FOREWORD

International Group Publisher

Sven Boermeester

Publisher & Managing Group Editor

Lisa Durante

Publisher
Imad Abdel Hadi

Welcome to ‘Best of Jordan’ General Manager

Ammar Abdel Hadi

vol. 2, where the Kingdom’s Project Manager

Jamileh Kharouba

achievers are brought Account Manager

Diala Abu Jaber
together to tell their colorful Editor

stories to the world. Mirna Khalfawi

Senior Writer
Sameh Abu Jarur
In this unique publication, Jordan’s business, investment, art and tourism
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4 Best of Jordan
 Team
‘Best of Jordan’

Best of Jordan 5
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

BEST OF JORDAN HOSPITALITY & BANKING &
DINING INVESTMENT

CHAPTER 7 / PAGE 88 CHAPTER 8 / PAGE 110 CHAPTER 9 / PAGE 124

TOURISM NGOs FILM MAKING
DESTINATIONS IN JORDAN

6 Best of Jordan
CHAPTER 4 / PAGE 62 CHAPTER 5 / PAGE 72 CHAPTER 6 / PAGE 78
CORPORATE COMPANY MEDIA & MARKETING HEALTH & WELLNESS
PROFILES

CHAPTER 10 / PAGE 134 CHAPTER 11 / PAGE 150

CREATIVE PIONEERS SPORTS & LEISURE

Best of Jordan 7
8 Best of Jordan
Best of Jordan 9
“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
 The Greater Amman Municipality
BEST OF JORDAN

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

12 Best of Jordan
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.
Best of Jordan 13
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.
BEST OF JORDAN

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
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.

14 Best of Jordan
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 As the city of Amman embarks on the path to a
celebrate agriculture, while protecting Amman’s brighter future with GAM at its helm, it has never
limited remaining forests. The principles strongly forgotten its soul. The GAM plans and strategies
encourage compact urban growth that will allow have internalized the hopes of its residents, the
for the most efficient use of existing services, the diversity of its culture, and the splendor of its
promotion of increased transit utilization, and the history. The fulfillment promise that the year 2025
improvement of pedestrian accessibility. holds, will certainly inch us closer to international
modernity scales, but most importantly, it shall
Finally, Industrial areas will be concentrated crown Amman’s magnificent legacy.
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.

www.ammancity.gov.jo

Best of Jordan 15
 Jordan Investment Board
BEST OF JORDAN
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?
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.
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.
16 Best of Jordan
How did the designation of JIB as an
individual unit accelerate the endorsement
of investment in Jordan?
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.
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 after-
care 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
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 17
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
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.

18 Best of Jordan

What sort of activities do you employ
internationally in promoting Jordan as an
ideal investment destination?
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 audio-
visual 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 one-
to-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.
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.
Best of Jordan 19
BEST OF JORDAN
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.
www.jordaninvestment.com
 His Majesty King Abdullah II
BEST OF JORDAN

“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 socio-
economic and political life.

20 Best of Jordan
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 nine-
square-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 21
BEST OF JORDAN

22 Best of Jordan
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
Best of Jordan 23
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.
 Her Majesty Queen Rania
BEST OF JORDAN

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
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 Al-
Abdullah (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 Al-
Hussein (then Prince) and Queen Rania wed in
1993, and now have four children:  HRH Prince

24 Best of Jordan
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 income-
generating 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 co-
existence. 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.
Best of Jordan 25
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.

26 Best of Jordan
 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.

Best of Jordan 27
 Jordan
BEST OF 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 Trade Agreement (AFTA), Euro-Mediterranean
of today’s ever-changing urban framework, Association Agreements with Jordan, United
stories from the past still stand tall, offering a States-Jordan Free Trade Agreement, and the
mesmeric glimpse into the Kingdom’s history. QIZ agreements.

A bustling hub of investment, hospitality, and Natural Resources

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 hand-
woven 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 micro-
ism 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
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.
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
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
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

28 Best of Jordan

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
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.
Jordan ranks as 58th in the world in
terms of economic freedom according
commercial banks, two Islamic banks, five to the Heritage Foundation.
investment banks, and eight foreign banks. Three
major Middle Eastern banks entered the market
in 2004, offering more variety of financial services. Tourism accounts for approximately
The Arab Bank dominates the sector, accounting 11% of Jordan’s total GDP
for about 60 percent of total assets. The
government does not own commercial banks,
but does own five specialized credit institutions Jordan holds the highest female literacy
focused on agricultural credit, housing, rural and rates in the region, with 82 percent
urban development, and industry. The insurance literacy rates among all segments of the
sector is small but open to foreign competition. female population
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 29
 Fast Facts Jordan
BEST OF 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 Best of Jordan

Elevation extremes:
Lowest point: Dead Sea -408 m
Highest point: Jabal Ram 1,734 m
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 wide-
spread and can be accessed in any part of the
country.
Telecommunications:
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.
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 31
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:
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
“I may live in America, but in Jordan, I am always welcomed home.”
-Peter Greenberg, Today Show, NBC News
Hospitality & Dining
CHAPTER TWO
 ATICO - Fakhreldin Group
H O S P I TA L I T Y & D I N I N G

A Continuing Story of Success in Hospitality

Established in 1992, ATICO Fakhreldin Group specializes in investing and operating in the hospitality sector in Jordan and the Middle East.
An icon of quality and innovation, ATICO has secured a position as the leading hospitality management group in Jordan. It started its first
project with AlQasr Metropole Hotel, a four star boutique hotel, and expanded to include Fakhreldin Restaurant, Ren Chai, Yoshi, Vinaigrette
Salad & Sushi Bar, Nai Club & Lounge, Trattoria Casa Della Pasta, The Courtyard, Wild Jordan Café, Amigo, Bistro One, Fakhreldin & Co.
and Kebab Express. The company has also expanded outside the Kingdom, starting with Taboula Restaurant in Cairo.

AlQasr Metropole Hotel

A charming four star boutique hotel, AlQasr
Metropole enjoys breathtaking views of Amman.
Located in the most prestigious and commercial
area in the capital, the hotel’s 66 rooms offer an
abundance of modern amenities for all travelers’
necessities. With the highest standards of
excellence, and a devoted team of attentive staff,
AlQasr Metropole is famed for being the ideal
destination for business and pleasure.

Trattoria Casa Della Pasta

In a relaxed ambience, this popular Italian pasta
house offers a selection of the finest home-made
pastas, genuine Italian dishes, and a wide range
of wines. It has also become known for its famous
fish market, with a considerable assortment of
fresh fish and shellfish delivered daily from the
Arabian Gulf.
AlQasr Metropole Hotel

Vinaigrette Salad and Sushi Bar Nai

Vinaigrette Salad and Sushi Bar Nai

On the 7th floor of the AlQasr Metropole, Nai remains Amman’s most popular and longest running night spot, maintaining its strong appeal for
Vinaigrette’s glass walls offer remarkable over seven years.  Renowned for its original music and style, it’s set amid distinctive modern décor
panoramic views of East and West Amman.  with oriental touches, creating a sophisticated, glamorous mood. Nai serves a fusion menu including
Specializing in a wide variety of cuisines, you Lebanese mezza, international favorites and Japanese specials prepared by award winning chefs. 
may ‘Create your own salad’, enjoy international This venue is very popular with the elite of the Jordanian society and with visiting celebrities.
platters or savor Japanese delicacies whilst
listening to Jazz music. The Sushi bar, Amman’s
first, displays an impressive variety of sushi,
sashimi, maki and temaki freshly prepared by
skilled resident sushi chefs. 

34 Best of Jordan
 The Courtyard
The Courtyard is a laid back, casual summer garden with white leather couches and private lounges
around a grass lawn set-up.  In winter, a heated tent is installed making it the perfect venue for
concerts, events and private parties. The Courtyard serves heartwarming dishes such as fresh oven
baked pizza, burgers and shawerma, as well as chilled drinks and the ever popular sheesha.

The Courtyard

Fakhr El Din Restaurant

Popular amongst royalty, government officials
and celebrities visiting Amman, Fakhr El Din
Restaurant has been Jordan’s leading Lebanese
restaurant for over 10 years. Set in an old charming
house that was renovated to preserve its original
heritage and style, Fakhr El Din specializes in
genuine Lebanese cuisine with exceptional
service.  The vast menu includes various oriental
mezza, succulent meats, fresh fish and several
delicious desserts of exceptional standard.
Fakhr El Din Restaurant

Wild Jordan Café

The Wild Jordan Café has a scenic location with magnificent views of old Amman and the
Citadel.  Located in the center run by the RSCN which aims to generate income for the communities
of the six nature reserves it oversees, Wild Jordan Café offers fresh, healthy, low fat and organic
dishes inspired by these reserves. The Café also contributes part of its revenues to support the local
communities.

Bistro One
This cozy Mediterranean bistro style restaurant is located in one of Amman’s charming old
neighborhoods, offering an intimate dining experience.  The menu is creatively delicious, offering
fantastic cuts of steak, fondues, seafood salads, fine wines and great cocktails, or more simply a
coffee and croissant al fresco on the summer veranda.

Wild Jordan Café Bistro One

Best of Jordan 35
H O S P I TA L I T Y & D I N I N G

Amigo Pub
Amigo is a laid-back pub that attracts an
alternative crowd, and is a great place to share
drinks with friends, enjoy a game of pool and
listen to original rock music or hits of the 80’s and
90’s.  Live music nights are not to be missed.

Ren Chai
A beautiful and contemporary fine dining Chinese
restaurant, Ren Chai creates an atmosphere that
emphasizes elements of nature in a modern
style.  If offers a range of Cantonese and
Szechuan delicacies, such as lobster and shark
fin soup as well as your favorite dishes. In the
summer, dine in the tranquil open air garden.
Ren Chai

Amigo Pub

Yoshi
The newest & most exciting concept, Yoshi,
offers a contemporary yet casual Asian all day
dining experience serving light Dim Sum, delicate
sushi items prepared live at the Sushi Bar,
authentic Tepanyaki, and ‘the best’ Asian platters
to share. Enjoy a huge range of exclusive Asian
teas by Tchaba as well as unique cocktails and a
great wine list. With a beautiful interior comprised
of wood paneled walls, banquet seating, fine
art as well as brass and bamboo fittings Yoshi
is a relaxing place to have a business lunch,
afternoon Japanese tea on the terrace or just to
meet friends at the bar for some light bites.
Yoshi

Fakhreldin & Co.

ATICO’s deli at Cozmo Superstore offers freshly
prepared, high quality food products from all of
its outlets.  Mezza from Fakhr El Din, Sushi from
Vinaigrette, hot items from Ren Chai, smoothies
from Wild Jordan Café and many other items are
delicately packed and ready to go.

Kebab Express
Freshly prepared Lebanese appetizers, healthy
sandwiches and delicious grills are served in a
fast food setting where all menu items have been
carefully selected from Fakhr El Din Restaurant’s
popular items. Kebab Express currently operates
two outlets with many more to follow in ATICO’s
plan of expansion.

Fakhreldin & Co. Kebab Express

36 Best of Jordan
Interview with Mr. Azzam Fakhreldin,
COO of ATICO
ATICO’s hospitality, dining, and
entertainment outlets, in addition to its event
management services are spectacularly
diversified. How do you fuse such a variety
under one umbrella?

We achieved this diversity by sustaining the

same vision for all of ATICO’s business divisions.
We strongly believe in the four Cs: Creativity,
Consistency, Cooperation, and Coordination.
ATICO’s initials further signify our corporate code
of ethics: A: Attention to detail, T: Trend Setting
and innovation, I: Involvement in community and
social responsibility, C: Consistency in standards,
O: Organization unity through our people. We
believe that our outlets’ unison relates directly
to our employees’ dedications who truly are
our assets. All above principles are embedded
throughout our entire team, resulting in the
durability and individuality of our businesses. A
high benchmark of quality has become associated
with our outlets since our establishment, and that
greatly fuels our motivation to keep it up.

What strategies do you implement in

securing your position as a leading
hospitality management group?

Mainly consistency and creativity - we have

always been initiators rather than followers,
pioneering the hospitality scene in Jordan. It
started when we established the first high quality
family owned boutique hotel, when we took over
in 1992. Also, in Arabic fine dining when Fakhr El-
Din opened in 1997, and later when we opened
the first local sushi bar (Vinaigrette Salad & Sushi
Bar). We are aggressive in our progressions,
taking risks despite market saturations because
we confidently believe in each of our products.
Plus, we are constantly on the lookout for market
ATICO head office team
needs and opportunities.

ATICO played a major role in shaping Jordan’s
entertainment scene. What is your biggest
achievement and toughest challenge?
Both my biggest achievement and toughest
challenge is ATICO’S earned credibility. It’s an
achievement because ATICO’s quality products
and services have set credible standards, which
our valued customers have become naturally
accustomed to. However ironically, it is also our
biggest challenge. When customers hold such
an expectant perspective of your product, there
is absolutely no room for mistakes. Another hefty
challenge restaurateurs face is the shortage of
trained personnel, therefore we pour our main
effort into training and rewarding programs.
ATICO is renowned for its CSR across
the kingdom. Would you brief us on your
community involvements?
involvements include King Hussein Cancer
Foundation, Tikyat Um Ali, Al Awdah Hospital
(Gaza Strip), and Al Itihad Woman’s Hospital
(Nablus) among others.
You are a rightful entertainment icon of
Jordan. With over 17 years of experience,
what is your view of the local hospitality
industry today?
It’s quite like ‘survival of the fittest’! When we first
entered the market, consumers’ expectations
were minimal. Today however, we operate in a
community which is highly exposed and bizarrely
diversified, leaving us with little to no choice of
compromise. Since 1991, the industry has seen
a huge leap in professional hospitality services
making it more challenging than ever, especially
as we often compete with international food
chains which have ventured into Jordan.
outlets, and look at noteworthy expansions in
the near future through empowering managers,
implementing quality audits, and embedding
corporate methods. Locally we are expanding
our latest fast food Arabic concept ‘Kebab
Express’ as we believe that the future of dining
in the kingdom is fast food, due to modern day
fast life and high costs. Our aim is to export this
concept regionally and internationally. As part
of our expansion plans abroad, we are close to
opening Fakhreldin restaurant in Bahrain, and
soon after in Saudi Arabia.

Our involvement in the community consumes an Finally, what developments does the future
integral part of ATICO’s beliefs and commitment potentially hold for ATICO?
– it is not just morally rewarding, but also reflects
greatly on the business. ATICO’s charitable Our prime focus is to institutionalize our existing www.atico-jo.com

Best of Jordan 37
 Ziad Akkawi
H O S P I TA L I T Y & D I N I N G
The Man Behind Some of Jordan’s Most Exciting Spots
Swanky continental dining and
transcendental entertainment are some of
the hallmarks that Shaman, Teatro and 51
are prized for. Visionary Ziad Akkawi shares
how ten years in the business have shaped
Amman’s lounge-dining scene. From youth
to prime restaurateur, his is a story of
inspiration.
Discuss your background. How did you
pursue a career in the restaurant business?
I was fascinated by the restaurant world for
as long as I can remember. Keen to engage in
the hospitality industry after school, I moved
to Canada and later the US to gain experience
working in hotels, clubs and restaurants’
promotion. I returned to Jordan in 1997, eager
to pursue my ambition in my homeland, and so
I worked in several fields within the hospitality
industry to gain wider market perception. But it
was not until 1999 during a supervisory position
at Whispers Restaurant (a well reputed dining
venue in Amman), that I felt truly confident with
my knowledge of the sector. With this came my
recognition of a gap in Amman’s night scene -
38 Best of Jordan
the concept of lounge dining. Although it seemed
perfectly suited to the city’s crowd, the idea was
barely existent when I decided to fill this niche.
Amman was ripe for a dining revolution; the city
was growing and attracting global residents
who wanted fresh concepts. Fortunately for us,
competition was scarce. Along with three close
friends, I set about transforming Amman’s dining
trend and the product of our endeavors was
Shaman.
Shaman is reputed for its distinguished
ambience, and chic decor. How would you
describe its concept?
Shaman was created to establish and popularize
lounge dining in Amman, embodying the
philosophy whole-heartedly. Exuding personality
and diversity, guests can enjoy a full meal, a small
snack with drinks, or cocktails and dancing all at
the same sociable and relaxed venue. Essentially,
it is malleable to the clients’ own tastes and
desires. My inspiration for Shaman’s décor and
milieu was derived from my prolonged travel to
different countries, notably Ibiza which I found
most stimulating in terms of style and atmosphere.
Each of the four lounges offer a unique
experience, while maintaining a harmonious link
of the same underlying concept. Shaman’s main
restaurant offers casual but funky entertainment
coupled with an exceptional continental menu,
while Nara (adjacent to Shaman) transports
guests to a Moroccan lounge; intimate with soft
lighting, shisha, and relaxed seating. Myth on the
other hand, is a spacious lounging area, where
festive moods blend with contemporary beats.
Finally, Zen offers the best in Japanese fine dining
in a warm sophisticated setting. This lounge also
includes a smaller Japanese-style dining room,
for private functions.
What about your latest venues, Teatro and
51, which rapidly became known for their
elegant dining experiences?
Teatro and 51 recently opened, offering
customers a stylish dining and entertainment
experience in the heart of Amman. Teatro offers
the finest of French and Italian cuisine in a mature
and romantic setting, providing avant-garde
delicious recipes to even the most discerning
Best of Jordan 39
of palates. Situated on the upper floor, bar 51
combines comfort and elegance, boasting floor
to ceiling windows with striking views of the city.
How would you describe the fine dining
scene in Amman? Describe your client
base.
The phenomenon of globalization has meant that
unique trends and cuisines can be accessed
from opposite sides of the world. Restaurateurs
have to keep pace with clients’ demands in
order to secure their success, which means
experimentation and originality. Jordan is of
course included in this wave of exposure and
should always strive to compete on a global
scale. The fine dining scene in Amman has
H O S P I TA L I T Y & D I N I N G
been expanding rapidly, especially since 2005.
Ultimately, Jordan ranks as one of the top three
dining and night scene destinations in the Middle
East, and I am proud to be part of this.
Our ‘average’ customer today is highly cultured,
with sophisticated tastes and expectations.
I welcome these as they are the ones who will
maintain the development of the restaurant
industry, highlighting the competition and
individual improvements.
Trendy locations often seem to have their
‘moment of fame’ before becoming fast
fading fads, but this was never true of your
outlets. How do you stay in vogue?
I firmly believe that you should never get too
comfortable with your success. Development
cannot be achieved unless you constantly strive
to improve. As a managing partner, I always go
the extra mile to remain hands-on, no matter
how busy the schedule gets. I have seen enough
malfunctions in the market to fully comprehend
that every triumph is at risk, unless you constantly
try to introduce new ideas, renovations, food
menus, and so forth. We realize that customer
loyalty cannot be sustained unless we portray
our loyalty to them by ensuring added value. An
integral component of any success story lies in
its unquenchable ambition, and our story is no
exception to this fact.
What challenges do you face in running your
business?
Considering that the buzz of the dining and
nightlife industry in Jordan is relatively new, it is
natural that there are challenges which we must
take a lead role in improving. For starters, the
shortage of experienced staff - we put great effort
into training our employees offering attractive
40 Best of Jordan
incentives to match international standards of
expertise. This issue is a direct consequence
of the shortage of professional institutions. In
accordance with His Majesty King Abdullah’s
vision, the government is actively providing
facilities for the tourism sector, which is greatly
beneficial to us.
Is there anything else to add about yourself
or the restaurant profession that would be
interesting to others aspiring to succeed in
the industry?
This sector is very challenging. Although initial
capital is important, it is by no means enough.
One must be patient and prepared to sacrifice
personal time. Ambition and drive for success
pave the way, but they need to be coupled with
hard work. This is not a revolutionary statement,
but the execution of it requires strict discipline
that one has to be willing and able to endure.
Best of Jordan 41
 Four Seasons Amman
H O S P I TA L I T Y & D I N I N G
A City Haven
Four Seasons Hotel - Amman combines
luxury and comfort in the heart of Jordan’s
modern capital. Its location on a hilltop
between one of Amman’s main shopping
areas and its financial district, grants
spectacular views and a convenient setting.
The high standards of Four Seasons Amman
have not gone amiss in 2008, it was voted
one of the top hotels in the Middle East in
Condé Nast Traveller’s Annual Readers’
Choice Award.
The hotel’s plush accommodation, delectable
restaurants, and well-appointed business,
conference and banquet facilities set a new
standard of quality and excellence in the city.
The 192-room hotel opened in December 2002,
and was inspired by Jordan’s rich history and
heritage, creating a landmark building that leaves
a memorable impression. The columns running
the full height of the hotel’s storey façade are a
strong reference to Jordan’s Roman past. This
reference echoes throughout the interior of the
building as well, where natural-coloured marble,
polished columns and arches divide corridors
and public areas to create smaller, more intimate
spaces.
Outside, the detailing of corners, openings
and windows are traditionally Jordanian. Whilst
inside, the marbled, tiled or carpeted floors echo
the mosaic borders and patterns for which this
region is famous. The main feature of the double-
height entrance hall is the huge, circular glass-
topped table supporting magnificent flower
arrangements, which alter the colours and mood
of the entrance hall as they are changed each
week.
42 Best of Jordan
Sumptuous Slumber
The 192 guest rooms and suites of the hotel
enjoy the feel and ambiance of a large villa. With
the smallest rooms being 45 square metres, the
hotel bedrooms are the most spacious in the
city. Framed by curtains in golden tones of heavy
satin and organza, the generous picture windows
provide fabulous views across the bustling city.
The dark wood furniture follows the modern art
deco theme used throughout the hotel. In each
room, a high wing armchair and an ottoman
stand beside a circular, open-structured side
table in brushed chrome and glass. The beds
ensure guests enjoy a plush and restful sleep.
Business with a touch of class
At the centre of Four Seasons Hotel Amman’s
business, conference and banquet facilities lies
the city’s grandest ballroom. At 1,100 square
metres with a 5.7 metre high ceiling, the granite
and marble room offers state-of-the-art audio-
visual and lighting systems, supported by on-
site technicians. On the fifth floor, with direct
access from all levels, three luxuriously appointed
boardrooms offer unrivalled, panoramic views
over Amman. The Business Centre also provides
secretarial support services and office supplies.
For guests who wish to work in the quiet privacy
of their own room or suite, they’ll find en suite
standard business amenities including fax,
computer, and high speed internet, along with
multi-line telephones.
Taster’s Choice
Four Seasons Hotel - Amman caters to a diversity
of tastes through a variety of restaurants. Exquisite
dishes are served up at each venue, ranging from
a choice of Mediterranean and international, to
traditional Thai and Italian specialities.
tempted by aromatic delights such as Peking
duck and Kong Po lobster. For an informal dining
experience, The Square Bar serves snacks and
light bites in a club atmosphere; secluded and
intimate with an indoor capacity of just 20 guests,
and space for further 12 outside. Continental
breakfast, light meals and English afternoon tea
can be enjoyed in The Foyer Lounge. Offering the
feel of a contemporary, yet relaxing living room,
tables are widely spaced for added privacy, while
views over the city from the spacious outdoor
terrace impart an air of refined culture.
Relax and Rejuvenate
While the whirlpool and steam room offer relaxing
alternatives, the centre also offers classes with
qualified instructors for those who request it.
At the spa, guests can experience the curative
powers of the Dead Sea with speciality mud
treatments and salt scrubs imbued with the
concentrated minerals of this unique lake,
enabling visitors to benefit from the restorative
and relaxing powers of one of the world’s most
extraordinary natural phenomena. Traditional
facials and indigenous massages, aromatherapy,
and a variety of herbal wraps and holistic
therapies are also offered.

Seasons is the hotel’s main restaurant for
breakfast and lunch. It overlooks a landscaped
summer dining terrace with the feel of a
‘secret garden’, and offers a sumptuous buffet
featuring an assortment of international dishes.
For an opulent taste of Italian cuisine in a rich
contemporary setting, guests may head to
Vivace. Asia on the other hand, which specialises
in Thai, Japanese, and Chinese cuisine with
a contemporary and innovative edge. With
panoramic views over the city and a capacity
limited to 56, diners may sample five appetizers
in one with “The White Plate” before being
Guaranteed to satisfy the diverse demands
of fitness enthusiasts, weary sight-seers or
business executives, the Spa and Wellness
Centre’s discrete atmosphere, attentive staff and
state-of-the-art facilities are a welcome addition
for the body and spirit alike. The centre includes
an indoor pool and a beautifully landscaped
outdoor pool overlooking the city. There are
four treatment rooms with private showers and
flexible space to accommodate both male and
female guests. The gym contains aerobic and
weight training facilities with TV monitors and CD
players, and separate male and female saunas. www.fourseasons.com/amman

Best of Jordan 43
 Travel One
H O S P I TA L I T Y & D I N I N G

Travel One was established in 1998, at

a time when there was a major niche in
the market for a specialty travel agency,
fully inclusive in its one-stop-shop travel
services. There needed to be a professional
and dedicated agency which would go the
extra mile in customizing travel packages.
Consequentially, Nidal Qart capitalized on
that market gap, and founded Travel One
to embrace all travel necessities, with an
objective of concentrating on quality rather
than quantity. Here, Nidal gives us a view
behind the scenes of fine travel.

You have established wide recognition
for your all-inclusive travel arrangements.
What range of services does your company
cover?
Travel One offers a comprehensive range
of services. The ticketing and reservations
department tends to focus on all details relating
to securing the best possible flight options at the
most competitive rates. Furthermore, convenient
provision of services includes ticket delivery, 24/7
hotline service, advance boarding pass issuance,
as well as the catering to any individual special
needs and requirements.
Then again, if a traveler wants more than just
a ticket, Travel One’s Outbound Department
provides consultation to honeymooners, leisure
seekers, incentive, religious and official business
travelers. Travel One’s experienced staff members
work relentlessly on providing the latest and the
best travel destinations and bargains. Catering
to the individual needs of our clients, we offer
various on-line reservations systems connected
to a worldwide network of selected hotels, car
rental agencies and other land-arrangement
service providers. Travel One also caters to the
needs of travelers visiting Jordan from abroad.
The Inbound Department currently helps tourists
coming to Jordan by designing cost-effective tour
plans, and arranging all land services necessary
for a hassle free, comfortable, and exciting stay
in Jordan.

44 Best of Jordan
What would you say distinguishes Travel
One from other travel service providers?
As an authorized International Air Transport
Association (IATA) member, Travel One has
access to the lowest airfares on all major airlines,
and offers discounted airfare tickets to the
public and other travel agencies on both retail
and wholesale levels. Packages are flexible
and cost-effective, tailored to effectively suit
our clients’ budgets, without compromising the
uniqueness or quality of their travel experience.
Our packages come with the guarantee of
fulfilling customers’ individual needs, and the
best possible options that make traveling with
us a truly unforgettable experience. Of course,
we also provide information on all destinations
from entry permissions to full tourist details
such as best travel seasons, important sites…
etc. Furthermore, we keep a part of our budget
for our staff to travel on inspection trips to the
destinations and hotels we offer. We send our
customers to exclusive hotels and destinations
we experienced ourselves.
Do you introduce seasonal travel deals?
Sometimes we do offer good bargains on ticket
prices for a limited period of time as we did recently,
but we usually don’t encourage introducing the
so-called “hot deals of the season” as it is not
our specialty. We sell personalized packages that
fit individuals. In all cases, we always ensure that
our offerings exceed our clients’ expectations.
Best of Jordan 45
How do you sustain the qualitative continuity
of Travel One’s status?
Travel One’s success is based on the commitment
and dedication of its staff members, who strive to
offer the most comprehensive and professional
travel services to fulfill each client’s unique needs.
Through the dedicated efforts of our experienced
travel consultants, the company is known for
unequaled integrity, unmatched service, and
unsurpassed pricing. CRM and Quality control
are also part of Travel One’s strategy in sustaining
its quality image and attention to details. We
constantly research the latest travel trends, and
always take part in travel fairs, FAM trips and
hotel inspections worldwide, in the pursuit of
always providing customers with the latest travel
trends and destinations.
H O S P I TA L I T Y & D I N I N G
What scenarios does the future hold for
Travel One?
There are five major plans that we are currently
working on achieving. Firstly, we are working
towards opening a regional office, which is a
chief step for Travel One, and will be implemented
in the near future. Our presence in the market
for ten years, coupled with our extensive client
base, means that we have formulized systems
required for operational expansion in the GCC
region. Travel One has also opened its new Head
Office in Abdoun area (West Amman) to serve
as headquarters for all company operations
locally and regionally, and plans for its grand
opening during spring of this year. Consequently,
the number of employees is also expected to
rise with this expansion to a total of 80. Upon
completion of the above, Travel One will be
operating in three offices: a fully operational
head office for client servicing, a branch office
mainly for the Inbound and Marketing & Business
Development departments, and a third office
that will be used for a new project. Finally,
we are happy to publicize that Travel One has
established the sister company, Station One,
last year. As a first phase, Station One will focus
on lower rate airline ticket issuance and on a
later stage aims to operate with an Outbound/
Inbound department. The Inbound Department
is also expanding at a steady pace; we are
currently working on redeveloping our software
to further facilitate daily operations. As well, a
new website will be up and running shortly to
bring our business online.
www.travel1.com.jo
46 Best of Jordan
Best of Jordan 47
“People invest in your ability to deliver to them a more favorable future.”
-Jeff Blackman
Banking & Investment
CHAPTER THREE
 HSBC Jordan
BANKING & INVESTMENT
60 Prosperous Years
When HSBC Jordan’s vision of becoming one of the leading banks in Jordan was shaped 60 years ago, it was guided by a few simple
values: focusing on a constantly developing business model, a concise financial strategy built on solid fundamentals, and an unwavering
commitment to outstanding service for customers no matter how big or small.
With around 9,500 offices in 85 countries and
territories, 312,000 employees worldwide, over
125 million customers worldwide, and a total
of 35 million customers registered for internet
banking, HSBC Group is certainly on track
with its vision of becoming the world’s leading
financial services company. HSBC Group is one
of the largest banking and financial services
organizations in the world, with well-established
businesses in Europe, the Asia-Pacific region,
the Americas, the Middle East and Africa. HSBC
has always aspired to be the ‘best place to
bank’ for customers the world over. They have
identified seven principal areas – which they call
‘global pillars’ – to help improve their operations,
products and services offered to customers.
Through these pillars, HSBC aims to become
more ‘joined up’ and to demonstrate the real
benefits that their size and international network
bring to their customers.
In 1994, the head office of The British Bank of
the Middle East was transferred to Jersey ,and
in 1999, the bank was renamed HSBC Bank
Middle East. The investment in the Egyptian
subsidiary was increased to 90 percent in 2001,
and the bank was renamed HSBC Bank Egypt
S.A.E. The British Arab Commercial Bank Limited
(formerly UBAF Bank Limited) is another one of
HSBC’s associated companies, in which Midland
Bank became a shareholder in 1972. HSBC has
pioneered services and products in the region,
building on its international capability and global
reach. An innovative range of products, available
through HSBC Amanah Finance, allows the
Group to provide viable Islamic alternatives to
conventional finance. With this range of interests,
the Group is rightfully one of the leading banking
and financial services organizations in the Middle
East.
In Jordan, HSBC has been operating since 1949
as one of the very first banks in the Kingdom.
Currently, HSBC operates in three full branches,
and two Wealth Management Offices in Amman;
the new branch launched in 2007 was the first
branch to be opened in Jordan in nearly a decade.
Moreover, HSBC Jordan is constantly looking for
potential locations to expand with their branches
both inside as well as outside of Amman.
HSBC provides a full range of personal financial
and wealth management services in Jordan. These
include current and savings accounts, mortgage
finance, term deposits and credit cards, financial
planning, and investment services. These are
delivered to customers through branch network,
extensive 14-ATM networks, internationally
accessible personal internet banking service,
and 24-hour phone banking service. Additionally,
HSBC offers a full range of treasury and capital
markets, investment, custody and commercial
banking services to large companies, institutions
and to the Government.
50 Best of Jordan
Currently, HSBC serves customers in both
Personal and Commercial Banking. In line with the
bank’s global practices, and in order to enhance
their product offerings, they have launched Credit
Card Loyalty Programme, the SME Programme
in 2007, and they are considering launching
insurance products. Compared to 15 other banks
in Jordan, HSBC has the number one ranking
in ROE, liquidity, interest ratios and profitability
growth as at 30 June 2007.
HSBC Jordan offers an extensive assortment
of trade financing and transaction management
products and solutions, meeting a range of
customer needs from vanilla trade products
to specialised and structured solutions. HSBC
further continues to be a pioneer in providing
market leading trade and supply chain solutions,
ensuring superior levels of customer satisfaction,
and nest in class product development.
Significantly, from 2005 to 2008, HSBC Jordan
has had a Trade & Supply chain growth rate of
74%.
As one of the leading trade banks in Jordan, and
in light of strong growth in an evolving market,
the delivery of creative and tailored solutions for
participants at every stage of the financial supply
chain will remain a priority for HSBC. Along with
a steady focus on the next generation of trade
finance solutions, HSBC will positively continue
to add value in Jordan’s ever dynamic industry.
Best of Jordan 51
 HSBC Jordan
BANKING & INVESTMENT
HSBC’s first female CEO in the Middle East,
Karen Adams, shares her outlook on the
bank’s celebrated presence in Jordan for
60 years, along with its latest and future
endeavors.
Would you brief us on your background and
the progression of your career?
After finishing my undergraduate degree in
Mathematics and Economics, followed by
completing my MBA in International Finance,
I joined HSBC in 1993 as a Personal Finance
Services Officer in Vancouver, Canada. At the
time, my work dealt mainly with mortgage
lending and branch management. Subsequently,
I became a Relationship Manager in Commercial
Banking where I managed the portfolios of mid–
sized commercial enterprises. After working with
HSBC in Canada, I pursued my interest in Global
Banking as an international manager. During
which, I have lived and worked in Dubai, Shanghai,
Beijing, Hong Kong, Mumbai, Seoul, London and
now in Jordan.
52 Best of Jordan
HSBC Bank celebrates 60 years in Jordan.
What can you tell us in retrospect?
The bank has come a long way from its early
roots on Salt Street, fostering relationships with
both businesses and Jordanians alike. The bank
has been one of the main players in the industry,
leveraging Jordan’s economic potential. In 1949,
the Imperial Bank of Iran was formed in Jordan as
an infant market began to be fashioned. Situated
in the renowned Amman Club Building on Salt
Street, there were only two other banks in the
market – the Arab Bank and the Ottoman Bank.
Spearheading the financial markets in volatile
times, was crucial to building an infrastructure
capable of supporting local businesses.
In terms of financial growth, what have been
its milestones in the last few decades?
As financial standards and innovative products
emanated over the years, HSBC became greatly
reputed for firmly adhering to a policy of prudence,
while being at the forefront of introducing various
innovative services. In fact, the bank became the
cornerstone of lending and investment products,
and introduced modern banking practices
and services not yet known with many of its
competitors in the market. It was the first bank in
Jordan to introduce ATM machines as a means
to conduct more expedient banking transactions
all through the day.
HSBC’s distinguished Premier Service has
been largely upgraded. What have been the
advances?
HSBC Premier is the world’s first globally linked-
up banking service, enabling customers to
explore and seize all the rich opportunities the
world has to offer, wherever they may be. Through
250 centres across the globe, HSBC Premier
makes the world more accessible whether you
are at home or traveling abroad. Whether you
are moving to a new country to work, living in
two countries or sending your kids abroad to
study, HSBC Premier’s international services
will help you hit the ground running. Moreover,
HSBC Jordan’s Premier Customers enjoy a
distinguished area in each branch, in addition
to a fully dedicated Premier Centre within HSBC
Jordan’s Headquarters located on the 5th circle.
Jordan has witnessed continuous and
encouraging economic growth in the past
few years. What is your position on Jordan’s
economic development, and its effect on
the banking sector?
Jordan’s economic future remains bright.
HSBC Jordan acts as an engine for economic
growth, financing infrastructure projects for
large corporations and small to medium sized
businesses. Jordan has also become a vital hub
for the Levant region because of its geographic
location, diverse demographics and stability.
Historically, HSBC has always exerted
great efforts in its communal involvements.
Would you brief us on the bank’s corporate
sustainability activities?
HSBC Jordan has helped strengthen the
fundamental social fabric of local Jordanian
communities through philanthropic partnerships.
The Bank has continuously contributed to
sustainable development in Jordan in 3
keyareas: education, environment and the
community. One of our landmark environment
partnerships was the project in Bayouda
village in Al- Balqa Governate, which helped
to sustainably create environmentally friendly
solutions for their agricultural development.
Within local communities, we have continuously
been involved in initiatives that support the SOS
children’s homes in Aqaba, Bethlahem, and Irbid.
We are actively engaged in raising awareness
about breast cancer with the National Breast
Best of Jordan 53
Cancer Awareness Campaign. HSBC also
has solid involvements with The King Hussein
Cancer Foundation, Tkiyet Um Ali, and with Al
Hussein Society for Habilitation /Rehabilitation
of the Physically Challenged and many more.
On an educational side, some of our initiatives
include university scholarships (12 in 2007 & 2
more in 2008), support for children from the Holy
Land Deaf School, and sponsorship for orphan
graduates through Al-Aman Fund.
How about the strategic plan for the future
of HSBC Jordan?
The growing network of HSBC Bank Jordan
operations is swiftly expanding. The bank is
moving in the right direction in its expansion
process, with more branches being opened
in significant areas as a key component of its
strategy. HSBC has helped Jordanians and
Jordanian businesses achieve their financial
goals through enduring partnerships. Customers
have access to financial planning for their
personal finances and businesses. HSBC is
committed to continuing the support to the local
economy in Jordan, our doors are wide open for
business and will always be, so we can carry on
the success story that started 60 years ago.
www.jordan.hsbc.com
 Standard Chartered Bank
BANKING & INVESTMENT

Leading the Way in Asia, Africa and the Middle East

Standard Chartered PLC, listed on both

the London Stock Exchange and the Hong
Kong Stock Exchange, ranks among the top
25 companies in the FTSE-100 by market
capitalisation. The Standard Chartered
London-headquartered group has operated
for over 150 years in some of the world’s
most dynamic markets, leading the way in
Asia, Africa and the Middle East. Standard
Chartered’s income and number of
employees have more than doubled over the
last five years primarily as a result of organic
growth supplemented by acquisitions.
Standard Chartered aspires to be the best
international bank in its markets, through
leading by example to be the right partner
for its stakeholders. The group employs
75,000 people, nearly half of whom are
women, representing 115 nationalities of
which 60 are among senior management.
Standard Chartered operates from more
than 1,700 branches and outlets, located in
over 70 countries. The bank derives more
than 90 per cent of its operating income
and profits from Asia, Africa and the Middle
East, with balanced income derived from
both Wholesale and Consumer Banking.

54 Best of Jordan
Standard Chartered the First Bank in
Jordan
The Right Partner – Leading by Example

Standard Chartered is the oldest bank in Jordan,

having acquired the operations of Grindlays Bank
in Jordan in 2000, which had previously operated
as the Ottoman Bank since 1925. Today, Standard
Chartered Bank enjoys the largest footprint of
any international Bank in Jordan with 6 Branches
in Amman, and one in Irbid and Aqaba, serving
both retail and corporate customers. The bank
offers a wide range of innovative products and
services, plus award-winning solutions that suit
the needs of the local market, and prides itself on
the fact that 99% of employees are Jordanians.
As an international bank, they regard that as a
great advantage in terms of combining deep
local knowledge with global capabilities.
Consumer Banking - Outsell, Outserve, Out
underwrite
Personal Banking services at Standard
Chartered Bank Jordan are provided through a
network of eight branches along with the Wealth
Management Unit, which caters for priority
customers and investment services.
Personal Banking product offerings include
Cash-Backed facilities, Credit Cards (Visa
& MasterCard), outward / inward transfers,
travelers’ cheques, auto loans, personal loans,
mortgages, deposit accounts, ATM Cards
services, I-Banking, and Phone Banking service,
which includes “Pay-by-Phone” services.
Innovative and value adding products and
services are continuously being introduced to
their product offering pipeline.
Wholesale Banking – Deepen Core
Relationships and Add Value to Clients
Commercial Banking
Origination and Client Coverage provide clients
with innovative solutions in cash management,
transaction banking, capital markets, corporate
and project financing, ratings advisory, private
equity/ principle finance, loans and trade finance
services through the bank’s strong international
network in Asia, Africa, the Middle East and Latin
America. Standard Chartered is committed to
providing its customers with creative and tailored
products that meet with their financial needs.
Global Markets
Standard Chartered Bank Jordan is one of the
leaders in the field of treasury business, providing
a broad array of products and services covering
foreign exchange, currency options, and currency
and interest rate management. The strength of
Standard Chartered Bank lies in its extensive
experience in currency markets, and the ability to
provide comprehensive and professional services
to customers. The Global Markets team was the
first to introduce commodity hedging products to
the local market.
Principles & Values
At Standard Chartered, success is built on
teamwork, partnerships and the diversity of
people. At the heart of their values lies diversity
and inclusion. They are a fundamental part of
Standard Chartered’s culture, and constitute
a long-term priority in their aim to become the
world’s best international bank. They believe that
this diversity helps fuel creativity and innovation,
supporting the development of exciting, new
products and services for the bank’s customers
worldwide.
www.standardchartered.com/jo

Best of Jordan 55
 Standard Chartered
BANKING & INVESTMENT

Leading the Way in Asia, Africa and the Middle East

Standard Chartered Bank Jordan’s CEO,

Geoffrey Buchanan, elaborates on the
bank’s presence in the Kingdom.

Can you give us some background on

yourself and your tenure at the bank?

I was appointed Chief Executive Officer of

Standard Chartered Bank Jordan in November
2007. Prior to this, I had been Chief Integration
Officer – Hsinchu International Bank in Taiwan.
Since joining the Group in June ’98, I have
held various positions including Chief Executive
Officer of Standard Chartered Bank Mauritius
and Chief Financial Officer of Standard Chartered
Bank Zimbabwe. Prior to joining the Bank, I held
numerous financial and management roles in
various industries in both Zimbabwe and London.

There are many new venture opportunities

for banks nowadays, which areas do you
mainly focus on?

We have balanced income growth from both

Consumer and Wholesale Banking, and we will
continue to invest in both businesses. In Consumer
Banking, we will focus on attractive segments
including Deposits, Credit Cards, SME business
and Mortgage Loans. In Wholesale Banking, we
will continue to support our existing customers’
financing and other banking requirements, and
grow our share of foreign exchange, cash, capital
markets and trading and derivatives activities.
Additionally, our advisory services business
focuses on selectively developing existing and
emerging products (i.e. supplier chain finance,
project finance, commodity finance, and advisory
services).

What is your overview of the banking sector

in Jordan?

The financial market turmoil has so far had

limited impact on the banking sector in Jordan,
which whilst not isolated from the global credit
and liquidity problems, is insulated to a greater
extent than some other countries in the region.
The stringent regulatory oversight by the Central
Bank of Jordan, including strong capital and
liquidity requirements for banks, as well as
restrictions on sector concentration will ensure
the continued strength of the local banking sector
during the crisis. The implementation of Basle II
and enhanced capital requirements arising from
it will further strengthen the sector.

There are 23 banks in Jordan, with a limit on new

banking licences that will be issued. We believe
that there is likely to be consolidation activity in the
banking sector in Jordan in the coming years.

56 Best of Jordan
What do you believe are the current key
drivers in the local banking industry?
Jordan has benefited from the implementation of
structural reforms including trade liberalization,
the establishment of economic zones, and
significant inflows of FDI. These factors have all
contributed towards an abundance of liquidity
in the market and have had a positive effect on
the local banking sector. However, growth in the
sector will slow as the impact of the financial
market turmoil is felt in the sector in 2009.
Which tactics do you apply in upholding the
bank’s outstanding performance?
We have a clear and consistent strategy. We
do business in markets we know intimately,
with products we fully understand, and with
customers we seek to nurture and build
relationships with. The diversity of our income
streams, the strength of our balance sheet, and
our disciplined approach to risk have proven to
be a robust platform for growth.
We are well positioned to continue to weather the
economic uncertainties, and to take advantage
of opportunities as they emerge across our broad
and diverse network.
We apply a strong talent development philosophy,
and strive to employ and develop talented
individuals at all levels, and to differentiate
ourselves from the competition.
What figures can you share in terms of
financial performance?
2008 has been a year of growth for us in Jordan
with good income momentum in both our
businesses.
H1 2008 Financial Highlights:
• Operating income increased by 20%
to $31 million in H1 2008
compared to $26 million in H1 2007.
• Total assets grew by 13% to $878
million from $779 million in
December 2007.
• Loans and advances to customers
grew by 5% to $398 million
from $379 million in December 2007.
• Total liabilities grew by 10 % to $783
million from $710 million in
December 2007.
• Non performing loans ratio was
maintained at 3.7%.
The Bank continued to make good progress
during the second half of 2008, benefiting from
being seen as a ‘flight to quality’ bank in difficult
times.
Best of Jordan 57
Standard Chartered enjoys an excellent
reputation for its CSR, what can you tell us
about this?
We are committed to building a long term
sustainable business, which focuses on financial
performance, good governance, and supporting
the communities and the environment in which
we operate. In taking a long-term view of the
social/environmental impact of our business,
we use all resources at our disposal to make a
positive contribution to society. We have made a
number of commitments in this regard including:
• A staff voluntary work programme
enabling staff to contribute directly to
their community.
• Providing university scholarships to ten
of the Al-Aman Fund orphans
including summer internships,
engagement in our sustainability
initiatives, and the opportunity of
permanent employment with the Bank
upon graduation.
• Provision of facilities to one of the
largest microfinance institutions (MFI) in
Jordan. This is in line with our Group’s
pledge as part of the Global Clinton
Initiative to help 400 million people to
become economically empowered by
2011 through disbursing $500 million
through MFIs.
• An environmental programme to create
awareness amongst staff, customers
and the broader community on
environmental issues affecting our
lives, and reducing the Bank’s direct
impact on the environment.
Finally, what are some of the strategic goals
for Standard Chartered?
Our vision is to be “The Right Partner – Leading
by Example’’ to our stakeholders. We aim for
continued growth with equal focus on our
Consumer and Wholesale banking businesses,
while delivering sustainable superior financial
performance. In our Consumer Bank we aim to
outsell, outserve, out underwrite, and to continue
rolling out innovative products. Likewise in
Wholesale Banking, we see continued growth
in our current markets and new product rollouts.
We will continue to focus on becoming the
core banker to our existing customers, offering
differentiated products by leveraging off our
regional and international network.
 Jordan Dubai Capital
BANKING & INVESTMENT

Established in 2005, Jordan Dubai Capital is

currently one of Jordan’s largest investment
companies, and is the region’s largest asset
manager in power projects. An affiliate of
Dubai International Capital (DIC) - a member
of the leading investment group, Dubai
Holding - JD Capital aims to empower the
local economy and elevate it to notable
regional levels. Initially funded with JOD
210 million, JD Capital has witnessed
groundbreaking growth. Today, the company
manages assets exceeding USD 1 billion.
JD Capital’s CEO, His Excellency Mr. Samir
Al-Rifai, shares his perspective on Jordan’s
investment position.

58 Best of Jordan
In just over two years, JD Capital has
expanded immensely. What are the
achievement highlights of 2008?
2008 has truly been an eventful year, but if we are
to select a few of our most notable achievements
across the different sectors we operate in, then
one major achievement in the energy sector via
JD Energy & Infrastructure (JDE&I), would be the
acquisition of the Government shares valued
at USD 104 million, in Electricity Distribution
Company (EDCO) and Irbid District Electricity
Company (IDECO) by Kingdom Electricity
Company (KEC), which was established by
JDE&I. Another noteworthy development is
the transformation of AQARCO into Jordan
Dubai Properties, the new investment arm
of JD Capital in the real estate and tourism
sector, and the increase of its registered capital
from JOD 7.5 million to JOD 70 million. We
also signed an agreement with the Jordanian
Royal Medical Services (JRMS) and the British-
registered Eastern Holding to launch the Jordan
Air Transport & Emergency Medical Evacuation
Services Company, the first private Helicopter
and Medical Evacuation Operation locally and
regionally. In the banking sector, we acquired
52% of Industrial Development Bank (IDB) with
the aim of converting it into Jordan Dubai Islamic
Bank (JDIB), which will offer a comprehensive
package of Shariah-compliant products to the
Jordanian market.
JD Capital is a rightful chief player in
Jordan’s investment field. What is your view
of the current investment sector in Jordan?
Jordan has always been a prime destination
for investment, not only on its burgeoning real
estate front, but within other various economic
sectors as well. His Majesty King Abdullah II
has been particular in his vision of positioning
Jordan as one of the Middle East’s top business
and tourism destinations, and as such we have
witnessed considerable legislation changes,
resulting in growth across the Kingdom’s sectors.
When that is coupled with Jordan’s stable
political, economic and social environments,
and its relatively unexploited wealth of business
prospects, it makes an excellent destination for
innovative investors seeking new opportunities in
different locations. Even now in the face of what
has been called a global financial crisis, which has
triggered tangible upheavals in major markets in
the West and some parts of the MENA region,
Jordan remains a secure investment environment
of maintained economic resilience.
How about your general expectations of
investment in 2009?
The recent economic and financial upheavals
resulting from the global financial crisis have
undoubtedly affected investment trends around
the world, yet its effect across Jordan’s investment
scene has been notably mild compared to those
exhibited regionally and globally. Jordan’s resilient,
The main verticals of Jordan Dubai
Capital are:
• Jordan Dubai Energy & Infrastructure
(JDEI) – a developer and investor
in energy and infrastructure sectors.
Currently has over USD 800 million
of assets under management. Their
largest acquisition in 2007 was the
privatization of the Central Electricity
Generating Company (CEGCO).
investor-friendly environment contributes majorly • Jordan Dubai Properties (JD
to the impact level which recent events have Properties) – a master developer and
had on the Kingdom’s financial and investment investor in the Jordanian real state &
institutions, and I am optimistic about the property sector.
investment progress that will be made in 2009.
JDC has the experience, technical expertise, • Jordan Dubai Financial (JD
and market insight needed to turn potential Financial) – an investor in Shariah and
challenges into high-paying opportunities, as conventional financial institutions,
demonstrated in our company’s investment with a key focus on Shariah
portfolio and history. We are confident that 2009 investments.
shall be a positive year.
JD Capital sustains a greatly diversified
operational scope. How do you manage
the quality and progression of all divisions
under one umbrella?
Excellence follows a very simple formula:
exceptional human capital, relentless capacity
building, enlightened leadership, and a thorough
understanding of market needs and trends.
Each and every one of our verticals understands
and adheres to this. We take great measures
to ensure that each part of this equation is met
by hiring the best professionals in our verticals’
respective sectors, and by constantly developing
and offering high quality services.
What does JD Capital ultimately seek to
achieve in 2009 and beyond?
We look forward to further developing our
investments in real estate and tourism, energy
and financial sectors among others, and
consistently increasing our shareholders’ returns.
We are committed to our role in augmenting
the increasingly prevailing public-private sector
partnership, and as such our future projects will
reflect that.
www.jdc.jo
Best of Jordan 59
 Jordan Investment Trust PLC - Jordinvest
BANKING & INVESTMENT
Jordinvest is a premier investment and
merchant banking institution in Jordan and
the region. Constantly devoting their efforts
to excellence in client service, Jordinvest
provides creative approaches, superior
financial advice, and execution capabilities
based on in-depth research and analysis.
Ahmad Tantash, Chief Executive Officer,
shares the company’s aspiration to advance
as the leading institution with the greatest
knowledge of local and regional economies
and capital markets.
2008 marked a symbolic milestone for
Jordinvest as you celebrated your 10th
anniversary. How would you reflect on the
past ten years?
Over the past decade, we have evolved from
a small investment boutique into a financial
investment company, offering the full spectrum
of investment banking services. This expansion
underwent a series of changes to its approach,
strategy and outlook. The epicenter of these
changes focused on building capacity by recruiting
specialized individuals in the area of finance
and management. Our boost of services and
product lines has since catered to an expanding
rainbow of customer base, including institutions
and individuals alike. Accordingly, our approach
focused on vertical growth in product and service
lines, as well as horizontal growth in company
footprint in terms of deals, clients, or geographic
territory. The adopted strategy focused on finding
win-win-win formulas between the client, the
service provided in a defined timeframe, and the
expansion of Jordinvest reach to new products
and markets.
Jordinvest’s outlook is revisited yearly to review
progress and to adjust to dynamic market
conditions. Being an entity of the financial and
investment realm, we vitally remain attuned and
responsive to daily developments. Therefore,
Jordinvest was effective in sketching its short and
medium term outlooks, positioning it well to take
advantage of the various economic cycles we
passed through locally and regionally. Naturally,
meeting the expectations of our shareholders is
paramount.  This came in the form of producing
growing profitability and dividend distribution
year after year, thus contributing to a robust
balance sheet, which has been strengthened and
deepened through years of accumulating profits
and capital increases.
What services has the company pioneered
in Jordan?
Jordinvest was the first public shareholding
company in 1998, acting as a financial
60 Best of Jordan
investment company offering services of asset
management and corporate finance. In year
2000, we launched Jordan’s first mutual fund,
the First Trust Fund, which is still thriving today.
Despite the financial crisis we currently face,
the fund today is performing better than the
benchmarks and against peers in the region. We
also were the first to introduce debt instruments
to the Jordanian market in the form of bonds
to companies seeking capital. Ultimately as the
company matured, Jordinvest was able to raise
awareness levels on the importance of the role
that investment banks play in contributing to a
growing economy. This rise in awareness has
helped Jordinvest expand in its product lines and
services, hence introducing several functions in
order to keep up with the evolution of the regional
economies, coupled by being proactive in
supporting the culture of openness and creativity.
Therefore, we introduced Research, Advisory
Brokerage, Brokerage, Structured Products,
Private Equity and Merchant Banking Activities.
We have also been an active player in the IPO
market by taking DAMAC Jordan, AMLAK
Jordan, DARAT and Ihdathiat public in the past
few years.
Moreover, we met success on the private equity
side with a regional company that went public
recently in Dubai by the name of DEPA. We have
advised, arranged and placed DEPA’s acquisition
to a sizable stake in JWICO of Jordan. This has
also served our objective of being a player on the
regional arena. We become one of the pioneers
in Jordan by venturing into the Shariah Islamic
products, by launching our first Shariah Islamic all
equity fund during 2008. We believe that this field
is a growing one in Jordan and the region, and
hence it is essential for the company to establish
its footing early on in the process.
                                                                                                                                                 
Jordinvest aggressively pursued the merchant
banking activities by addressing education and
hospitality. We are large stakeholders in a fund
that targets regional education, and aims to
improve quality of service to the community
while serving our financial interests at the time
 of exit from the fund. In the same vein, we
have created a hospitality fund that also aims
to provide quality products to our clients in the
field of food and beverages that brings under its
umbrella Caribou Coffee, Schlotzky, Cinnabon
and Carvel. The aim is to grow this business
and leverage on the returns at the time of exit.

Your team is widely recognized for its

symbolic expertise. Which personnel
methods are pertained to protract this
quality?

Our proud accomplishments would not have

been tangible realities without the efforts of our
team. We regard Jordinvest’s employees as
the company’s key asset, thus we have taken
measures to create a positive work environment,
and to offer competitive pay packages. We also
make sure to recruit high caliber, experienced new
members, which have the necessary skills and
qualifications to help investors realize and achieve
their diverse financial goals. HR development is
one of our top priorities; we actively provide in-
house and external training to ensure our staff is
abreast of the latest developments, and is able to
maintain the high quality service we uphold.

What is Jordinvest’s future vision?

I am proud of everything we have achieved so

far, and I am confident that the future is filled with
success. Our assets under management are
growing exponentially, our research products are
gaining a reputation synonymous with impartial
analysis, our corporate finance team is comprised
of regional specialists, and our operations are run
according to international standards of excellence.
In addition to building on these achievements, we
continue to envision Jordinvest as an assertive
Jordanian entity, with sustained regional growth.
As we have been approaching it over the past
four years, our model will continue to focus on a
blend of strategies that ties local expertise with
regional companies entering Jordan, or regional
companies outsourcing some of their activities to
Jordinvest. As well, this may come in the form
of alliances, partnerships, representations, or a
service provider.

www.jordinvest.com.jo

Best of Jordan 61
“This is a fantastic time to be entering the business world, because business is
going to change more in the next 10 years than it has in the last 50.”
-Bill Gates
Corporate Company Profiles
CHAPTER FOUR
64 Best of Jordan
Best of Jordan 65
 United Technology Solutions (UTS)
C O R P O R AT E C O M PA N Y P R O I L E S
Helping Build the Foundations of Jordan’s Technology Infrastructure
“We have followed a path that will allow the technological revolution to harness our available
When his Majesty King Abdullah II embarked
on an ambitious technology promotions
program in 2004, he described it to the
BBC as “big ideas for a little country.” As
Jordan ushers in a new era of technology,
some of these big ideas will come from
United Technology Solutions (UTS). UTS,
a leading Jordanian technology solutions
firm, plays a major role with its subsidiary
companies in the eventual blooming of a
world-class economy, backed by a brace of
technological foundations.
talent into productive sectors that can fuel and sustain economic growth”
Four years and countless projects later, the vision
has bloomed to reality as UTS has grown from a
small firm to a leading player in the country and
the region. The pinnacle of these achievements
came with UTS’s signing of a strategic framework
agreement with the Jordanian government to
provide it with Oracle products and services.
This was a demonstration of the key role that
UTS plays in the national technology agenda,
its commitment to advancing technology assets
in the country, building local human resources
capacities, and advancing highly specialized
technology and business applications training.
The success of its operations in Jordan has
become a foreshadow to eventual achievements
in the region as it established a new subsidiary in
Saudi Arabia.
66 Best of Jordan
His Majesty King Abdullah II
Daoud Abboud and Raad Al Majali
Born out of a determined initiative, UTS grew
to provide strategic turn-key business and
IT designed solutions to a wide spectrum of
businesses and industries. UTS’s life mission is
to be a pioneer in delivering solutions based on
world-class products of international standards.
In a mere 4 years, it has fulfilled and surpassed
its intended mission by managing to vertically
integrate all of its services such as product
resale, licensing, business consultancy, software
implementation, infrastructure solutions, training
and other IT support services. In its relentless
pursuit of software development and innovation,
UTS has gone further by developing the latest
technologies using the Java platform as it
acquired MISC.
UTS has a lot to offer to potential clients; 20 also has a dedicated Testing and Certification
years of experience in the information technology Center, which is authorized by Prometric and
industry, strategic alliances with prominent IT VUE. It is also a Microsoft Certified Partner
suppliers, and a motivated work force. The for Learning Solutions, an Oracle Authorized
clients of UTS have included every segment Education Partner, and an AutoDesk Training
of the economy and the society including the Center.
Greater Amman Municipality, Royal Jordanian,
Jordan Armed Forces, and the Ministry of
Information and Communication Technology,
as well as entities in the banking, finance, and
telecommunication sectors. UTS also provides
a variety of supporting technology solutions
through its subsidiary companies: CompuBase
International, Synaptic, and Convergence.

Synaptic

Synaptic is a joint endeavour between UTS and

market professionals in the networking industry.
Widely regarded as the networking arm for UTS,
Synaptic offers myriad networking solutions and
services. These services fulfill different vertical
and horizontal markets needs, with a focus on
exemplary services. As a Cisco Silver-Certified
Partner, the company offers total network
infrastructure solutions. Other services offered
include networking professional services, long-
haul fibre optics and services, and structured
cabling solutions partnering with world wide
industry leaders.

Convergence “Over the last few years, UTS has embraced

Convergence Consulting & Technology, a UTS
company, has been established to provide the
latest Microsoft licensed solutions and services
to the local and regional market. As a Microsoft
Gold-Certified Partner, Convergence offers
its corporate accounts exceptional software
deployment and technical support. In addition, as
a Large Accounts Reseller (LAR), Convergence
provides Enterprise Licensing Solutions and
Microsoft Business Consultancy Services.
Convergence is committed to developing long
term relationships with clients, and to suppling
total end-to-end solutions based on Microsoft
Business Solutions for small, medium and
enterprise level customers.
CompuBase
A subsidiary of UTS, CompuBase International
provides computer training and certification
programs through a wide range of courses for
beginners, intermediate, and advanced users,
as well as IT professionals. This encompasses
Information and Communication Technology (ICT)
Training, CAD Training, Graphics Design Training,
and Soft Business Skills training. CompuBase
Akram Abu Hamdan
“Education comes at the forefront of
Jordan’s leadership agenda, through
relentless efforts aimed at reforming and
developing the country’s human capital. As
part of the DIP Fund’s contribution to this
initiative, and to further enhance human
skills in Jordan through IT training, the DIP
Fund and UTS, have capitalized on their
know-how and partnered to form a platform
that will develop IT skills at the community
level through the establishment of the
Oracle Academy.”
Akram Abu Hamdan – Delegated Board
Member of DIP
the broad-sighted view of His Majesty’s
vision. We have promoted a human-centric
approach that will benefit students across
the country, support a new segment of
entrepreneurs and technology professionals,
assist returning Jordanian expatriates, and
transfer skills and knowledge towards a
new generation walking on the path of the
technological revolution. This makes UTS a
critical color of Jordan’s technology scene
as we help guide it to a brighter future.”
Raad Al Majali - Chairman of the Board at UTS
“Over the last few years, UTS has managed
to exceed all expectations by consistently
expanding our portfolio of products and
services in a desire to provide end-to-
end services, extend our network of key
partners, and increase our market share
in Jordan. This has been supported by
market coverage to Saudi Arabia. Our future
geographical expansion includes North
African countries, spanning from Egypt to
Morocco. Our motivation is inspired by His
Majesty’s vision of building a knowledge
based economy, and utilizing local talent
which contributes to the national ICT
industry.”
Daoud Abboud - CEO UTS Technologies

www.uts.com.jo

Best of Jordan 67
 Al Tajamouat Group
C O R P O R AT E C O M PA N Y P R O I L E S
Al Tajamouat Group was initially born
with the establishment of the Specialized
Investment Compounds in 1994, aka locally
as Al Tajamouat and in the financial market
as SPIC. Having started as a real estate
development company, Al Tajamouat today
is renowned for its specialized industrial
parks, as well as residential and commercial
projects. Chairman of Al Tajamouat Group,
Halim Salfiti, shares the latest on the
diversification and expansions of their
developments.
Tell us about the establishment and progress
of Al Tajamouat Industrial City?
Our first and leading project is Al Tajamouat
Industrial City, developed in 1997. Our prime
function is to build infrastructure, ready made
industrial buildings, and tailor made buildings,
serving the local market with proper industrial
workshop and commercial units. When the QIZ
agreement was signed with Jordan and the
USA in 1999, Al Tajamouat was designated as
a privately owned QIZ area, significantly meaning
that it would start providing duty and quota
free access for products manufactured within
the zone, to be exported to the US market.
Hence, Al Tajamouat became one of the first
privately owned industrial zones with a QIZ
status in Jordan. From there onwards, the QIZ
designation paved the way for major business
expansion opportunities, seeing an immediate
and steady increase in the attraction of foreign
and local investors. Consequentially, it became
the largest privately owned industrial park locally,
and the largest exporter to the US market out of
one area in Jordan, with an annual export worth
500 million. Overall, the introduction of the QIZ
has exposed us to the largest consumer market
in the world - the USA. The new technologies,
production standards, and skills transferred to
68 Best of Jordan
our industries since then have been of limitless
value.
Tell us about Al Tajamouat Catering and
Dormitory Services, and its expansion in
Qatar?
Spinning from the solid progression of Specialized
Investment Compounds plc over the past 15
years, the company was organically led to the
creation of Al Tajamouat Catering and Dormitory
Services (paid up capital of JD10 million); now
provides 4,500 meals per day, and houses 8,500
workers. The availability of the on-site dormitory
complex and the industrial catering unit led to a
success story in attracting local workers from
various remote areas of Jordan to join the work
force of Al Tajamouat Industrial City, helping
create jobs for thousands across Jordan. The
company has further expanded in providing
its services outside of the industrial zone, and
entered into franchise business operating
restaurants in Amman; Lina Café. Building on
the expertise of this fast progressing division, the
company now has a significant presence in the
GCC market, namely in Qatar, where labours’
dormitory compounds are built to provide full
services for workers in developing projects.
There is quite a buzz in Jordan over TAJ
Shopping Centre, what’s the scoop?
TAJ is being established with our strategic partners
in Bahrain - Unicorn Investment Bank, and is the
chief project by Al Tajamouat for Touristic Projects
(known in the financial market as MERM), which
primarily develops shopping malls and touristy
projects. Located in the heart of Abdoun, TAJ
(currently under final progress) will house an
upper scale range of retailers, fine dining, and
several innovative entertainment facilities, with an
estimated development capital of JD 120 million.
TAJ is designed by the prominent architectural
house, F&A of California; the same house behind
the design of “The Mall of the Emirates” in Dubai,
and “Fashion Island” in California to mention a
few.
Al Tajamouat Industrial City in Egypt signifies
massive growth. Tell us about it.
Budding from the achievements of Al Tajamouat
Industrial City in Jordan, the Egyptian
government invited us to exploit our industrial
development know-how in Egypt. Thus currently,
the development of 1.1 million square meters of
prime industrial land in Egypt is in progress (to be
developed over 7 years), under a new company by
Al Tajamouat Group established in Egypt for that
sole purpose, with a paid up capital of 100 million
Egyptian Pounds. Al Tajamouat Industrial Park-
Egypt will provide state-of-the-art infrastructure,
investing in the development of both ready and
tailor-made industrial units of different sizes and
categories, along with developing commercial,
warehouses, office spaces, and labour residential
units within the park. Additionally, it includes
a comprehensive line of facilitative services in
the zone such as industrial catering, security,
housekeeping, medical services, engineering
support, and a business centre for Al Tajamouat’s
investors. Also, several governmental & private
sector on-site services will be available to all
investors & tenants of Al Tajamouat Industrial
Park. Furthermore, it will focus on attracting small
to medium industries in several manufacturing &
service sectors; options for sale, rent or lease-to-
own will be offered to potential clients, allowing
flexibility for ideally suited options to start up
projects within the park. Under Al Tajamouat Group Umbrella
What effect have your projects had on • Specialized Investment Compounds,
Jordan as a whole? Jordan
• Al Tajamouat Industrial City, Jordan
In developing our projects, Al Tajamouat’s • Pluto, Jordan
marketing activities include excessive travelling • Al Tajamouat for Catering & Housing
to global destinations, to promote Jordan as a Company, Jordan
prime and affable investment environment. Our • Al Tajamouat for Storage & Logistics
utmost devotion in promoting our country has Services, Jordan
resulted in solid contributions to the local socio- • Al Tajamouat Investment Company,
economic development from creating thousands Egypt
of jobs for local workers, to boosting added value • Al Tajamouat for Tourism Projects
to the industries within the zone. In sequence, Company, Jordan
the trade balance of Jordan with the USA market
has been tremendously enhanced.
Best of Jordan 69
 Amwal Invest
C O R P O R AT E C O M PA N Y P R O I L E S
Survival of the Fittest
2008 was a tough year for banks and equity markets. It started with a subprime mortgage crisis that hit the real estate markets in the
US, and created a global credit crunch, leading to the withering of investor confidence. In the midst of an unprecedented global financial
crisis, a company that has survived the storms of financial turbulence is Amwal Invest. Hailing itself as the premier pilot investment bank
in Jordan, Amwal has worked tirelessly in the last few years to differentiate itself as a safe, low-risk, value-driven haven in the increasingly
precarious waters of financial investments.
The Jordan Capital Market Conference, held
in New York in September 15-19, saw the
assembly of the cream de la crop of the Jordanian
investment scene. Among powerhouse names
such as Arab Bank and Taameer, a smaller
Jordanian institution, Amwal Invest, left its mark
on the conference through its recent success
and its historical precedents. Amwal was started
a mere three years ago in 2005 as a public
shareholding company specializing in investment
banking services. Consequently, Amwal has
chartered a phenomenal growth curve to become
a leading investment house in Jordan.
With a mission to be the leading investment
bank that serves institutions’ needs, elevates
business standards, honors the shareholders
and contributes to the local community, Amwal
Invest has made its stand in the market. As a full
pledged investment bank, Amwal offers asset
management, corporate finance, brokerage, and
research and analysis.
www.amwalinvest.jo
The asset management department puts
emphasis on long-term perspectives, capital
preservation, and optimization of returns.
The asset management team has an active
management style, which relies heavily on
fundamental analysis, use of quantitative
techniques, and in-house equity research. The
investment process is designed to achieve greater
performance through disciplined asset allocation
and portfolio construction, market monitoring,
and continuous portfolio rebalancing.
Secondly, the corporate finance department
focuses on public offerings and rights issues
as it managed a number of the biggest IPOs
and Rights Issue in Jordan including Taameer
Holding, First Jordan and Ahlyeh Enterprises.
The department also carries out equity evaluation
and has completed a record number of Equity
Valuation reports. Finally, the research and
analysis department caters to the needs of clients
with vested interests both locally and regionally by
providing daily market reports, weekly local and
regional reports, equity reports, sector reports,
economic reports and financial analysis.
Having rolled into the year 2009, the quality of
Amwal’s management, staff and its set strategy
will continue to ensure the success of Amwal in
the midst of the financial crisis. This is a proof of
the foundations it has built in the equity markets
in Jordan and a further demonstration of its firm
desire to become the leading investment bank in
Jordan.
70 Best of Jordan
The Arab Financial Investment Company
Leaders in the World of Investments
The brokerage arm of Amwal, the Arab Financial Investment Company (AFIN), has been
invaluable in giving a helping hand to building investor confidence required for safe
investments. The story of AFIN has been of entrepreneurship and superiority; a legacy it
has sought in charting its path to building trust.
AFIN had the distinction of being ranked first
among the 69 brokerage firms in Jordan for a
number of years. This accomplishment evolved
from years of commitment to proficiency and
quality of service provided to its clients and the
market; a commitment that furthers the strategy
directed towards servicing leading local and
international investors.
AFIN started as an entrepreneurial excursion
that took off in the year 2000 by a motivated,
young management that landed the company as
the pilot firm that stands out in the market with
remarkable achievements and reputable record.
From its modest beginnings, the staff at AFIN
went on to break market records in volume-
traded sets. In 2008, the firm attained 8.7% of
total brokerage activity in the whole market and
registered a volume trade of over JD 3.5 billion.
Due to the impressive quality of its customer
services and the high efficiency levels provided
by its licensed brokers, AFIN was able to attract
global and international institutions & portfolio
managers. With its fortified position, AFIN is
knocking the retail frontier and broadening its
Best of Jordan 71
clients’ base by opening branches across the
Kingdom. AFIN has established branches in
Zarqa and Irbid, and plans are under way to open
a new branch in Aqaba.
AFIN’s main fields of operations are Brokerage,
Margin Trading, Portfolio Management, and
Financial Consulting. It provides Margin Trading
to its clients, and offers them up to 50% financing
to allow for bigger investment capabilities in
return for a reasonable interest rate on the
borrowed amount. Secondly, AFIN clients
are being provided with portfolio engineering
on both discretionary and non-discretionary
basis by the asset management team. Finally,
through partnership with Amwal Invest, AFIN
provides clients with advisory and consulting
services conducted by a professional team that
has capitalized on solid knowledge, developed
through daily engagement in stock markets.
With these three exceptional operations, and its
commitment to quality, AFIN will continue to be
the leading brokerage firm in Jordan.
www.afinvestment.com
“The medium is the message.”
-Marshall McLuhan
Media & Marketing
CHAPTER FIVE
 The International Advertising Association (IAA)
MEDIA & MARKETING
Over the last decade, advertising in Jordan
has evolved from an obscure activity
practiced by major companies, into an
essential fibre of the Jordanian economy.
The phenomenal growth of advertising
expenditure reflects this new reality, as
advertising expenditure in 2008 amounted
to a whooping US$303 million. Behind
these extraordinary numbers, is the
International Advertising Association (IAA),
an organization that has traditionally been
the advocate for the advertising industry.
The International Advertising Association (IAA)
is a one-of-a-kind, strategic partnership which
champions the common interests of the full
spectrum of disciplines across the marketing
communications sector; from advertisers
and media companies, to agencies and
direct marketing firms, as well as individual
practitioners. The IAA has become a brand
champion, because all elements which create a
brand’s reputation require the freedom to flourish
without unwarranted restrictions.
With an established history since its founding in
1937, the IAA has an unprecedented international
network in over 70 countries. They have 4,000
individual members across corporate, marketing
services, organizational and academic sectors
– all involved in the branding, communications
and marketing disciplines. They also have 56
corporate members, 57 accredited institutes,
and 27 organizational members.
76 Best of Jordan
Jordan Chapter
The IAA Jordan Chapter was reactivated in
November 2000 under the Presidency of Mr.
Sharif AbuKhadra, and has flourished to become
a recognized, highly active and influential
organization in the local and regional market
place. In February 2009, the IAA Board Members
elected four sub-committees to actively pursue
its goals. The Membership Development
Committee acquires and sustains members
interest; The Functions and Awards Committee
is responsible for fund-raising and organizing
events such as the IAA Awards, Advertising and
Marketing Communications Conferences, and

the Annual Ball; The Legal and Code of Practice
Committee follows-up on the legal registration of
the IAA, legal matters pertaining to advertising
and marketing practices, and upholding a code
of ethics and business practices among its
members; and The Education and Awareness
Committee enhances members’ knowledge
of marketing communications issues, and
cooperates with universities and colleges to
enhance their marketing curriculum.
Benefits
IAA offers members a platform for industry
issues, where they learn about the latest industry
trends through publications and events that take
place. Members are also exposed to networking
opportunities through providing them with proper
contacts or introductions. Furthermore, members
are offered an educational platform, where IAA
has been running their accreditation program for
over 20 years now.
Best of Jordan 77
Global Members
The global membership is diverse. It
comprises of individual members from
across the communications value chain
that include:
• Corporate Sector – including Dow
Jones & Company, the Boeing
Company, the Procter & Gamble
Company, Shell International,
Unilever plc.
• Organizational / Association Sector
– including American Advertising
Federation (USA), International
Institute of Advertising (Russia).
• Agency Sector (including media) –
including Young & Rubicam Brands,
Dentsu, DDB.
• Academic Sector – including Charles
Sturt University (Australia) and
Emerson College (USA).
Professional Development…Education
IAA’s core professional development programs
have proven high success rates throughout the
years. Over 35,000 students have graduated with
IAA’s Diploma in Marketing Communications,
through 57 (and growing) accredited institutes.
The Diploma provides a sound platform for
future careers in the marketing, branding and
communications industry, in addition to a
university education. Moreover, every year the
association runs the IAA InterAd; the global
student advertising competition which offers a
multitude of other learning opportunities. The
diploma and the student advertising competitions
provide much more than academic training - they
provide a well-rounded, global perspective, and
a hands-on learning experience.
Through their thorough involvement in the
marketing and communications industry, and
their solid commitment to the next generation
of marketing proffessionals, IAA will strongly
continue to reach and tap into widespread and
diverse audiences.
www.iaajordan.org
“The greatest wealth is health.”
-Publius Vergilius Maro
Health & Wellness
CHAPTER SIX
 The Farah Hospital
H E A LT H & W E L L N E S S

Hope beyond Borders

Lead by Dr. Zaid Kilani since 1978, the Farah

Hospital’s distinguished torch of expertise is
now shared with the family’s next dynamic
generation; Sanad, Sharaf, Farah, and
Karam seize the hospital’s proficient, widely
prominent medical services. Way far from its
start as a small obstetrics and gynaecology
clinic, today the Farah Hospital’s full-fledged
12 storey building specializes in Obstetrics,
Gynaecology, and Reproductive Medicine,
plus other specialties including pediatrics,
neonatology, plastic surgery, dental surgery,
and general surgery among others.

The Farah Hospital’s IVF Centre is rightfully

considered one of the largest worldwide, running
around 4000 cycles a year. Its introduction to
Jordan and the region sums Dr.Zaid’s persona; a
man of limitless ambition and a most renowned
obstetrician and gynaecologist whose whole
life has been dedicated to medicine, and the
unwavering welfare of his patients. Here is how
his four gifted children share the mantle of The
Farah Hospital - a reputed name well beyond
borders.

Sanad Kilani and patients wards,” said Sanad on his father’s

With Bachelors in Biomedical Sciences from
England (2001), and Bachelors in Medicine from
the Royal College of Surgeons in Dublin (2006),
Sanad’s pursuance of a career in medicine came
to him almost organically, having role-modeled
his father all his life. From early hospital rounds
with his father, to experiencing the operating
theatre where he watched surgeries at a later
stage, Sanad had always been fascinated by
medicine. “My father’s bonding with patients,
and his efforts in improving their quality of life
beyond excellent medical care, but also by his
empathic, sensitive nature, has taught me how to
assess situations from diverse perspectives. At
the hospital he always arrives first and leaves last,
making it a priority to check on every floor from
the kitchen all the way to the operating theatres
stamina. Currently, he works at the hospital while
commencing residency training in Obstetrics and
Gynaecology. He is involved in research activities
mostly relating to the IVF department under
Dr.Zaid’s umbrella, labour ward, clinics, and
operating theatres, plus executing new medical
projects such as the new labour ward on the 10th
floor. Additionally, Sanad is involved in the new
radiology department, ensuring that all essential
details from medical equipment to floor planning
are up to par with Dr. Zaid’s firm standards.
Sharaf Kilani
Having gained his Business BA from Italy in
2004, Sharaf returned to Jordan eager to leap
into the hospital’s administrative wing. Since his
joining, Sharaf prompted myriad patient care

80 Best of Jordan
enhancements which the hospital is increasingly
famed for. His upbringing amidst doctors and
exposure to hospital particulars, coupled with
his perfectionist knack for business, have
certainly shaped the foundation for his current
position. Today he fills the active role of Deputy
General Manager. Along with the hospital’s daily
administration and the running of its financial side,
he manages Farah’s HR aspects which he regards
highly in terms of up-keeping an expanding team
of progressive hospital devotees. Most recently
however, Sharaf’s endeavors revolve around
venturing into manufacturing medical supplies.
“Considering the well-established, ever-
advancing medical field in the Middle East, and in
Jordan especially, the sophisticated autonomy of
locally manufactured essential supplies will prove
greatly resourceful in serving the entire regional
market,” commented Sharaf on the plans for a
medical supply factory, which will go in hand in
hand with the region’s advanced medical industry.
Farah Kilani
Farah studied Human Genetics at Nottingham
University, then gained a Masters degree in
Prenatal Genetics and Fetal Medicine at UCL –
London in 2005. She has been working in the
hospital’s lab for 3 years, where her responsibilities
demand concrete attention to maintaining lab
success rates. “To maintain standards, my lab
involvement is a daily must; remaining ahead of
procedures is an uncompromising priority,” Farah
remarked. On her role in the IVF Department she
said, “IVF is a field that is continuously improved,
so we always aim at matching and implementing
its rapid developments. Keeping up-to-date
is our foremost tool in offering exceptional
Best of Jordan 81
results.” Out of the 4,000 cycles run at the IVF
centre yearly, each case is unique; hence Farah
sees that every case is treated individually.
Working with devoted staff and having access
to state-of-the-art facilities, grants patients with
the best treatments, explained Farah, whose
biggest inspiration comes from her father.
“Witnessing my dad’s wholehearted, tireless
work, spontaneously inspires me to take part in
what he has started,” Farah passionately spoke
of Dr.Zaid. On the rewards of the job she added,
“When my phone rings at a random hour and a
patient screams ‘I’m Pregnant!’ the hard work
crystallizes and I’m reminded that every long
hour is worthwhile.” Also, Farah is overseeing the
hospital’s new Preimplantation Genetic Diagnosis
(PGD) procedure, which offers a chance of
a healthy newborns for couples who may be
threatened by having babies with diseases such
as Thalassemia.
H E A LT H & W E L L N E S S
Karam Kilani
Presently attending an international university in
Switzerland to obtain a degree in International
Management and Finance, Karam aims at joining
Farah’s managerial wing in its future activities.
Knowing this major would help drive the hospital to
its fullest potential from a managerial perspective,
Karam believes that the hospital’s success relies
heavily on its administrative aspect. “Someone
once told me, ‘there’s no bad business there’s
bad management,’ and I strongly agree with this.
Studying management and finance will enhance
82 Best of Jordan
the breadth of skills that I had started gaining at
the hospital from a very young age,” said Karam,
who has accompanied his father numerously
on day-long hospital rounds. Consequently,
Karam is mindful of the hospital’s improvement
prospects and essential opportunities, as well
as its achievements. On inspiration, Karam
commented, “I owe a great deal to my mother
who has taught me how to runabout things
without compromising my integrity. The future
looks bright and I am anticipating my involvement
beyond maintaining current hospital standards…
as my father always says, ‘One must always be
a step ahead.’ ”
Future of the Farah Hospital
The Farah Hospital:
Under the guidance of Dr. Zeid, and the collective Landmarks in History
specializations of his children, the Farah Hospital
is actively planning implementations of new Early 1980’s: Dr. Zaid introduced IVF or
therapies and research relating to infertility and “test-tube” babies locally and regionally.
stem cell, seeking to further increase the success 1987: the first IVF baby was born.
rates in IVF. With these plans underway, the initial 1994: His Majesty the Late King Hussein
results look brightly promising, as the hospital inaugurated the 4 storey Farah Hospital.
further aims at expanding its departments to offer 2001: Dr. Zaid further expanded the
care for a diversified group of specialties. This hospital to a 12 storey building
advancement is particularly true to the hospital’s 2007: Inauguration of the new state of the
obstetrics, gynaecology, assisted reproductive art labour ward.
unit, and the inauguration of the advanced 2009: Inauguration of the new state of the
imaging department (radiology) in 2009. The art imaging department.
Farah Hospital currently enjoys a scientific and
moral confidence, as well as vast capabilities
with its wealth of experience, diligent accuracy,
and modern equipment. Still, Dr. Zaid remains
keen on yet added hospital developments,
creating the ideal, state-of-the-art medical facility
within the walls of Farah for national and global
patients alike.

www.farah-hospital.org

Best of Jordan 83
 The Anantra Spa at the Kempinski Hotel Ishtar
H E A LT H & W E L L N E S S
Dead Sea
Kempinski is famed worldwide for its
unique hide-away resorts. The Anantra
Spa - Kempinski Hotel Ishtar’s keystone
- is certainly no exception. Hailed as the
largest spa in Middle East, the Anantra is
gorgeously modeled as the ideal retreat for
those dreaming of a sanctuary to experience
ultimate pampering and relaxation, whilst
rejuvenating their body and soothing their
soul.
84 Best of Jordan
The quintessentially luxurious treatments of the
Anantara Spa are enhanced by Ozone-rich air,
and mineral-loaded sea water and mud, bringing
together century old therapies and the most
innovative signature treatments. All treatments
at this exclusive spa are performed by highly-
trained Far Eastern therapists, making it unique
of its nature in Jordan and one to rival spas in
other far-flung locations around the world. This
is by far one of the most comprehensive and
spectacular spas on an international scale.
The Dead Sea organically platforms the perfect
environment for the Anantara. With a main focus
on the views toward the sea, it is designed to
create an empire of tranquility and peacefulness,
harmoniously intertwined with nature. The
Anantara Spa boasts 20 treatment rooms, and
a large studio where guests may learn and
practice the art of Yoga, Tai Chi, Meditation and
Pilates. As well, it includes several breathtaking
outdoor therapy lounges, 28 spa suites (Simplex
& Duplex), a Moroccan Hammam (with traditional
Moroccan treatment), outdoor and indoor
Jacuzzis, steam rooms, Ayurveda, natural Dead
Sea water pool, Asian therapies and local salt
and mud treatments.
The spa also includes an installed hydro pool full
of bubble seats and wall jets, and a panoramic
creative lap pool that features star-sky fiber-
optic lighting, complimented by heated beds for
relaxation and meditation.
A private Watsu pool allows guests to discover
ultimate relaxation with a gentle form of body
therapy performed in water and combining
elements of massage, shiatsu, muscle stretching
and dance. Moments of stillness alternate with
rhythmical flowing movements, which free the
body in ways impossible on land. Watsu provides
increased mobility and flexibility, reduces stress
and anxiety, improves sleep and digestion, and
imparts an overall sense of wellbeing.
In addition to the exciting features and facilities,
the spa also contains a full-fledged Tennis club, Anantara Spa:
and special Simplex and Duplex Spa Suites have • Covers an area of 10,000 sqm
been created within close proximity to the spa
itself so that one may commute from room to • Over 20 Treatment Rooms
spa conveniently. The Simplex Spa Suite is over • Outdoor Therapy Lounges
55 sqm and designed using stone and wood,
featuring an all natural stone bathroom with luxury • 28 Spa Suites (simplex and duplex)
amenities and complimentary Dead Sea bath • Hammam Pools
salts with incredible views overlooking the Dead
• Outdoor and Indoor Jacuzzi
Sea. The Deluxe Spa Suites are made of similar
material and rests over 85 sqm, boasting plasma • Watsu Pool (Water Shiatsu) 
screen TVs, a spacious living room area and two
• Steam Room
bathrooms, all designed in contemporary style.
• 2 Dead Sea Pools
Themed by aspects of astronomy, the Spa offers
• Local Salt and Mud Treatments
a number of treatments to ensure that every
taste and preference finds its satisfaction. Under • Light Cosmetic Surgery
categories such as Venus, Mercury and Mars,
guests may choose from an extensive menu
of tantalizing treatments. In all its efforts and
all its splendor, the Anantara Spa is dedicated
to creating a haven of calm, serenity and
rejuvenation.
www.kempinski.com
Best of Jordan 85
 Latest Food and Nutrition Trends in Jordan
H E A LT H & W E L L N E S S

George Abu-Jarur became a Registered

Nutritionist (R.Nutr.) with the Nutrition
Society, UK, after graduating from
Nottingham University. He retired from
Medical Nutrition services at Saudi Aramco,
after serving for 20 years as a Senior
Dietician. He performed in-patient and out-
patient consultation duties in the Dhahran
Health Center. Here, he shares the latest
Food & Nutrition Trends for the food industry.

With the increasing prevalence of obesity and
Diabetes type II as a pressing epidemic in many
Western and Arab societies, there are growing
demands for healthy foods and drinks. More and
more consumers in Jordan are concerned about
the health benefits of daily food consumptions.
The following three mega trends stretch from
convenience, lifestyle, and health to age, gender
and sensory factors, determining the success
and shape of new food products to dominate the
market in the near future.
Functional Food and Drinks
energy foods in the United States, forecasts sales
of functional foods to increase to US$ 8.5 billion
in 2009. Energy products are concentrated within
the confectionary and soft drink categories, but
also include other products ranging from fortified
peanuts through to nutraceutical flatbreads.
Heart health is the second largest category,
reflecting millions of Jordanian’s susceptibility
towards cardiac problems. Heart health products
range from cereal to olive oil, covering all
products that reputable food agencies recognize
as reducers of coronary heart disease risks.

The functional food category has the highest sales
potential according to food and drinks industry
executives. The world’s ageing population is
increasing demand for functional and beauty
products, including anti-ageing foods and drinks.
All in all, the main demand is energy foods; the
biggest functional need which drives food sales
across the world. Datamonitor, a producer of
Organic and Natural Food
The terms “natural” and organic are not mutually
exclusive: many products are marketed as
‘natural’ without organic certification. Likewise, a
number of organic products do not incorporate
the term ‘natural’ in marketing, or in the brand
or product name. Many consumers view terms

86 Best of Jordan
such as ‘natural’ and ‘organic’ as indicative of a
high quality, healthy product. In line with growing
health and nutrition awareness, this sector is
expected to go from strength to strength.
Recent food scares have raised awareness of the
importance of organic foods. These scares are a
result of the long-term health impact of pesticide
residues on food, unhealthy ingredients such as
hydrogenated oils, and the use of genetically
modified organisms (GMOs) in food products.
Since organic food is free of all such processed
factors, it has been given the status of health
foods.
In addition to health, concern for the environment
is also driving a sect of consumers towards
adopting an organic dietary regime. The market
of non-dairy, organic beverages is significantly
rising due to increased demand for organic
juices and drinks, and is set to witness fast
growth throughout a 10 year analysis period.
As organics and gourmet seamlessly integrate,
indulgent foods such as chocolates, cheeses,
and condiments are now available in organic
variants. These additions mark an important
development in the evolution of organics, where
consumers graduate from perceiving organics as
merely ‘natural’, to regarding it as a tastier and an
even trendier option than mainstream products.
Age Awareness
When it comes to healthy food products,
children remain the prime focus of the industry.
The majority of industry executives believe that
healthy products for children will have the highest
new product development (NPD) activity over the
next five years. Seniors will also have a strong
NPD focus, however the aging trend involves
more than ingredients and formulations. The
doubling number of the 65+ years age group by
2030, means an increased need for more user-
friendly containers. The logistics involved can
Best of Jordan 87
include everything from packaging redesigns to
food safety concerns, based on conflicting needs
to create tamper-resistant and sanitary packaging
that do not require sophisticated kitchen tools or
a magician’s touch to open.
Such food and nutrition trends are essential
indicators of food production inclinations which
will be catching up in Jordan, as with the rest of
the world. This year will prove to be an important
time for both food producers and consumers,
as the increasing emphasis on healthy food
becomes the cornerstone of every diet and food
sales strategy.
call +962 7 9922 1752
johealthydiet.maktoobblog.com
“The fool wanders, a wise man travels.”
-Thomas Fuller, British Author
Tourism Destinations
CHAPTER SEVEN
 The Royal Society for Conservation of Nature (RSCN)
T O U R I S M D E S T I N AT I O N S

“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 develop-
ment, 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 conservation, namely, substantial income for

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
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

90 Best of Jordan
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 91
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.

92 Best of Jordan
Established in 1989, the Dana Biosphere
is the most developed reserve for tourism,
offering a guest house, campsite, and an eco-
lodge, 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.
Best of Jordan 93
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 self-
replenishing 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.
www.rscn.org.jo
 Jordan Tourism Board (JTB)
T O U R I S M D E S T I N AT I O N S

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

94 Best of Jordan
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.
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.

In the Leisure and Wellness sectors, the board

highlights Jordan’s renowned therapeutic Visitors to the Increase
2007 2008
resources like the Dead Sea and other various Touristic Sites Percentage
springs like Hammamat Ma’in with first-class
Petra 581,145 813,267 39.9%
resorts offering a diverse range of amenities.
The goal is to promote a unique and relaxing Jarash 227,875 351,508 54.3%
experience catering to tourists’ health, fitness, Karak 121,600 153,875 26.5%
and beauty needs. In the religion and faith
category, JTB concentrates on significant sites Ajloun 122,249 141,869 16.0%
which form part of human history by virtue Umqais 87,657 125,068 42.7%
of simple deeds, and profound messages of
Wadi Rum 101,139 207,439 105.1%
prophets who walked the land and crossed its
rivers during their lives. Many such sites which Baptism site 92,647 142,419 53.7%
are believed to have witnessed prophet miracles, Madaba/ Map 164,044 298,602 82.0%
have been identified, excavated and protected to
ensure convenient access to visitors. Mount Nebo 200,076 326,702 63.3%

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. www.visitjordan.com

Best of Jordan 95
 Aqaba
T O U R I S M D E S T I N AT I O N S

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 Best of Jordan
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 the Read Sea covering an area of 375 km², and
stands today, as will be discussed in the tourism encompassing the total Jordanian coastline (27
section. km), the sea-ports of Jordan and an international
airport. Striving to turn Aqaba into a world class
Yet perhaps, the prime reason that Aqaba is Red Sea business hub and leisure destination,
booming today is because of a more recent ASEZA sustains a globally competitive investor
historical event. In August 2000, the Aqaba –friendly environment, and utilizes entrusted
Special Economic Zone Authority Law was resources in harmony with the Zone’s Master
passed by the Jordanian Parliament. The law Plan to internationally recognized standards.
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 97
T O U R I S M D E S T I N AT I O N S

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 agro-
chemical/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.

98 Best of Jordan
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 99
 Wadi Rum
T O U R I S M D E S T I N AT I O N S
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.
100 Best of Jordan
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
 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.

Best of Jordan 101

 Petra
T O U R I S M D E S T I N AT I O N S

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 Best of Jordan

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 103
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.
 Taybet Zaman Hotel & Resort Village
T O U R I S M D E S T I N AT I O N S

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.

104 Best of Jordan

“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 end-
conservation 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 safe-
deposit 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.

Best of Jordan 105

 The Dead Sea
T O U R I S M D E S T I N AT I O N S
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.
106 Best of Jordan
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.
Best of Jordan 107
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.
 The Dead Sea Convention Center
T O U R I S M D E S T I N AT I O N S
A Center for the World
When the World Economic Forum - the
premier corporate governance institution in
the World - held its inaugural annual summit
at the King Hussein Bin Talal Convention
Center (KHBTCC) in 2005, it did so with an
adventurous spirit. After all, it was only a
year before this event that the conference
center had received its last finishing
touches. The echoing success of this global
event proved the expediency and grandeur
of KHBTCC beyond reasonable doubt.
The Meetings, Incentives, Conventions &
Exhibitions (MICE) industry has always been
dominated by fierce competition, for as an event
organizer, the World is your oyster. Over the past
years however, despite intense competition,
Jordan has seen a sharp rise in the number
of events held on its soil. MICE activities are
everywhere: from retreats held by top executives
of local firms, to NGO meetings and exhibitions.
This is accompanied by small business meetings,
headlining conferences, and local, regional, and
international training courses and brainstorming
sessions.
108 Best of Jordan
This recent accomplishment has been partly
due to the promotional activities of the country’s
various national agencies, but further credit goes
to the massive, picturesque structure hugging
the shores of the Dead Sea - the King Hussein
Bin Talal Convention Center. It is a romantic ideal
that the lowest point on Earth is also the site of
one of the top convention centers in the World.
It was a vision originally fostered by His Majesty
the late King Hussein, and it slowly materialized
into a magnificent building on the shores of the
Dead Sea. KHBTCC has dedicated itself to set
a local and regional benchmark for excellence in
managing significant international, regional and
local conventions, in addition to educational,
cultural and social functions among other events.
The exceptional technical services, wide-ranging
infrastructures, and dedicated staff, all pay great
tribute to KHBTCC’s achievement. The center
is part architectural showpiece, part modern
art sculpture, and all business. The touches of
Islamic design and heritage, as well as the special
design features of the area all grace the walls of
KHBTCC. With 25 fully equipped conference and
meeting halls that vary in size and capacity, the
center is able to accommodate numerous events
with different requirements simultaneously.

The center incorporates state-of-the-art AV

facilities including multimedia projectors, high
quality sound systems, translation services,
microphone systems, and video conferencing
systems. KHBTCC provides myriad event
services including security, cleaning services,
parking, photography, advertising services, sign
production business centers, floral arrangements,
gifts, and catering.

Also, a PR team is on hand to help events with

marketing efforts. Every employee, at every level,
is personally committed to delivering a superior
meeting experience with the courtesy and
genuine goodwill that have become trademarks
of KHBTCC. With this comprehensive support
network, it is no wonder that the center has
become the preferred address for MICE activities
in the kingdom.

The increasing popularity and exposure of the center is gradually cementing it as a world-class
facility within the MICE industry. KHBTCC is certainly expected to take center stage as prominant
international events continue to enter the Jordanian market. Despite rumours that the shores of the
Dead Sea are slowly receding, what is known for a fact is that the KHBTCC will be standing tall at the
forefront.

www.dscc.jo

Best of Jordan 109

“True charity is the desire to be useful to others without thought of recompense.”
-Emanuel Swedenborg
 NGOs
CHAPTER EIGHT
 The King Hussein Cancer Foundation (KHCF)
NGOs

Leading the Battle Against Cancer

Cancer inflicts one in 2.9 people worldwide. This is an atrocious statistic that has risen due
to the rise in global pollution levels, toxic chemicals in consumer goods, and the permeation
of carcinogens in every facet of daily life. The high levels of cancer in the general population
are also coupled with low life expectancies; on average cancer patients have 3 to 5 years life
expectancy. Yet not all hope is gone. An agency which is battling this appalling condition,
the King Hussein Cancer Foundation (KHCF), works day and night to gift hope to those who
had abandoned all of it.

Abu Al Fadel Khairi, an Iraqi child, was merely
23-months old when his parents discovered
he was afflicted with a malignant brain tumour.
He underwent surgery to remove his tumour at
one of the private hospitals in Amman, followed
by chemotherapy at the King Hussein Cancer
Center (KHCC). Unfortunately, the tumour
remained and he needed additional surgery. Abu
Al Fadel’s parents were in a predicament. They
had used all of their savings, and were unable
to cover the cost of their son’s operation. When
it seemed that there were no options left on the
table, KHCF came to the rescue by paying for
Abu Al Fadel’s operation and medical expenses
with funds from the KHCF Iraqi Goodwill Fund.
The surgery was successfully performed at the
KHCC in March 2007.
Al Fadel’s story is not unique. You would be hard
pressed these days to know someone who doesn’t
know someone inflicted with cancer. Cancer
affects almost every human being; regardless of
creed, religion, age, or gender. It has no borders
and does not discriminate. The mention of the
name alone instigates unmentionable fear in
most people; a logical response both because
of cancer’s severity and its widespread nature.
This is not an exception, as cancer rates have
been raising rapidly in Jordan. The King Hussein
Cancer Foundation (KHCF), whose purpose is to
carry out fundraising activities to support KHCC,
provides financial aid for underprivileged patients,
builds public awareness on this disease, and
works tirelessly to reverse this movement.

112 Best of Jordan

About the Foundation
The KHCF was established in 1997 as the legal
umbrella organization responsible for the KHCC,
the medical arm of the foundation. The KHCF
is a unique institution. It is non-governmental,
and not-for-profit, and currently treats over 3000
new patients each year from all over the Middle
East. The success of the center was a dream of
His Majesty the late King Hussein who broke all
taboos by openly speaking about his cancer, and
combating it with great faith and courage.
The Foundation is chaired by HRH Princess
Ghida (herself a wife of a cancer surviver), and run
by a board of trustees comprised of dedicated,
prominent volunteers. Knowing first hand the
heavy toll that cancer takes on patients and their
families, Princess Ghida devoted herself to the
fight against cancer, and has become a tireless
fund-raiser and advocate for the KHCF.
The Foundation is registered as a tax-exempt
organization in Jordan as well as the United
States. The Director of the King Hussein Cancer
Foundation is HRH Princess Dina Mired. As
the mother of a cancer survivor, Princess Dina
is passionate in her efforts to combat cancer.
Since 2003, she has led the King Hussein
Cancer Foundation (KHCF) as Director General.
In this capacity, she founded and developed the
Fundraising and Development Department of the
foundation, making it one of the best fundraising
institutions in Jordan and the region. Today,
KHCF is the largest source of non-profit funds
dedicated to combating cancer in Jordan.
The Services of the KHCF
KHCF, through the KHCC, offers comprehensive
cancer management to patients with all types of
malignancies. This includes recognition of the
problem by expert physicians, diagnosis of the
disease using excellent laboratory, pathology, and
radiology equipment, and treatment protocols
following the newest and most advanced
standards. The foundation, through its center,
offers a variety of specialized treatment programs
for primary care and support. This includes stem
cell and bone marrow transplantation through
the (BMT) Clinic, Gastrointestinal Clinic, Head
& Neck Clinic, Neuro-oncology Clinic, and
Pulmonary Adult ICU. KHCC also has medical
support services which include Infection Control
Services, Nutrition Unit, Palliative Care, Patient &
Family Education, Paediatric Pain Management
Clinic, Physical Rehabilitation, Psycho-oncology,
and Support Group Services.
Other activities of the center include outpatient
services, prevention and early detection, cancer
outreach, and education and training. The
outpatient services offered by the center include
the Day Chemotherapy Units (DCU), Outpatient
Phlebotomy Unit, and Outreach Clinics. When
treatment protocols permit, The DCU gives
adults and child patients the options to receive
their treatments in a friendly, comfortable setting
and then return home, avoiding the psychological
and physical trauma of staying in the hospital
overnight. At the Outpatient Phlebotomy Unit,
patients wait for their routine blood testing
following their treatment sessions, and then are
discharged from the center. Finally, the Outreach
Clinics incorporates programs in which medical
teams are sent to several areas and towns
outside Amman, offering medical awareness
about cancer and clinical breast exams to
women.
Best of Jordan 113
NGOs

The Prevention and Early Detection Services

provided by the Center include two important
facets; smoking cessation and early detection.
The smoking cessation clinic was formed to
assist people who want to quit smoking. This
is an important function considering that recent
statistics show that smokers are 128 times more
likely to contract lung cancer. A specialized team
offers counselling, distributes leaflets and helps
with all the necessary means for stopping the
bad habit. The Early Detection Services includes
PAP smears yearly for women, Mammograms for
women above the age of 40 years, yearly occult
blood in stools for both sexes above the age of
50 years, and PSA yearly for men above 50 years
of age.

Through the Cancer Outreach services,

educational lectures are given all over the
country by the center’s physicians, stressing
the importance of early detection and teaching
methods of self examination to the public. Media
awareness campaigns have been launched,
and cancer survivors support groups have
been set-up to offer counselling and promote
a healthy attitude in support of treatment, care,
and life beyond cancer. KHCC has also launched
an aggressive advocacy campaign of cancer
prevention and control by encouraging healthy
life style changes.

114 Best of Jordan

Finally, in addition to providing the highest quality
patient care, KHCC is a leader in Jordan and
the Middle East in providing training, education,
research and other services to physicians,
nurses, other healthcare practitioners and
administrative personnel. Professional services
range from curriculum development to interactive
conferences, online training, and a variety of
certifications. An important part of the Education
and Training services is the Nursing training
functions. The KHCC clinical area in the hospital
has an assigned clinical instructor who prepares
staff nurses to become specialized nurses,
capable of providing safe and qualitative nursing
care to all of the center’s patients. KHCC also
provides a wealth of information for interested
individuals on complementary and alternative
medicines for treating cancer, coping with cancer
strategies, and terminology resources. This is a
small example of the vault of educational data
offered by the centre.
Best of Jordan 115
Although its services are all-encompassing, the
future effectiveness of KHCF depends on the
contributions it gathers from Jordanians and
from altruistic people and organizations across
the globe. The last statistic from the Jordan
National Cancer Registry (JNCR) shows that a
total of 5,276 patients in Jordan were diagnosed
with cancer in 2006 alone. This terrifying number
shows the sheer urgency of fighting this malignant
disease.
Abu al Fadel - a child who was part of that statistic
- has now moved forward to live a healthy, happy
life. Al Fadel’s story is a clear vindication that the
battle against cancer, although difficult, may well
have a happy ending with KHCF at its helm.
To contribute to the King Hussein Cancer
Foundation, and for all other inquiries,
contact + (962-6) 554-4960 or visit
www.khcf.jo
 Injaz
NGOs
Accomplishing the Possible
The wheels of economy in the Middle East
and Jordan have started to accelerate,
catching up to the most industrialized
countries of the World. Yet the shortage of
skills, and the gap between required and
available expertise has only widened. Enter
Injaz, an NGO that aims at reconciling that
discrepancy and building a brighter future
for the youth of Jordan.
As the Jordanian economy registers
approximately 5% GDP growth yearly, local
employers are finding it increasingly difficult to find
suitable talent for the highly skilled job vacancies
in Jordan’s new knowledge-based economy.
Jordan is faced with a problem that plagues most
developing countries; an attempt to contend in
a global, trade-liberalized world. In Arabic, Injaz
means “to accomplish”, foreshadowing the
immense feat which it strives to achieve.
Initially a project by ‘Save the Children’ with funds
from USAID, Injaz spun-off in 2001 to become
an independent, not-for-profit organization under
the Patronage of Her Majesty Queen Rania Al
Abdullah II. INJAZ has also become a member
nation of Junior Achievement Worldwide. Since
its inception in 1999, INJAZ has aimed at
enhancing the skills of youth and increasing their
participation in the economy to help bridge the
existing gap between the knowledge acquired
through education, and the skills required by
the job market. INJAZ does this by enhancing
students’ leadership, business entrepreneurial,
problem-solving, communication, and soft skills.
INJAZ brings various capacity building courses to
classrooms in public schools around the Kingdom
in full coordination with the Ministry of Education.
With the unwavering support of the Ministry of
Higher Education and the King Abdullah Fund
116 Best of Jordan
for Development (KAFD), INJAZ reaches out to
university and college students across Jordan. In
the last few years, INJAZ was able to reach out to
around 250,000 students throughout Jordan. Its
main role has manifested by raising awareness
among Jordanian youth on their personal and
professional potentials, enhancing the capacities
and competitive advantage of Jordanian youth to
enable them to enter the job market as qualified
employees and business owners, and increasing
the involvement of the Jordanian private sector
and the society at large in youth development
and education.
In recent years, the NGO has further focused on
organizing key events and job fairs to promote
progressive employment, and has worked to
liaise between students and potential employers
in the market. As part of its job placement
programs, INJAZ organizes various events such
as the Career Month, which connects 9th and
10th graders with future employers. Moreover,
Injaz conducts Job Shadowing programs, where
students are provided with the opportunity
to “shadow” a business professional in the
workplace based on field of interest. All in all,
students are offered various internship programs
which give them a shot at real life working
experiences and at becoming a part of the
mainstream workforce.
 The hopes and dreams of millions of youth
around the country rely on the endeavors of
agencies like INJAZ, and their attempts to bridge
the gap between required and available talent
and expertise. Injaz has and always will be the
partner of choice for businesses, educators and
policymakers seeking to expand workforce and
economic development. With a widely respected
and valued role, Injaz is at the center of providing
Jordanian youth with the skills and tools they
need to stay ahead of the game.

www.injaz.org.jo

Best of Jordan 117

 Zikra Initiative
NGOs
Diminishing Barriers and Redefining Charity
The Zikra Initiative, launched by Rabee’
Zureikat in March 2007, is passionately
devoted to carrying hope and a sense of
belonging to the underprivileged area of
Ghor Al Mazra’a, through creative financial
and technical aid. While enhancing the
overall social image of the community in
Ghor Al Mazra’a, Zikra ultimately aspires to
diminish the socio-economic strata through
various interactive activities, encouraging
citizens from cross corners of the kingdom
to unite in heartfelt initiatives.
Zikra’s “Exchange” Concept
The Zikra initiative re-defines the traditional
concept of donations and volunteering by
introducing the “exchange” concept. The
“exchange” concept establishes a relationship
between the donors and those receiving the
donations to spread empathy, understanding
and pro-activity. This is realised through a
reciprocation methodology, in which those
who offer aid to the underprivileged will receive
handicrafts, lectures, or reports conducted by
members of the local community in return. The
origin of the initiative’s name “Zikra,” (the Arabic
word for memory) is rooted from the exchange
concept. For Zikra “donating” is the act of
“Passing a Zikra” (memory) from one person to
the other. Such Zikrayat (memories) may include:
clothes, toys, utensils, books, workshops
(via personal skills and talents). Members are
encouraged to pass their memories personally
118 Best of Jordan
to the underprivileged communities to build
stronger relations with those they aid.
The Micro-loan Projects
The micro-loan projects carried out by Zikra
Initiative are based on providing the local
entrepreneurs with the financial support
necessary to establish their own business. The
project aims at enhancing the local community’s
financial status by encouraging self-discipline
and financial independence through sustainable
income. Although targeted at both genders, the
majority of micro-loan holders are now women
- because one: it promotes equality amidst a
male dominated society, and two: the women
are mainly the managers of households. The
participation fees of all of Zikra’s events go
towards raising funds for the micro-loans. Zikra
engages interactively between volunteers and
the community producing tangible results for
the volunteers, who are able to see the effect of
their contributions firsthand. Once the business
breaks even and the loan is repaid through
monthly installments, the funds are re-donated
to a new family. The progress of the businesses
can be seen through videos on Zikra’s youtube
channel.
The Development through Art Project
Zikra Initiative advocates the power of art,
the power of self expression, and the power
of comradely it brings. Zikra habitually holds
workshops of various natures which expose
the community to a spectrum of self expression
forms. The arts include: handicrafts, painting,
theatre, filmmaking, music and much more.
Exposing the community at the Ghor to such arts
is an eye opening experience, providing them
with an opportunity to explore their potential, and
a chance of possible financial independence on
the long run.
Best of Jordan 119
Voluntourism
Zikra Initiative is working towards popularizing
Ghor Al Mazr’a as an exciting touristy destination
for Jordanian and foreigners alike. The
voluntourism program not only combines tourism
with volunteer work, but also aids in raising money
for the village and the micro-loan program, as
well as helps create jobs for the local community.
Also, it constitutes a strong tool in breaking cross
cultural misconceptions, as it promotes peace
and understanding among different cultures and
socio-economic backgrounds. The “Bandora
Day” (i.e. Tomato Day) for example, is becoming
increasingly popular with eager participants
from all over Jordan gathering with the village’s
locals for a fun and lighthearted orientation tour
on tomato harvesting. This encourages healthy
intermingling, self confidence and respect for
the harvesters, while of course helping to raise
funds. Moreover, Zikra’s hiking trips to Seil
Weda’a are becoming increasingly popular by
the day, with large social groups of either friends
or corporations booking well in advance for these
exciting, charitable trips.
 Rabee’ Zureikat
NGOs
A Young Man with Massive Dreams
Founder of the Zikra Initiative, Rabee’
Zureikat, opens his heart over inspirations,
the local community and future aspirations.
In November 2008, Rabee’ Zureikat was
selected as a social innovator by The
Synergos Institute in its Synergos Arab
World Social Innovators Program. The
highly competitive program selected 22
others, all of whom were chosen from
a pool of more than 150 highly qualified
candidates from 5 different countries.
Tell us about yourself and your background?
I was born in England, and raised in Jordan. I later
gained my degree in Advertising & Marketing in
Beirut. After I stepped into a career in marketing,
although I do enjoy it tremendously, I found that
I still wanted to accomplish more in terms of
humanitarian fulfilment.
What inspired you to start Zikra?
First and foremost it is my love for Jordan that
inspires everything I do though Zikra. I have
always had a passion of discovering our country,
really discovering it. Through many trips around
the kingdom, I was awestruck by many scenic
beauties and charmed by numerous folkloric
experiences, but I was also saddened by some
truths. With such observations unearthed, I felt
inspired to lend a hand, albeit a humble one,
to help develop or improve certain areas. After
getting involved with a number of local charities,
most of my ideas on charity were regarded as
non-conforming and therefore mostly dismissed.
Starting my own charity eventually became
inevitable. I read the book by Peter Gubser, Politics
and Change in Al-Karak- Jordan (translated by
Dr.Khaid Karaki), and it tremendously inspired
me. The book shed light on some serious issues
in the area of Ghor Al Mazra’a (one of the 12
poverty pockets of Jordan as declared by the
government), and that’s where my heart led
me to start working. Zikra for me is my form of
expression. Some express by singing, painting,
or writing; I found my conveying channel through
founding Zikra.
How is the Jordanian public responding to
Zikra so far?
The response has been very well indeed. There
are many in Jordan, especially the youth, who
120 Best of Jordan
have always been more than ready and willing
to get involved in special causes, but many
times simply did not know how or where to
start. Zikra Initiative has provided a fun, hip and
interactive way of contributing to a charitable
cause. Besides many individuals, we also have
numerous schools and companies on board; it’s
just great to see such big and constantly growing
numbers in communal involvements. By the day,
we receive more and more response. I am really
glad and grateful.
How is Zikra associated with the Amman
Filmmakers Cooperative (AFC)?
The Jordan Film Festival, which is organized by
the AFC now holds regular activities with us.
Hazim Bitar, founder of the AFC has extended
great support, carrying out regular workshops
in Ghor Al Mazra’a on cinematic and filmmaking
arts. For a couple of years now, I have learnt a
lot from Hazim in terms of montage and creating
short films, all of which has helped me widely
gain more publicity for the Zikra’s cause. So far,
the short films we have produced include Ya
Halawood, Rasha, Hamdan wa Alayyan, Abeer
and Wasta.
Have you had any reactions from the private
sector?
Frankly, we have had very supportive responses
from all ends. VARCC Arabian Communications
(PR agency) has offered us full services as part
of their CSR program. Toyota has regularly
provided transportation for our trips of al sizes.
Best of Jordan 121
Furthermore, the Spanish Embassy has been a
loyal partner with Zikra, sponsoring some of our
“Development through Art” projects such as the
art workshop, and including the Ghor community
in their cultural initiatives such as sponsoring the
miming workshop.
Finally what’s in the pipeline for Zikra in
2009?
2009 is going to be an exciting year for us. We are
going to continue advancing our Development
through Art and Microloan programs, in addition
to diversified plans of further expanding and
popularizing our Voluntourism programs.
Secondly, we are going to concentrate on IT
educational programs with monetary benefits;
acquisition of such knowledge and skill would
generate income while overcoming transportation
barriers. Also, we look forward to advancing the
community’s artistic capabilities, in order to sell
authentic products such as handicrafts in the
mainstream market. Finally, in partnership with
the Amman Filmmaking Cooperative, we are
increasing our innovative film productions.
www.zikrajordan.org
 Ruwwad
NGOs

Pioneers for a Better Amman

The recent success of the home-grown

Jordanian movie, Captain Abu Raed,
propped the Jordanian movie industry but
simultaneously shed light on the dire needs
of less privileged communities in Jordan.
An organization which has traditionally
provided empowerment and support for
such communities is Ruwwad, which in
Arabic translates literally to Pioneers.
Ruwwad has created a platform to activate
positive change, while advocating overall
lifestyle improvements.

The drive from East Amman to the hills of West
Amman can sometimes feel surreal. As the ground
elevates so does the quality of life. Reminiscent
of Charles Dickens Tale of Two Cities, the trek
between each side of the city could feel like a
cultural move between two distinctive countries.
The humble homes of East Amman give way to
the manicured villas and apartments of West
Amman. The laughing children pulling their
home-made kites in the grimy streets of the East
provide a stark contrast to the fancy playgrounds
and nurseries in the West sides of the city.
Although discrepancies between these two areas
can be overwhelming at times, an institution such
as Ruwwad works hard to bridge the gaps.
Ruwwad is funded solely by individuals and
companies from the private sector and was
initiated with the purpose of acting as a catalyst
for members of marginalized communities to work
together meeting the needs of their communities.
The community plays a principal role in both the
identification and resolution of its developmental
needs. People are encouraged to overcome their
vulnerable conditions by actively participating in
defining and pursuing their objectives.
Ruwwad’s two main locations are centered
around Jabal Nathif and Beidha projects.
Jabal Nathif is a community in East Amman,
incorporating the Mohammed Amin refugee
camp (not officially recognized as a camp)
which remains under-developed and badly
constructed. The entire area suffers from high
population density, crowded living conditions
and lack of certain services. It suffers from 50%
higher unemployment than the national average,
and 50% fewer higher education graduates.
When Ruwwad’s project started in 2005, the area
lacked the presence of a police station, a health
center, a post office and any recreation areas
for children. The area suffers from a multitude of
social problems including many single-mother
families, drug-related violence, a high-level of
school delinquency, poor housing conditions
and a high birth rate. Ruwwad’s advocacy work
with the government and some of its agencies,
as well as partnerships with the community have
changed the face of the area. Thanks to these
efforts, Jabal Nathif now enjoys the services of
a police station, health center, and a post office.
Ruwwad projects in Jabal Nathif have comfy,
almost nostalgic sounding names like Jeeran,
Shababeek, and Shams al Jabal Library; all which
work concurrently to elevate the hardships of
the people in this area and provide educational,
financial, cultural, and social resources to its
most vulnerable citizens. With initial funding from
ARAMEX, Ruwwad spent a year engaging with
the community, meeting people, building mutual
trust, and understanding people’s views and the
factors which influence their lives and thinking.
The big room for improvement in Jabal Nathif
is abundant in numerous other areas in East
Amman. Therefore, such achievements would
serve to create a model that can be replicated in
similar communities around the country.

122 Best of Jordan

The results of Ruwwad’s efforts have been a
grassroots approach which directly consulted
with the people most affected by the initiatives.
These initiatives embody the values of
volunteerism, cooperation, self-empowerment
and civic engagement, which Ruwwad has
become known for in the area, allowing the
organization to continuously build more ties and
relationships in the community.
Best of Jordan 123
The future of the poverty-stricken communities in
East Amman still hangs in the blowing wind of this
old city. Yet, with agencies like Ruwwad leading
the way, visions of a brighter East Amman appear
closer to tangible realities. Finally, as the sun
sets on the gentle sloping hills of West Amman,
common knowledge dictates that the sun always
rises in the East.
www.ruwwad.net
“I think cinema, movies, and magic have always been closely associated.
The very earliest people who made film were magicians.”
-Francis Ford Coppola
Film Making in Jordan
CHAPTER NINE
 Amman Film Cooperative (AFC)
FILM MAKING IN JORDAN
Dreams through the Lens
When Hazim Bitar, founder of the Amman
Film Cooperative (AFC), received the phone
call, he was in a press event in Russia. The
call was from a joyful colleague informing
him that his latest movie, The View, had won
a Black Pearl award for Best Short Narrative
in the Middle East International Film Festival
in Abu Dhabi. Initially, Hazim thought it was
a bluff. A practical joke played by one of
his workers. However it was no joke, the
success of the The View and the organization
which provided its life blood is no fiction. It
is a biographical story of accomplishments
against improbable odds.
The movie business worldwide is not an easy
industry to break into. Considering the relative
cost of creating a film, the logistics of producing,
and the realities of marketing and promoting the
final creation, there are many hurdles one must
jump through. Firstly, Hazim Bitar’s dream was to
create an organization that lends disadvantaged
minorities a second chance to tell their stories
through film. However, the eventual reality of
AFC, became a well established one with strong
presence, after having struggled through barriers
of entry and lack of funding. 50 films, countless
nominations, and a few prizes later, the AFC
has managed to prove that obstacles can be
overcome, and that dreams do come true with
unstoppable passion.
126 Best of Jordan
The AFC was started by Hazim Bitar as a
cine club in 2002, beginning as a social
network of passionate cinema lovers. In 2003,
the cooperative started offering filmmaking
workshops and production support to indie
filmmakers. The AFC viewed cinema as a powerful
tool for self-expression, and an effective medium
for intercultural communication and for building
bridges. The cooperative considers itself as a not-
for-profit cultural initiative and talent incubator,
which seeks to promote independent Jordanian
and Palestinian diaspora filmmaking through
training, experimentation, and networking. The
AFC is also responsible for the organization of
several festivals to promote Jordanian movies
including the Jordanian Short Film Festival
(JSFF). The JSFF, which runs every November,
is a great venue for aspiring filmmakers to display
their latest productions. The festival provides
an opportunity for filmmakers to receive direct
feedback from the public, while moviegoers
may sample the latest Jordanian movies. The
AFC also organizes a variety of workshops for
the public. These specialized classes include
lessons in scriptwriting, documentary filmmaking,
fictional filmmaking, directing, cinematography,
production management, motion graphics, NLE
editing, lighting, and sound design. A number of
AFC students produced films and AFC movies
which are shown on the YouTube channel online.

The various activities that the AFC performs

indeed play a significant role in the growth of the
Jordanian film industry. As the film industry in
the Kingdom develops, the narratives of various
marginalized groups in the country will always be
professed by the AFC. The task of giving voice to
the voiceless, which at times might sound cliché,
is nevertheless one which AFC has chosen to
undertake.

Since 2003, AFC filmmakers who

graduated from the cooperative’s
educational programs have completed
over 50 short films, many of which
have been selected to world-class film
festivals, such as:

• The Academy-certified Huesca

International Film Festival-Spain
• The Academy-certified Tampere
International Short Film Festival-
Finland
• The Academy-certified Seagate-
Foyle International Film Festival-
Northern Ireland
• The Academy-certified Locarno
International Film Festival-
Switzerland

Other regional film festivals have

included:

• The Dubai International Film Festival

• The Ismailia Film Festival
• The Tangier Film Festival
• The Carthage Film Festival
• The Dubai Film Festival

www.ammanfilmmakers.alif.com

Best of Jordan 127

 The Royal Film Commission - Jordan (RFC)
FILM MAKING IN JORDAN
Established in 2003, the Royal Film
Commission – Jordan (RFC), aims at
developing an internationally competitive
Jordanian audio-visual industry. The RFC is a
financially and administratively independent
Jordanian government entity, led by a Board
of Commissioners, and chaired by HRH Ali
bin Al Hussein.
The first Middle Eastern member of the
Association of Film Commissioners International,
the RFC is headed by a board of executives from
the local production industry, and representatives
of the public and private sectors. The RFC works
towards building a solid and sustainable local film
industry, while facilitating productions in Jordan
by providing comprehensive services. It also
develops learning environments in cinematic arts
across Jordan, and fosters initiatives that help
preserve and transfer our rich cultural heritage
through audiovisual means. In addition, the RFC
organizes thematic screenings throughout the
year all over the country, thus enriching the film
culture in Jordan.
Endorsing Expressions
The RFC seeks to empower Jordanians to
tell their stories through audio-visual tools,
thus contributing to cross-cultural, global
understanding, and encouraging freedom of
expression. To hearten such expressions locally,
the commission regularly creates hands-on
128 Best of Jordan
training and educational programs for budding
filmmakers working or aspiring to work in the
production industry.
The Royal Film Commission’s training programs
work towards establishing national audio visual
and multimedia learning environments, as well
as encouraging Jordanians to grow by realizing
their dreams. The programs, which target diverse
age groups and career levels include: seminars,
workshops, multimedia storytelling clubhouses,
internships, and kingdom-wide screenings
among others.
Through environments that encourage freedom
of thought and expression, the programs aim at
cultivating a population with fluency in multimedia,
through nurturing specialized experts.
Jordan: an ideal location
Positioning Jordan as an ideal location for
international audio-visual productions is another
chief priority, coupled with offering great locations,
creative resources and technical assistance.
Facilitative aspects of the RFC include production
assistance, management, and a comprehensive
range of support services to local and foreign
productions.
For a multitude of reasons, modern Jordan
provides an ideal setting for filming: government
support, environmental stability and security, as
well as unique historic and multi- religious locations
all serve as attractive providential aspects. The
vast range of un-spoilt, breathtaking landscapes
and eco-systems, coupled with moderate
weather year-round provides advantageous
options for filmmakers worldwide. Also, the
Kingdom’s progressive telecommunication
system and infrastructure ensure that all aspects
of contemporary requirements are easily available.
From a monetary perspective, Jordan offers
numerous tempting incentives and benefits, from
free-trade agreements with the U.S, Europe, and
the Middle East, to a stable currency, all modern
financial services are at hand. Moreover, the
local society at large is educated and hospitable,
with plenty of skilled technical and artistic talent, Film House
not to mention English as a second language.
An old villa in one of the oldest parts of the
The diversity and intensity of faces in the local
capital (1st circle), has recently been acquired
community have also proved very attractive for
by the RFC and turned into Jordan’s first center
the international film industry.
for audiovisual arts. The Film House, or Bayt al-
Aflam, strives to become a local and regional hub
Fostering the Film Culture for audiovisual creativity and filmmaking. It is an
open space for anyone interested in watching
By organizing regular screenings in the Capital
and discussing films, learning about films and
and other various cities which may lack
filmmaking and eventually making a film.
commercial theaters, the RFC showcases quality
Arab and international movies, as an oppurtunity
for audiences to get an acquainted with quality
films that are not shown in commercial theaters
or on television. During the screenings, film
directors or film critics are often present to
discuss the pictures with the public.
In summer, the RFC’s scenic outdoor theater is
prepared with comfortable cushions, and a large
screen for cinema buffs to watch and discuss a
variety of films from all over the world.
www.rfc.jo
Best of Jordan 129
 The Red Sea Institute of Cinematic Arts (RSICA)
FILM MAKING IN JORDAN

Camera, Light, Action: The Birth of a Film School

When the tiny white house blew up in the

usually quiet town of Madaba, the shepherd
tending his flock nearby barely flinched. The
shepherd understood that the explosion
was not the beginning of a foreign military
invasion, but rather a much more ambivalent
type of invasion. The sound emanated from
the motion picture shooting of Brian De
Palma’s critically acclaimed film, Redacted.
The last few years have seen an increasing
number of films being shot in Jordan, and
simultaneously Jordanian movies have
started to receive exposure in film festivals
around the globe. As Jordan hails in a new
era of film making and cinematography,
institutions like the Red Sea Institute of
Cinematic Arts (RSICA) lead the way.

At the recommendation of Steven Spielberg to

His Majesty King Abdullah II, collaboration was
formed between the Royal Film Commission of
Jordan and the University of Southern California
(USC). Home to the oldest and most successful
cinema program in the United States, the USC
School of Cinematic Arts has over 10,000 alumni
who are among the entertainment industry’s
most distinguished professionals. A mere
four years later, this collaborative agreement
bloomed in the shape of the Middle East’s very
first graduate film school on the coast of Aqaba;
the Red Sea Institute of Cinematic Arts (RSICA),
inaugurated in September 2008. The protégé
of USC, RSICA’s graduate program promises
to be a key catalyst in propelling the Jordanian
and Middle Eastern movie industry forward at a
world-class standard.

Working together, the RFC and USC designed RSICA as an advanced graduate-level media training
program, drawing on Jordan’s unique strengths, history and position in the region. RSICA’s goal is
to stimulate media business development in the Middle Eastern region. This includes preparing a
highly-trained pool of exceptional media makers, attracting production to the area, and stimulating
distribution of Middle Eastern media both regionally and internationally. RSICA offers advanced
professional education in cinema and television, as well as a wide range of dynamic screen-based
media. It is mentored by an outstanding international faculty which supports career development for
high-level media making.

130 Best of Jordan

The Masters of Fine Arts in Cinematic Arts
program offered by RSICA is a full time two-year
degree program, with an optional third year for
the development of an advanced, specialized
project. Initially admitting only up to 25 highly
qualified students per year, the school’s capacity
is set to expand to 150 students annually. At its
centre, the MFA in Cinematic Arts has four team-
taught elements, starting with the Production
Workshop that provides students with an
opportunity to perform key collaborative roles in
digital media, documentary, film and television
productions. At the foundation of the course is
Screenwriting and Narrative Storytelling; the art
of ‘telling’ stories with sound and moving images.
This workshop emphasizes screenwriting, as well
as research and interview skills, script writing
techniques, and the primary principles of visual
storytelling. Also at the ongoing heart of the two
year program, is Producing and Business of the
Media Industry which includes the stages of
production, budgeting and scheduling, the roles
of the producer, director and other key talents
in film making, as well as location management,
marketing and distribution fundamentals and
requirements. Students will learn how to pitch
ideas, negotiate deals, and pursue opportunities.
Last but not least, the Cinema Studies,
which equips students with critical studies of
international film, television, and new media from
diverse historical and theoretical perspectives,
with particular attention to the region.

While its future permanent campus is being The immense effort that RSICA is investing
built, currently RSICA is centrally housed on towards building its foundations, is a reflection of
the upper three floors of a contemporary the powerful contributions it will have in building
professional building in downtown Aqaba. Its the foundations of the Jordanian movie industry.
facilities include a 5.1 professional screening
room with Surround Sound and High Definition
projection that comfortably seats 50, a 21 seat
Avid Post Production Lab networked with Unity,
a Sound Stage with permanent set for studio
work, a Cinema Library with extensive books, as
well as periodical and DVD resources covering
a wide range of international cinema and
much more. www.rsica.com

Best of Jordan 131

 Captain Abu-Raed
FILM MAKING IN JORDAN

Jordanian Filmmaking Takes Off to New Heights

Amongst the glitz and glamour of the

Sundance Festival in Utah, a small
independent film from Jordan managed
to tug at the hearts of the judges. Captain
Abu Raed, a universal story of dreams,
friendship, forgiveness and sacrifice was
the first Jordanian film to win the World
Cinema Audience Awards at Sundance. A
resounding success for the cast and makers
of Captain Abu Raed, the achievement is
also a clear indication of the new heights
that Jordanian cinema has reached.

A grey-bearded, elderly man holds two bags filled

with fresh fruit as he achingly climbs the equally
old steps of East Amman. The protagonist has
the warm look of a caring grandfather, his hopeful
eyes reflecting years of living. He settles on top
of the hill, on the rocks of a citadel built a long
time ago. The neighbourhood children gather
around him, excited to hear stories of cities
which they would never likely see. The old janitor
starts to tell them stories of Paris, London, and
Madrid as their looks of boredom and apathetic
hopelessness turn into bright smiles of hope and
ecstasy. At the airport where he worked, he is
simply known as Abu Raed, but to the cheerful
youngsters he is known as Captain Abu Raed.

“Captain Abu Raed” is a straightforward heart-

tugging melodrama that feels like an old-
fashioned Italian or French picture in emotional
tenor. The movie is a tale of an elderly airport
janitor mistaken for a glamorous international
pilot by his neighborhood kids. Nadim Sawalha,
a prominent Jordanian actor, plays the role of the
altruistic janitor. One of the film’s most welcome
achievements is its casually diverse portrait of
Amman, rarely seen in cinema. In an everyday,
non-touristic way, the pictures provide a strong
impression of many districts across various
economic strata. We see glimpses of East
Amman interposed with views of the modern
areas of Western Amman, seamlessly interplaying
into the movie’s critical moments.

132 Best of Jordan

The Sundance Film Festival was not the only
place where Captain Abu-Raed managed to
impress the critics. From Helsinki to Newport
Beach, the movie has steamrolled to win one
award after another, collecting a total of 25 in
over 35 countries so far on its path to cinema
glory. Yet its success has not been limited to
independent movie ceremonies across the world;
it has also enjoyed widespread appeal in the
European and American markets. On November
6, 2008, Captain Abu Raed received US theatrical
distribution from NeoClassics Films along with
the UK, Australia, New Zealand, Canada, and
South Africa, making it the first Jordanian film
to do so. The film will be released in April/May
2009 starting with New York, Los Angeles, and
Chicago. Captain Abu-Raed was submitted to
the Academy Awards in November 2008; proof
that its success was neither fluke nor an anomaly.
The film’s ability to transcend different cultures
can be credited to its universalistic message,
excellent acting by the cast, and Amin Matalqa’s
ingenious directing.

Amin Matalqa, the Jordanian director behind
Captain Abu-Raed, has become a household
name in the Jordanian movie industry, and
increasingly in the international film scene.
The film was shot on location in Salt and East
Amman in 23 days with a budget of $2 million.
The majority of the crew was Jordanian, while
the 90-persons crew further represented 14
nationalities combining the talents of Tunisian,
Lebanese and Moroccan filmmakers, along
with Americans and Canadians. The children
in the movie are neither famous personalities
nor actors by trade. Matalqa and Jordanian
producer Nadine Toukan traveled throughout
Jordan to cast the right mix of boys and girls,
who were selected from charity-run summer
camps. The Royal Film Commission (RFC),
which was created in 2003 to stimulate growth in
Jordan’s film industry, was instrumental in helping
production crews secure locations. As Jordan
continues to reach for new heights in developing
a film-production industry, movies like “Captain
Abu Raed” and establishments like the Royal
Film Commission will always be remembered as
having led the way.

www.captainaburaed.com

Best of Jordan 133

“Life beats down and crushes the soul, and art reminds you that you have one.”
-Stella Adler
CREATIVE PIONEERS
CHAPTER TEN
 Suzanne Abu Jaber
C R E AT I V E P I O N E E R S

A pioneer in the vibrant world of Interior Architecture in Jordan, Suzanne Abu Jaber’s
profession dawned when she was literally among just a handful of interior designers in
town. Today, a multitude of eminent governmental, commercial and residential projects
continue to crown the dynamics of her career path. From conceptual consultation to full
design implementation, Suzanne’s company, Design Corner, brings a new flair to interior
space.

Footsteps into sizable commercial and governmental

Suzanne Abu Jaber completed high school with
honours, achieving 5th placement in the Science
stream across Jordan. To the disappointment of
many at the time, she had decided to study Interior
Design as opposed to the clichéd expectancy of
pursuing a “medical” or “engineering” degree
as typified in our culture back then. She gained
her BA degree from The City of Birmingham
Polytechnic Aston University in Birmingham,
England. When interior design boomed in Jordan
during the early 1980s, Suzanne emerged at the
centre of its buzz, embarking upon her career
with a concentration on residential projects. Soon
enough, her scope of work expanded to include
commercial ventures as well; all of which gained
her a rightful standing over the next two decades
as a professional and gifted Interior Architect /
Designer, with an utterly unique vision of her
own. Towards the year 2000, Suzanne achieved
principal milestones as she dynamically moved
projects; most notably, the Jordanian Foreign
Ministry.
Challenges
An excited Suzanne had returned from England
with immense dreams and aspirations. Although
she was faced with many challenges as a
young, and later a married female, she never
allowed anything to slow her down despite the
burden. Initially, learning to deal with labourers
and comprehending their lingo was a challenge
by itself. On a daily basis, Suzanne strived to
prove herself amidst a mainly male dominated
circle of engineers, architects, and potential
clients. Musing over the past she said, “Allowing
a setback to stand in my way quite simply wasn’t
an option, as I have always thrived on challenges.
Once I put my mind to something, I have to make
it succeed.” On switching from a freelancer to
an entrepreneur she said, “When I opened my

136 Best of Jordan

Before
own business, Design Corner, the challenges
simultaneously expanded. The adjustment from
running a “one man show” to running a full
fledged establishment was enormous, but every
strain-full moment was rewarded with countless
others of success,” she said before concluding
with a smile, “Well you know...no pain no gain…”
The Passion of Design & Architecture
Suzanne had primarily aspired to become
an architect, however streamed into Interior
Architecture all the same. Immensely clued-up
on the ins and outs of technicalities such as the
electrical and mechanical details of structural
design, her passion is palpable in her channel
of communications. On design styles and
preferences, Suzanne stresses, “Successful
designers must respect the architecture of the
space in which they are working .I always remain
faithful to the external architecture, ensuring
Before
After
a harmonious design flow inside out (with few
exceptions to this rule).” Suzanne typically adapts
to her client’s tastes, complimenting their chosen
style with her seasoned experience to perfect the
result; albeit sometimes feels inclined to advise
them differently if their preferences deviate from
the concept of the overall design.
Interior Design in Jordan; Now and Then
“In the early 1980s, the general perception
of Interior Design in Jordan was regarded as
‘uncalled for luxury’. Today thankfully, there is
a realization that Interior Design is a necessary
prerequisite for the establishment of successfully
functional interior space initially, and the
blossoming of business consequently,” explained
Suzanne with relief. Towards the late 1990s,
Jordan saw a great leap in the importance and
appreciation of Interior Design; biggest witness
to that being its penetration into eminent
After
Best of Jordan 137
governmental projects. Referring to her work with
a multitude of international clients such as the US
Aid and JICA projects, Suzanne expressed her
gratitude for the solid recognition of Jordanian
talent in due course.
In terms of practicality, the local supply of
materials had been very limiting, and the variety
was always restricted to merchants’ personal
tastes. Suzanne recalls that many design
aspirations had been crippled with this shortage;
however this fact had also pushed her to make
do in the most imaginative, original ways. With
a factual tone she concluded, “All in all I now
realise, that every shortage and stumble back
then has paid tribute to all the design elements
and creativity which distinguish my work today.
We are after all a sum of our experiences.”
 Darat Al Funun
C R E AT I V E P I O N E E R S

The House that Art Built Great Art picks up where Nature ends.
-Marc Chagall

Marc Chagall’s profound quote rang true during the untold suffering of World War II. Yet, it has a lot of relevance when one looks at Darat
al Funun, a prominent establishment that supports arts in Jordan. Nestled in the hills of East Amman, the acre of terraced gardens gives
way to an old Byzantine Church, the site of Darat al Funun. Supporting arts through advocacy and training, while serving as an exhibitions
site, Darat al Funun has become an artistic and cultural icon of Jordan.

Since its founding in 1993, Darat al Funun has
come to realize its vision of bringing together
various forms of artistic expressions, and revealing
the dynamism of contemporary ideas and art
practices. Within Darat al Funun’s perimeters,
creative art and critical discourse are fostered
endlessly. Its indoor and outdoor exhibition areas,
workshops, and artists-in-residence programs
provide a platform for visual arts. The mounting
of innovative exhibitions, film screenings, live
performances, and multidisciplinary activities
create an environment conducive to intercultural,
artistic exchange.
All the buildings at Darat al Funun have histories
synonymous with an artistic, cultural past. Until
1938, the two-storey structure of Darat al Funun
served as the official residence of the British
commander of the Arab Legion, Colonel F. G.
Peake. After extensive renovations, the main
building offers three large exhibition halls and
a specialized library. The Blue House building
was originally built by workers from Jordan’s
Circassian community for Ismail Haqqi Abdo (the
former governor of Akka). In its front courtyard, a
fountain surrounded by trees creates the perfect
atmosphere for a small café where visitors,
students, and artists meet.
Another house, named Dar Khalid in 2002, dates
from the same period as the other buildings, and
was once home to Sheikh Fouad al Khateeb,
poet and advisor at the court of Emir Abdullah.
Today, Dar Khalid is a museum dedicated to the
memory and legacy of Darat al Funun’s founder
and art patron, the late Khalid Shoman. His art
works from his private collection are on display
alongside temporary exhibitions, emphasizing
the need to preserve the work and aesthetic
expressions of Arab artists for future generations.

138 Best of Jordan

Also in 2002, Darat al Funun was incorporated
into the non-profit Khalid Shoman Foundation.
At Darat al Funun, visiting and resident artists
produce and exhibit artworks in a variety of
media; from painting to printmaking, sculpture
to installation, and photography to video art.
The screening of films on history of art, and the
specialized reference publications of the library
are invaluable resources for those interested
in serious research on art, from ancient to
contemporary times. Moreover, guided tours
are specially organized for students and
groups around the exhibitions, in addition to
regularly programmed literary meetings and
book signings. Amid rows of illuminated Roman
columns, a variety of performing arts shows
are frequently staged. Today, Darat al Funun
is a living, blooming meeting point where the
public are invited to experience visual arts, in
Best of Jordan 139
harmonious collision with many other imaginative
forms of self- expression.
As artists create new visual languages that
explore regional or universal issues, and draw
inspiration from exchange with one another, the
world of contemporary Arab art thrives. For some
artists, Darat al Funun may be their stepping-
stone to greater exposure; for Arab artists living
abroad, it may serve as a vital link with their
homeland. In more ways than one, everyday,
Darat al Funun’s aspiration to become a haven of
art is being fulfilled.
www.daratalfunun.org
 Omar Al Abdallat
C R E AT I V E P I O N E E R S

Jordan’s First International Artist

Omar Al Abdallat’s celebrated style of

upbeat, traditional folk music saw his
quick rise to fame as an authentic artist of
Jordanian songs and music. Always seizing
to develop himself and his music from one
height to the next, he ultimately became a
household name in the Arab world at large.
An envoy of Jordan’s melodic wealth, he
has managed to popularize the treasure
of traditional music amidst pop consumed
communities.

Omar Al Abdallat’s innate passion and talent
strengthened the boarding of his very early, yet
very persistent start. From the very young age of
12, Al Abdallat attracted sizable attention for his
powerful, often nostalgic voice. Today, his patent
presence in the Arabic music scene continues
to shine straight into the hearts of many. His
music embraces the essence of Jordanian folk,
and blends it with subtle, contemporary tempos;
eventually producing catchy tunes which have
come to be admired by fans the world over.
A combination of his charming voice, authentic
style, and clever approach over the years carried
him to the center point of the region’s most
popular festivals, satellite channels, and leading
media. At the very forefront of sustaining Al
Abdallat’s zest for his musical career, has been
the continuous support of the Royal Hashemite
family, as well as the unwavering encouragement
of the Jordanian media and loyal fans.
Among his most notable career benchmarks, is
the honor of receiving “Al Hussein Decoration
for Distinguished Contribution” from His Majesty
King Abdullah, in recognition for his special
efforts of conserving elements of Jordan’s culture
and tradition through his songs.
Al Abdallat’s many released albums are known
to express the deepest emotions of national,
traditional, and even romantic songs. The intensity
of his music has always been complimented by
his collaborations with the some of the industry’s
greatest poets, composers, and arrangers in
Jordan and the Arab world, as well as, of course,
his own compositions. It is worth noting that
few of his most popular albums have solely and
famously voiced love and admiration for the
Kingdom. Omar Al Abdallat has filmed a number
of his romantic songs in video clips which aimed
to match the tastes and expectations of his
fans. Also, through most of his music videos,
he always focuses on revealing Jordan’s natural
beauty, cultures, and traditions.
The first Jordanian artist to perform individual
shows in both local and international festivals, Al
Abdallat’s thriving career has taken him to multi
festivals and concerts across the world. He has
performed throughout most of the United States,
Canada, Europe, and Australia to substantial
numbers of fans.

140 Best of Jordan

Omar Al Abdallat is widely identified for using his
Omar Al Abdallat’s Festival
established position in more than a few humane
Performances include:
initiatives. His involvements have stretched to
Jerash Festival / Kartaj Festival / Babel
include support for diversified charity associations
Festival / Tadmar Festival / Dubai Shopping
and cultural centers, with emphasis on support
Festival / Al Qarm Festival - Oman / Spring
for children’s cancer treatments, brain paralysis,
Festival – Al Ein / Sabsatieh Festival –
diabetes, and retardation. His communal
Palestine / Al Dar Al Baida Festival / Salala
involvements have further adopted myriad youth
Festival – Muscat / First Orbit Festival / The
issues through awareness and educational
Arab Child Festival / Al Fuheis Festival / Al
campaigns. Also, he has participated in official
Azraq Festival / Al Karak / Global Village
Jordanian initiatives; most recently in Her Majesty
Festival / Jordan Festival / Amman Summer
Queen Rania’s “Ahl il Himmeh” Campaign.
Festival / Akkath Festival / Alexandria
Festival.
Al Abdallat has also ventured into his first acting
experience through his starring role in the
Bedouintelevision show, Teeran Al Bawadi, which
Prominent Collaborations with Arab
was considered the first musical, Bedouin show
Song Poets Include:
to hit the silver screen.
Prince Khaled Al Faisal / Sheikh Nahyan
Bin Zayed / Dr. Saleh Al Shadi / Talal Al
Saeed / Salem Seif Al Khaldi / Ali Al Kilani /
Ali Msa’ed / Kareem Al Iraqi / Bin Abboud /
Majed Zureikat / Yaseen Al Lozi / Kathem Al
Saadi / Naser Harbi / Ali Al Khwar / Saado
Al Deeb / Ahmad Al Thba’ee / Waleed
Ibrahim / Suleiman Al Mashini.

Collaborations with Most Prominent

Arab Composers Include:
Anwar Abdullah / Al Yafe’ / Fareed Al Breiki
/ Majed Al Muhandes / Juma Al Arabi /
Hasan Faleh / Abdullah Seif / Naser Al
Harbi / Shaker Hasan / Ahmad Al Hilu /
Saado Al Deeb.

Omar Al Abdallat’s Compositions for

Jordanian and Arab Stars Include:
Abdullah Rwaished / Asalah Nasri / Zikra
/ Sumaya Hasan / Ali Abd Al Sattar /
Ghada Rajab / Fulla Al Jazaeriyyah / Diana
Karazon / Ghada Abbasi / Zein Awad /
Abdullah Bilkheir / Sa’doun Jaber / May
Kassab / Asma’ Al Manwar / Nahawand /
Miteb Al Saqqar / Amal Shibli / Samira Al
Asali / Mahmoud Al Khayyat.

Collaborations with Most Prominent

Music Arrangers in Jordan and the
Arab World Include:
Hisham Nayyaz / Omar Abd Al Aziz /
Ayman Abdullah / Hamid Al Shaeri /
Mustapha Abd Al Nabi / Ibrahim Radio /
Wael Al Sharqawi.

Best of Jordan 141

 iPlay Musicenter
C R E AT I V E P I O N E E R S

Playing the Majestic

The sounds of the piano ensemble

reverberate from the walls of the New
English School auditorium, arousing the
spirits of the audience within the confines
of the building. The angelic vocals resonate
throughout the halls while the sounds
of guitars and violins create the perfect
climax to a musical evening. This canopy
of musical experiences came from the first
annual students concert organized by iPlay
Musicenter; reflecting the dedication and
accomplishments of this truly Jordanian
musical institution.

The quest for musical genius starts at a young age. In Jordan, the training and facilities available for
fostering and nurturing young musical minds have always been few and far in between. Enter iPlay
Musicenter, one man’s solutions to this shortage. Founded by Shady Khashram in 2007, iPlay is a
haven of support and promotion to the music industry and society in Jordan. Centrally located in
Sweifieh, the center is quickly becoming an important part of the musical chord in Jordan.

Shady Khashram is head of the Guitar Department at Jordan University and a BA teacher for students
at the Jordan Academy of Music. The music aficionado was motivated to establish iPlay to serve as a
meeting point for aspiring musicians, a training center for young prodigies, a venue for the exchange
of ideas, and a jamming site for more proficient artists. As far as its original purposes are concerned,
iPlay has been a resounding success. It accomplishes this by providing three essential services; a

142 Best of Jordan

music academy, a showroom with maintenance
services, and various events.

The showroom sells a huge variety of musical

instruments. The majority of brands found in the
showroom can only be found in this distinctive
location. This includes the world-renowned
Ibanez, Washburn and Takamine electric and
acoustic guitars, Kawai pianos, Pearl and
Tama drum sets among others. The facility also
provides maintenance services for most musical
instruments. This comprises piano tuning, piano
transportation and moving services, piano
rentals, and the repair of all kinds of musical
instruments including guitars and drums.

iPlay’s Music academy is one of the most

progressive schools in the region, aiming to
provide its patrons with a unique, customized
teaching process that takes into account all
student needs. The academy is affiliated with the
Associated Board of the Royal Schools of Music
in the UK through the NMC, perhaps one of the
most prominent names in music training centres in
the world. The staff of the school travel to Jordan
twice a year in April and November, to test and
certify students of iPlay. The representatives from
the Royal Schools of Music endorse students
from grade 1 through to grade 8, and award
diplomas to students of more advanced grades.

The Music Academy provides both theoretical

and practical education to over 200 students
including piano, vocals, guitars, drums, oud,
string instruments, and wind instruments training.
The school’s facilities include ten fully-equipped
training rooms and 20 highly qualified instructors.
The Academy also provides teachers to schools
such as Choufeit and ICS for conducting after-
school musical training sessions.

iPlay holds a variety of events throughout the year

that serve both as cultural and musical affairs,
and lucrative opportunities. The center organizes
for professional musicians to perform at a
spectrum of functions including private parties,
weddings, corporate events, and conferences.
Such entertainment includes diverse styles
such as classical, 80s, Spanish, retro, and
modern. Also, the center organizes two annual
events in winter and spring, showcasing talents
of its students. These concerts are an echoing
testament to the development of the fine talents
that iPlay Musicenter has nurtured.

Tel: +96265868676
www.iplaymc.jo

Best of Jordan 143

 Tareq Al Nasser and Rum Group
C R E AT I V E P I O N E E R S
Music that Transcends Boundaries
• Tareq Al Nasser has composed more
than 55 musical pieces.
• Developed more than 33
rearrangements for local &
international folkloric songs.
• “Rum Group” has built an
impressive record that includes
holding 125 concerts through its
participations in international
festivals in more than 40 cities
worldwide and working with 200
musicians from different
nationalities.
• RUM had the honour of being
selected by the Hashemite Royal
Court to participate in many private
events including performances
during visits of Foreign Presidents
and Royalties such as the King
of Sweden, the King of Spain,
the President of Ireland, and the
President of Bulgaria.
“Rum .. A project to create music that exceeds the geographical
boundaries in all its deep human meanings and expressions”
-Arab al Yawm describing the performance of Tareq al Nasser’s group, Rum, after listening in to one of
their magnificent concerts.
Tareq Al Nasser, a pioneer in the creation of a new movement in modern Arabic music, has
become a distinguished Jordanian music symbol in an increasingly global world. In many
ways, Tareq’s music is an embodiment of the country as a whole; a desire to modernize
while maintaining a stout respect for past traditions.
Musical achievement has always been a difficult and audiences beyond borders. His mesmerising
hill to climb for most artists in Jordan. While compositions have been featured in many of
the advanced music industries in neighbouring the Bedouin-themed television series that are
countries may create the ideal environment for regularly broadcast in the Arab world.
talents to bloom, the much smaller market and
fewer relative strengths in supporting the music Al Nasser’s innovative talents take varied forms
industry in Jordan create significant barriers of including musical composition, arrangement, &
entry to most aspiring musicians. Yet, far from rearrangement of old pieces and folk songs of
the canopy of struggling musicians, Tareq al music. His work bears witness to his capacity in
Nasser has uniquely broken through and created dealing with musical compositions; retaining their
a lasting reputation in the region. original spirit while adding personal elements
of foresight, modernism, and creativity. He
Tareq al Nasser sits on his black grand piano as approaches musical arrangements from an
he meticulously weaves an orchestral number; engineering perspective. For him, re-arranging
the keys of his instrument reverberating in the musical heritage is a responsibility we should
glitzy studios at his Amman headquarters. hold and care for, as it is an accumulation of a
Al Nasser’s accomplishments have gained series of musical experiences.
appreciation way further than the local music
scene, reaching to increasingly wide prominence
144 Best of Jordan
Tareq Al Nasser’s most important works include
sound tracks and musical scores of popular
Arab TV drama series such as: Nihayat Rajul
Shouja’a (The End of a Brave Man) Al Jawareh’
(The Predators), Al Kawaser (The Accipitridae),
Ekhwat Al Tourab (Brothers of the Earth),
Yawmiyat Modir Aa’mm (Diaries of a General
Director), Akher Ayyam Al Tout (The last days of
the Mulberry), and Oures Al Saker (The Falcon’s
Wedding) among many others.

Moreover, Al Nasser composed and arranged

the sound track of the film Jordan: A Royal
Tour, presented by His Majesty King Abdullah
II and produced by Travel Channel (2001). Not
to mention the compositions and arrangements
for “Arts Protects Children from Abuse” Album
(2003) produced by Jordan River Foundation, in
cooperation with of the Ministry of Education in
Jordan, and the British Council. Recently, Tareq
completed the rearrangement of 17 folkloric
Palestinian songs for Ramallah Folklore Group
in addition to 10 Jordanian chants and folklore
songs.

“Rum Tareq Al Nasser Musical Group” is an

independent, non-profit, and nongovernmental
organization founded in early 1998, which has
rapidly gained a celebrated position in Jordan
and the whole region. The group started with nine
professional and amateur musicians that grew

into an entity of over 20 members. Rum aims to
contribute through blending the spirit of original
Jordanian music with the music of world heritage,
creating a new line of musical experiences. The
group continues to expand with more visions and
experiences in the attempt to reach the perfect
musical combination. The typical diversity of
instruments ranging from Oriental to Western,
forms a new listening and imaginative experience
every time.
Tareq Al Nasser is from a different generation than
most of today’s young, struggling musicians, in
many ways, his struggle was even more difficult.
The increasingly active musical and film industry
in Jordan, albeit not as big as its competitors
in Egypt and Lebanon, is just beginning to
flourish. The boundaries of entry which existed
in the past are slowly dissolving; still the odds are
stacked against the aspiring artist. One of Tareq
al Nasser’s greatest achievements, perhaps, is
proving that persistence and great talent are the
strongest bridge between dreams and reality. www.tareqalnasser.com

Best of Jordan 145

 Anees Maani
C R E AT I V E P I O N E E R S

Sculpting a Jordanian Masterpiece

While strolling through the Jordanian National Gallery of Fine Arts Park, one can see children
play in what appears to be a bean bag chair and a horizontal ladder. The meticulously
crafted, abstract sculptures are the works of Anees Maani, an aspiring Jordanian sculptor
who has made his mark on this forgotten art.

Sculpting is no walk in the park. It is an art that

requires the dedication of both hand and mind.
The process of designing the perfect piece
requires proper research and sketching, before
it could be transferred over to the manual labour
of building the structure. This whole process
can take substantial time, as most projects take
countless hours to craft. The method requires
a theoretical understanding of this complex art;
a prerequisite that Anees Maani met when he
attended the Building Academy in Volgograd,
Russia. A motivated Maani returned to Amman
with an adamant fixation of taking his interest
and talent in sculpting to new levels. In 1996,
he started a two-year apprenticeship under the
supervision of the Jordanian sculptor, Nazih
Owais.

A lot can happen in ten years, and in the case

of Anees Maani it certainly has. The artist who
started with a chisel and a dream, is now receiving
an increasing amount of exposure as his unique
work displays in various venues. The sculptures
he creates are not limited to stone forms, but
also include wood and bronze creations. Some
sculptures are created directly by finding or
carving, while others are assembled, built-up and
fired, welded, molded, or cast. Anees Maani’s
work takes a Picasso type modernism, and a
Nabataen minimalist approach. His constructions
are fashioned by combining disparate objects
and materials into one assembled piece of
sculpture. Maani refuses to name his creations;
a prevailing characteristic of modern art which
gives the viewer space to think and imagine each
piece’s meaning. Maani’s biggest influence is the
weathered, rough landscape of Jordan - a fact
that permeates throughout most of his creations.

Anees’s contribution to the art community in

Jordan is not limited to sculpture. He is also
heavily involved in different forms of painting
including acrylic on wood and pencil on paper.
Maani is also concerned with supporting art
projects such as the book Field Guide to
Jordan, which documents different areas of the
Kingdom’s varied terrain through maps, colour
photography and informative descriptions of

146 Best of Jordan

 sites to visit. Besides sculpting and painting, he
also designs copper jewellery, mostly inspired by
the art of the Nabataen civilization among others.
Anees Maani has participated in many artists’
gatherings from the Triangle Trust Workshops
in Shatana, North Jordan, and Scotland, to the
Mahres Festival in Tunisia.

Since 2007, Anees Maani also entered the

flourishing movie industry of Jordan. He played
several roles including a props buyer, assistant
art director, and art director for films and T.V.
commercials. This included Redacted, the
critically acclaimed film about the Iraq War by
Brian D. Palma, and The Hurt Locker, another
critically acclaimed movie about Iraq by Kathryn
Bigelow. In 2008, Anees Maani achieved the
critical milestone of every aspiring artist and
held his first solo exhibition at the Zara Center.
The highly successful event was perhaps a
foreshadow into the bright future that Anees
Maani will eventually sculpt.

Best of Jordan 147

 Badr Ad-Duja
C R E AT I V E P I O N E E R S

Arts & Crafts

Since 1999, Badr Ad-Duja Arts & Crafts Gallery has stood as the ultimate showcase in folkloric beauty. In Arabic, Badr Ad-Duja literally
means “the full moon at night”; the arts housed within it truly shine just as brilliantly as the implication in the name. More than just a gallery,
this space will take you back to a glorious time amid its mesmerising oriental treasures.

The founder of Badr Ad-Duja, May Khoury,

has always been a fervent antiques collector,
passionately devoted to preserving and
promoting the richness of Arabian folk and
heritage. To meet May Khoury, is to encounter
the sheerest and most tender sense of Arabian
pride and individualism - traits you’ll find reflected
in each of her original creations. This sense of
perceptible pride in May Khoury, is certainly
contagious. Whether you come from an Arab
origin or other, you’ll find yourself in awe of
yesterday’s magnificence.

May Khoury’s participation in several international

handicraft festivals, has given her a chance to
introduce her famed modern-antique, Jordanian
creations to several countries worldwide. She
also attended and participated in numerous
conferences and workshops held globally, aimed
at preserving cultural heritages through arts and
crafts, and providing the financial instruments
needed for women entrepreneurs to develop
their small handicraft businesses.

Badr Ad-Duja has indeed given “traditional” a

novel name in all its innovative designs, as May
uses and transforms antique elements derived
from Arabian and Oriental culture, into a rainbow
of modern works of art and function. Offering an
extensive range of jewellery, home furnishings
and decorative accessories as well as costumes,
you’ll find everything at display has been revived
with arty flairs. In our modern day, fast paced
lives, there is no doubt that places like Badr Ad-
Duja call for the awakening, celebration, and
remembrance of our rich heritage.

148 Best of Jordan

All the housed creations seem to share
an underlying degree of quality, grace and • May Khoury won 2nd Place at a
refinement which could only surface with time UNESCO Crafts Contest in 2002
and age. Most striking in the gallery, is perhaps
the incredibly imaginative incorporation of mixed
• One of May Khoury’s chairs is at
media in many, if not in most of the pieces.
The outcome of subtly blending ethnic fabrics, displayed at the UNESCO museum
pottery, metal and wood among others, creates in Paris.
unique masterpieces, albeit always sincere to
their inherited spirit. • One of her chairs was bought by
the iconic fashion designer,
Working closely with over 30 talented local
artisans, May Khoury is an energetically hands Roberto Cavalli
on artist, ensuring that everything she sees in her
mind’s eye comes to life exactly as envisioned.
Hence, on another note, the continuity of Badr
Ad-Duja means a stability of income for over
30 devoted artisans and their families, while
preserving creative craftsmanship in the heritage
field from one generation to the next.

From renowned hotels and VIPs, to newlyweds

and art collectors, Badr Ad-Duja daily attracts a
wide spectrum of customers and art lovers into
its most unconventional and charming gallery.
Every corner in Badr Ad-Duja reintroduces the
visitor to new visages of long forgotten ancestral
treasures. The wonderment of Badr Ad-Duja
transpires way beyond its contemporized ethnic
arts and crafts; it further comes to light in the
manifestation of olden stories told through
culture and tradition, harmoniously meshing
texture and colour into every piece at display.
The wonderment of Badr Ad-Duja is the power
of conveying national legacy through modern use
of designs.
www.badr-adduja.com.jo

Best of Jordan 149

“Adversity causes some men to break; others to break records.”
-William A. Ward
Sports & Leisure
CHAPTER ELEVEN
 His Royal Highness Prince Hamzah Ibn Al-Hussein
SPORTS & LEISURE

Honorary President; Jordan Basketball Federation (JBF)

For the Love of the Game

In 1999 HRH Prince Hamzah consented
to become the Honorary President of the
Jordan Basketball Federation (JBF), in
support of Jordan’s ever so popular sport.
Since then, HRH has worked vigorously to
promote the youth of Jordan in general, and
basketball in particular in more ways than
one.
Besides Prince Hamzah’s Honorary Presidency of
the Jordanian Basketball Federation, HRH heads
the Royal Advisory Committee on the Energy
Sector, and is the President of Al Shajarah (Tree)
Foundation. HRH further chairs The Trustees
Council of the Royal Automobile Museum and
the Royal Air Sports Club.
The Jordan Basketball Federation’s eight-year
plan aims to elevate basketball - already the
Kingdom’s second most popular sport - by
substantially increasing the financial resources of

152 Best of Jordan

the Federation. An innovative national program,
The Dunk Initiative, was launched in December
2001, to engage the private sector through
sponsorships and sports marketing vehicles, to
provide clubs with support needed to promote
the game, and to deliver professional teams
competing at the highest international levels.

It is Prince Hamzah’s wish and JBF’s plan to

spread basketball and enhance its popularity
across the country, starting with youth centers.
The initial emphasis is on training teachers and
coaches of young players, continuing through
to university and club levels. The new sources
of support also work to improve training and
incentives for the national teams at various
levels, sponsor local events, and finance
their participation in regional and international
events. As specified by Prince Hamzah, all JBF
support is strictly performance-based, with
built-in incentives to motivate individual players,
coaches, referees and their clubs.
As many accumulative initiatives continue to
unfold, ultimately, under the honorary presidency
of HRH Prince Hamzah, the Jordan Basketball
Federation is dedicated to the development of
Jordan as a center of excellence in basketball,
and to evolving the Kingdom into an exciting
basketball destination for all game enthusiasts in
the region.

Teams will be able to hire professional,

international coaches and benefit from the latest
training techniques and improved game strategies
that will create Jordan’s first fully professional,
competitive teams. At Prince Hamzah’s directive,
non-Jordanian players will also be permitted to
join the club teams for the first time, as part of
developing the sport in Jordan. On the technical
side, amending regulations and improved
officiating and coaching will help boost the game.
The Jordanian Basketball Federation,
established in 1957 Mr. Abdullah Abu
Nawar, became affiliated to the International
Basketball Federation in that same year of its
establishment. Increasingly, basketball in Jordan
continues to attract players and fans of both
genders and of all ages. In 2003, Basketball/
Jordan was transformed from an amateur to a
professional sport, with the mission of including
activities necessary for the development of a
comprehensive national basketball program.
Athletes are walked through a comprehensive
basketball program, and mentored and taught
skills of taking charge of their sports careers from
early years all the way through to professional
years. The Federation safeguards the interest
of the players and the sport at large, as well
as working to broaden the game to reach all
members of the greater Jordanian community.
HRH Prince Hamzah Ibn Al Hussein
• Born in Amman on 29th March 1980
• Attended elementary school in Amman
and later studied in Harrow College the
United Kingdom.
• In December 1999, HRH graduated
from the Royal British Military College,
Sand Hurst, where he received the
Sword of Honor; the loftiest appreciation
non-British officers could achieve. He
also won Prince Saud Bin Abdullah’s
Award which is granted to non-British
officers for the best marks in Academic
studies.
• In the year 2006, HRH graduated from
Harvard University, upon completion of
higher studies.
• On August 29, 2003, Prince Hamzah Bin
Al Hussein married Princess Noor Bint
Asem Bin Nayef. The Royal Couple have
one daughter, Princess Haya, born on
April 18th, 2007.

www.basketball.jo

Best of Jordan 153

 The Jordan Rally
SPORTS & LEISURE

A Distinctive Car Race in a Unique Landscape

The Federation of Internationale de

l’Automobile (FIA), the governing body for
world motor sports and the federation of the
world’s leading motoring organizations, took
a significant decision to include the Jordan
Rally into the World Rally Championship
rounds in 2008 . This historic choice
came as a result of cumulative successful
years in organizing the Jordan Rally. More
importantly, it signaled the dawn of further
success in the coming years.

The revving sounds of exhaust were heard in the
desert almost in unison, the distinctive harmony
of 5400 RPMs of sport cars created a mechanical
over drive. The crowds cheered at the sides
of the track in anticipation of the cutting-edge
automobiles preparing for the starting bell. The
cars were about to embrace the howling desert
wind and embark in the recently crowned World
Rally Championship round (WRC) - the Jordan
Rally. The Jordan Rally’s inclusion into the
official WRC listing made it the first Arab country
to do so.
The rally is based 50km away from Amman.
While the location is sandy, gravel stages
were placed around the Dead Sea and Jordan
Valley areas. This is a rally of extremes, from
scorching temperatures - which can top 40
degrees C - to the awesome desert landscapes
which the stages snaked through. Unlike any
other event in the WRC rounds, the Jordan
Rally is a unique race in the captivating, sifting
landscape of Jordan. The sizable exposure it had
achieved across the globe lately, comes as no
surprise at all.
Watched by nearly one billion people through
extensive television coverage, the three-day
event was viewed in over 190 countries across
six continents. Enthusiasts of motor sports all
over the world watched as cars weaved and
turned in the hilly Jordanian deserts, forests,
and the Dead Sea. Yet, the significance of the
event goes beyond garnering international
recognition and viewership. Its economic and
cultural implications cannot be understated.
The rally’s economic impact injected more than
30 million dollars into the local economy during
the rally week alone, with longer-term benefits
to be reaped for years to come. To prepare for
the event, heavy investment was poured into
impoverished areas of the Dead Sea and Jordan
Valley. Currently, the rally routes now connect
Bedouin communities to main road networks all
year round.
As well as a memorable triumph for Jordan,
it was a personal achievement for HRH
Prince Feisal Al Hussein, Chairman of Jordan
Motorsport, who campaigned tirelessly with the

154 Best of Jordan

FIA family to realise the event in Jordan. “It was
a wonderful occasion that all of us in Jordan
were proud of,” HRH Prince Feisal said. “It was
the culmination of 50 years of motor sports
being organized since the days when my
father King Hussein started it here in the
Kingdom.”

Although Jordan will be taking a break from the

world championship in 2009, it will be back on
the calendar again from April 8-10, 2010, to once
again witness the world’s very best converging
on the sun kissed shores of the Dead Sea for an
event to remember. In the meantime, Jordan will
host the event that provided the stepping stone
to world standards – the FIA Middle East Rally
Championship. From October 29-31, 2009, the
region’s best will take part in the event which
has made an annual jaunt to the Kingdom since
1981. The WRC routes will be used, as will the
state-of-art service park and rally HQ to ensure
rally fans enjoy their unbroken, annual dose of
petrol-fuelled thrills and spills. Some have already
started speculating who will win the 2010 rally in
Jordan. However, what is undisputable - if history
is any indication - is that the next event will be a
great success.

www.jordanrally.com

Best of Jordan 155

 Dead Sea Ultra Marathon (DSUM)
SPORTS & LEISURE

Every April, the grounds at the lowest point on Earth reverberate with the sounds of a thousand trampling feet; a testimony to the impending
finish of one of the most unique races in the World. The Dead Sea Ultra Marathon (DSUM), one of Jordan’s main sporting events, has
become a legacy. Under the patronage of HRH Prince Raad Bin Zeid, the Dead Sea Marathon is an eclectic experience of thousands of
people from tens of nationalities, running for a good cause.

The DSUM is a scenic trek from the western hills

of Jordan down to the Dead Sea, curving and
bending on the hills. The event, open for all ages
and skill levels, usually gathers an abundance
of corporate sponsorship and interest from the
public. The DSUM is held annually, every April
on the first or second Friday, from Amman to
the Dead Sea. It is the main fund raising event
for the Society for the Care of Neurological
Patients (SCNP), which provides neurological
patients with medical aid and covers the costs of
necessary surgeries for the needy.

The marathon consists of 5 runs: the Ultra

Marathon track (48.7Km long) starts from
Amman International Motor Show road and ends
at the Dead Sea, the Marathon track (42Km long)
starts at the Salam gas station and ends at the
Dead Sea, the Half Marathon track (21Km long)
starts from the Hanna Coffee shop and ends at
the Dead Sea, the Fun Run (10km long) begins
and ends at the Dead Sea, and, the Junior
Marathon run (4.2Km long) also begins and ends
at the Dead Sea.

156 Best of Jordan

So far, the Society has contributed to the
treatment of 940 cases at a value of nearly
600.000 JDs. The SCNP is funded by generous
donations from individuals, public and private
companies, in addition to annual membership
fees and proceeds of sports events. The Society
anticipates expanding its role in the treatment
of neurological patients, and becoming a
developmental organization—creating social and
technical programs in cooperation with related
official and non-official sectors.
Since it started, the DSUM has always maintained
a successful record of accomplishment. The
participation of several world record runners
and champions, and the 2007 record-breaking
marathon marked a new turning point for the
future of the event beyond borders. Above all, the
charitable aspect of the event continues its cause
through the support of Jordanian organizations
and over 2100 runners representing 48
nationalities.
Participants interested in future marathons may
register either by visiting the Society for Care of
Neurological Patients Headquarters in Shemisani
(open daily from 9:00 am till 2:00 pm), or
online via the marathon’s official website (www.
deadseamarathon.com). The 20Km trek might
seem overwhelming, but the final destination
which meets the serene waters of the Dead Sea,
and the critical funding for neurological patients is
well worth the effort.
www.deadseamarathon.com
Best of Jordan 157
 Cycling Jordan
SPORTS & LEISURE

A Ride to the Wild Side

At a secluded gas station in the middle of the Jordan Valley, a lonely attendant glances briefly from his newspaper to see the implausible
sight of a group in tight bike shorts speeding towards him. He rubs his eye to make sure that the scorching noon sun was not affecting his
judgment, but to no avail. The unlikely sight is no mirage. In fact, what he saw was the weekly activity outing of Cycling Jordan, a small
group of dedicated bike adventurers.

Cycling, for many a natural part of their

childhood, usually brings reminiscences of an
age of innocence when the two, or three wheeled
vehicle was our best friend. But for Cycling
Jordan, cycling is not just an afternoon activity or
a childhood nostalgic fantasy, it is an exhilarating
tool to explore Jordan’s stunning landscapes.
Established in the last five years, Cycling Jordan
offers an ideal way to immerse in an unforgettable
experience in Jordan while sweating a great
workout. The expert cycling guides at Cycling
Jordan will take you on a journey you will never
forget.

158 Best of Jordan

The Cycling Jordan experience usually starts
out on a Friday or a Saturday morning before
9:00am, sometimes at the first glimpse of dawn.
The organizational outlet, located in Sweifieh, is
the meeting point, registration module, and the
staging ground for the start of the club’s rides.
The trip usually commences as the Cycling
Jordan bus pulls out from the parking lot,
pacing along the highway. The fresh air of the
countryside typically takes hold when the bus
starts speeding towards its destination. all bikers
would agree that the mood inside the bus gets
cheery as the sights and sounds of concrete and
pavement are replaced with the more natural
sights of plantations, fields, and wild critters.
The club takes its members to a variety of
locations around the country. From the majestic
mountains of the north, to the tranquil valleys of
the central regions, and the shifting deserts of
the south, the destinations never fail to impress.
Cycling Jordan’s trails include paths in Mount
Nebo, Qatarneh, Jordan Valley, Wasfi Tal Forest,
Wadi Al-Butum, and Madaba. The rides are not
simply journeys through the country side, but
rather an all-encompassing experience that gives
the participants a chance to engross themselves
fully in Jordan’s cultural, archeological, and social
atmosphere. The riders interact directly with
the communities of each of the visited areas,
giving a first-hand chance to experience the less
commercialized Jordan that most urban citizens
and tourists don’t ever see. The excursions also
involve thrilling trails along Jordan’s magnificent
ruins from centuries past, including Greco-
Roman and Nabataean architectural remnants.
The trips are graded for beginners, intermediate,
and advanced levels. Beginner rides are normally
around 10km on flat road, lasting for approximately
one hour. Intermediate rides are for riders with
some previous experience, and last around
20km with a few minor hills. Advanced rides
cover distances of 35km or more, and require
practiced skill and endurance. In all three levels,
only first rate equipment is used, considering
Cycling Jordan’s adamant approach to safety
assurances such as helmets among others. The
trips are always guided by professional guides,
dedicated to creating a smooth and trouble-free
experience, rich in its adventure fulfillment to the
last minute.
Beyond cycling, the excursions ultimately turn
out to be highly sociable affairs. Many friends
return week after week, and some have even
been regulars for months on end. Cycling Jordan
attracts outgoing, open-minded, and active
people who want to get as much out of their
weekends as possible. The trips usually involve a
meal (lunch or buffet), and some excursions are
occasionally coupled with DJ parties at the club’s
private farms. All in all, the trips turn out to be a
fully Jordanian experience characterized by new
exciting destinations on a weekly basis. www.cycling-jordan.com
Best of Jordan 159
 Jordan Olympic Committee (JOC)
SPORTS & LEISURE
A Regional Center of Excellence
The Olympics in China allowed the East
Asian, rising superpower to flex its muscles
on a world stage. Yet, in the sidelines,
another success story was also being
born. The 2008 Olympics witnessed the
participation of seven of Jordan’s most
talented athletes in Beijing. While in the
Paralympics, Jordan won 2 silvers and
2 bronzes - its best showing ever. The
majority of those achievements’ credit goes
to the Jordan Olympic Committee, which in
the past decades had struggled tirelessly to
realise Jordan’s sport aspirations.
The Jordan Olympic Committee (JOC), a group
umbrella of more than 34 sports federations,
has the stimulating task of promoting sports in
Jordan. Since his election as President of the
JOC in 2003, HRH Prince Feisal Al Hussein
has endeavoured to use sports to engage in
the lives of youth, not only in the Kingdom, but
across the region. Five years on, Jordan has
made incredible progress. So much so that it
is now widely regarded as one of the leading
National Olympic Committees in Asia, and HRH
Prince Feisal is recognised as a visionary leader
at the cutting edge of sports development. The
JOC has become a model for administrative
excellence, as it continuously ensures sport plays
a greater role in the every day life of Jordanians.
Prior to HRH Prince Feisal’s election, Jordan had
yet to host world championships.Today, as well
as the five which the country has now hosted,
the country has also welcomed the prestigious
International Olympic Committee (IOC) World
Conference on Women and Sport. The 2008
event was attended by world leading sports
figures including the powerful, Jacques Rogge,
President of the IOC. All such events pay tribute
160 Best of Jordan
to Jordan’s recognition as a regional sporting
power.
The role of the JOC goes beyond preparing
and mentoring Jordan’s athletes for global
sporting events, it also takes a proactive role in
promoting all sports in Jordan. As part of that
mission, myriad initiatives have had the dual role
of developing sport leadership and providing
social responsibility functions. A prominent
example of those initiatives is Generations for
Peace launched in 2007, which aims to use
sport as a vehicle for bringing smiles back to
the faces of divided communities. Since its 2007
inaugural, Generations for Peace has become a
serious initiative, widely respected by sporting
institutions across the world. A second camp
in November 2008, welcomed youth leaders
from 16 countries that have been ravaged by
internal strife. A third camp was held in Abu
Dhabi featuring 11 countries in March 2009. The
youth leaders returned to their own communities
to cascade the new skills and techniques gained
through their own camps and projects. To date,
thousands of youngsters from places like Iraq
and Afghanistan, and Southern Sudan have
benefited from Generations for Peace.
The JOC have also carried out initiatives to
promote sports for women. As part of that
agenda, the JOC is at the forefront of ensuring
the treatment of women on an equal footing as
men across all sectors in the Arab World. Jordan’s
talented female athletes have been winning
medals internationally for many years, and are
taking a bigger role within the administration
and organization of sports in Jordan. It is worth
noting, that over 50% of JOC’s current staff
comprises of females.
Furthermore, the JOC also takes an active
role in promoting environmentally conscious
initiatives. The committee has formed strategic
alliances with numerous entities across Jordan, as a committee that proudly sets new sporting
to ensure that sport plays its role in protecting standards for the region.
and enhancing the world we live in.
The upcoming year will see the emergence of
new events sponsored by the JOC, and the
pioneering of new firsts. In 2009, the Kingdom
hosted Athletics’ biggest winter outdoor event,
the IAAF World Cross Country Championships,
where, more than 1,000 of the world’s best long
distance runners and coaches from 70 countries
competed together in Jordan.
With accomplishments as such under its belt,
the JOC looks ahead to an ever-promising future www.joc.jo
Best of Jordan 161