Field Hospital that offers a comfortable and very unusual base from which to explore the wetland and the Eastern Desert. It is worth noting that the Azraq wetland is the only oasis in the Arabian Desert with a selfreplenishing system that has allowed it to sustain itself throughout the years. International Partners of the RSCN Birdlife International: RSCN was the first Birdlife International partner in the region, and has worked in association with Birdlife to carry out many national conservation initiatives throughout the years. Birdlife International has partnered with RSCN as a step to fulfilling its main goal to conserve birds and their habitats on an international level. The World Conservation Unit (IUCN): RSCN is a valuable member of IUCN, the largest democratic conservation agency in the world, and through its advocacy efforts, support was instrumental in backing the establishment of IUCN’s regional office in Amman covering West Asia/Middle East (WAME). IUCN WAME signed a memorandum of cooperation with RSCN in 2005. In addition, IUCN is a main partner of RSCN in the implementation of the Jordan Rift Valley Project and are co-financing part of the project through direct technical support. International Fund for Animal Welfare (IFAW): Since 2006, RSCN has worked in cooperation with IFAW, aiming to enhance biodiversity protection in Jordan. Through this partnership, both have collaborated on several activities such as providing training to build the capacity of regional CITES enforcement officers, and supporting the progress of the rangers and environmental police unit, in addition to annually organizing the Animal Action Week.
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Jordan Tourism Board (JTB) Bringing the World into the Kingdom
Somewhere on a television set at a restaurant in Canada, between the evening film and a cereal commercial, footage of Wadi Rums’ sand-sculpted cliffs and Jerash’s picturesque hills dominate the screen. The advertisement, enticing viewers to visit this mystical land of the Nabataens, accomplishes its intended goals as customers glance from their entrées towards the screen. It is this kind of promotional activity that shows the incredible reach that the Jordan Tourism Board is achieving. The Jordan Tourism Board (JTB) was officially launched in March 1998 as an independent, public – private sector partnership, committed to utilizing marketing strategies in branding, positioning, and promoting the Jordan tourism product as the destination of choice in international travel markets. The adopted strategies are tuned to reflect the true image of Jordan as a cultural, natural, religious, adventurous, and leisurely destination, as well as a prime MICE destination.
Jordan’s main amusement assets. Great comparative advantages of this sector include guaranteed sunshine for eight months of the year, plus a powerful base of unique cultural attractions such as Petra, Jerash, Bethany Beyond the Jordan, and the early Islamic Desert Castles. Further attractions include a wide range of very different, often stunning natural environments that are easily accessible and virtually undiscovered by the tourism industry.
As part of its marketing strategy, JTB plans and executes an integrated program of international promotional activities. This program includes the active participation in trade fairs, trade workshops, trade and consumer road shows, familiarization trips, press trips, brochure and multimedia productions, and media relations. To carry out their goals, JTB utilizes the services of eleven offices in Europe and N. America. The board concentrates its activities into six different categories; fun and adventure, history and culture, eco and nature, leisure and wellness, religion and faith, and conferences and events. The fun and adventure category, the main thrust of any tourist board, is dedicated to promoting
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In the History and Culture category, JTB promotes the vast multitudes of historical sites like Petra, Jerash, Aqaba castles, and Desert castles to name just a few, all of which emphasize Jordan’s richness as a Kingdom steeped in history and culture. In the ecotourism sectors, JTB cooperates with the Royal Society for the Conservation of Nature (RSCN) to promote the country’s natural treasures such as the nature reserves of Ajloun, Azraq, Wadi Mujib, and Dana Nature Reserve. In the Leisure and Wellness sectors, the board highlights Jordan’s renowned therapeutic resources like the Dead Sea and other various springs like Hammamat Ma’in with first-class resorts offering a diverse range of amenities. The goal is to promote a unique and relaxing experience catering to tourists’ health, fitness, and beauty needs. In the religion and faith category, JTB concentrates on significant sites which form part of human history by virtue of simple deeds, and profound messages of prophets who walked the land and crossed its rivers during their lives. Many such sites which are believed to have witnessed prophet miracles, have been identified, excavated and protected to ensure convenient access to visitors. Finally, JTB’s dynamic marketing strategies for new establishments such as the Dead Sea Convention Centre, have triggered a steady boost of the MICE sector in Jordan’s tourism industry. Also, JTB coordinates with various Jordanian tourist agencies to pool progressive resources and streamline the country’s tourism operations. Best of Jordan
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The board further provides resources such as the Itinerary Generator, which helps tourists plan their holidays in Jordan. The sheer amount of services provided by JTB, and the passion by which it employs its mission, has reaped in the last few years as the numbers of incoming tourists have steadily increased. This displays the resounding success of an organization that will always be considered a vital part of Jordan’s economic fiber.
Visitors to the Touristic Sites
2007
2008
Increase Percentage
Petra
581,145 813,267
39.9%
Jarash
227,875 351,508
54.3%
Karak
121,600 153,875
26.5%
Ajloun
122,249 141,869
16.0%
87,657
125,068
42.7%
101,139 207,439
105.1%
Umqais Wadi Rum
142,419
53.7%
Madaba/ Map
Baptism site
164,044 298,602
92,647
82.0%
Mount Nebo
200,076 326,702
63.3%
www.visitjordan.com
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Aqaba The Booming City on the Coast
The trip on the Desert Highway passes to the city of Aqaba, Jordan’s only outlet to the sea. It is an invigorating sight when one sees the clear blue sea; a welcome relief after the long journey. But the city is no longer just a small coastal town cutting the monotony of the desert. As indicated by the massive construction projects underway in the city, Aqaba is quickly becoming a major hub of trade and business. In the last five years, names of huge real estate companies who have climbed the bandwagon of civic development and projects in Aqaba have exponentially increased. Projects like Saraya Aqaba, Ayla Oasis and Talabay have announced massive developments that will turn the red sands of this picturesque city into a new metropolis at the coast of the Red Sea. The reasons behind the interest in this small coastal strip may well go back to the same motivations that inspired past civilizations to set-up in this ancient town. History Since 4000 BC, Aqaba has been an inhabited settlement thanks to its strategic location at the junction of trading routes linking Asia, Africa, and Europe. It was the center of the Arab Nabataeans, 96
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who populated the region extensively. The Ptolemaic Greeks called it Berenice, and the Romans Aila and Aelana. No matter what name it was known as, Aqaba has always served as a key city in the area. During Roman times, the great long distance road, the Via Traiana Nova, led south from Damascus through Amman, and terminated in Aqaba where it connected with a west road leading to Philistia and Egypt. Soon after Prophet Muhammad’s (peace be upon him) conquests, the area came under the rule of the Islamic Caliphate, and thereafter passed through the hands of such dynasties as the Umayyads, Abbasids, Fatimids and Mamluks. The early days of the Islamic era saw the construction of the city of Ayla. During the 12th century, the Crusaders occupied the area in which Aqaba stands and built their fortress of Helim there. By 1170, Aqaba had been re-conquered for Muslim rule by Salahuddin. The Mamluks took over in 1250 and rebuilt the fort of Helim in the 14th century under one of the last
Mamluk sultans, Qansah al-Ghouri. This fort still stands today, as will be discussed in the tourism section. Yet perhaps, the prime reason that Aqaba is booming today is because of a more recent historical event. In August 2000, the Aqaba Special Economic Zone Authority Law was passed by the Jordanian Parliament. The law established the Aqaba Special Economic Zone Authority (ASEZA) as the statutory institution empowered with regulatory, administrative, fiscal and economic responsibilities within the Aqaba Special Economic Zone (ASEZ). The Aqaba Special Economic Zone Authority Aqaba’s economy is greatly improving because of the economic zone created by the ASEZA, which was inaugurated in 2001 as a bold economic initiative by the government of Jordan. A liberalized, low tax, duty-free and multi–sector development zone, the ASEZ offers multiple investment opportunities in a strategic location on Best of Jordan
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the Read Sea covering an area of 375 km², and encompassing the total Jordanian coastline (27 km), the sea-ports of Jordan and an international airport. Striving to turn Aqaba into a world class Red Sea business hub and leisure destination, ASEZA sustains a globally competitive investor –friendly environment, and utilizes entrusted resources in harmony with the Zone’s Master Plan to internationally recognized standards.
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The Aqaba Development Corporation (ADC) was launched at the beginning of 2004 by ASEZA and the Government of Jordan as a new private sector corporation to act as the central development body for ASEZ. Ownership of Jordan’s ports, the city’s international airport, strategic parcels of land and their asset development rights, key infrastructure, and utilities have all been transferred to ADC. ADC’s objectives are to develop and manage these strategic zone assets in order to leverage value from this asset base. Since its inception, ADC has attracted over $8 billion worth of committed investments to ASEZ. This included 3 mega tourism projects that are expected to create over 15,000 jobs over the coming 10 years. The South Industrial Zone (SIZ) is one of the prime investment opportunities within ASEZ. Comprising some 12 square kilometres of vacant, readily developable land, it encompasses and surrounds the existing heavy industrial district. It is also directly adjacent to the new site of Aqaba’s seaport to be built over the coming five to seven years. Already present are the marine terminals for import and export of dry bulk and liquid bulk commodities.
SIZ’s development concept is to build an industrial area that provides for the development of existing industries in an orderly manner and related industries downstream. Significantly, SIZ aims to provide a world-class industrial park to enable the progression of new industries. The SIZ concept plans for industrial clusters which meet the demands of existing and new industries, in addition to providing centralized grouping of services such as cooling water, pipelines and conveyors where possible, as well as plans for inter-modal transport centers enabling swift transfer of goods and people. Also, SIZ dedicates part of the area to anchor an integrated agrochemical/fertilizer cluster, using the competitive advantage of Jordan and its neighbours in phosphate, potash and natural gas resources, as well as taking advantage of the existing fertilizer industry and deepwater ports (both existing and under-development). Furthermore, remaining areas have been dedicated for heavy chemical industries.
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The Red Sea and Tourism in Aqaba Visitors will find themselves at the Red Sea resort of Aqaba when desire, sun, and sea meet the mystical atmosphere of antiquity. For water sports and winter warmth, Aqaba is almost unprecedented. The sunny weather and hospitality of the locals create a delightful place for perceptive holidaymakers. The resort city is surrounded with palm trees and lapped by the crystal clear waters of the Gulf of Aqaba. The northern breeze cools the coast while creating the necessary wind to surf on the majestic waves. Of course, Aqaba is also a great base from which to explore Petra and Wadi Rum. Perhaps Aqaba’s greatest asset is the Red Sea itself, where one may experience some of the best snorkelling and diving in the world. The temperate climate and gentle water currents create the ideal environment for the growth of corals and a teeming plethora of marine life. More than 1100 species of fish have been recorded in Aqaba, and around 10% of these are found nowhere else. A dazzling undersea world of coral, fish, and other marline life is just meters off the sandy beaches. Popular water-sports in Aqaba include snorkeling, water skiing, wind surfing, and unsurpassed scuba diving.
There are many historic sites to be explored within the area, including what is believed to be the oldest purpose-built church in the world, The Mameluk Fort. The fort is one of the main historical landmarks of Aqaba, rebuilt by the Mameluks in the sixteenth century. Square in shape and flanked by semicircular towers, the fort is marked with various inscriptions representing the latter period of the Islamic dynasty. Special ancient and medieval archaeological sites include the Castle of Salahuddin on an island in the middle of the gulf, the early Islamic city called Ayla (which includes the Uthman Mosque, built during the caliphate of Uthman bin Affan), the Aqaba Fort, and an impressive museum at the house of Sharif Hussein bin Ali (great grandfather of King Hussein). Whether a tourist destination or a booming business hub, the city of Aqaba will continue to play a critical role in Jordan’s future, as it did in its significant past. Best of Jordan
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Wadi Rum The Valley of Civilizations
A stupendous, timeless place, Wadi Rum is virtually untouched by humanity and its destructive forces. Here, it is the weather and winds that have carved the imposing, towering skyscrapers.
Wadi Rum was also known as ‘The Valley of the Moon’ by Prince Faisal Bin Hussein. The Prince and T.E. Lawrence based their headquarters here during the Arab Revolt against the Ottomans in World War I; their exploits are intrinsically woven into the history of this amazing area. Wadi Rum did not merely gain prominence in the 1910s, but rather has always been an essential part of Jordan’s heritage and history. In this timeless place, indications of man’s presence since the earliest known times are everywhere. Wadi Rum has been inhabited by many human civilizations since prehistoric times. Many cultures, including the Nabateans, have left their mark in the form of rock paintings, graffiti, and temples. People have lived in Rum for thousands of years, struggling to survive in its harsh environment. They had been hunters, pastoralists, farmers and traders. Wadi Rum was uncovered as a climbing area in 1984 by Tony Howard, Di Taylor, Mick Shaw, and Al Baker. Howard and Taylor have since written two guidebooks: Treks and Climbs in Wadi Rum and Jordan, and Walks, Treks, Caves, Climbs and
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Canyons, both published by Cicerone Press from the United Kingdom. The Bedouin people that inhabit the area still maintain their semi-nomadic lifestyle. They are famed for their hospitality, often inviting random visitors for coffee or even a meal. The area centered on Wadi Rum is home to the Zalabia Bedouin who made a success of developing eco-adventure tourism, working with climbers and trekkers. The area around Disi, home to the Zuweida Bedouin and erroneously also thought to be part of Wadi Rum by visitors, caters more for Jordanian visitors from Amman, with campsites regularly used by party-goers. One of the most popular party events is the annual Distant Heat. Popular activities in Rum’s desert include camping under the stars, riding Arab horses, hiking, and rock-climbing amongst the massive rock formations. Jabal Rum is the second highest peak in Jordan and the highest peak in central Rum, rising directly above Rum valley opposite Jebel um Ishrin, which is one meter lower. The highest peak in Jordan is south of Rum close to the Saudi border. Named Jebel um Adaami, it is 1840m high and was first located by Defallah Atieq, a Zalabia Bedouin from Rum. On a clear day, it is possible to see the Red Sea and the Saudi border from the top. Recognizing the unique natural and cultural history of Wadi Rum, and the vital importance of its tourism to the local economy, the government of Jordan declared Wadi Rum a protected area in 1998. With support from the World Bank they commissioned the Royal Society for the Conservation of Nature to prepare a conservation plan and build a team of local people to manage the area. This team is now under the Aqaba Special Economic Zone Authority and is pioneering ways to restore and safeguard Rum’s sensitive desert habitats from ever-increasing human pressure. In 2006, Wadi Rum became a UNESCO World Heritage site; a culmination and an indication of its importance not only to Jordan, but to the region as a whole.
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Petra A World Wonder
“One of the most precious cultural properties of man’s cultural heritage” -UNESCO
The stroll in the Siq of Petra feels like a stroll in history. The site’s glory magnifies at the first sight of the ‘Khazneh’; its glorious façade peeking through the rose-colored canyon, where the legacy of the ancient Nabataeans stands tall more than 2000 years later. It is no wonder that Petra has become a UNESCO world heritage site, and more importantly, voted as one of the world’s new seven wonders in 2007. Somewhere at the crux of time, at the edge of what was once known as the Fertile Crescent, a mighty empire rose to dominate the sifting sands of the area around the Northern Red Sea coast. The empire was historically inhabited by the powerful Nabataeans, who regulated the meager waters of the area into an efficient irrigation system. The sophisticated system had managed to become the envy of competing empires, and would be replicated by others in years to come. The Nabataeans built Petra as a testament to their accomplishment; a city that would survive the test of time and nature’s most grueling elements, to become the shinning jewel of the southern Jordanian desert. Thus, Petra became the capital of the Nabataeans; their most treasured city. The silks of China, spices of India, and perfumes of Arabia all found their way through to the Rose City. Perhaps, in more ways than one, Petra was already a World Wonder. The intermingling of cultures - a result of intercontinental commerce - ultimately produced rich art and architecture in the ancient city. But as with every rise, there must eventually be a fall. The end of Petra as a trading hub came in A.D. 363, when the city was shattered by an earthquake. The depleted shell of the great city was abandoned in the seventh century; stories of its existence confined to mystical legends of local tribes. These circumstances led to Petra’s eventual decline, and the city remained a secret to all except the area’s Bedouin tribes. The ruins of Petra were a mystical object of curiosity in the Middle Ages, and were visited by the Sultan Baibars of Egypt towards the close of the 13th century. Yet it was not until 1812, when the Swiss explorer Johann Ludwig Burckhardt rediscovered Petra, that it rose to prominence again. When Burckhardt stumbled into the ancient city, fascinating stories and tales began to circulate in Europe, unveiling the charms of a once forgotten city. Today, Petra is incredibly well preserved, and is by far Jordan’s main tourist attraction. Attracting between 2,500 and 3,000 visitors daily, the ancient city generates a significant amount of revenue for the Kingdom. According to the Ministry of Tourism, a total of 100,000 tourists visited Petra during the month of October 2008 alone, with some 645,000 visitors in the first 10 102
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months of the year. These tourist numbers have spurred a rapid development in the area, seeing the development of major international hotels such as the Petra Marriot in the last few years. In 2007, Petra competed against other grand, global historical sites, such as the pyramids of Egypt for a prized spot in the World’s New Seven Wonders. Petra prevailed and won this distinction, creating a seismic wave in its tourist potential. The picturesque site is also featured in various works of American popular culture such as the movies Indiana Jones and the Last Crusade, Passion in the Desert, Mortal Kombat: Best of Jordan
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Annihilation, Sinbad and the Eye of the Tiger, and the Sisters of Mercy music video, Dominion. Petra was also recreated for the video games Spy Hunter, Lego Indiana Jones and Sonic Unleashed, and appeared in the novels Left Behind, Appointment with Death, The Eagle in the Sand and The Red Sea Sharks. Whether as Jordan’s prime tourist site, or as a stunning backdrop for the latest Hollywood movie, Petra will always echo the reminiscent glories of days bygone.
T O U R I S M D E S T I N AT I O N S
Taybet Zaman Hotel & Resort Village A Timeless Tale
Once upon a time, an ancient village called Taybeh found itself on the brink of extinction, unable to find its place in the modern world. Yet the local mayor, Abu Firas, never lost hope. In an attempt to retain Taybeh’s rich heritage, and secure the livelihoods of its remaining families, Abu Firas presented an astonishingly progressive proposal to transform his village into a world-class resort. His plan was simple: establish a cooperative relationship with a developer who would lease the village, while allowing for locals to participate in its growth. That investor was the Jordan Tourism Investment Group (JTI). Today, Taybet Zaman is an exceptional experience of the best of yesterday, amid the best of today. JTI immediately appreciated that this old farming village is a cultural treasure that must be preserved. The concept of conserving Jordan’s heritage wasn’t new to this group; they had already remodeled a 19th Century estate just outside Amman, creating an instantly successful tourist village called Kan Zaman. Inspired by its winning blend of ancient workshops and contemporary conveniences, JTI organically expanded by taking on Taybeh. As the plans for Taybeh evolved, achieving the perfect balance between past and present became the foremost goal; only then could they create something timeless. And, true to Abu Firas’ vision, the group recognized the importance of Taybeh’s original inhabitants.
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“My father always placed great sentimental value on Jordan’s history and family structures,” explains Yazid Abujaber, Managing Director, JTI. “Accordingly, one of the key principles behind the project was the establishment of a community partnership, which had never really been done to the extent which we proposed. We completely understood though, that it was the best way to preserve Taybeh’s cultural integrity.” By employing Taybeh’s residents, JTI’s social impact is profound. Pioneering this ambitious project proved significant beyond its cultural contributions, as JTI carefully created an environmentally conscious, sustainable resort. From using local stone and recycling programs to locally-made natural soap and food grown at nearby farms - from beginning to endconservation was crucial. “Our intent was always to retain the true roots of this village,” says Abujaber. “Taybeh was nearly lost to us all.” A Happy Ending Taybet Zaman is undoubtedly a unique, modern interpretation of 19th Century Jordan, nestled in a luxurious five-star setting. Ideally situated just 12 km from Petra, Taybet Zaman enjoys breathtaking views of the Sharah Mountain Range, and endless vistas of the valley and sky. Only a 2 ½ hours drive from Amman, and 1 ½ hours travel from the Red Sea port of Aqaba, Taybet Zaman achieves the ideal balance for those wishing to experience the spirit of the 19th Century lifestyle without sacrificing modern comforts. Remarkably, the resort’s 102 guest rooms and suites, as well as the grand royal suite, are all rooms where the original inhabitants once lived. The resort’s thick stone walls magnificently keep cool through harsh summers and warm during winters. The houses’ windows and doors are adorned with rustic shutters of weathered arrowroot wood. Inside, supporting arches are still blackened by fires of days bygone. Furnishings are comfortable, yet faithful to the 19th Century with an exotic dash of Arab indulgence, and luxurious modern amenities complement the rustic accommodations. All of Taybet Zaman’s climate-controlled rooms feature private bathrooms with hairdryers, satellite TV, direct-dial telephones, well-stocked mini-bars, 24-hour room service, and access to safedeposit boxes. Well-tended walkways meander through the resort, ultimately leading to the old village center, with its original water-well and marble benches. Vivid bougainvillea vines cascade over the stone walls and grand archways, creating vibrant natural artwork at every turn. The area comes alive every night, with regular entertainment and a wide variety of food and beverage to fulfill the guests’ every need.
Taybeh Village’s history is always evident, whether at the handicraft souk or the small shop that sells a selection of incense, tea, hand soaps, and body creams. During the warmer months, Taybet Zaman’s refreshing outdoor swimming pool is a welcome respite after exploring the many sights in the area. The resort’s Hammam designed with original Ottoman features - offers professional massage, and traditional Turkish spa rejuvenation and relaxation services. Guests may enjoy a leisurely, evening cocktail, along with Petra’s stunning sunset views at a garden bar decorated with local farming artifacts, and colorful hand-woven cushions. Integral in Taybet Zaman’s five-star rating, are several exceptional restaurants that offer the finest in Arabic and international cuisine. A well-appointed ballroom is also available for special events and can accommodate large groups of up to 300 guests. The Saraya ballroom seats a maximum of 150 theatre-style. • Taybet Zaman is the Global winner of the British Airways Tourism for Tomorrow Award, • Recipient of the Green Global Commendation Award, • The EIBTM Greeting of Business Award, • The Guild of Travel Writer’s Otter Award.
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T O U R I S M D E S T I N AT I O N S
The Dead Sea The World’s Largest Natural Spa
Not many places in the world could be described as historic, therapeutic and trendy in one sentence, but the Dead Sea can. From historic presence to glitzy hotels, the lowest lake on earth has, and always will, play host to countless tales.
The waters at the lowest point on Earth glisten under the sun almost like a mirage, emerging after the long descend from the hills of Jordan. Long renowned for its unique healing properties, the Dead Sea is a highly saline, mineral rich lake that rests at the bottom of the Dead Sea basin. The highly salty water, as seen by the salt clump formations hugging its shores, makes it impossible for any living organism to live there, hence its dark name. On the other hand, the extremely salty water also makes it famous for its comfortable, distinctive floating experience.
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There are multiple theories as to how the Dead Sea was formed. One of them states that around three million years ago, what is now the valley of the Jordan River, Dead Sea, and Wadi Arabah, or the Rift Valley, was repeatedly swamped by waters from the Mediterranean Sea. The waters flowed in a narrow, crooked bay which was connected to Mediterranean through the Marj Ibn Amer valley. Over the years, the continuous flow caused by seasonal floods and climatic changes created a lake that occupied the Dead Sea Rift Valley, the lowest point on earth. The lake would eventually become 3 meters thick and would develop into the world’s most salline body of water.
The Dead Sea features significantly in the area’s ancient history. In biblical times, the Dead Sea is believed to inhabit the old location of Sodom and Gomorrah. The Greeks knew the Dead Sea as “Lake Asphaltites”, because of the naturally surfacing asphalt. It was a place of refuge for King David and a health resort for Herod the Great; a clear sign that the therapeutic qualities were known a thousand year ago. The lake was given its modern name in the 2nd century when the Greek traveler, Pausanius, dubbed it the “Dead Sea”.
This unique lake has been transformed in the present by the site of luxury hotels that dot the northern shore of the Dead Sea on the Jordanian side. Set amid scenic arid mountains, today the Dead Sea is a popular destination for those seeking relaxation and rejuvenation. The area remains warm throughout the year offering a tranquil haven for harmony and respite. The Dead Sea waters contain more than 20 minerals, 12 of which are unique to the sea and can’t be found anywhere else in the world. Also, because of the low altitude, the atmosphere at the Dead Sea is thicker than anywhere else, and filters out the majority of harmful ultraviolet rays, making it a great place to tan. Thanks to its unique elements of nature, life and quality of life at the Dead Sea are unlike any other place in the world. People of all countries and of all wakes of society make frequent “health and well being pilgrimages” to this region. The climate and the mineral qualities are major features in the variety of its therapeutic qualities, of its beauty treatments and of the menu of bodily pleasures to choose from.
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In recent decades, the Dead Sea has been rapidly shrinking because of diversion of incoming water. The extremely low elevation and scorching heat causes the evaporation levels in the region to reach remarkable levels. Subsequently, the high levels of evaporation are also coupled with groundwater level drop. Although the Dead Sea may never entirely disappear, because evaporation slows down as surface area decreases and salinity increases, it is feared that the Dead Sea may substantially change its characteristics. There have been several proposals for a canal to transport Mediterranean Sea or Red Sea water to the Dead Sea. One of the plans which were suggested as a means to stop the recession of the Dead Sea is to channel water from the Red Sea, either through tunnels or canals. No matter which rescue plan is implemented, the continual survival of the Dead Sea will always be at the top of the Jordanian national agenda.