01 January 2023

Discover the projects in Jordan empowering local women

Make travel within this incredible country more meaningful by accessing authentic, sustainable experiences run by the people who are increasingly taking the reins of tourism

4 mins

Most visitors to the Kingdom of Jordan, located at the crossroads of Asia, Africa and Europe, come to explore the country’s best known sights. From marvelling at the red rocks of Petra to floating in the high-salinity Dead Sea, camping out in the desert valley of Wadi Rum or observing Roman, Byzantine and Arabic ruins in Amman, there is an incredible amount to see and do. But today’s travellers want to delve deeper into a destination’s DNA, to enjoy more authentic experiences, and to get to know the people at the heart of a country. In particular, people who might more often be overlooked, but whose contribution to tourism is paramount.

In 2018, Jordan, in partnership with the charity Tourism Cares, launched the first ever Meaningful Travel Map of the country, encompassing twelve different social enterprises, many of which put women at their front and centre and offer enriching and hands-on cultural experiences to the more curious and enlightened traveller, as well as providing the women with jobs and an income. The twelve enterprises highlighted are powerful and positive for both visitors who want to use the power of travel to help people and places thrive, and for local communities, who benefit long after the last guest has gone back to their home country, as each of the experiences operates a programme for directly benefiting the disadvantaged.

Derek Hydon, chairman of the Tourism Cares board of directors said: "The very act of travel can be a force for good and these experiences are really about connecting people: travellers who are exploring Jordan, and the dynamic local leaders who are moving these communities forward."

So where should you start? The offerings at the twelve social enterprises vary, and are scattered along a route which runs from north to south alongside the Dead Sea and the wadis which bookend it. Near Petra, for example, is the Ammarin Bedouin Camp, hidden within a spectacular amphitheatre of sand and hills, and run by the local Ammarin tribe. Guests can camp out overnight and enjoy dinner, knowing they are contributing to a lesser-known community which is often overlooked in favour of that based in Petra itself.

Those which really highlight women’s contributions include the Iraq Al Amir Women’s Cooperative. Founded by the Noor Al-Hussein Foundation over two decades ago, it aims to make women financially independent and to raise their standards of living by increasing their income and preserving local heritage. As well as selling hand-made ceramics, fabrics and gifts, this women’s cooperative offers cooking classes and paper-making workshops. Here you can learn anything from how to make local dishes including magloubet zahra (‘upside-down’ cauliflower), to how herbs and spices are used to dye artisan paper. Initially the women involved were solely occupied in the production of local crafts; as well as hand-made paper, they created hand-woven fabrics and ceramics. They have since been given extensive training in finance and admin, product design, quality control and marketing, which has ultimately led the women in the cooperative to take complete ownership of the project.

Not far from the shores of the Dead Sea, and just over an hour’s drive south from Amman, you’ll find the Bani Hamida Women’s Weaving Project, supported by the Jordan River Foundation. This pioneering weaving project has changed the lives of over 1,650 local women, empowering them with new skills and financial independence. You’ll meet the weavers themselves, with the opportunity to buy carpets, baskets and food directly from the women who made them. The centre is located in a charming one-story home, surrounded by a spacious garden. Visitors are welcomed by the women weavers who are keen to show them their beautiful wool products, share their stories with them and provide them with the opportunity to have a hands-on experience themselves – using the weaving machines, and possibly even weaving their own carpet or basket. The colourful, patterned rugs made here showcase traditional Jordanian heritage with a modern twist.

Food is an important part of travel, and a sheer pleasure to discover. One social enterprise which showcases the local cuisine is Summaga Cafe, a community cafe and store in Ajloun, in the north of Jordan, which serves organic produce from family-owned farms across the region. Here, you’ll get an authentic taste of the area: think golden olive oil, herbs, traditionally foraged greens, fresh honey, zaatar-infused flatbreads and a selection of home-cooked dishes. You can also participate in craft workshops, from soap-making to crochet. For many local women, it provides their first opportunity of full-time employment, and it also gives them to chance to demonstrate their warm Jordanian hospitality. It’s located next to the ruins of the 12^th century Aljoun Castle, and provides a good fuelling-up stop before embarking on a stretch of the Jordan Trail, a long distance hiking route covering around 420 miles which runs from Um Quais in the north to Aqaba in the south.

And an hour north of Amman, you’ll find Beit Khairat Souf, a women-owned and managed village restaurant, where hearty breakfasts and lunches are served in a beautiful tree-shaded garden. Formerly a family home, it’s now a community hub which offers jobs and training for women and young people. The shop sells home-made jams, pickles, olives and more, plus a unique blend of coffee. So definitely make time to seek out these fantastic female-led initiatives; both you, and they, will benefit if you do.

Don't forget the Jordan pass

Tailor-made for visitors, the Jordan Pass is the ultimate sightseeing package, giving you access to over 40 of Jordan’s attractions including Petra. The pass allows you to skip the queues for tickets, offers downloadable brochures and information, and even includes the cost of your visa, saving you money.

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