Best of Jordan

BEST OF
JORDAN
Volume 1
FOREWORD
International Group Publisher

Sven Boermeester
Publisher & Managing Group Editor

Lisa Durante
Publisher
Imad Abdel Hadi
General Manager
Ammar Abdel Hadi
Project Manager
“The time has come to celebrate a new era Jamileh Kharouba
of Jordan’s achievement…”
Marketing Executive
Diala Abu Jaber
Welcome to the first volume of Editor

Reem Kattan
‘Best of Jordan’, which gives a Creative Director

Rami Delshad
unique insight into the Kingdom as Design & Layout
it progresses in the fields of AbdelHadi Advertising & Marketing
business, tourism, innovation and

Sales Coordinator
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investment. Printing
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10 Best of Jordan
Best of Jordan 11
CONTENTS
Chapter 1/page 16 Chapter 2/page 42

BEST OF HOSPITALITY
JORDAN & DINING
Chapter 6/page 84 Chapter 7/page 92 Chapter 8/page 104

BANKING & CORPORATE HEALTH &
INVESTMENT COMPANY WELLNESS
PROFILES
12 Best of Jordan
PROPERTY & AQABA ZONE CONSERVING
REAL ESTATE JORDAN

ARCHITECTURE MEDIA & HEARTS OF
DESIGN & MARKETING JORDAN
INTERIORS
Best of Jordan 13
GLOBAL VILLAGE PRODUCTS
14
Best of Jordan
Best of Jordan 15
“I believe in my people. Jordanians, who built the
achievements of the past, can and will work for a better
future.”
His Majesty King Abdullah II

BEST OF JORDAN
Chapter 1
cont. p 20
First
BEST OF JORDAN
The
18 Best of Jordan
Best of Jordan 19
BEST OF JORDAN
The Living Wall: Find Your Place

A new landmark that defines luxury property in Amman
The Living Wall project is a mixed use development nestled in one of Find Your Place to…
Amman’s dramatic rock beds. The name itself is a metaphor for bringing
life to an uninhabited rocky site in the Wadi Saqra urban valley. The An exclusive lifestyle
strategic project location places it in the heart of Amman’s emerging The Living Wall of Amman is composed of six sleek towers which rise
commercial districts, situated on the main artery linking downtown out from the podium. Together, they feature some 150,000 sqm of
Amman with the new commercial districts in west Amman, including commercial, residential and corporate spaces in addition to Amman’s
the new Abdali downtown site. The Living Wall has already set a trend first ever boutique hotel and renowned Buddha Bar.
in Wadi Saqra as it witnesses an unprecedented rise in development in
a variety of sectors, ranging from high end offices, commercial centers A vibrant podium (81,600 sqm):
and luxury hotels. Complementing the six towers, the Podium is the base of the
development and houses all the high-energy activities of the Project.
This unique multi-award winning design integrates the history and Visitors will find plenty of high serviced shops, showrooms, restaurants,
topography of Amman’s urban environment with the diverse needs of cafes, galleries, piazzas and parking space within this 7-storey centre
a new and dynamic lifestyle. “This project is a catalyst for change and embedded into a dramatic urban hillside.
is already breaking new grounds and altering the face of real estate
development in Jordan.” says Mr. Akram Abu Hamdan, DIP Fund’s A business centre with a view (21,400 sqm):
Commissioner General and architect at the vanguard of Jordan’s Towers 1- 5 - 6
construction revival. Three of the six tower blocks in the development are office buildings
designed to offer optimal working environments, and equipped with
The Living Wall is set to become a key destination in Amman for living, future proof technology able to adapt to changing business needs, in
working, shopping and entertainment. On a prime and compact site, addition to the latest in security and communication technologies. The
the project draws on a variety of uses and amenities to create a thriving space is also well serviced from a remote district energy centre.
community set within carefully designed vibrant public spaces, to
provide an exclusive urban retreat to be enjoyed by city dwellers.
20 Best of Jordan
An urban retreat (13,500 sqm) for designing some of the world’s most iconic projects in cities like New
Tower 2 York, London and Paris.
Dedicated to be Amman’s first boutique hotel, this tower offers an
urban retreat of 90 luxurious rooms. Junior suites, executive suites and Project Essentials:
a presidential suite all distributed over 10 masterfully designed floors. Built-Up Area: 150,000 sqm
The hotel will provide an array of themed restaurants, outdoor terraces, Overall Site Area: 12,500 sqm
an ultramodern spa and a rooftop pool offering a splendid view over Location: Wadi Saqra Street – Amman
Amman. Estimated Project Cost: $ 160,000,000
A life with the view (11,700 sqm) The Awards

Towers 3 - 4 Since the beginning, the Living Wall project has been receiving praise
Residences are defined by uncompromising luxury, tailored for from international circles for its inspired design.
individual needs. With flexible interior architecture, the Living Wall allows Some of these prestigious awards include:
for one’s own spatial intervention. Every simplex, duplex and penthouse
apartment is a modern masterpiece, giving residents extraordinary • Best Future Commercial Architectural Award - Cityscape 2006, Dubai.
freedom of design and flexibility. • Best Architecture (Jordan) Prize - CNBC Arabian Property Awards
2007, Dubai.
A roof garden (8,900 sqm): • One of only four nominees globally for ‘Best Architecture’ in CNBC
The Living Wall’s rooftop setting is the final brilliant touch. It offers International Property Awards 2007, Las Vegas.
access to a world of vibrant entertainment in an open air environment
- in other words, a scene bustling with cafes, bars and restaurants
sharing a stunning view of the city.
Who’s Behind the Project:

The Living Wall is Jordan’s first mixed-use project and is being
undertaken by the Development and Investment Projects Fund (DIP
Fund) affiliated with Mawared. For the landmark’s design DIP has called
on the London based Foster and Partners, an architectural firm known
Best of Jordan 21
BEST OF JORDAN
Modern Jordan was established by the Hashemite Royal Family in 1921, but the
family’s history stretches further back in time. This arab dynasty whose original strength
stemmed from the network of tribal alliances and blood loyalties in the Hijaz region of
Arabia along the Red Sea, are considered the direct descendents of the Prophet
Mohammad (peace be upon him), and His Majesty King Abdullah II is the 43rd gen-
eration descendent of the Prophet.
His Majesty King Abdullah I
22 Best of Jordan
The term Hashemite is derived from “Hashem”, the name of the great-
grandfather of the Prophet Mohammad (peace be upon him). The
Hashemites are descended from the Prophet through his daughter
Fatima and her husband Ali Bin Abi Talib, who was also the Prophet’s
paternal first cousin and the fourth caliph of Islam. Ali and Fatima (may
God be pleased with them) had two sons: Al-Hassan and Al-Hussein.
The descendants of Hassan are known as “Sharifs” (nobles), while the
descendants of Hussein are called “Sayyids” (lords). The Hashemites
are of Sharifian lineage.
Various Sharifian families ruled over the Hijaz region in Western Arabia
between 967 and 1201 CE. The Hashemites governed the holy city
of Mecca from 1201 CE until 1925 CE, although they recognized the
sovereignty of the Ottoman sultan in 1517.
King Hussein’s great-grandfather, Al-Hussein Bin Ali, Sharif of Mecca,

led the Great Arab Revolt of 1916 which culminated in the liberation of
Arab lands from the Ottoman Turks. After freeing the lands of Jordan,
Lebanon, Palestine, Iraq, Syria and the Hijaz, Sharif Hussein’s son
Abdullah founded the Emirate of Transjordan on April 11, 1921.
During his thirty-year reign, King Abdullah I forged a viable and durable
state out of a tribal, nomadic society. He developed the institutional
foundations of modern Jordan, establishing democratic legitimacy by
promulgating Jordan’s first Organic Law in 1928 (the basis for today’s
Constitution), and holding elections for its first assembly in 1929. While
guiding Jordan’s development, King Abdullah I negotiated a series of
treaties with Britain which earned increasing freedom for Jordan. Jordan
achieved full independence from Britain on May 25, 1946, and became
the Hashemite Kingdom of Jordan.
After successfully defending Arab East Jerusalem and the West Bank
during the 1948 Arab-Israeli War, King Abdullah I regularly travelled to
al-Aqsa Mosque in Jerusalem to participate in the Friday prayers. On
July 20, 1951, King Abdullah I was assassinated by a lone gunman
while attending the Friday prayers there with his grandson Hussein,
who was saved from a bullet by a medal his grandfather had recently
awarded him.
His Majesty King Abdullah I His Majesty King Talal & His Majesty King Abdullah I
Best of Jordan 23
BEST OF JORDAN
His Majesty King Talal
After King Abdullah I’s death, King

Talal, his eldest son, ruled for a
brief period. Due to an illness, King
Talal abdicated, and his eldest
son, Hussein, was proclaimed king
on August 11, 1952. He assumed
his constitutional powers on May
2, 1953, after reaching the age of
eighteen according to the Muslim
calendar. During the nine months
between his coronation and the
assumption of powers, a regency
council ensured the orderly trans-
fer of power.
His Majesty King Talal & His Majesty King Hussein
24 Best of Jordan
King Hussein’s reign was long and eventful, and characterized by a
populist touch. Early in his reign, he focused on Jordan’s
socio-economic development, and is widely credited for his commit-
ment to advancing democracy, civil liberties and human rights. Perhaps
his most enduring legacy, however, is his commitment to Arab-Israeli
peace. After the 1967 Arab-Israeli war, King Hussein was instrumental
in drafting UNSC Resolution 242, which calls on Israel to withdraw from
all the Arab lands it occupied in the 1967 war in exchange for peace.
This resolution has served as the benchmark for all subsequent peace
negotiations. In 1991, King Hussein played a pivotal role in convening
the Madrid Peace Conference, and led Jordan to a successful conclu-
sion of a peace treaty with Israel in 1994. He also worked to build confi-
dence between the Palestinians and Israel in the arduous negotiations
that followed the 1993 Oslo Accords between the two parties.
At the time of his passing on February 7, 1999, King Hussein was the
longest-serving executive head of state in the world. His death marked
the end of an era in Jordan’s history. While the country, and indeed
much of the world, mourned the death of King Hussein, Jordanians
looked with optimism and pride to a future under the reign of King
Abdullah II, eldest son of the late King Hussein and current bearer of
the Hashemite torch.
His Majesty King Hussein
His Majesty King Hussein
Best of Jordan 25
HIS MAJESTY KING ABDULLAH II
BEST OF JORDAN
King of the Hashemite Kingdom of Jordan

His Majesty King Abdullah II Ibn Al Hussein assumed regiment, 40th Armoured Brigade with the rank of lieutenant Colonel
his constitutional powers as Monarch of the Hashemite from January 1992 to January 1993. During this period he attended
Kingdom of Jordan the day his father passed away. several military courses in the U.S. and the U.K. including Staff College
Camberley (U.K.) 1990-1991. He also has several attachments to the
Born in Amman on January 30, 1962, King Abdullah II Special Forces and a year as a tactics instructor with Jordan Army’s
is the eldest son of His Majesty the late King Hussein Anti-Tank, Cobra Helicopter Wing.
and Her Royal Highness Princess Muna Al Hussein. He
began his primary education at the Islamic Educational The beginning of 1993 saw him as Deputy Commander of Jordanian
College in Amman, and later attended St. Edmund’s Special Forces till he took full command in November 1993. He com-
School in Surrey, England. For his secondary educa- manded these forces till October 1996, when he was instructed to
tion, he attended Eaglebrook School and Deerfield re-organize this and other elite units into the Special Operations
Academy in the United States of America. Command (SOCCOM). In 1998, as SOCCOM Commander, he was pro-
moted to the rank of Major General and continued this command until
He entered the Royal Military Academy Sandhurst the passing away of His Majesty King Hussein in February 1999.
(U.K.) in 1980 and was commissioned as second
Lieutenant in spring of 81. He then served as a Recon- In addition to his career as an army officer, King Abdullah II served
naissance Troop Leader in the 13/18th Royal Hussars Jordan many times in the official capacity of Regent in the absence of
Regiment (British Army) in the U.K. (and West King Hussein, and regularly travelled on official missions. He was pro-
Germany), and moved through various military ranks , claimed Crown Prince on January, 24, 1999, by a Royal Decree.
until finally commanding the 2nd Armoured-Car
26 Best of Jordan
Since his ascension to the throne, King Abdullah II has continued his
late father’s commitment to creating a strong and positive moderating
role for Jordan within the Arab region and the world, and has worked
towards the establishment of a just and lasting comprehensive solu-
tion to the Arab-Israeli conflict. King Abdullah II is committed to build-
ing on the late King’s legacy to further institutionalize democratic and
political pluralism in Jordan. He has exerted extensive effort to insuring
sustainable levels of economic growth and social development aimed
at improving the standard of living of all Jordanians. He is also working
towards modernizing Jordan’s information technology and educational
systems.
Under King Abdullah’s reign, Jordan was admitted to the World Trade
Organization, 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 II has also been involved in the drive for national adminis-
trative reform, as well as governmental transparency and accountability.
He has been working on the advancement of civil liberties making
Jordan one of the most progressive countries in the Middle East.
Also, he has been involved in enacting the necessary legislation that
guarantee women a full role in the Kingdom’s socio-economic and politi-
cal life.
King Abdullah II married Queen Rania on June 10, 1993. The Royal
Couple have two sons, Prince Hussein, born on June 28, 1994, and
Prince Hashem, born on January 30, 2005, and two daughters,
Princess Iman, born on September 27, 1996, and Princess Salma, born
on September 26, 2000. The King has four brothers and six sisters.
King Abdullah II holds a number of decorations from various countries.

He is a qualified frogman, pilot and a free-fall parachutist. His other
interests include automobile racing, water sports, scuba diving and col-
lecting ancient weapons and armaments.
His Majesty King Abdullah II & Her Majesty Queen Rania
Best of Jordan 27
Sports: Putting Jordan On The Map
BEST OF JORDAN
For too long sport has been regarded as a luxury in Jordan but the leadership and vision
of HRH Prince Feisal Al Hussein has ensured it is firmly rooted within the kingdom’s
national agenda.
As President of the Jordan Olympic Committee
(JOC) and as Chairman of Jordan Motorsport
(JMS), HRH Prince Feisal believes that sport
can make a real difference and 2008 looks set
to be a busy year.
From April 24-27, 2008 Jordan will host the

Arab World’s first venture into the FIA World
Rally Championship (WRC) and prior to that,
from March 5-11, Jordan will host the Interna-
tional Olympic Committee (IOC) Congress on
Women and Sport, which will bring together
1,500 thought leaders and decision makers
from across the world.
Added to that, the Prince’s own global

initiative – Peace Through Sport – will be
gathering momentum in a bid to use sport as
a means to bringing together people from both
sides of their divide.
“Growing up I used to watch my father (King

Hussein) attend sporting events and saw how it
brought people together from all backgrounds,”
said HRH Prince Feisal. “When it came to sport
everyone was on the same playing field and
there are very few sectors of society where this
can happen.”
Since being elected President of the JOC

in 2003, HRH Prince Feisal set about on a
mission for sport to make a real difference in
Jordan and the results have been startling.
Funding for sport has trebled; there are now
more opportunities than ever before for
Jordanians to play sport; and bigger and more
prestigious sporting events are being held
within the Kingdom.
HRH Prince Feisal
Over the past three years world champion-

ships in triathlon, fencing and snooker have
been held, not to mention major Asian and Pan
Arab events and conferences. All these help to
promote Jordan as a progressive and modern
tourist and leisure destination.
HRH Prince Feisal came to the helm after his

elder brother, His Majesty King Abdullah II
issued a Royal Decree handing full autonomy
for sport to the JOC, thus closing the Ministry
of Sport, which had proved ineffective for so
many years.
Placing sport in the hands of a non-Govern-

ment organisation was a master stroke and
immediately HRH Prince Feisal set about
creating a democratically elected board in line
with the regulations and guidelines of the IOC.
It also removed the red tape government

bureaucracy that had hindered sports progress
for so many years allowing the board freedom
to develop its own vision, goals and objectives.
Now sport has set a course to play a greater
role in Jordanians’ every day life with HRH
28 Best of Jordan
Prince Feisal playing a hands-on role to ensure
the vision becomes a reality.
The Prince has traveled the world selling

Jordan as a nation through sporting channels
and cementing a strong position within the
Olympic family for not only himself as a sport-
ing ambassador, but for the Kingdom and its
people.
Newspapers and magazines have hailed him

as the ‘Sporting Prince of Peace’ and through
every conference, meeting or media interview
he is consistently pushing the same messages
of the importance of instilling Olympic values
within the young and the power it has in bring-
ing people together.
Now in this Olympic year the Prince believes

sport can be taken to the next level. He said,
“You only have to look at the Olympic Games.
At the opening ceremony the athletes all enter
the stadium behind their own flags and then at
the closing ceremony they all come in together
behind the Olympic flag. It does not matter
what country, colour, race or religion they are,
they come together as friends in the name of
sport.” “It is part of our overall strategy of using sport
to promote the Kingdom,” said Prince Feisal.
As a youngster growing up in Amman, HRH “You cannot put a price on the global media
Prince Feisal, along with his elder brother, coverage generated by these events. They
watched his father’s fortunes in motor sports position Jordan in a positive way which can
so it was no surprise when both followed in his only be good for tourism and business oppor-
footsteps – Abdullah as a champion driver and tunities.”
Feisal as a co-driver.
HRH Prince Feisal’s exhaustive efforts have
HRH Prince Feisal has since taken on a more ensured that Jordan is now well and truly im-
important role to spearhead the country’s bid mersed within the Olympic family, underlined
to become the Middle East’s first round on the at a meeting held with the IOC President,
prestigious FIA World Rally Championship. Count Jacques Rogge, at his headquarters in
With that successfully achieved, the next chal- Lausanne.
lenge is ensuring its first visit won’t be its last.
HRH Princess Haya
It is incredible to think that despite clocking up

thousands of air miles for sport over the past
couple of years, it is just one of the major roles
HRH Prince Feisal plays within the Kingdom.
Following an outstanding career in the Air
Force, which began as a fighter pilot, the
Prince is also the Special Assistant to the Joint
Chiefs of Staff.
But sport still remains a passion of the father of

four, and if the progress of the last two years is
anything to judge, then it will only be a matter
of time before we see Jordanians on the
podium at the greatest stage of them all for the
first time… the Olympic Games.
Best of Jordan 29
Interview with HRH Prince Feisal
BEST OF JORDAN
President of JOC and Chairman of Jordan Motorsport
HRH Prince Feisal
Why have you chosen to adopt sports as Since the set up of the JOC, Jordan’s sport- curriculum. Venues need to improve and I am
a medium for development; what role does ing scene has been developing rapidly. What very encouraged to see the plans in place by
sport play in society? do you envision for sports in Jordan over the Higher Council of Youth to tackle this issue.
the next five year? Overall we are moving in the right direction and
For too long in the Arab World, sport has been in working with our partners like the National
regarded as a luxury but this is beginning to We are working on many fronts to develop and International Federations, Higher Council
change. At the JOC, we are striving for sports sport. We want sport to be accessible for all of Youth, Ministry of Education as well as the
to play a part in the every day lives of all no matter what standard. It is important that if IOC, we will continue to see sport develop.
Jordanians. We strongly believe that a healthy someone wants to play, they have the oppor-
body makes a healthy mind and by adopting tunity to do so. On a more competitive level, I am also confident that more world champion-
the Olympic ideals, we believe that with the we are working with our federations to develop ships will come to Jordan. We have hosted
help of sport, the youth of today will build a bet- better elite athlete programmes and to increase world championships in snooker, triathlon and
ter tomorrow for Jordan. Apart from encourag- Jordanian chances of winning medals – partic- fencing over the last few years as well as major
ing a healthier lifestyle, sport brings people of ularly at the major events like the Asian Games Asian and Pan Arab events. In 2008 we host
all backgrounds together and sets aside the and Olympics. I also envisage the finance the FIA World Rally Championship which will
differences that blight our every day lives. You for sport to increase. Without the increased take us to another level again. We are building
only have to see the unity in Iraq after they funding it is difficult to introduce many of the our capabilities for hosting major events which
won the Asian Football Cup to understand the exciting initiatives planned. I also hope that will encourage more international federations to
power of sport. more sport will be introduced into the school look kindly upon Jordan when choosing future
host countries.
30 Best of Jordan
Jordan’s hosting of a round of the 2008
World Rally Championship is an exciting
moment in the country’s sporting history.
What were the country’s main selling points
in attracting such a major event?

In order for Jordan to be included in such a
prestigious championship, it was important to
show the rallying world that we were worthy of
our place. When we announced our intention
three years ago, we listened and learned from
what the WRC community was telling us. They
wanted something unique and compact and we
have adapted our event to meet their demands.
You could say that we are the first rally tailor-
made for the WRC. It was also important to
demonstrate that this was an initiative for the What are you aiming to achieve, on an inter- world. It just requires some thought, some
entire region and not just Jordan. We have national, regional and local level, through patience and people that are inspired and
been able to show the FIA and the manufactur- your position on the IOC Women and Sport motivated to make a difference.
ers that by visiting Jordan, we are unlocking a Commission? How does the planned World
door to 200 million Arab consumers. Finally, Congress on Women and Sport fit into these Peace Through Sport has been developed
but just as importantly, we underlined Jordan’s aims? as a humble but achievable and sustainable
rich history in Motorsport which stemmed from contribution towards peace. Its aim is simple:
His Majesty King Hussein and has continued This congress, which Jordan will host in March to bring together leaders of youth from divided
through His Majesty King Abdullah II. The day 2008, is one of the most important conferences communities around the world and train them
that Jordan was welcomed onto the calendar in sport. The issue of Women in Sport has in how to use sport to unite children from all
had been 50 years in the making. been a priority for the Jordan Olympic Commit- sides of their divides.
tee as Jordan itself strives to focus on the role
What effect will the Jordan WRC round have of women in society as a whole. The confer- Through Peace Through Sport, we want to give
on Jordan in general, and on local and re- ence will bring together thought leaders and a ray of hope for young children who are
gional motor sports? decision makers from across the world. I was growing up in a climate of fear, repression,
honoured to be invited onto the IOC Women bigotry and extremism and plant the seeds of
We have already noticed the effects the and Sport Commission last year and it will be peace throughout the divided world.
decision has made on the sport here in gen- a proud moment when Jordan’s hosts the IOC
eral. We have seen the entry fields for our local Congress on Women and Sport in 2008.
events double and the standard of driving has
improved. Teams are investing more money on What role can sports play in peace and what
their vehicles and the competition has become does your ‘Peace Through Sport’ initiative
fierce in the National and Middle East Champi- endeavour to accomplish?
onships. There is a real buzz of anticipation as
rallying is one of the few sports where a local Throughout history, humankind has had a
club competitor can rub shoulders in the same tendency to fight amongst itself; and through-
starting line-up as the very best in the sport. out that same history, humankind has also
It will be an occasion we can all enjoy and be practiced sport in its purest form. Too often
proud of. tribal values have won over team values, but
now there is a growing realisation that sport
really can make a difference in our troubled
Best of Jordan 31
Land of Historical Treasures
BEST OF JORDAN
Jordan is a small country, however it is strategically placed at the centre of essential

ancient trade routes, creating a link between desert and sea. For this reason, the area that
is now Jordan has always drawn people to it, allowing for a diverse and intriguing history.
Wherever you go in Jordan, you will stumble upon a remnant of the past, from imposing
nabataean or roman structures to tools from the stone age. It is a country where there is
much to be seen and plenty to explore.
The Capital: Amman
Jordan’s capital is a rapidly developing century when the Ottomans resettled a colony
modern city… being one of the oldest continu- of Circassian emigrants from the Caucasia
ously inhabited cities in the world, Amman is a Mountains in the city in 1878. After the Great
fascinating juxtaposition between the ancient Arab Revolt of the early 20th century secured
and the old, the modern and the new. Relics the State of Transjordan, Emir Abdullah Bin
from the city’s past blend into its modern Al-Hussein made Amman his capital in 1921.
urban fabric, lending it a unique character
and offering a glimpse into its history. Inhab- Today Amman is a bustling capital; a boom-
ited for the past 9000 years, Amman holds ing centre for business and investments and
much evidence of a diverse and thriving past; a vibrant hub of arts and culture, particularly
archaeological remains that can be found in in the summer months. The city’s hospitality
the city range from a Roman theatre in the sector comprises a long list of luxurious hotels
downtown area that seats thousands, to a in addition to countless restaurants that cover
hilltop Umayyad palace, Byzantine churches, most international cuisines in addition to local
Iron Age remains, and much more. dishes. There are also several museums that
showcase the history of the city and the coun-
The modern history of Amman begins try, plus a number of art galleries and several
during the Ottoman reign in the late 19th shopping malls and centres.
32 Best of Jordan
Petra: A City of History, Mystery And
Rose-hued beauty
The ancient Nabataean city of Petra is one of The Nabataeans traded in the perfumes of which opens up onto to a mesmerizing view
Jordan’s national treasures and by far its best- Arabia, the silk of China, and the spices of of the Treasure, or ‘Khazneh’, a magnificent
known tourist attraction. It is the legacy of the India, and carried these goods to Gaza and facade of a tomb intricately carved out of the
Nabataeans, an industrious Arab people who Alexandria. However, as with most flourishing rock face and festooned with columns and
settled in Southern Jordan more than 2000 cities in history, various circumstances led to statues. The Treasury is the first monument in
years ago. Admired then for its refined culture, Petra’s decline, and the city remained a secret a city of tombs, caves, temples, baths, paved
massive architecture and ingenious complex of to all except the area’s Bedouin tribes, until it streets and a monumental gateway.
dams and water channels, Petra is a UNESCO was rediscovered by the Western world after a
world heritage site that enchants visitors from Swiss explorer stumbled upon it in the 1820s.
all corners of the globe. In 2007 it was voted
as one of the world’s new seven wonders. Today the Rose-red city is very well preserved
with numerous monuments carved in colour-
Petra was the capital of the Nabataean ful rock. It’s main point of entry is through a
Kingdom and became a major caravan centre. kilometre-long narrow gorge known as the Siq,
Best of Jordan 33
BEST OF JORDAN
Wadi Rum: A Valley of History

and Splendour
Wadi Rum, with its ancient valleys and Rum. Thamudic, Safaitic, Nabataean, Greek There are several ways to explore Wadi Rum.
towering sandstone mountains rising out of the and Arabic graffiti litter the cliff surfaces, and a Adventure seekers can enjoy the challenge of
desert sands, has long imposed a certain rich collection of rock art with hunting scenes its mountains and soft sands for rock climb,
mesmerizing charm on those who visit. This adorns cave walls. A significant moments in hiking, sand surfing and 4x4 tours of the area.
unique desert is home to some of Jordan’s this desert’s past is its roles as a base for the Camel treks are also popular. Those looking
Bedouin tribes, and it is a popular destination famed British officer T.E. Lawrence, more for an inspiring and tranquil experience can
for those seeking serenity and allure. commonly known as ‘Lawrence of Arabia’, enjoy a night under the desert’s starlit sky and
during the 1917-18 Great Arab Revolt. Parts of experience the traditional Bedouin way of life,
Though life in the desert can be harsh, many David Lean’s film of the same name were shot sleeping in the customary black goat-hair tent
signs of ancient peoples can be found in Wadi in Wadi Rum. and getting a taste of Bedouin cuisine.
34 Best of Jordan
The Dead Sea in the 2nd century when the Greek traveller location to offer various treatments that utilize
Pausanius dubbed it the ‘Dead Sea’ because it the beneficial water and mud from the Dead
Long renowned for its unique healing proper- is so brackish that nothing can life in it. Sea to refresh and restore health.
ties, the Dead Sea is a highly saline, mineral
-rich lake that rests at the bottom of the Dead Set amid scenic arid mountains, today the The water contains more than 20 minerals, 12
Sea Basin. It features prominently in the Dead Sea is a popular destination for those of which cannot be found in any other sea or
ancient history of the area; it was a place of seeking relaxation and rejuvenation. The area ocean. Also, because of the low altitude, the
refuge for King David and a health resort for remains warm throughout year offering a atmosphere at the Dead Sea is thicker than
Herod the Great, a sign that the therapeutic tranquil haven of peace and respite. Visitors elsewhere and filters out more harmful ultra-
qualities of the Dead Sea were known since can enjoy any of a number of luxury hotels that violet rays, making it a great place to tan. The
thousands of years ago. dot the northern shore of the Dead Sea on the extremely salty water makes it possible to float
Jordanian side. The facilities include lavish comfortably on the surface.
The lake was given the name it goes by today spas that take advantage of the unique
Best of Jordan 35
Cities of the Decapolis: Jerasa, Gedara
BEST OF JORDAN
and Pella
The north of Jordan is a profusion of greenery

sprinkled with sporadic remains of the ancient
peoples who crossed its paths and made up
its rich history. The north has much to show
for these times, and is replete with structures
and relics of a number of Roman cities. During
Greco-Roman times ten Roman cities within
the region created strong ties with each other
and formed the powerful Decapolis League.
These ten cities were linked by means of
strong commercial, political and cultural ties.
There were four Decapolis cities located in
what is now Jordan, and these are
Philadelphia (Amman), Gedara (Um Qais) and
Pella (Tabaqat Fahl). Remains of all four cities
can still be seen in Jordan today.
Jerash
The ruins of the ancient Roman city of Jarash
rise majestically from the midst of the modern
town that surrounds it. As you approach this
major relic of the past, the imposing gate of
Hadrian awaits your arrival, beckoning you to
step through its arches into a rich and vibrant
history.
The city, which was built more than 2,000 year

ago, is exceptionally well-preserved and
visitors are able to stroll through its stone-
paved colonnaded streets, past temples,
baths, plazas and theatres. It was when the
city came under Roman rule that it prospered
and developed, and during this golden age of
Jarash it became a significant and prominent
town. During its peak, Jarash is estimated to
have had a population of 20,000. Today it is
recognized as one of the best preserved
Roman provincial towns in the world. The rea-
son for the city’s good condition is that after its
decline, Jarash became buried in the accumu-
lated sands of centuries, and thus it remained
hidden until its rediscovery in the early 19th
century.
In the summer months Jerash comes alive with

the annual Jerash Festival of Arts and Culture,
which has been held in the ancient
Greco-Roman city since 1981. Injecting life,
vigour and music into the usually tranquil city,
the festival transforms the ruins into a series of
stages that host dancers, singers, musicians
and theatre groups from all around the world.
Um Qais
Um Qais is located at the very north of Jordan.
It is near the borders with Syria and Israel and
presents great views of the Golan Heights
and Lake Tiberius in the distance. According
to the Bible, Gadara is the place where Jesus
cast the Devil out of two madmen into a herd
of pigs. In its heyday, Gadara was favourably
situated close to several key trading routes
that connected Syria and Palestine. The town
was renowned for its cosmopolitan atmo-
sphere and it attracted prominent writers,
artists, philosophers and poets. Today the
ruins of Um Qais provide visitors with the
opportunity for a charming brush with the past.
The site encompasses colonnaded streets,
Roman columns, churches, baths, and a black
basalt theatre with vaulted passageways and
elaborately carved seats.
36 Best of Jordan
Pella
Situated in the Jordan Valley Pella, or “Tabaqat
Fahl” as it is known in Arabic, lies amid a
series of interlocking hills, in a beautiful valley
that affords wonderful views of the Dead Sea
beyond. Ideally situated near a spring that
runs into a small river, Pella is one of the oldest
sites in Jordan and thus abounds with antiqui-
ties. Although it is now known mainly for the
Decapolis city that was built there, the hill that
Pella rests on was been occupied since
Neolithic times. In addition to a scenic loca-
tion, the remains of the Roman city and can be
seen at Pella.
Madaba
Madaba has become known today as the

‘city of mosaics’ as a result of the numerous
examples of this wonderful art form that can
be found in various locations throughout the
city. The city is speckled with mosaics depict-
ing biblical icons, glorious patterns, images
from nature and figures from ancient myths
and beliefs.
The most famous of Madaba’s mosaics is the

map of the Holy Land, the remains of which
can be seen today on the floor of the Greek
Orthodox parish church of St. George. The
original, complete mosaic map spanned about
20 meters by 5; unfortunately only part of this
map remains today, however its discovery was
highly significant as it is the oldest existing
map of Palestine that has been found to date.
Other significant discoveries in Madaba
include the church of the Virgin, the church of
the Apostles and the Archaeological Museum.
Mosaics in these buildings depict a plethora
of beautiful and colourful images inspired by
nature and legend. From flowers and plants
to birds and fish, animals and exotic beasts,
scenes from mythology and daily activities
such as hunting, fishing and farming, the
images allow a magnificent insight into history.
These pieces mainly date from the 5th century
through to the 7th.
Desert Retreats
Heading eastwards out of Amman leads into

the endless stretch of harsh, arid desert, which
makes up the greater part of Jordan’s land-
scape. This part of the country is speckled
with desert castles of Jordan present magnifi-
cent examples of both early Islamic art and
architecture. These structures served many
purposes in their time, as caravan stations, or
agriculture and trade centres, and also resort
pavilions and outposts that helped distant
rulers forge ties with local Bedouins. Many
of these castles can be visited together in a
day trip from Amman that offers fine mosaics,
frescoes, and stone and stucco carvings and
illustrations. Some of the most popular of the
desert castles are Qasr Kharana, Qusayr Amra
and Qasr Azraq.
The small structure of Qusayr Amra is one of

the most preserved castles and is a UNESCO
World Heritage Site due to its frescoes of early
Islamic art and murals of zodiac symbols.
Best of Jordan 37
Jordan: the facts
BEST OF JORDAN
Jordan is a haven of peace amid a troubled region, and it is strategically situated in the Middle East, northwest of Saudi Arabia, southwest of Iraq,
south of Syria, east of Israel and the West Bank, and at the tip of the Gulf of Aqaba. Its prime location at the western corner of the Arabian
Peninsula has drawn people to it since the dawn of civilization, and the remnants of numerous eras past can be seen scattered throughout Jordan
today, intertwining into parts of its urban structure and spreading out across several rural and natural areas.
A fascinating history and scenic landscapes are not the only attractions of Jordan. The inherent hospitality and generosity of its people is one of the
country’s greatest assets, making visitors welcome wherever they are in Jordan.
Today the Kingdom is experiencing rapid

development throughout, transforming it into
and increasingly vibrant and modern country.
Jordan’s tourism sector holds much potential
and so much can be seen within a short span
of time, with archaeological relics spanning
across many different eras, from pre-historic
to biblical to Roman and more, in addition to
countless unique natural sites.
Area: total:
92,300 sq km / land: 91,971 sq km
/ water: 329 sq km
Border countries:
Iraq, Israel, Saudi Arabia, Syria, West Bank
Coastline:
26 km
Climate:
Jordan’s climate varies within its various
regions. While the majority of the country is
dominated by an arid desert climate, primarily
in the east, the north and west of Jordan
experiences a Mediterranean climate. The
summers are generally hot and dry, while win-
ters are mild. Rainfall is sparse and it snows
occasionally, particularly in the northern hilly
areas. Clear blue skies are ubiquitous and
many parts of the country boast bright sun-
shine for the vast part of the year.
Geography:
The variation in weather within different parts
of Jordan has led to a diverse terrain through-
out the country. From the pine forests of the
north, to lush rolling valleys in the west, and
black basalt desert in the east turning to soft
pink sands in the south, a few hours drive
will take you through a wonderful variety of
landscapes. The Jordan Rift Valley stretches
along the west of the country separating the
east and west banks of the Jordan River. The
lowest point in Jordan, in the world, is the
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Dead Sea, which lies over 400 meters below
sea level. The highest point is Jabal Rum, in
the magnificent red desert of Wadi Rum, and it
peaks at an altitude 1,734 meters.
Population:
6,053,193 (July 2007 est.)
Ethnic groups:
Arab 98%, Circassian 1%, Armenian 1%
Religions:
Sunni Muslim 92%, Christian 6% (majority
Greek Orthodox, but some Greek and Roman
Catholics, Syrian Orthodox, Coptic Orthodox,
Armenian Orthodox, and Protestant denomina-
tions), other 2% (several small Shi’a Muslim
and Druze populations).
Languages:
Arabic is the official language of Jordan, and
English widely understood.
Government type:
Constitutional monarchy.
Capital:
Amman
Flag of the Hashemite Kingdom of Jordan Exports commodities:

Jordan’s flag symbolizes the Kingdom’s Clothing, pharmaceuticals, potash, phos-
roots in the Great Arab Revolt of 1916, as it phates, fertilizers, vegetables, manufactures
is adapted from the revolt banner. It consists
of three equal bands (black, white and green) Exports partners:
along with a red triangle with a white seven- US 25.3%, Iraq 17%, India 8.1%, Saudi Arabia
point star in the center of the triangle. The 5.8%, Syria 4.7% (2006)
black band represents the Abbasid dynasty,
the white represents the Umayyad dynasty and Currency: The Jordanian dinar (JOD) is sub-
the green symbolizes the Fatimid dynasty. The divided into 1000 fils, or 100 piastres. Dinar
crimson triangle joins the bands and repre- notes appear in the denominations of 50, 20,
sents the Hashemite dynasty. The seven-point- 10, 5 and 1. Coins come in denominations of
ed Islamic star represents the seven verses 0.5 JD, 0.25 JD, and 100, 50, 25, 10 ad 5 fils.
of Surat Al-Fatiha, the first sura in the Holy
Quran. The seven points on the star represent
faith in One God, humanity, national spirit,
humility, social justice, virtue, and aspirations.
Economy:
Jordan is a country with limited natural
resources, producing phosphates, potash
and shale oil. The main agricultural products
produced locally include citrus, tomatoes,
cucumbers, olives, sheep, poultry, stone fruits,
strawberries, and dairy. Jordan is working hard
to overcome its deficiencies by focusing on
various industries. Its main industries include
clothing, phosphate mining, fertilizers, pharma-
ceuticals, petroleum refining, cement, potash,
inorganic chemicals, light manufacturing and
tourism.
Major trade agreements: WTO membership

(2000), free trade accord with the US (2001),
association agreement with the EU (2001)
Best of Jordan 39
The Royal Automobile Museum
BEST OF JORDAN
The history of a king and the legacy of a man’s automotive passion unite
to bring visitors to the Royal Automobile Museum in Jordan a magnifi-
cent display of historic vehicles. The museum, which is located in the
King Hussein Park, showcases the history of the country and His
Majesty the late King Hussein through the extraordinary collection of
vehicles that he used during his lifetime.
It was His Majesty King Abdullah II who wished
the Royal Automobile Museum to be built as
a tribute to his father’s life and in commemo-
ration of his hobby and passion. It serves
to share Jordan’s history and a part of the
Hashemite heritage with the Jordanian public
and the world.
The automobiles are chronologically arranged

according to their age and their place in
Jordan’s history. They are set against pho-
tographic backdrops of locations in Jordan,
moments in His Late Majesty’s life and royal
events that they relate to. Within the confines
of the museum over 90 different automobiles
and motorcycles are presented.
Standing in pristine condition, these vehicles

are beautifully displayed in various settings,
taking the visitor on a journey through the
history of His late Majesty’s life. With mod-
els spanning almost every decade from the
beginning of the 20th century until his death,
each vehicle tells its own story along the lines
of King Hussein’s life. Racing and sports cars
such as the 1952 Aston Martin DB2 and the
1989 Porsche 959 are showcased along with
archival racing photographs.
The first vehicle that the visitor encounters is

a maroon 1916 Cadillac. Pulling up against a
backdrop of the gates of Raghadan Palace is
a 1968 Rolls Royce which was used privately
by Her Majesty the late Queen Alia with Mrs.
Richard Nixon on her trip to Jordan with
President Nixon.
40 Best of Jordan
With the Rumman Hills scene behind it, one of
the most desirable cars in the collection is a 1955
Mercedes Benz 300SL. HM the late King Hussein
received this car in 1955 and used it for the first ever
Rumman Hill Climb, which took place in that year.
He won first place and the car remained his race car
of choice. It introduces the visitor to King Hussein’s
passion for motor sports, delving into the country’s
racing history. The late king single-handedly started
Jordan’s racing hobby in 1955, and today, over fifty
years later, the local motor sports scene is attract-
ing international events, such as a round of the 2008
World Rally Championship, which will take place at
the Dead Sea.
The Royal Automobile Museum holds an impres-

sive exhibit that is sure to impress any automobile
or motor sport enthusiast; it is also a unique and fas-
cinating way to learn a little about the early history
of the Hashemite Kingdom of Jordan and about His
Majesty the late King Hussein, whose zeal for
automobiles is what made the museum a reality.
The museum is open daily between except

Tuesdays and includes a souvenir shop and
multimedia room.
Best of Jordan 41
“We have made it a priority, to secure the necessary
means, for elevating educational and training standards.
This is the engine of growth, of tourism and services, and
most importantly, it is the talent, that will provide the
building blocs for the new Middle East.”

HOSPITALITY & DINING
Chapter 2
44
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www.atico-jo.com
Best of Jordan 45
Work hard, rest well
Four Seasons Hotel Amman offers visitors and business travellers a luxurious and comfortable stay in the heart
of Jordan’s modern capital. It’s location on a hilltop between one of Amman’s main shopping areas and its
financial district affords spectacular views and a convenient setting. The hotel’s plush accommodation, delec-
table restaurants and well-appointed business, conference and banquet facilities set a new standard of quality and excellence in the city. The high
standards of Four Seasons Amman have not gone amiss, as in 2007 it was voted the top hotel in the Middle East in Condé Nast Traveller’s 20th
Annual Readers’ Choice Award.
The 192-room hotel opened in December echo the mosaic borders and patterns for golden tones of satin and organza and heavy
2002, and the hotel was inspired by Jordan’s which this region is famous. The main feature satin. The dark wood furniture follows the
rich history and heritage, creating a landmark of the double-height entrance hall is the huge modern art deco theme used elsewhere in the
building that leaves a memorable impression. circular glass-topped table which supports hotel. In each room a high, deep wing arm-
The columns running the full height of the magnificent arrangements of flowers, which chair and the ottoman stand beside a circular
hotel’s storey façade are a strong reference to alter the colours and mood of the entrance open-structured side table in brushed chrome
Jordan’s Roman past. This reference echoes hall as they are changed each week. and glass. The beds ensure guests enjoy a
throughout the interior of the building as well, plush and restful sleep.
where marble and polished plaster pilasters Sumptuous slumber
and arches in natural colours divide corridors The 192 guest rooms and suites of the hotel Business with a touch of class
and public areas to create smaller, more have the feel and ambiance of a large villa. At the centre of Four Seasons Hotel Amman’s
intimate areas. With the smallest rooms being 45 square business, conference and banquet facilities
metres, the hotel bedrooms are the most lies the city’s grandest ballroom. At 1,100
Outside, the detailing of corners, openings spacious in the city. The generous picture square metres with a 5.7 metre high ceiling
and windows are traditionally Jordanian whilst windows provide fabulous views across the the granite and marble room offers state-of-
inside, the marbled, tiled or carpeted floors bustling city, and are framed by curtains in the-art audio-visual and lighting systems,
46 Best of Jordan
supported by on-site technicians. On the fifth
floor, with direct access from all levels, three
luxuriously appointed boardrooms offer views
out over Amman that are unrivalled in any
other ‘workplace’ in the city. The Business
Centre also offers secretarial support services
and office supplies. For guests who wish to
work in the quiet privacy of their own room or
suite, standard business amenities including
fax, computer and high speed Internet access
are available in each room, along with multi-
line telephones.
Taster’s choice
Four Seasons Hotel Amman caters to a
diversity of tastes through a variety of restau-
rants. Exquisite dishes are served up at each,
ranging from a choice of Mediterranean and
international to traditional Thai and Italian
specialities.
Seasons is the hotel’s main restaurant for all-

day dining. It overlooks a landscaped summer
dining terrace with the feel of a ‘secret garden’
and offers a sumptuous buffet featuring an as-
sortment of international dishes.
For an opulent taste of Italian cuisine com-

bined with a rich contemporary setting, guests
can head to Vivace. Asia, specialises in Thai
cuisine with a contemporary and innovative the spacious outdoor terrace impart an air of
edge. With panoramic views over the city and refined culture.
a capacity limited to 56, diners can sample
five appetizers in one with “The White Plate” Relax and rejuvenate
before being tempted by aromatic delights Guaranteed to satisfy the diverse demands
such as stir fried Chicken with Cashew Nuts of fitness enthusiasts, weary sight-seers or
and Dry Chilli. business executives, the Spa and Wellness
Centre’s discrete atmosphere, attentive staff
For a more informal dining experience, The and state-of-the-art facilities are a welcome
Square Bar serves snacks and light bites in a addition for body and spirit alike.
club atmosphere. Secluded and intimate, the
indoor capacity is just 20 guests, with space The centre includes an indoor pool and beauti-
for a further 12 outside Continental breakfast, fully landscaped outdoor pool overlooking
light meals and English Afternoon Tea “Royal the city. There are four treatment rooms with
Tea” can be enjoyed in The Foyer Lounge. private showers and flexible space to accom-
With the feel of a contemporary, yet relax- modate both male and female guests. The
ing living room, tables are widely spaced for gym contains aerobic and weight training
added privacy and the views over the city from facilities with TV monitors and CD players, and
separate male and female saunas, 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, as speciality mud
treatments and salt scrubs imbued with the
concentrated minerals of this unique lake are
offered, enabling visitors to the Spa 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.
Best of Jordan 47
48
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Best of Jordan 49
“The people of Jordan have embraced positive change as
the way forward towards a future of productivity, prosperity
and fulfilment.”

PROPERTY & REAL ESTATE
Chapter 3
Building communities
The National Resources Investment and Development Corporation

‘Mawared’ is an independent state-owned corporation that is leading
Jordan’s drive towards urban regeneration and inner city development. Mawared is
Jordan’s largest real estate developer, with a commitment towards generating consid-
erable investment opportunities for the private sector, creating job opportunities, and
stimulating economic growth.
Abdali
Since it started operation in 2002, Mawared rejuvenate prime city areas, and the initiative Abdali will become the new business address
has been working within its mandate to has several other such developments following in the capital and the ‘new downtown’ area.
relocate military installations from prime inner suit. Construction work is moving along rapidly, and
city locations with high real estate value and by the end of 2009 the new centre should be
attract investors, whether local, regional or A new centre for Amman up and running.
international, to develop the vacated sites for
modern urban use. The first of Mawared’s initiatives was to tackle Transforming Zarqa
a 44.7-hectare plot in Abdali, right in the
No funds are allocated from the government buzzing centre of Amman, which was being In Zarqa, Jordan’s second most populated city,
for the corporation; however land is transferred used for government and military facilities. which is located 25km to the northeast of
to Mawared through the government and used The existing facilities were swiftly relocated, Amman, Mawared is constructing the King
as a guarantee for loans. The company then and the result was a massive city centre land Abdullah Bin Abdul Aziz City, the largest
enters into joint ventures with the private area, ripe for development and eagerly await- planned urban project in the history of Jordan.
sector and the profit made goes to the ing a modern vision to tap into its potential. It entails transforming former military camps
Treasury. It operates under strict regulations Mawared entered into a joint venture with Oger in Zarqa into a vibrant urban and commercial
for the purchase and sale of land, stipulating Jordan, the locally-registered subsidiary of centre, allowing the city to expand eastwards
that building on transferred land must begin Saudi Oger, which is an international construc- and preventing the northward and westward
within the first year of sale in order to avoid tion conglomerate, to plan and implement the expansion that was consuming agricultural
people purchasing plots and keeping them Abdali Project. land. The new city is being built in phases on a
stagnant while waiting for appreciation of massive land area of 2,500 hectares, and will
the land value. Thus the focus is kept on real Based on a master plan for development, the be able to accommodate half a million people.
estate development. new plans for Abdali will witness the emer-
gence of high rise buildings, luxury office Development of the new city began with the
Mawared has not only led the way for the re- blocks and lavish apartments. A glamorous Pilot Project on 10% of the total development
development of inner city areas, but it has also boulevard decked out with top-of-the-line area, which is adjacent to the existing com-
set the standard for public-private partnership. brands will form the core of the development. mercial district in the city of Zarqa, making
Through Mawared the government is working Because of its proximity to Amman’s bank- it a natural extension of the city’s centre and
closely with the private sector to utilize and ing district in Shmeisani, it is envisioned that avoiding a defined line between the east and
56 Best of Jordan
west parts of the city. A souk area and plaza
will blend the existing city with the new one,
offering a natural urban crossing area with a
3.5km-long pedestrian spine that caters to
shoppers’ needs. Mawared has completed the
infrastructure for the Pilot Project and serviced
plots were made available for development by
local, regional and international developers.
Award winning projects
Concepts for initiatives of Mawared and its

affiliates have not only generated great local
excitement, but several have been recognised
through regional awards. To date the corpora-
tion has received four awards from Cityscape,
which is the largest business-to-business real
estate investment and development event in
the world. The winning projects are the Amman
Living Wall, a mixed use development nestled
in one of Amman’s dramatic rock beds, which
is designed to integrate the diversified needs
of a developing city; the Princess Salma
Housing Estate, which aims to set new stan-
dards for housing design in Jordan; designs for
the Queen Alia International Airport renovation
and expansion project; and finally the prize
for best retail outlet was awarded to Souq
Bab Al Madina, the major component of the
new city in Zarqa that will link the old with the
new through a plaza and traditional souk in a
climatically controlled environment.
King Abdullah Bin Abdul Aziz City
Mawared’s social role
It’s not all about bricks and mortar, as

Mawared’s greater vision is to build commu-
nities as part of the corporation’s social and
national role. The vision encompasses the
communities that will inhabit the new develop-
ments, seeking a better lifestyle for them, as
well as the Jordanian community at large. As
part of this vision, one of Mawared’s initiatives
has been to sponsor a local football club,
Al Jazeera Sports Club, which was in great
need of a boost. Having taken on this project
in 2006, with the proper funding, management
and training, the club has been revived,
inspired and brought up to a competitive level
King Abdullah Bin Abdul Aziz City in a relatively short span of time. Plans for a
playground and club premises are in the pipe-
line, creating new job opportunities, encourag-
ing sport and leisure, and generally injecting
new life into the club’s community.
Mawared affiliates
Mawared has a number of affiliates, which

complement its operations. These include the
Development and Investment Projects (DIP)
Fund, which was established in 2004 as the
investment arm of the military. The Urban
Workshop, an independent non-profit urban
studies centre, conducts master planning for
local governorates. Recently, Mawared took
a step into the international market with the
launch of Mawared International, a $1 billion
fund which was registered in Luxembourg in
March 2007 and is utilizing experience gained
by Mawared in public-private ventures and
looking towards investments in the Middle
East and North Africa (MENA) region.
Amman Living Wall
Best of Jordan 57
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60 Best of Jordan
Best of Jordan 61
“Dynamism is the means to economic success, not its
end. Dynamism is the very engine that drives economies
forward. And like a locomotive engine, if it is to pull all
society, it must be linked to every car in the train.”

AQABA ZONE
Chapter 4
The Aqaba Special Economic Zone (ASEZ) is
a private sector-driven development initiative
that maximizes private sector participation
in a duty free, tax-advantaged and flexible
regulatory operations environment providing a
unique tourist destination on the Red Sea with
a duty free shopping oasis accompanied with a
,
high quality of life. Aqaba, Jordan s only port,
is strategically located at the north end of the
Gulf of Aqaba and within sight of Egypt, Israel
and Saudi Arabia. Historically, it has been a vital
crossroads connecting trade routes in Asia, the
Middle East and Europe.
The superior planning and the fast

implementation of the zone’s plans along with
the adoption of a comprehensive master plan
are the factors behind the success of this
Pioneering Economic Model in Jordan .This
has encouraged private sector participation
in all aspects of the Zone’s development and
operations. It has also ensured the provision
of world-class infrastructure and services to
Aqaba’s investors, residents, and visitors alike.
Furthermore, the registered enterprises,

operating in the ASEZ, receive an attractive
package of benefits and exemptions. Aqaba’s
duty free status, competitive incentives, low
cost operating environment, predictable
business-friendly legal framework and flexible
labor policies, along with its world-class multi-
modal infrastructure offer businesses and
investors one of the region’s leading gateways
into the Middle East.
The Zone has witnessed many success stories;

Example could be seen through the ability to
,
build true partnership with the Zone s developers
whereby development is a joint process that is
both profitable to the investor and meets the
strategic goals availing enabling factors.
The Aqaba Special Economic Zone Authority

(ASEZA) is the financially and administratively
autonomous institution responsible for the
management and regulation of the Zone.
ASEZA sustains a globally competitive investor
friendly environment and optimizes the
efficient utilization of entrusted resources to
internationally recognized standards. Moreover,
ASEZA services and staff are available to serve
every business through ASEZA’s electronically
enabled one-stop-shop. This ISO Certified
window provides services in a clear and prompt
timeframe through a Law that simplifies all
procedures, licenses, and approvals enabling
the Authority to provide a business-friendly
environment from one single location in Aqaba.
64 Best of Jordan
Developing New Horizons In Aqaba
AQABA ZONE
Since its launch in 2004, the Aqaba Development Corporation (ADC) has induced a
prolific wave of investment and development in Jordan’s Red Sea Resort City. The cor-
poration acts as the central development body for the Aqaba Special Economic Zone
(ASEZ) and is owned by the Central Government and ASEZA. The ADC retains ownership
and development rights to all strategic assets in the zone.
His Excellency Engineer Imad Fakhoury
With a mandate to implement Aqaba’s Master

Plan for growth, which aims to maximize
successful development, ADC has used a
calculated approach in the development of include: Through such partnerships, ADC encourages
each area of ASEZ. From tourism and recre- - A flat 5% corporate tax on net profit private sector participation in development
ational services to transport, industry and light - Exemption from taxes, including social servic- efforts, maintains its right to supervise the
manufacturing, ASEZ offers investors 375 es, annual land and building taxes on utilized project-specific development of the Zone, and
square kilometers of investment opportunities property, and taxes on distributed dividends focuses its efforts on creating the necessary
with attractive incentives packages aimed at and profits environment to support the large investments it
increasing operating efficiency and providing - Duty-free import of goods in commercial is attracting, which act as catalysts to creating
for all investment needs. quantities from the National Customs the resources needed by these mega projects
Territory and overseas. to operate a sufficient business.
His Excellency Engineer Imad Fakhoury, - No foreign equity restrictions on investments
Chairman and CEO of ADC, reveals more or foreign currency restrictions What initiatives and techniques are being
about the corporation and what’s in store for - Full repatriation of profits and capital used to promote Aqaba’s commerce and
Aqaba. - Streamlined labor and immigration proce- tourism opportunities?
dures through the one-stop-shop
What are the main assets of the Aqaba Spe- - 100% foreign ownership and up to 70% What we used to call ‘the sleeping city’ has
cial Economic Zone that attract investors? foreign labor now awakened. ASEZ offers investors a wide
- Availability of land for lease or sale range of competitive advantages in order to
The ASEZ is strategically located at the - Full guarantees on rights and ownership maximize private sector participation and build
crossroads of four countries and three conti- Aqaba into a world class business and leisure
nents. Situated at the Gulf of Aqaba leading What partnerships with industry stakehold- destination. The success of ASEZ to date is
to the Red Sea, the ASEZ extends to the land ers has ADC fostered, and why? attributable to a host of initiatives, in addition to
borders of Israel and Saudi Arabia and the its strategic location, which shaped significant
territorial waters of Egypt. Its strategic location, ADC has, for example, privatized the water competitive advantages, including:
infrastructure and multi-modal transport net- company and signed contracts with world
work, unique natural and human assets, broad famous companies to manage the Container - Projects packaged for fast-track startup and
market access, and business-friendly environ- Terminal (APMuller) and the Air Cargo accelerated approval processes.
ment offer investors a springboard to a variety Terminal (NAS). ADC has also set up joint - Low cost of doing business and investor-
of regional markets and the global economy. ventures with renowned real-estate develop- friendly regulations and business
ment companies to develop various projects, environment.
In its continuous efforts to create the most particularly in warehousing and logistics. - Full-service utility networks including power,
suitable and attractive environment for busi- telecommunications, natural gas and global
nesses wishing to locate in ASEZ, ASEZA has international communications connectivity
put forward a competitive set of incentives that through FLAG.
66 Best of Jordan
- Free zone storage supported by a full-service seaport, an open-
skies international airport and world class air cargo facilities.
The above and many more incentives were conveyed in an effec-

tive marketing approach which aggressively communicates with
our target market through various media in addition to physical
participation in world renowned conferences and exhibitions.
What challenges does ADC face in competing within other

regional destinations to attract investments?
ADC is striving to promote the ASEZ as an emerging business

destination vis-a-vis the other established destinations in the
region. The real challenge is the fact that the Zone is still a project
in the making,
What plans are in store for the development of the Aqaba port
and airport?
The current main port sits at the heart of the major urban and
tourism development sites, surrounded by mountains and in close
proximity to the city, which greatly limits the potential for a much-
needed expansion of its facilities. The port will be relocated close
to the Saudi Arabian border, and this should be completed by
2012. This move is expected to increase Aqaba’s handling capac-
ity from 30 million tons per year to approximately 60 million tons
per year over the next 25 years. The new world class, modern and
deep water port with multi-purpose berths will be constructed and
operated over the next 30 years. The environment is also a great
incentive for the port relocation and redevelopment initiative. All
projects being implemented in Aqaba are based on meticulous
and thorough environmental impact assessments. The studies
have proven that the relocation of the port will have a positive
impact on the environment: reducing air pollution in the north and
decreasing water pollution in the whole bay.
As for King Hussein International Airport, ADC has undertaken to

turn it into a profitable business unit and smoothly transition it from
a public organization to a private company to develop the facility into a major regional hub
while ensuring that airport operations are not and gateway for the Levant, Middle East and
disrupted. In a first step towards providing Africa, encompassing air, road and sea freight
Aqaba with a modern, high standard and fully services.
equipped airport that can support the city’s
development and ambitious future plans, ADC Which of the projects taking place in Aqaba What do you think Aqaba will be like in ten
established the Aqaba Airports Company. over the next few years do you think will years from now?
Also, in partnership with ADC, National have the greatest impact on the character
Aviation Services (NAS) Jordan, a ground of the city? Ten years from now Aqaba would have
handling company, is to equip, operate and achieved the majority of developments set
transfer the Air Cargo Terminal at the airport. The biggest impact on the image and feel of forth in the Master Plan. It would become a
NAS Jordan currently provides ground han- the city which will be sensed by anyone who world class business and leisure destination
dling services to charter and scheduled cargo knows Aqaba, in my opinion, is the relocation providing top of the line services to business-
aircraft and terminal handling for all freight of the main port, and the redevelopment of the men and tourists alike.
transiting through the airport. NAS Jordan aims area on which it stood.
Best of Jordan 67
AQABA ZONE
68 Best of Jordan
“The more we know, the better we can understand what’s
coming - in business and technology, in the environment;
in global affairs and world civilizations. The message is,
Keep learning.”

CONSERVING JORDAN
Chapter 5
Helping Nature … Helping People
CONSERVING JORDAN
While Jordan is well known for its rich history and magnificent archaeological relics, the Kingdom also boasts a wealth of breathtaking natural
landscapes that vary tremendously within each corner of the country. To preserve this wonderful natural heritage, the Jordanian Government has
entrusted the care of Jordan’s natural treasures and wildlife to the Royal Society for the Conservation of Nature (RSCN).
The RSCN is a non-governmental organization

created in 1966 under the patronage of His
Majesty the Late King Hussein. Since its
inception, the organization has strived to pro-
tect Jordan’s precious natural sites by creating
protected nature reserves and working with
local communities within these reserves to
create awareness of the importance of nature
among Jordanians. The RSCN has a program
to help local communities benefit from the
nature reserves on their doorstep through
the creation of tourism services and unique
handicrafts. Part of the money paid by visitors
at each reserve goes to support the jobs of
local people, while the rest is used to cover the
conservation costs of the reserve.
In 1994 the RSCN adopted a new and

revolutionary people-centred approach was
introduced to the management of Jordan’s
nature reserves. It was pioneered in the Dana
Reserve, where projects were developed to
use the reserve>s natural assets to create
economic and social benefits for local
communities. Small businesses were
created, making nature-based crafts and other
products, and a thriving eco-tourism operation
was established, bringing jobs and additional
income to hundreds of people. Such ventures
are making nature conservation important
to the lives of Dana residents and creating a
constituency of local support for the reserve,
which was, in the past, often a source of
conflict with local people because their
legitimate interests had been overlooked.
Building on the success of the Dana initiative,

Wild Jordan was created as the division of
RSCN that is responsible for developing eco-
tourism, handicrafts and other nature-related
businesses that promote and sustain the
Society’s nature conservation and socio-
economic programs in all of Jordan’s nature
reserves. Wild Jordan now manages innova-
tive income generating programs that build
on locally available skills and products and on
the tourism potential of the nature reserves.
Among the small businesses created to date
are hand-crafted silver jewellery, organic jams
and fruit leathers, painted ostrich eggs, sand-
blasted frames, environmental board games
and goat leather nature boxes. All of these
initiatives are tied to a strong promotional
concept, which uses «the reserve address»
and the conservation philosophy as the main
selling points.
Visitors can now find unique nature crafts to

purchase in reserve shops and enjoy a range
of visitor facilities and tour programs that are
constantly being developed, while local people
proudly hold all reserve management jobs.
The RSCN has also opened an exciting Wild
Jordan centre in downtown Amman that sells
and promotes all of the crafts produced as
part of its projects and the nature experiences
available at its reserves.
74 Best of Jordan
THE RESERVES Ajloun There is an RSCN campsite located on the
edge of the Ajloun reserve for those who wish
Ajloun Nature Reserve is located in the Ajloun to spend the night and take advantage of the
Highlands in the north of Jordan. The reserve numerous trails on offer to explore the area.
consists of 13 square kilometres of rolling hill The campsite, which includes ten forest lodges
country, dominated by open woodlands of oak with small terraces, is set in a large grassy
and pistachio. The reserve is lush with vegeta- clearing that is surrounded by oak, pistachio
tion and animal life, and offers a serene setting and strawberry trees. The hikes available from
in which to relax and enjoy nature. The area a 2-kilometre stroll around part of the reserve
also has a rich history, which has left behind to a 12 kilometre hike through it and the
fascinating relics of times past, such as one of surrounding area. Hikers can enjoy the
Jordan’s oldest churches, Roman watchtowers stunning landscape, visit ancient shrines and
and an old wine press. stop by local villages to enjoy traditional meals.
Best of Jordan 75
CONSERVING JORDAN
Azraq and Shaumari
Azraq takes its name from the blue of the oasis that was once a rich source of water, which provided those travelling across the desert with a lush
break from the arid, dusty expanse they were crossing. It lies in Jordan’s eastern desert and the RSCN has two reserves established there; the
Shaumari reserve is the first nature reserve to be established in Jordan, and aims to protect the unique nature of the area by reintroducing
indigenous animals. It is a breeding centre for some of the most endangered local species such as the beautiful Arabian oryx. There are also
ostriches, onager and desert gazelles at the reserve. The Azraq Wetland Reserve is attempting to revive the Azraq marshlands, which is an
important stopover for migrating birds. Facilities there include a visitor centre, a bird watching hide and a lodge.
These reserves offer many activities including safari and camping trips, cultural exploration tours and walks. The latest of the RSCN’s activities in
this area is the opening of the Azraq Eco Lodge, which offers visitors to the area a cosy place to bed down for the night. The lodge was created by
renovating a former 1940’s military British field hospital utilizing eco-friendly designs and environmental friendly facilities. The main objective of the
lodge is to support the local communities living in and around the Azraq Nature Reserve, and therefore all staff is recruited from the area’s
Bedouin, Chechen, and Druze tribes. The kitchen and restaurant are managed by a local Chechen family, who serve up delicious traditional
Chechen delights.
76 Best of Jordan
Dana
Dana is Jordan’s largest nature reserve,

covering some 320 square kilometres of
spectacular mountains and wadis that cut
across the Great Rift Valley. Areas within
the reserve range from heights of over 1000
kilometres above sea level to areas that drop
below sea level within a space of just 12 km.
The reserve comprises a series of
interlocking mountains and valleys, which
create a magnificent landscape and host a
melting pot of flora and fauna. Due to Jordan’s
location at the edge of three continents,
representatives of plants and animals from
Asia, Africa and Europe can be found in Dana.
The area is home to some of the world’s most
threatened species, providing a habitat for
about 25 endangered species.
Visitors to the reserve can take advantage of a

number of great facilities to explore, relax and
enjoy nature. A visitor centre and guesthouse
lie near the ancient Dana village; the centre
offers visitors a range of fascinating informa-
tion about the reserve and the natural life it
supports, and the Dana guesthouse, perched
at the edge of a cliff overlooking the Dana
valley, provides magnificent views. The Rum-
mana campsite is located amidst the rolling
hills and beautiful nature of Dana, and activi-
ties on offer include a number of hiking trails
and village tours. At the western gateway
to the reserve sits the Feynan Eco-Lodge.
Built in the style of traditional caravanserai
that hosted passing travellers in the past, the
lodge presents a new concept in environment-
friendly design. Isolated from paved roads and
electricity supplies, essential utilities are driven
by solar power and the building is completely
lit by candles at night, creating a mystical
atmosphere.
Best of Jordan 77
CONSERVING JORDAN
Mujib
Of all Jordan’s natural attractions, Wadi Mujib,

which lies within the Mujib Nature Reserve, is
probably its most popular. The reserve borders
the Dead Sea, which lies 400m below sea
level, and surrounds Wadi Mujib, a deep and
majestic canyon which cuts through rugged
highlands and drains into the Dead Sea. Two
main rivers flow down from elevated heights
in the rocky mountain, cutting through the
rock to create the narrow canyons that can
be found in the reserve. The wadis are host
to luxurious aquatic plants, which surround in
the river beds, as well as a variety of aquatic
life. A selection of exciting hiking trails allows
visitors to explore the reserve, whether through
easy walks or difficult hikes, or through more
adventurous routes, such as wading through
water trails and abseiling down waterfalls.
The canyon is magnificent and the challenge
of manoeuvring through it is a thrill not to be
missed.
As well as offering numerous trails and hikes

through various parts of the reserve, the RSCN
also operates 15 chalets that are situated on
the Madash delta, which penetrates into the
Dead Sea. The chalets offer a cool, relaxing
retreat, and command stunning views over the
Dead Sea.
78 Best of Jordan
Dibeen
Dibeen forest is one of the largest remaining continuous blocks of natural forest in the country. However, intensive use of the forest for tourism
and other human associated activities has caused severe degradation of the natural vegetation cover which ultimately influenced all other forms
of the forest wildlife. Protection of this unique forest through the organization of different activities taking place in the site will hopefully minimize
the negative impact on the forest. In addition, plans to develop the site will allow visitors to enjoy the forest while at the same time introducing new
economic opportunities for communities living around the forest.
Best of Jordan 79
Petra National Trust
CONSERVING JORDAN
18 YEARS OF COMMITMENT TO PETRA
Reconstructed Madrass in the Siq
Established in 1989, the Petra National Trust In fulfilling its mission, PNT has a dual
(PNT) is a Jordanian non-profit, non-govern- approach to conserving the archaeological
mental organisation dedicated to the preserva- heritage and natural environment of Petra.
tion of the archaeological, cultural and natural The first is through advocacy, which it under-
heritage of Petra and its region. The Trust was takes by raising awareness of the fragility of
set up by a group of caring people and the monuments locally, nationally, regionally
visionaries to safeguard and sustain the and internationally. The second is through
UNESCO World Heritage Site for this and projects that it conducts to conserve Petra. To
future generations to come. date PNT has raised funds for 20 projects in
the areas of preservation, site management,
“Eighteen years ago, there was not much biodiversity, community and awareness, and
awareness of the need to protect and tourism.
preserve Petra,” said Aysar Akrawi, PNT
Executive Director. “Tourism and visitation was In dealing with the deterioration of monu-
very low,” she added. “As the numbers of ments, PNT uses the experience of the
visitors increased, the need to manage Petra Nabataeans who, 2000 years ago, found
also increased and gradually government methods to preserve their city from degrada-
bodies became more aware of the need to tion. For example between 1996 and 2005
protect and preserve this site,” she explained. PNT worked extensively to protect the
While PNT was the first Jordanian NGO to take inhabitants and sandstone monuments from
this initiative, Petra’s recent designation as one the negative impact of flashfloods in the main
of the New 7 Wonders has reignited the need Siq, the Siq al-Mudhlim and Khazne areas.
to safeguard this magnificent city.
80 Best of Jordan
As part of protecting the natural environment the three-phase project also seeks to attract the government and USAID to undertake the
of Petra, PNT conducted a thorough ecologi- tourists and encourage them to spend more development and implementation of the zoning
cal survey of the biodiversity of Petra and its time in the area. This will consequently benefit management plan for the Petra Archaeologi-
region between 1994 and 1996. This informa- the Ammarin community, which is not properly cal Park. The project, which started in 2007,
tion was then collated to produce a field guide benefitting from the major profit activities in marks an important milestone that will lead to
covering the broad range of floral and faunal Petra due to their remote location. “They are a better management of visitors and resources,
species. With the aim of generating aware- marginalised group that don’t reap the financial especially in the area of protecting the site’s
ness of this rich bio-diversity of the area, PNT benefit that the Wadi Musa community or the archaeological heritage, biodiversity and fragile
produced a multimedia CD for primary school Bedouin do because Siq al-Barid is a second- geology. It will help foster economic develop-
students in which a rock hyax, an endangered ary site and often people are too exhausted ment and maximize the site’s potential as a
animal in Jordan, guides children through after Petra to go there,” stressed Akrawi. “In destination and as a revenue generator while
Petra’s fragile ecology and informs them about the long term, the project will help us create preserving its values.
how they can participate in the protection and a strategy for preserving the wall paintings in
preservation of the site’s flora and fauna. The Petra, as training in the assessment of wall “I believe that NGOs have a very important role
CD also acquaints children with PNT and its paintings in Petra and long term preservation in assisting the government to fulfill its respon-
work in the Petra Archaeological Park (PAP). techniques will be conducted for the members sibility in preserving our heritage and identity,
of the PAP and the Department of Antiquities,” which at the end of the day is who we are,”
PNT has also undertaken, with the Depart- added Akrawi. said Akrawi. “With this experience, we hope
ment of Antiquities of Jordan, the preserva- we can continue preserving Petra and offering
tion of the most prized wall painting in Petra, With the aim of protecting the significance, val- our services to other world heritage sites as
which is located in Siq al-Barid in Beidha. ues, and integrity of the PAP, a Memorandum well as archeological sites in Jordan.”
Apart from conserving the unique paintings, of Understanding was signed between PNT,
Preservation and clean up of the wall painting in Siq al Barid in Beidha
Best of Jordan 81
“Jordan is leading a collective effort to create sustained
advances through sound economic management and
reform.”

BANKING & INVESTMENT
Chapter 6
Best of Jordan
The Jordan Investment Board is a government organization that is

entrusted with promoting Jordan as a unique destination for foreign
direct investment and sustaining domestic investment to achieve
economic prosperity in Jordan. It offers state-of-the-art services for
facilitating registration and licensing procedures for projects, and offers all possible
simplified procedures to investors. The JIB contributes to the country’s policies that
pertain to business and investment. Dr. Maen Nsour, CEO of Jordan Investment Board
reveals more about the vital role of this organization.
What is the background to the establish- What projects are JIB currently working on?
ment of JIB, why was there a need for a
separate entity to manage investment We have a number of initiatives that seek to
promotion? enhance the country’s attractiveness to
investors by creating the right business
The Investment Laws of 2003 and Invest- environment, making information available and
ment Promotion Law of 1995 established the ensuring that investors are aware of the
Jordan Investment Board as a governmental possibilities. For example, the National
body enjoying both financial and administra- Investment Strategy (NIS) is a comprehensive
tive independence. Prior to that, investment strategy with the goal of transforming Jordan
procedures were conducted by a department into a regional hub for business and
within the Ministry of Industry and Trade. The investment by promoting domestic and
creation of this organization came about as international investment in Jordan, building
a result of the government’s realization of the linkages amongst Jordan’s different regions,
importance of increasing foreign direct private and public organizations and investors,
investment to Jordan, enhancing local and opening all economic sectors to FDI.
investment in a bid to create new job oppor-
tunities and increase national exports, and the The Investment Map Project is a comprehen-
need for the transfer of technology. sive country analysis of all Jordan’s regions
with sectoral market assessment. Pre-feasi-
The Jordan Investment Board is committed bility studies have been conducted and will
to working with the private sector to promote be promoted as investment opportunities.
Jordan, which offers many assets such as a Information is also made available through the
Dr. Maen Nsour
unique, friendly business environment and Investment Intelligence project, which entails
diverse investment opportunities. Numerous developing market and country-specific 49% in a number of commercial, services and
services are provided by JIB in order to intelligence packs based on a study that transport activities. However exemptions can
promote investment and create an attractive identified primary target markets for JIB be granted based on national interest.
environment by facilitating procedures and promotion strategy.
encouraging opportunities. How do these incentives serve to make
The Branding Project aims to maximize Jordan more competitive?
For example, JIB’s ‘One Stop Shop’ service is exposure to the market through market
an approach to a full service assistance research, advertising, direct mail, online These incentives provide facilities to investors
package for investors, which consists of marketing, events, seminars, conferences and in terms of guaranteed rights and reduced
licensing and registration services. Through opening of representative offices in different government procedures, but most importantly
this service an investor can register and countries. they reduce the cost of doing business, thus
license their project in Jordan at one place contributing to making Jordan an attractive
within 14 days. The Board also plays a role in What incentives are available to investors in investment destination, particularly in
disseminating information, findings, reports, Jordan and do these differ for foreign and comparison to other countries in the region.
surveys and business opportunities through local investors?
JIB publications, conferences, media commu- How does the new Investment Law draft,
nication, and public relation activities. Financial Under the investment promotion law a number introduced in 2006, serve to enhance the
exemptions are granted by JIB where applica- of incentives are offered. These include income investment environment in Jordan and en-
ble, mainly for customs fees, sales taxes and tax breaks for 10 years, the percentage of courage foreign direct investment?
income tax reduction. which depends on the location of the facility;
customs duties and sales tax exemptions on The 2006 new Investment Law draft includes a
Additionally the Board works to build Jordan’s all fixed assets; and capital and production number of issues that had not been addressed
image by participating and organizing invest- goods are exempted from customs duties in any of the previous relevant legislations. It
ment and business conferences, and conduct- and sales tax. The investment promotion law places JIB as the comprehensive reference
ing promotion missions abroad. Its role also also guarantees national treatment to foreign point for investors, and one that follows up on
entails policy advocacy through surveying the investors. all matters pertaining to investment, from
private sector’s issues and assisting by promoting Jordan to obtaining necessary
lobbying in government official channels, as There are however some restrictions on foreign licenses and permission. The new law also
well as contributing to economic policymaking. ownership in some sectors. For example, the offers a more harmonized scheme of fiscal
law allows 100% foreign ownership in indus- incentives, and lays the legislative foundation
try and restricts foreign ownership to 50% or for the ‘One Stop Shop’ service.
84 Best of Jordan
The law also gives the Council of Ministers
authority to determine the sectors and
economic activities that will benefit from
incentives and exemptions according to
regulation and economic development needs.
It expands the definition of fixed assets to
include all that is necessary for an investment
project to exercise its activity, and gives a clear
definition of fixed assets. This is just a glimpse
of what the new law stipulates.
Are investment policies export-oriented or

focused on import replacement?
They are particularly export-oriented in order

to take advantage of Jordan’s many trade
agreements, particularly for the purpose of
catering to the needs of the region in products
and services.
What is the effect of local investment poli-

cies on job creation?
The Investment Promotion Law promotes

sectors that are crucial to Jordan’s economic
development, particularly in terms of job
creation. In addition, the law gives the
possibility of granting additional incentives
to projects that particularly contribute to the
creation of job opportunities.
What sectors is investment promotion

focused on?
The Investment Promotion Law grants

exemptions to a number of sectors, namely
to industry; agriculture; hotels; hospitals;
maritime transport and railways; leisure and
recreational compounds; convention and
exhibition centers; transporting and distribut-
ing water, gas and oil; call and contact centers;
and research and development.
What challenges is Jordan facing in encour-

aging foreign investment?
The unrest in the region remains the biggest

challenge to Jordan in its efforts to attract
investment.
Are any measures being put in place to

encourage investment among small and
medium businesses? If so, what are these?
Yes, the JIB supports small and medium

enterprises (SMEs) through a number of
programs. The Investment Promotion Unit
(IPU) was established in 1999 within the JIB
as part of the UNIDO Integrated Program for
Jordan, to identify business opportunities,
promote direct interaction between Jordan and
foreign entrepreneurs and build the capacity of
JIB with respect to attracting investment. The
IPU provides many services to SMEs, which
include identification of their needs at the Also, through the MENA-OECD Investment JIB has four representative offices outside Jordan:
company level, formulating project portfolios Programme Jordan, along with other MENA UAE, Qatar, Kuwait and China. Other international
of investment opportunities and promoting countries, works with the OECD (Organization offices will follow.
selected investment opportunities through for Economic Cooperation and Development)
the UNIDO network. It also offers training on to support SMEs, particularly through
marketing and quality production, facilitates promoting policies for financial sector and
exposure to international markets, and enterprise development in support of
provides assistance in negotiations of diversification and the Enterprise Financing
industrial cooperation agreements with Network.
foreign partners.
Best of Jordan 85
Always a new step forward
In 2006 Jordan witnessed strong economic growth with a 6% increase in real gross domestic product for the third
consecutive year. This growth was a result of a policy geared toward stimulating local investments, attracting foreign
inflow of capital, giving a greater role to the private sector, promoting Jordan’s special economic zones and putting
forward strategies for privatization. This created additional wealth, which spilled over into various sectors of the
economy, including telecommunication, construction, real estate development, tourism and banking.
Taking advantage of these opportunities, the Jordan Commercial Bank (JCBank), led by Dr. Jawad Hadid, Chief
Executive Officer and General Manager of the bank, succeeded in both sustaining a balanced growth of core business
and in increasing its market share.
This was a time of radical change for the bank, which continued efforts to upgrade and transform all aspects of its
operation, as well as promoting its image and institutionalizing the decision-making processes. The bank was thus
able to successfully take its core business to the next level by broadening products and reaching a balance between
optimizing profitability, managing risk and maintaining liquidity. These achievements were accompanied by enhanced
quality, improved services and increased efficiency. Dr. Jawad Hadid
“Since risk management is integral to operat- increase in reserves. The bank’s equity Growth resulted from a significant increase
ing a bank, efforts were made to enhance grew by 12.9% to reach JD75.5 million at in core business revenues.
control, improve asset liability management, the end of 2006 from JD66,8 million in the
and effectively administer operating and credit previous year. Part of shareholders’ equity 6. The bank recorded a JD10.7 million net
risks,” explained Dr. Hadid. This required the enhancement was achieved by capitalizing profit after tax. Overall, net profit after tax
creation of an independent department, in JD7.5 million from reserves. experienced a slight decline at the end of
compliance with Basel II recommendations (a 2006 relative to 2005 as a result of the
set of recommendations relating to banking 3. Customer deposits grew by 42% during weak ASE market performance.
credit facilities), responsible for controlling key 2006 to reach JD341.6 million, compared Nonetheless, the bank generated JD13
risk factors and the overall banking to JD240.7 million at the end of 2005. million from operating core business during
environment. This rate of increase in customer deposits 2006, compared to JD0.915 million during
is considered the highest in the sector and 2005.
JCBank continued it positive growth in various the achievement was due to the implemen-
activities, products and services, as well as tation of innovative marketing strategies 2007 Strategic outlook
supporting its competitive positive in the and the introduction of unique products.
Jordanian banking sector. In support of the During 2007 the bank will focus on increas-
banks strength and capabilities in the retail 4. The bank consistently contributed to the ing its core business revenues, achieving high
banking services sector, JCBank’s strategy development of the national economy by rates of growth in all aspects of its business
in 2006 and 2007 focused on ensuring and responding to the financing needs of small, along with introducing new products and
developing a wide variety of integrated medium and large companies operating in services that meets customer’s demand and
products and services in line with the versatile the country. JCBank positioned itself in the market expectations. “These are some of the
and increasing needs of its customers. corporate and retail markets by offering major ingredients of a successful bank,”
timely banking products. Consequently, the emphasized Dr. Hadid. “Moreover, investing in
Meanwhile, with the bank’s corporate strategy bank topped the sector’s average growth the bank’s employees and new technology are
of enhancing economic and social develop- rate of 26.1%, growing by 37.8%. Total two major factors that support these
ment in Jordan, JCBank continued its commit- booked loans and credit facilities increased ingredients.”
ment to financing the needs of large corpora- by JD74.8 million at the end 2006, reaching
tions and small to medium size enterprises. JD272.5; they were JD197.7 million at the Looking towards the future with anticipation
The bank maintained a good quality credit end of 2005. and a clear strategic outlook, JCBank is on its
portfolio by focusing on promising sectors and way to reaching high levels of success and to
implementing professional credit benchmark 5. Operating revenues, excluding income from being more capable of meeting its customer’s
guidelines that ensure profitability at lower risk. tradable and available for sale securities, expectations and maintaining its competitive
grew by 53.6% to reach JD24.1 million at advantage throughout the banking sector in
During 2006, the bank implemented a strategic the end of 2006, compared to JD15.7 Jordan and within the accelerated growth
branch expansion policy in Jordan and in the million at the end of 2005. within the banking industry.
Palestinian National Authority areas. In Jordan,
the total number of branches has reached 26,
in addition to 3 branches in the Palestinian
National Authority area.
Main Financial Results
Balanced growth and satisfactory results

during 2006 helped strengthen the bank’s
position in the financial sector. JCBank’s main
financial results are summarized as follows:
1. Total assets reached JD513.2 million at

the end of 2006, marking a 41.3% increase
over 2005, when total assets reached
JD363.1 million. This growth rate is
believed to be the highest for 2006 among
banks operating in Jordan.
2. Shareholders’ equity continued to grow

through capitalization of profits and
88 Best of Jordan
Tel: +962 6 5660780, 5660781 Fax: +962 6 5660781 P.O.Box: 9378 Amman 11191 Jordan
abdelhadiinv@index.com.jo
“Jordan is well on its way to harness its national talents
and to create a center of excellence out of this young and
modern Kingdom.”

CORPORATE
COMPANY PROFILES
Chapter 7
SOFEX
CORPORATE COMPANY PROFILES
NETWORKING FOR GLOBAL SECURITY
This blessed and holy land of Jordan is significant for its historical
value, rich heritage and most importantly, its strategic location in the
heart of the Middle East.
Following in the footsteps of His Majesty the Late King Hussein, His Majesty King Abdullah II is known to be one of the most knowledgeable poeple
in the Arab world when it comes to security, national strength and military requirements for the stability and growth of the Kingdom. His majesty is
also renowned for his sustained efforts to create peace in a region, which can thrive brilliantly given the right surroundings.
98 Best of Jordan
Therefore, it is not surprising that a country and homeland security exhibition and confer- wheeled vehicle mobility displays. SOFEX
like Jordan nurtures many success stories with ence held in the Middle East and North Africa. brings together small and medium-size com-
truly happy endings. One of these success panies as well as major international manufac-
stories is embodied in the Special Operations SOFEX has received global acknowledgement turers to meet with key military and govern-
Forces Exhibition and Conference, known as for over 10 years as the premiere event of its ment decision makers from all over the world.
SOFEX. kind, which includes a series of comprehensive
and topical seminars followed by an exhibition With an outstanding venue, which boasts a
Held under the patronage of His Majesty King of the most up-to-date special operations and broad range of state of the art facilities, SOFEX
Abdullah II, who has a personal interest in the homeland security equipment and technology. has firmly established itself as one of the most
progressive development of this thriving proj- Both the exhibition and conference are important events on the defense industry
ect, with the support of the Jordanian Armed supported by a range of tactical, live-firing calendar for exchanging ideas, as well as
Forces - SOFEX is the only special operations demonstrations as well as tracked and forging solid partnerships among market
leaders and industry specialists in counter
terrorism and homeland security.
Apart from being a genuinely unique and flour-

ishing venture, SOFEX welcomes thousands of
military and business visitors from across the
globe in addition to hundreds of journalists and
media personnel who gather to attend one of
the finest exhibitions and conferences. SOFEX
stands out as the ideal model of Jordanian
creativity, innovation and achievement,
especially when it comes to important and
crucial matters that affect not only the
Jordanian community, but also the region and
the world. Hosting a prestigious exhibition
such as SOFEX, is testimony to Jordan’s solid
reputation of being an oasis of stability,
security and a median between regional states,
with exceptionally friendly relationships with
all of its neighbors and the wider international
community. Even though SOFEX, as a confer-
ence and exhibition is not open to the public,
the notion itself, that there are great people,
led by HM King Abdullah II, who are working
continuously to develop and maintain the pos-
sibilities of a better tomorrow, is a source of
comfort and uplift to every citizen of the world.
Best of Jordan 99
Hamshari Group
CORPORATE COMPANY PROFILES
Founded over 50 years ago, Hamshari Group has steadily built

itself up within the Jordanian and regional market to develop into one of the area’s
leading suppliers of automotive spare parts. The group offers superior services for
leading Japanese, Korean, American and European cars,
in addition to a comprehensive range of parts services for
petrol and diesel vehicles. Mr. Jamal Al Hamshari, at
Hamshari Group, provides some insight into the company
and its achievements.
What is the history behind Hamshari Group and how has it evolved since its inception?
Just over half a decade ago the founding members of Hamshari Group got together with the idea
that the regional automotive market was missing a comprehensive and reliable service provider
and source of spare parts. From this arose the desire to establish a company that filled this gap,
especially due to the increased importance of spare parts services in the region. At this point, in
1952, Hamshari Group was born.
Since its inception, the group has evolved into a major supplier of an extensive range of auto
spare parts. Today we continue to incorporate new ideas in our business, drawing on the
experience, industry knowledge and customer loyalty that the company has amassed in its
half-decade of operation. Our clients, employees and partners are the reason we are moving
forward towards becoming the leading provider of auto spare parts in the country and the region.
Jamal Al Hamshari
100 Best of Jordan

What is unique about the services offered satisfaction. The group adheres to interna-
by the group? tional standards, methodologies, and industry What would you say has been the key to the
norms, through which we have created a success of Hamshari Group?
Hamshari Group owns the only international corporate culture of excellence, whereby
automotive trade fair in Jordan that exclusively productivity is promoted. To provide our clients with the high level of
provides auto spare parts, tires, lubricants, professional skills and personal commitment
batteries and accessories. The group What facilities make up Hamshari Group that they expect, the group has integrated a
operates from locations in Jordan as well and where are these located? highly advanced and experienced team, who
as Dubai, Kuwait and the USA. We conduct work together to determine customer needs
personal, one-on-one business meetings with The group is headquartered in Jordan, and and meet these in the best way possible. The
all our customers, from government sectors owns three state-of-the-art showrooms that group’s operational approach entails a close,
to trade buyers in the Middle East, the Gulf are conveniently located in the heart of the performance-driven cooperation between
Region, North Africa and Iraq. country’s main business centers to serve the management and employees, and this is one
local market. We have a showroom in Wadi Al of the key components of our success.
In Jordan, where we’ve been involved in the Remam, an industrial area in Amman, which is
market since our establishment, we developed one of the most sophisticated showrooms in We also realize that the quality of our
our spare parts services into our main line of the Middle East. IT carries over 62,000 spare performance must be continuously maintained
business in 1994. parts items, a retail counter with 30 sales and improved on, and we thus implement a
people and 90 sales support staff including program of ongoing and targeted training for
Are there any characteristics that you a government sales division with special- each and every one of our 450 employees,
would say distinguish you from competing ized fleet salesmen. Our second showroom taking advantage of the opportunities arising
companies? is located in Al Zarqa and it serves retail and from our international presence.
wholesale customers. The third is in Bayader
At Hamshari Group we aim to offer our Wadi Al Sair, where our headquarter offices are By promoting leaders who emphasize human
customers genuine, leading-edge, and afford- also located. In addition, Hamshari Group had qualities and by consistently ensuring good
able auto spare parts services from original opened a fourth showroom in Irbid. working conditions, we lay foundations for
equipment manufacturers of Japanese, developing long-range relationships with our
Korean, American and European auto spare To serve our customers abroad, the group clientele.
parts. We also commit to reliable customer owns the Zarqa Free Zone Central Auto Parts
care and mechanical services. Above these, Establishment, which consists of six large I believe another reason for the group’s
follow up is a number one priority for us, and it warehouses containing an extensive variety of success stems from the high level of
is how we ensure repeated customer spare parts. coordination between workforces in the group
of companies around the globe. We also rely
on customer’s feedback by regularly distribut-
ing questionnaires to our clients to find out
their impressions and get their suggestions,
which we use to improve our services.
Our success has been acknowledged through

various prestigious awards, which have
positioned us at the head of our peers. These
awards won by Hamshari Group include the
Community of Consumer Secure award in
2000, Lloyd’s Register Quality Assurance
award, and the National Program for
Awareness and Development award in 1998.
What’s next for Hamshari Group?
Currently the group is well positioned as a

preferred auto spare parts company that takes
a holistic approach to the way it conducts
business with its clients and its workforce. The
availability of a wide variety of premium auto
parts has also been a major pillar in the
success of the group, and thus we are
confident it has developed as a company with
an outstanding reputation for quality and
reliability, giving the team the capacity to lead
the way into the future.
The Group already has a successful operating

service center in Kuwait and is in the process
of opening several more in the UAE and
Jordan for auto parts, batteries and tires for
all car types. In addition, Hamshari Group
is expanding its operations in Iraq, opening
branches in the north, middle and the south of
the country.
The Group’s aim is to become a truly global

enterprise capable of serving in the entire
Middle East and North Africa region.
Hamshari Group new headquarter 2008
Best of Jordan 101

Hobby Center
The Hobby Center is the first store of its kind in Amman, catering a range of hobbies and
collector interests. Whatever your hobby may be, whatever it’s poring over the details of
scale model making, the thrill of collecting and racing remote control (R/C) cars or even
collecting refrigerators magnets, there is something to appeal to all tastes and ages at the
Hobby Center.
Toys for Big Boys Boats and Jet skis
The Hobby Center contains an assortment of A vast range of yachts, speed boats, kayaks
exciting items for hobbyists, universal brand and canoes are displayed within the walls of
names as well as great gifts, all under one roof. the first showroom of its kind in Amman. There
These include items such as: are also jet skis and surf boards, along with
inflatable water sports products and a wide
R/C Cars range of fishing equipment and accessories.
A selection of the world’s leading remote con- Hobby Center Workshop

trol cars, both electric and nitro-operated with
speeds exceeding 70km/h and some that can The workshop produces scale models of
reach a staggering 120km/h. Spare parts for vehicle to order. It is the first workshop, not
all models are also available, including items only in Jordan but in the entire Middle East to
for engine maintenance and upgrading and produce such plastic models, right down to
personalizing any product. the smallest detail.
Scale models Hobby Center School
For those mad about miniatures, Hobby The Hobby Center offers courses for model
Center has carefully selected a wide enthusiasts to learn how to design, paint and
assortment of scale vehicles, including trucks, assemble vehicle models. The school also
tanks, motorcycles, plans, ships and more. teaches diorama art techniques.
All accessories needed for this hobby such as
paints and paint brushes can also be found at
the center, enabling customers to build and
customize their own model.
Auto Art
No matter what your favorite car or dream car

is, you can find a real life model that closely
follows the original down to the smallest detail.
Handmade with a craft that is slowly becoming
extinct these models are so close to the real
thing that you may not know the difference.
The smallest details, which can only be seen
with a magnifying glass can be fond in these
1/8 scale models. All Auto Art items at Hobby
Center are limited editions and depending on
the model, some are among 2000 to a maxi-
mum of 6000 available worldwide.
Sports Wear
A variety of the world best brand sports wear

is available at the center. The latest biking and
diving gear is at hand, along with driving caps,
gloves, shirts and more.
102 Best of Jordan

“Jordan is committed to providing an enabling
environment for progress.”

HEALTH & WELLNESS
Chapter 8
The Farah Hospital
HEALTH & WELLNESS
Where health, technology and luxury come together
Leading the way in specialised medical care in Jordan, the Farah Hospital
is one of Amman’s principal medical facilities. Established in 1978, and
revamped in 2001 to accommodate for today’s needs, the hospital is
reputed for outstanding service and a strong focus on women’s health, ante-natal care,
neonatal care and fertility treatment. The hospital has an extremely advanced IVF (in-vitro
fertilization) lab and operating rooms, in addition to specialised patient rooms that were
designed specifically to suit the needs of the community. The Farah Hospital not only
provides some of the best ante-natal care in the country, but in the region as well. While it
specialises in IVF and delivery, general and plastic surgery services are also provided.
Founder and director of the hospital is Dr. Zaid Since its inception, the hospital has
Kilani, a renowned obstetrician/gynaecolo- continually expanded its operations, and now
gist who is well-known in Jordan for his work also includes a state-of-the-art neonatal unit
to bring IVF to the country in the 1980s. This and exceptional plastic, paediatric, dental and
was only shortly after the technology was first general surgery services, in addition to
implemented worldwide in England in 1978. offering unparalleled patient care. The hospi-
IVF was introduced in Jordan in 1985, and just tal’s commitment to maintaining excellence
two years later the first IVF baby in Jordan and to medical research and development has
was born. Since the introduction of IVF to the led to numerous awards and acknowledge-
country, thousands of infertile couples have ments. The first extension of the hospital was
realized their dream of parenting their own bio- inaugurated by the late King Hussein, and
logical children, and each year more and more the facility has attracted several prominent
couples are benefiting from the introduction of customers.
new technologies and techniques.
The Farah Hospital comprises 11 floors which
The Farah Hospital specializes in obstetrics, contain the IVF labs, operation and patient
gynaecology, and reproductive medicine, and rooms, and clinics. The IVF center within the
its IVF lab is one of the worlds largest and hospital serves to attract medical tourists to
most advanced, where research and clinical Jordan as one of the best in the region and
trials are conducted to introduce new the world. Doctors and nursing staff are highly
technologies in the field. New, groundbreaking trained, and some offer specializations not
techniques in assisted reproduction have been found elsewhere in the country. Two floors in
developed in this lab by Dr. Zaid Kilani and the hospital are dedicated to patient suites,
Farah Hospital. As a result, the hospital has which are lavish to say the least. Comfort and
garnered a solid reputation for tackling luxury is of the essence at Farah, and even
challenging cases and solving repeated the food is exquisite, catered by chefs with 5*
failures in the area of assisted reproduction. hotel experience.
The latest addition to the hospital’s patient

rooms is the newly-opened 10th floor, which
contains five spacious delivery rooms. Each of
these comes with a comfortable waiting room
for family and guests, decked out with the
latest electronic entertainment equipment. The
floor also has an emergency operating room
in case of the need for emergency cesarean
sections, along with a range of other related
services that maximise patient comfort and
safety. The floor was designed to take into
account the local family-oriented structure,
and the need of family and close friends to
wait beside the delivery room and not in a
separate waiting area far from the delivery
floor. Stepping onto the 10th floor feels more
like a trip to a stylishly modern luxury spa
than a hospital. Bright yellow floors entice the
visitor in, and sleek back-lit work surfaces
add a contemporary feel. The view from each
room is spectacular, but if that’s not enough
to occupy the mind, the delivery rooms each
have patterned light screens to mitigate the
106 Best of Jordan

wait. The beauty is not just in appearance, but
also in function. The floor is decked out with
up-to-the-minute high-tech equipment and
automated systems so that everything is just a
button-push away.
With the new delivery floor also comes the

introduction of an advanced ante-natal care
system that offers a pioneering service to
enhance patient safety and convenience. The
Farah Hospital is the first hospital outside
Europe, and one of less than 10 in the entire
world to offer the Trium ante-natal care
system, which enables close monitoring of
high risk pregnant women wherever they are in
the world through GPS.
Due to the nature of its focus, the clientele of

Farah Hospital are young and optimistic, with
an average age of 35. This factor, combined
with the luxury accommodations, ultra-modern
technologies and gourmet food, make it seem
more like a trendy boutique hotel, which leaves
you wondering ‘where’s the pool?’
While the hospital is an oasis of respite, plans

to enhance, upgrade and develop never cease,
keeping the facility at the forefront of its field
and continuously offering new services and
latest technologies to patients. Future plans
for the hospital include work on stem cell
research, introducing a new paediatrics ward
and a state-of–the-art radiology department,
as well as adding even more of Farah Hospi-
tal’s trademark suites.
Best of Jordan 107

HEALTH & WELLNESS
108 Best of Jordan

Best of Jordan 109
HEALTH & WELLNESS
110 Best of Jordan

Best of Jordan 111
Towards a healthier community
HEALTH & WELLNESS
The fitness industry has been dramatically evolving in Jordan for the
past couple of years. Awareness of the important of exercise has grown rapidly amongst
Jordanians and the message has reached most layers of the Jordanian community.
Exercise, which was considered a privilege to This increased awareness in Jordan has led plans to start up a chain of gyms dubbed
the privileged, is now a way of life for many. many gym owners to open other branches, Matrix. There are eight gyms opening in 2008
Good health is the reason most of us are investors and businessmen are encouraged to in Amman alone, and over the next five years
joining gyms or buying home use exercise invest in gyms, and international fitness chains the group aims to open a total of 30 facilities
machines. The consumer behavior in all fields are entering strongly into the market. It is throughout the Kingdom.
has taken a sharp turn and with all the credit estimated that there are currently about 13,000
facilities available there is a boom in sales gym-goers in west Amman, and this number is A number of factors will distinguish the Matrix
of all well marketed goods, including fitness expected to double by 2010. gyms from their competitors in the local
equipment. market; the main one is that the philosophy
One of the leaders in the local fitness market behind setting up these gyms is based on the
Home use treadmills are the best selling is Hukama Group, which provides state-of- fact that fitness needs depend on individual
fitness equipment device and are helping the-art fitness equipment for both home and requirements relating to age, gender, physical
people reach their goals of losing weight, commercial use to the fitness market in Jordan condition, health history, and other attributes.
improving health, and looking better. The other as well as the Levant region. Co-founded and The unique vision behind the Matrix brand
common trend is joining a gym or a health co-owned by Mr. Husam Kharouba and Mr. comes from Mr. Kharouba, who is utilizing his
club. Tarek Khoury, who is president of the local strong background in physiotherapy and
Wehdat Football Club, the group is now also fitness to introduce a new concept to the
entering the fitness service industry with mega market that taps into the latest fitness trends
to create a customized service.
112 Best of Jordan

“The industry today goes beyond just exercise The first three Matrix gyms to open in 2008 and enjoyment from the sport. Also, Mixed
and building muscle. It is now about health will include a women’s and a mixed gym, each Martial Arts (MMA) is increasingly gaining
and wellness, and using exercise as a therapy with the most modern and highly equipped popularity around the world and in Jordan, and
to target problem areas as well as to maintain machines, along with personal entertainment Matrix gyms have acquired the services of the
strength, fitness and health,” says systems and other high-tech services. The world jujitsu champion through an exclusive
Mr. Kharouba. third of these seeks to tap into a budding new agreement to offer training at their first three
market by forging the way to providing fitness gyms, which open in early 2008.
Matrix gyms will seek to assess the needs of services in the less wealthy eastern part of
its members from both a medical and fitness Amman. It will offer all the features of a luxury According to Kharouba, “Our trainers are the
perspective and combine the two to encour- gym, and introduce new classes, circuit train- best in town; they know how to approach
age a healthier community. To support these ing, weight-loss programs, and other facilities members, gauge their needs and customize
goals, the group is investing heavily in that are not currently available to the lower programs according to these. We invest
advanced fitness management systems and income areas of the city, thus making quality heavily in equipping trainers to meet the
pioneering new fitness management fitness accessible to all. Fourteen other gyms requirements of customers by adopting the
techniques in Jordan to offer its members will be set up in East Amman as part of the latest techniques and highest standards, and
a comprehensive fitness experience that is group’s five-year plan, along with eight others through providing continual follow-up training.”
superior and convenient. in West Amman, two in Zarqa, two in Irbid and
one in Aqaba. As the latest in fitness tools and expertise
“Analysis has shown that people will drive seeps into the market the future of Jordan’s
no more than 12 minutes to go to the gym, In addition to advanced equipment and fitness industry looks bright, and a fitter,
so location is vital,” points out Mr. Kharouba. progressive systems, Hukama Group is healthier life becomes accessible to all.
The location of the Matrix gyms, along with integrating a variety of sports into its services.
carefully chosen equipment and programs This includes boxing and kickboxing, for which
and professional administrative and technical specialized boxing rings will be available to
expertise, is what will make the service stand enable members to get the maximum benefit
out.
Best of Jordan 113

“Great opportunities lie ahead. A world where all people
share in the promise of human knowledge; participate in
global prosperity and growth; and fulfill their human
potential. This is our goal in Jordan, and this is Jordan’s
goal for the Middle East.”

ARCHITECTURE,
DESIGN & INTERIORS
Chapter 9
Design Dimensions
ARCHITECTURE, DESIGN & INTERIORS
The creator of many of Jordan’s most innovative structures, Architect Jafar Tukan is well
known for the understated impact of his designs on the country’s urban landscapes. His
work has also garnered international acclaim, as he has earned several awards, including
the 2001 Agha Khan Award For Architecture for his exceptional design of the SOS
Children’s Village in Aqaba. From a hazy move into architecture he is now helping to
shape Amman’s skyline and guide the city’s urban development, as well blending
groundbreaking structures into the city’s fabric.
Jordan Gate
How did you find your way into architec- ments as a guide for design and for economy. Today Jordan is undergoing a major economic,
ture? Because of my formation I always lean towards architectural and urban transformation, par-
this kind of architecture. I gradually became ticularly over the past few years, during which
I started studying architecture at AUB in 1955. obsessed with idea of building something there has been an explosion of development
It’s a funny story actually; I first entered into the different that blends into its surroundings. My and construction activity.
school of engineering and at that time I didn’t favourite quote is from a famous architect,
know the difference between architecture and Frank Lloyd Wright, who said, “You build from What do you feel is missing from this part of
civil engineering. While at university I noticed the place, not on the place”. Most of my work the world that restricts the fostering innova-
some students designing and making models tends to go in this direction. tive design and experimentation?
of buildings, which is something I was very in-
terested in, and was told this was architecture; Following graduation I worked briefly in Amman I think we still have a long way to go before
so I decided to shift into that specialization. then joined Dar Al Handasa in Beirut for eight I can say that we are really matching the
I had a primitive knowledge of architecture; years. Eventually I started my own office in achievements of the more advanced communi-
I thought it was just about building things – the Beirut, then in partnered with a senior architect ties. I feel there is a major flaw in our educa-
term used in Arabic ‘handasa’ is very general. whose work I was a great admirer of, George tional system. There is also a flaw in profes-
Rayyes. He was also a breed of the rational sional regulations. Schools do not provide
Our formation in the School of Architecture at style so we were in great harmony together. a very fertile environment for creativity. Our
that time was based on rational architecture. The civil war led me back to Amman to start my teachers are very traditional and don’t seem
This was a movement to abandon the ornate business here. At that time it was very a good to explore new horizons. Our universities can’t
neo classical style, strip buildings of all place to be; the country was taking off socially afford to invite famous architects, or attract
decorations and use basic functional require- and economically. good local architects to dedicate their time to
116 Best of Jordan

teaching. So a lot of theoretical information is
fed to student as professors are not encour-
aged to practice outside. Another aspect is
training of new graduates; the association of
engineers and architects do not have proper
training regulations, so this must be instituted
by the association. If you look at architecture in
the Arab world, very few good buildings are de-
signed by Arab architects, and this is the result.
City Hall
How has Amman’s architectural landscape in Jordan belongs to Jordan more so than
changed over the past decade? Where do elsewhere in the region. The fabric is very
you think it should be headed? harmonious; you see many attractive buildings
that are new, different, but which belong to this
In comparative terms, I find Amman is doing fabric. In this way I find Amman is going in the
much better than most Arab cities in right direction. I think the new master plan for
architecture. The city’s transformation began in Amman will also enhance this direction.
the mid-70s, when a wave of talented archi-
tects began to move back here. An interesting A new trend in Amman is urban design proj-
dialogue developed among these architects ects, such as the Abdali project, which can be
and this yielded good results. I have attended a very good if implemented successfully. Such
few conferences about architecture in the Arab projects can create total environments with
world with projects presented from different buildings, pedestrians, and commercial centers
Arab countries, and the general conclusions blended in a harmonious way. I am looking
were that Jordan is top among these countries forward to seeing the Abdali project materialise
as far as genuine architectural products are to set an example for Amman.
Aysha Bakkar Mosque concerned. The architecture that people see
Dunes Club
Best of Jordan 117

ARCHITECTURE, DESIGN & INTERIORS
What is your role in the Amman Commission Tell us about one of your latest designs. are like his children. In each category, if you
and what are you trying to achieve? feel you’ve done something new or different, it
I have designed a project that will be very becomes dear in that way.
The commission is an advisory committee to visible in Amman, and which is very
the Mayor of Amman, whose role is to initiate controversial. It is now under construction – the In the category of smaller buildings, closest to
ideas, and advise and make recommendations Jordan Gate. For this I tried to apply a my heart is the SOS village in Aqaba, which
to the mayor, as well as suggesting how to minimalistic approach. These are the first won the Agha Khan award. First of all the
implement these recommendations and fol- buildings in the city that are 40 storeys high, theme of the village is compassionate, taking
lowing up on them. Through my work with the and because the fabric around the structures care of orphans. So when designing it, and to
commission we have encouraged the Greater is low rise, cubistic, stone, I felt that the base do something really good, you have to feel how
Amman Municipality to invite specialists in of these towers must fit in with their surround- children would react to the space, the walls,
several areas of planning, architecture and ings. Therefore I tried to dilute them as much colour, etc. This was one very exciting aspect
landscaping to work towards developing the as possible by making them two basic, almost of the project. The other was that the project
master plan, improve the existing urban fabric transparent crystals that stand as a monu- came at a time when Aqaba was in danger
to make it more human-friendly, and design ment. They are simple, with no details, just of being transformed into a copy of Amman
parks in the city. The results of these efforts oblique angles and sharp edges to accentuate despite the fact that its ecosystem, geography,
will then be good examples that local architects their lightness. The towers are covered with topography, are all very different. Queen Nour
can be inspired by. Great credit goes to the reflective glass to mirror the sky, its clouds and was aware of this unpleasant transforma-
mayor and the general direction he is taking in colours, so that hopefully the building becomes tion and initiated a committee, of which I was
applying brakes on several large projects that part of the sky, and is not imposed on the sky. a member, to provide recommendations for
have been proposed, which don’t fit in with Aqaba’s urban development. Shortly after that
the surroundings. This is a city that will live for Throughout your career, which of the build- I was given the village project, which gave me
thousands of years so we must develop it to ings you’ve designed is the most significant the opportunity to implement those recom-
reflect a more cultural image than elsewhere in or personal to you and why? mendations. The stone we used was collected
the region. from the earth around the site, and the building
I always feel that all buildings one designs technologies used were inspired by the few old
118 Best of Jordan

National Museum
houses that remain in Aqaba. In this way I felt archaeology and geology very symbolically. I
this was a very exciting experience. tried to express the layering of history, so you
can see three layers in the buildings; with the
Another interesting project is Dunes Club, two front layers the stone is not horizontal but
which set a new trend. It is the first time the inclined, to symbolize the faults in geology.
reverse side of the stone used for Amman’s The graduation from rough stone to smooth
white buildings was used. Normally this is the illustrates the stages of Jordan’s history, from From an architecture view, what is your fa-
face in contact with the earth when cut from primitive to the beginnings of the state, to the vourite of Jordan’s ancient relics?
quarries, and has warm brown and yellow establishment of institutions. It is due to be
tones. Using the stone in this way, with natural completed in spring 2008. I very much love Qusayr Amra. It’s modest and
textures, allowed the structure to blend nicely sits in its surroundings very nicely. Of course
into its surroundings. The City Hall building in Amman is also inter- Petra, Jerash, and other examples are great,
esting, because it’s a joint design – I worked but I love the modesty of Amra.
Of my smaller projects I designed a little with colleague Rasem Badran in designing it,
mosque in Beirut which is completely unlike which was exciting as the general impression
any other mosques. It has no dome or minaret of us is that we work in two different ways. It
and is a very modern structure. It is irregular was interesting to see how ideas converge
because of the site it was built on, which forced when you think rationally and logically. It was a
certain aspects on the design. It was very con- good experience with a unique result.
troversial at the start, however I met with the
Mufti of Lebanon at the time and explained the I’m really looking forward to seeing the Jordan
concept behind it, after which he accepted it. Gate finished as it is an experience. In archi-
tecture you can never tell exactly how the result
A project I’m very proud to be involved in is the will turn out; you can envision and imagine, but
Jordan Museum. The nice thing about it is that there is always a surprise at the end. I hope it
we tried to express the relationship between will be a good surprise!!
Qusair Amrah
Best of Jordan 119

“The challenge is, to see beyond the surface. To avoid
distortion. And to translate, not only between languages,
but between cultures and communities.”

MEDIA & MARKETING
Chapter 10
Profile for Best of Jordan
MEDIA & MARKETING
Zohrab’s name is synonymous in Jordan with beautiful photography and stuning images.
He is the country’s best-known photographer and has a remarkable portfolio that ranges
across all types of photography, from people to high profile events to landscapes.
124 Best of Jordan

His story began with a competition of flower step into an amazing and exciting journey what he became, attending many royal events
photography in Jordan in 1974, which was that has led him to where he is today. “After to document official occasions and snap
held under the patronage of Queen Alia. the competition Their Majesties called me to memories of happy ones.
Zohrab’s entry clinched the first prize, for their residence and asked me to become their
which he received a Canon camera and a official photographer,” said Zohrab. And that is
Best of Jordan 125

MEDIA & MARKETING
126 Best of Jordan

Best of Jordan 127
MEDIA & MARKETING
128 Best of Jordan

Impressed with his work, Her Majesty the late have also featured in a number of exhibitions focuses on culture, art, tourism and
Queen Alia suggested sending Zohrab abroad around the world, including Amman, London landscapes in the region, and the publication
to hone his photography skills at a specialised and Los Angeles. is based in Jordan and Dubai. It will start with
school. Tragically, she passed away two these to two markets, with the aim of
weeks later; however, His Majesty the late Zohrab’s photographic talents have won him eventually moving into the rest of the Arab and
King Hussein, determined to fulfil her wishes, other accolades. In 2005 he represented Islamic world. “Hopefully Salam will serve to
supported the development of Zohrab’s career Jordan in the Aichi Expo in Japan. In 2004 he build a bridge between the Arab and Islamic
by sending him to the Germaine School of was single-handedly chosen to present Jordan world and the western one by introducing the
Photography in Manhattan in 1977 for two for a program called ‘Inside the Middle East’ west to the natural, cultural and artistic
years. Zohrab excelled throughout his studies, on CNN, which was viewed worldwide. features that we have to offer,” explains
receiving several prizes from the school during Zohrab. Salam is due to be launched in the
his time there and graduating with numerous Today Zohrab is still doing what he loves most, beginning of 2008.
honourary certificates. seeking out more way to express his pas-
sion for photography; particularly that of the While Zohrab has addressed a range of
Back in Jordan, Zohrab travelled all over the landscape of Jordan. He set up “i Magazine”, subjects throughout his career, his recent
world with His Majesty the late King Hussein a monthly publication that combines unique move has seen him focusing on landscape
as the official palace photographer, working visual and literary content and covers photography. “I love nature and I look at
with him for 22 years. In due time, Zohrab pre- everything from Jordanian art and culture to photography like music. When you are young
sented the King with a book of photographs, the diverse geographic panorama, as well as you listen to rock and hard music and the older
the first of many to follow. “King and Country”, the breathtaking environment in Jordan. you get the more you tend towards the
one of his renowned books, was an instant hit. classic,” he says. “For me landscape and
Zohrab’s name was firmly established. His latest project is one he is working with Her nature is like classical music, and this is what
Royal Highness Princess Haya, which is to set I’m concentrating on now.”
Since then, several of his images have been up a new publication called Salam. Meaning
published in renowned magazines such as ‘peace’ in Arabic, the purpose of this magazine To date Zohrab has published nine books
Newsweek, Time, People Magazine and other is to build bridges between Arab and Islamic about Jordan and the Royal Family.
international publications. His photographs nations all around the world. Its content
Best of Jordan 129

Best of Jordan 131
Al Kawn Advertising
Al Kawn Advertising, established in 2003, is one of the fastest growing media represen-
tation companies in the country, with a specialisation in media sales and services for
radio.
The company has exclusive sales and media representation for Radio Fann, Jordan’s
leading radio station in terms of highest audience figures and largest share of radio
advertising expenditure in the country, as well as for Radio Rotana, which lead’s Jordan’s
radio stations in terms of highest audience figures within Amman.
Rotana FM
In 2005 Rotana FM joined Al-Kawn. It is the

first radio station in the world to capitalise on
the pan Arab Rotana brand and features some
of the biggest stars in Arab music.
Rotana FM targets an AB demographic; its

particular brand of music and unique
programming benefit from an exclusivity deal
with Rotana Music, which allows the station to
play the newest Arabic song releases fifteen
days before any of its competitors.
After three years since is launch, today Rotana

FM can claim a position as the number one
radio station in Amman amongst both listeners
and advertisers alike.
Entertaining listeners with great shows and

music seven days a week, Radio Rotana
attracts a wide age group of listeners, mixing
a selection of classic Arabic tunes with the
latest releases.
Rotana FM continuously aims to please its

listeners and is constantly updating the music
collection and programs that are aired. The
need to please its listeners drives Rotana FM
to excel in the services it provides.
Best of Jordan 133

MEDIA & MARKETING
With this notable track record behind it, Al Kawn has succeeded in establishing itself as
the strongest media sales house in the kingdom. The company’s excellent staff
capabilities alongside the adoption of a creative and professional edge in its various
forms of radio productions have enabled both radio stations to efficiently cater to the
listening needs of Jordan’s masses. Thus each station represents a strong and reliable
marketing advertising medium for businesses seeking to reach these masses directly.
Radio Fann Fm
Broadcasting live from Amman 24 hours a day

and seven days a week, Radio Fann FM is
Jordan’s number one radio station. It
covers the entire Kingdom, emitting a mix of
the latest Arabic, English and international
music hits. It also airs hourly news broadcasts
and various customised programmes, such
as the hugely popular two-hour daily morning
shows “Bisaraha” and “Sabaho.”
Radio Fann was officially launched in June

2003 and is run by a team of Jordanian
media professionals from the private sector.
The team members collectively possess an
intimate knowledge of the current mood and
trends around the country, ensuring that the
station’s programming effectively satisfies the
needs of its listeners nationwide.
The station is considered a pioneer in the

Jordanian radio scene as the first station in
the Kingdom to offer comprehensive radio
advertising opportunities to private and public
sector organisations in need of a cost effective
means of reaching their target audience. With
live internet streaming, onsite live broadcasts
and interactive programming, Radio Fann
offers a complete package to listeners and
advertisers alike.
Since its launch, Radio Fann has been driven

by a desire to be the number one radio station
in Jordan as well as to play an important role
in the development of the local music scene.
These goals have led to Radio Fann being a
vital platform for up and coming Jordanian
artists to showcase their talents.
134 Best of Jordan

“…Our national priorities are clear: strengthening our
domestic front, implementing social and educational
programs, and preparing competent generations who are
able to face the challenges of the future”

HEARTS OF JORDAN
Chapter 11
The Jordan River Foundation
HEARTS OF JORDAN
Established over a decade ago, the Jordan River Foundation (JRF)

has worked diligently to empower communities around Jordan
and ensure that the rights of children are well protected. The
organization is a non-profit Jordanian NGO that was set up in 1995 and is chaired by Her
Majesty Queen Rania Al Abdullah.
The foundation’s mission is to promote, in bookkeeping, feasibility studies and marketing
partnership with stakeholders, the develop- techniques. This ensures the sustainability of
ment of a dynamic Jordanian society by these activities once they have been handed
initiating and supporting sustainable social, over to be managed and operated by the
economic and cultural programs that empower community.
communities and individuals based on their
needs and priorities. The Bani Hamida Women’s Weaving Project
revived traditional weaving techniques and
JRF has two main areas of focus, which are to today women in 13 villages help keep their
empower individuals and communities through traditions alive while contributing significantly
the Community Empowerment Program, and to the quality of life of their families. Wooden
to protect the rights and needs of children spindles and floor looms are used to produce
through the Jordan River Children Program. superior quality pure wool rugs that travel
the world with a “Handmade with pride by
Community Empowerment Program Bedouin Jordanian women” label. In addition,
JRF has begun a candle-making project in
JRF’s Community Empowerment Program the same are to create new job opportunities
(CEP) exemplifies the foundation’s commit- and economic activities while building on the
ment to sustainable human development. knowledge and skills of the women in the local
Through its various projects, CEP aims to community.
empower communities to create economic
opportunities and improve the quality of their The Jordan River Designs Project employs 27
lives. These projects strive to improve the women in spacious workshops and has
infrastructure of local communities in various contracts with another 600 women who
sectors including agriculture, education, health embroider traditional and contemporary home
and economic capacities. Numerous projects furnishings, gift items and fashion accessories. Jordan River Children Program
have already been undertaken such as rain Pioneering an Arab Child Safety Model
water harvesting, a cold storage facility, green The Al Karma Centre houses projects selected
houses, honey production, livestock breading, by the local community, which includes a Protecting the rights and needs of children
handicraft projects, and other projects that children’s nursery, a community kitchen and an has always been at the heart of JRF’s vision to
help to improve quality of life. information technology and training institute. contribute to healthier, self-reliant and aspir-
ing communities. With the vision and support
Income-generating handicraft projects Nearly 100 women are part of the Wadi of Her Majesty Queen Rania Al-Abdullah, JRF
Al-Rayan Project, which helps them to improve has successfully established itself as a pioneer
Participation, innovation and sustainability are in building an Arab child safety model. Since
their economic and social status while
the underlying themes in JRF’s many income- 1997, when the Jordan River Children Program
reviving the traditional skills of basket and
generating handicraft projects. Direct benefi- (JRCP) was formed, JRF has intensified its
mat weaving. Raw materials indigenous to the
ciaries and other members of the communities efforts to strengthen the family unit by
area, such as cattail reed and banana leaves
where these projects are located receive ca- enhancing positive child-parent relationships
are used to make the products, making it a
pacity building and training sessions on topics and promoting positive family dynamics.
financially feasible and environmentally friendly
such as project management, accounting and
initiative. Products include baskets, mats,
coasters, bags, and home accessories. The mission of the JRCP is to respect and
support families in their task of nurturing
children, and it represents the broad umbrella
for the Child Safety Program (CSP). CSP’s
awareness, prevention and intervention ser-
vices are unique in terms of their holistic and
integrated approach to tackling child abuse.
When JRF first broached the issue of child

abuse, and brought it out into the open, there
were many challenges because of the sensitive
nature of the subject. Today, through ground-
breaking efforts, the foundation is proud of
its achievements in combating abuse. This
complex issue is being discussed openly and
honestly by Jordanian citizens and decision-
makers.
Urgent forms of abuse are addressed through

intervention services at Dar Al-Aman – JRF’s
Child Safety Centre. Established in August
2000, a first in Jordan and the Arab world, the
centre serves as a temporary shelter that offers
140 Best of Jordan

psychological, medical, social, and
educational services to victims of physical,
emotional and sexual abuse and neglect.
Preventative activities include promoting

improved child-rearing practices and
addressing socio-economic factors, which
often contribute to cases of abuse. The Queen
Rania Family and Child Centre employs a
range of methodologies to enhance positive
family dynamics. These range from mothers
learning childcare techniques to fathers gain-
ing insights to alternative means of disciplining
to youth being instructed in conflict resolution
and basic life skills. The centre also conducts
numerous courses in the area of child safety
and protection for professionals working with
children and families nationally and regionally.
CSP has achieved other milestones since its

establishment; most notable is the
government’s declaration of June 6th as the
annual National Day for Child Safety. Other
significant events included JRF engaging the
public with the launch of the “Beit Sgheer”
(Arabic for Little House) television program,
and the Ajyaluna (Arabic for Our Generations)
National Awareness Campaign on child abuse.
JRF initiatives in 2007
Safe Schools initiative
The Safe schools project is a national initiative

that aims to turn schools into safe environ-
ments for learning and education by raising
awareness of all forms of abuse in schools. It
will by achieved by enhancing the awareness
of teachers, parents, and children to child
rights, and ensuring the use of non-violent and problem solving abilities. The project Cooperation (MoPIC), JRF aims to build the
developmentally-appropriate teaching exemplifies the magnitude of partnerships capacity of smaller community-based
strategies and disciplinary measures. between civil society organizations, organizations to manage and implement
government and private sectors and its projects as per local needs, be self-sufficient
The Youth Volunteers Summer Project (YVSP) positive effects on society. and serve as an engine of growth. It also
aims to increase local community and society
This is a pioneer endeavour whereby JRF Qudorat Program awareness of the importance of the civic
worked with 110 volunteers in summer 2007 sector as an engine for local development.
to promote and encourage the concept of Through Qudorat II, which is funded by
volunteerism and enhance their leadership and Ministry of Planning and International Poverty Pockets Program
This project aims to contribute to social and

economic development by enhancing the role
of the local community within poverty pocket
areas. It aims to alleviate poverty by creating
job opportunities, raising awareness, building
capacities and enhancing the socio-economic
situations in these areas.
Best of Jordan 141

Tkiyet Um Ali
HEARTS OF JORDAN
Since its inception just a few years ago, Tkiyet Um Ali has been passionately working towards a vision of
achieving a ‘hunger free’ Jordan by 2015. Tkiyet Um Ali is a non-profit organization that provides food and
services to the less privileged sectors of Jordanian society, the needy and the hungry. The Tkiyet is initiated
and chaired by HRH Princess Haya Al Hussein in memory of the benevolent spirit of her mother, Her Majesty
the late Queen Alia Al Hussein (Um Ali).
142 Best of Jordan

The organization’s mission is to cooperate with
all sectors to feed and sustain underprivileged
citizens through the provision of Food for Life,
while guiding them towards long-term
self-sustaining solutions for an empowered
and dignified existence.
Originally conceptualized by the Late Queen

Alia, the Tkiyet is inspired by the Islamic
concept of providing food for the poor. Dating
back to the 11th century, the concept of a
tkiyet started off in mosques with the purpose
of providing food and shelter for Sufi mystics
who devoted themselves to the contemplation
of God. Over the centuries, the concept came
to be more widely implemented with some of
the most prominent families in the Arab and
Ottoman world maintaining tkiyets. These
served to underline the importance of
extending charity to the needy. Tkiyets also
served as shelters to feed the hungry and by
passers.
Through initiating and building Tkiyet Um Ali,

HRH Princess Haya revives the name and
legend of her mother, as well as the beliefs and
efforts the late queen epitomized prior to her
loss in 1977 as she flew to the rescue those
who had turned to her for help. The Tkiyet
brings the traditions of social cohesion back to
life in the spirit of Queen Alia’s ever-extended
hand to less privileged sectors of the
Jordanian population.
HRH Princess Haya began developing this

project in 2002, and work was soon
initiated in the name of Tkiyet Um Ali.
Charitable programs such as the distribution
of meals were undertaken throughout 2003,
particularly during the Holy month of
Ramadan. The Tkiyet building was completed
by 2004, and its programs were officially
launched in November 2005. Tkiyet’s four main
programs include its internal meal program
that provides 350 - 450 daily meals for the
poor at its premises, its family sponsorship
program which provides monthly food
packages across the kingdom enough to feed
each family for an entire month and the school
feeding program that ensures a daily nutritive
meal to children in rural schools. Tkiyet’s fourth
program ensures the training and employment
of members of its beneficiary families in order
to empower them with long-term self
sustaining means to support themselves and
their families.
The Tkiyet stands in the heart of the less

privileged area in Amman, on a land that was
donated by the Greater Municipality of Amman
in respect for this tradition, and in the name of
HM Late Queen Alia. The choice of the
location was made in order to serve the people
of these areas, as well as to symbolize and
demonstrate the integral social commitment to
the country’s poor and hungry.
Today Tkiyet Um Ali provides a ray of hope to

thousands of Jordan’s deprived. As the first
initiative of its kind in Jordan and the region,
the organization seeks to serve as a model for
hunger and relief initiatives across the rest of
the Arab world.
Best of Jordan 143

Running for
HEARTS OF JORDAN
a good cause
Better known as the organizer of the renowned endowment fund, the extremely high costs
Dead Sea Ultra Marathon, the Society for Care of the medical procedures covered by the
of Neurological Patients (SCNP) is a non-profit society, and the increasing number of patients
and non-governmental organisation that is referred to it for assistance, lead to a rapid
headed by His Royal Highness Prince Firas Bin depletion of funds. Therefore the society relies
Raad. It was founded in 1986 under the on donations from individuals, organisations
honorary patronage of His Royal Highness and private companies, as well as annual
Prince Hassan to assist disadvantaged people membership fees and fund raising activities to
suffering from neurological ailments who are continue helping those in direct need.
in need of costly treatments. The SCNP offers The Dead Sea Ultra Marathon is one of
financial help to such patients for necessary Jordan’s major running events and the main
surgical procedures that enable them to live a fundraising event for the SCNP. Since its
normal life. The organisation also seeks to inception in 1993 it has steadily gained in
increase awareness of neurological diseases popularity over the years and today it is a
and traumas in Jordan, in order to garner world-class marathon that attracts
greater support for its cause. professional and amateur runners from all
around the world as well as from around
The cost of neurological surgeries in Jordan is Jordan. The marathon takes place on an
high and rising. The success rates of annual basis, usually in April of each year, and
operations, such as the removal of benign sees thousands of participants of all ages run
brain tumours or the insertion of VP shunts, from the starting point in Amman down to the
are high, often leaving patients fit, healthy and lowest point on earth, with the finish line at the
able to return to normal life and to supporting Dead Sea.
their families. Unfortunately, due to economic
reasons, many cannot afford these life- While the Dead Sea marathon has a dedicated
changing surgeries. This is where the SCNP following, the SCNP recently introduced two
comes in, seeking to raise funds to cover the more similar events to support its fundraising
costs of operations for those in need who efforts. The Amman Half Marathon was
cannot afford the treatment. inaugurated in 2003 with the participation
of Her Majesty Queen Rania, and the Aqaba
While the SCNP was founded through an Marathon was introduced the following year.
Both events have helped to encourage running
amongst Jordanians and to attract participants
- The Society has contributed to the treat- from abroad to the country.
ment of more than 900 cases, at a value
of over JD600,000. The role of the SCNP has gradually shifted
- The largest funding amounts go to back from that of a charitable organization to a
surgeries and treatment of hydrocepha- development one, as the society seeks to
lus. expand its support for the treatment of neuro-
- The society funds treatments for an aver logical patients and increase its reach.
age of 60 patients a year. It aims to raise
this figure to 100 each year. For more information visit
www.deadseamarathon.com
144 Best of Jordan

Best of Jordan 145
Teaching through performing arts
HEARTS OF JORDAN
Making great headway within Jordan’s theatre and dance

scene, the National Centre For Culture & Performing Arts
(PAC) which was established in 1987 and falls under the umbrella of King Hussein
Foundation has achieved much since its inception two decades ago. The organization
is passionate about supporting the development of the art movement in Jordan and the
Arab region for both children and adults, and it has come far in creating awareness of the
value of theatre, dance and performing arts.
146 Best of Jordan

The PAC aims to serve as a national resource
and a regional model for incorporating the
performing arts in all levels of education and
social development thus making culture and
art accessible to all. The centre provides a
working environment conductive to
creativity, leadership and innovation and
supports cross cultural understanding and
cooperation through theatre and dance
co-productions and collaborations.
The centre has brought theatre and dance into

the lives of countless Jordanians by providing
professional training for children & youth in
theatre & dance on a regular basis accredited
by the Kennedy Center for the Performing
Arts in Washington, the Jordanian Ministry of
Education and The Royal Academy of Dance
in Britain.
The innovative drama, theatre and dance

programs that PAC offers for a variety of
school settings, helps students develop their
talents in the performing arts field and explore
issues related to a better quality of life. These
programs also offer students the opportunity
to express their needs and aspirations freely
and creatively.
Numerous rewards and acknowledgements

have been awarded to the PAC to honour its
achievements and the excellent work that
it is achieving in the area of the performing
arts. Local awards include Al Hussein Medal
for Distinction of the First Order for distin-
guished achievement in the field of theatre in
2000 , Best Jordanian Folklore Troupe Award
from the Ministry of Culture in 2007 in addi-
tion to various honours from the Ministry of
Culture and the Greater Amman Municipality
for unique cultural & educational services and
distinguished programs offered to children in
Jordan.
PAC has also received several regional &

international awards for its activities,
including The Cairo International Radio &
Television Festival Silver Award for the musical
«Madinat Assawsana» in 1997 , The UAE
Higher Council Award for distinguished
programs and services offered to children in
the Arab World In 1997; the «Grozdanin Kikot”
award for the contribution to the development
of drama education from the Mostar Youth
Theatre, Bosnia and Herzegovina in 2000 and
The Wolf Trap Foundation Outstanding
Performance Award for the folklore drama
«Crescent Night» in Washington, USA in 1993
The National Center for Culture & Performing
Arts comprises of the following departments:
Theater Department
The National Interactive Theater Troupe
PAC houses a permanent professional touring
Interactive Theater Troupe which was
established in 1989 & is the first of its kind
in Jordan. The troupe is pioneer in produc-
ing plays that deal with contemporary social
issues related to socio-economic development
utilizing a unique theater methodology which
engages the audience directly in the action
through their active interaction with the actors
in role within the drama. The troupe performs
locally, regionally & internationally and tours
to remote rural areas to ensure its outreach to
grass root communities.
Best of Jordan 147

Theater Arts School
HEARTS OF JORDAN
Established in 1997 and provides professional training for children and youth in acting & directing, improvisation, creative writing, mime , creative
movement ,voice & speech , puppetry & theater design implementing the curriculum of the John F. Kennedy Center for the Performing Arts in
Washington DC & accredited by the Ministry of Education in Jordan.
Dance Department
The Dance Theater Troupe

PAC established the Dance Theater Troupe in 1996, the only troupe of its kind in Jordan. The troupe comprises of 20 members who are
professionally trained in classical ballet, jazz & contemporary dance techniques in addition to traditional Jordanian folk dance. The troupe performs
extensively locally and internationally combining the traditional Jordanian culture & heritage within a modern and professional context that
embodies the spirit of history & modernity.
148 Best of Jordan

The Dance School
Established in 1996 & provides professional
training in all forms of dance; ballet,
contemporary and folklore and is accredited
by the Royal Academy of Dance, Great Britain.
Students of the dance department present The
Royal Academy of Dance examinations
annually in addition to receiving training in
contemporary dance based on the Limon
technique.
Production Department
TV Productions
The PAC produces television programs and
documentaries for international and local
organizations on issues tackling the environ-
ment, reproductive health, human rights and
democracy, arts in education, income generat-
ing projects for rural women and illiteracy in
addition to short television documentaries and
television spots for awareness campaigns.
To date, the centre has produced a number

of major television productions, including a
variety show and social comedy on human
rights and democracy, which combined drama
scenes with songs and dance. The centre has
also produced programs in cooperation with
Jordan Television, addressing topics such as
road safety, the arts in education, drama
documentaries and others.
Cultural Exchange Programs

PAC has established a wide network with
various regional & international organizations for Children (2004-2013) organized by the ACC gathers youth from the Arab world for
and is actively engaged in promoting cross National Council for Family Affairs & UNICEF; a week of visiting learning & cultural interac-
cultural understanding through conducting drafting the cultural section for the National tion especially designed to promote creativity
comprehensive cultural exchange programs Agenda 2006 & was the leading organization peace, cross cultural understanding tolerance
& co-productions in theater & dance such that introduced Theater Arts as a main subject & solidarity amongst the Arab youth.
as the groundbreaking collaboration « Walk- within the school curricula for Grades 1-10 for
ing the Winds: Arabian Tales» a musical play the Ministry of Education. PAC also devised In 2004 the ACC hosted international
which was co-produced by PAC and the John the curricula for the Theater Department of participants from Europe, Asia, Africa &
F. Kennedy Center and was premiered at the the Arts & Design College at the University of America thus expanding the congress to
Kennedy Center in Washington DC in 2006. Jordan. become a valuable international event that
“Opera Abu Hassan” produced in coopera- contributes in bridging cultures, alleviating
tion with the French Embassy in Jordan & The International Arab Children Congress stereotype images and raising awareness on
performed in Amman & Jerash. “Fusion” a (ACC) democratic principles & human rights.
Jordanian Finnish Choreographic interchanges PAC has been organizing the annual Inter-
co-produced by PAC & The Finnish Mime national Arab Children Congress since 1996 Multinational Partnership
Center and performed in Jordan, Syria & The which was initiated by Her Majesty Queen Due to the reputable achievements and
United Arab Emirates. Noor Al-Hussein following the 1980 Arab programs of PAC throughout the years, PAC
summit conference in Amman. Her Majesty was selected as the Middle East regional
National Initiatives wanted to give youth of age 14-16 the same partner by The Danish Center for Culture and
PAC has actively participated in various opportunity as Nations’ Leaders to express Development (DCCD) that aims to network
national initiatives; heading the cultural their needs and aspirations & to be heard various organizations in the Levant area with
committee in The National Plan of Action by decision makers in the Arab world. The Scandinavian organizations to create bridges
of communication & exchanges of experienc-
es. PAC represents the Jordanian chapter and
is a full member of the International
Association of Theatre for Children and
Young People (ASSITEJ), an organization that
includes 80 countries from all over the worlds;
an active member of The International
Association for the Biennial of Young Artists
from Europe and the Mediterranean (BJCEM)
which was founded in July 2001 in Sarajevo,
during the X Edition of the Biennial with the
aim of strengthening the relationships between
Europe and the Mediterranean area and a
member of the Anna Lindh Euro-Mediter-
ranean Foundation for the Dialogue between
cultures ;the first common institution jointly
established and financed by all 35 members of
the Euro-Mediterranean Partnership.
Best of Jordan 149

Arabic Rock
HEARTS OF JORDAN
A new innovative genre which Jadal brought to life, by simply closing the
gap between two edges; playing rock, the music they like, and perform-
ing their own Arabic Jordanian lyrics.
Achievements
Jadal, the Jordanian band which was formed In late 2003, Jadal recorded their first hit, the cover song «Kol Ma Gul Al-Tobah» for the
in 2003, consists of Mahmoud Radaideh (Gui- legendary Egyptian artist «Abdel Haleem Hafez». Achieving such a success enabled the band to
tars), Kamel Almani (Bass Guitar), capture the listeners’ attention, by simply performing a classical hit but in Jadal’s flavor. This was
Rami Delshad (vocals), Laith Nimri (Drums). an excellent introduction for both Jadal and their genre. Jordanian radio stations broadcasted
Jadal’s “Kol Ma Gul Al-Tobah” for three consecutive years, making it the first official Arabic Rock
song in the region.
150 Best of Jordan

Jadal performed many successful gigs around Present and future plans Vision
Jordan, and participated in many cultural In October of 2007, Jadal released their Jadal’s main hope for their future
events, such as: The Spanish Week and events second hit single “Salma”, which has been on achievements, is to broaden people’s musical
for the French Cultural Center. And ever since air non-stop on Jordanian radio stations, and appreciation and combine Arabic, and hard-
then, Jadal attained a growing national and received remarkable feedback. core Rock music lovers under one umbrella,
regional fan base. Jadal. Not to mention the honor of represent-
ing Jordan and adding to the music scene.
www.jadalband.com
Best of Jordan 151

Jordan Telecom Group
Jordan Telecom was first established in 1971 under the name

«Telecommunications Corporation» which was owned fully
by the Jordanian Government. In 1997 the corporation was
privatized and became known as the Telecommunications
Company, providing fixed
line services.
In 2000, France Telecom entered as a strate-

gic partner and gradually increased its share
in Jordan Telecom until it acquired 51% of
shares to become the shareholder of a higher
percentage.
Jordan Telecom Group decision was pro-

claimed in 2006 to integrate the fixed retail
business unit, the mobile business unit, the
internet and data business unit, the content
business unit, and the wholesale business unit
to be one giant integrated operator in Jordan
supported by one dedicated entity of human
resources, finance, quality assurance, sourcing
and logistics, technical, marketing and IS.
As part of the strategic partnership with

France Telecom Group, Jordan Telecom Group
adopted for its services mid of this year the
Orange brand name, which is the key brand for
the French giant with over 100 million custom-
ers in 220 countries and territories worldwide.
Following an acquisition in 2000, Orange

initially became France Telecom Group’s main
commercial brand In June 2006 when the
Group initiated an integrated operator strat-
egy to deliver simple convergent products.
Now Orange became the single brand for
mobile, internet and TV offers in France, the
United Kingdom, the Netherlands and Spain,
strengthening Orange’s position as the number
two mobile and internet services brand in
Europe.
The re-branding to Orange was first introduced

locally with the re-branding of Wanadoo;
Jordan Telecom Group’s internet and data
services business unit, into Orange, and then
moved to the next phase by re-branding the
fixed line services and finally the re-branding of
its GSM operator, previously known as
MobileCom, into Orange.
Jordan Telecom Group aims with Orange at

providing the local market with world class
services and products.
Jordan Telecom Group now serves more than

2.4 million subscribers with ultimate communi-
cation technologies, at affordable prices, and
world-class service.
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BEST OF

International Group Publisher

Publisher & Managing Group Editor

Welcome to the first volume of Editor

‘Best of Jordan’, which gives a Creative Director

it progresses in the fields of AbdelHadi Advertising & Marketing

business, tourism, innovation and

Chapter 1/page 16 Chapter 2/page 42

Chapter 6/page 84 Chapter 7/page 92 Chapter 8/page 104

Chapter 9/page 114 Chapter 10/page 122 Chapter 11/page 138

His Majesty King Abdullah II

The Living Wall: Find Your Place

A life with the view (11,700 sqm) The Awards

Who’s Behind the Project:

His Majesty King Abdullah I

King Hussein’s great-grandfather, Al-Hussein Bin Ali, Sharif of Mecca,

His Majesty King Talal

After King Abdullah I’s death, King

His Majesty King Talal & His Majesty King Hussein

His Majesty King Hussein

His Majesty King Abdullah II

King Abdullah II holds a number of decorations from various countries.

From April 24-27, 2008 Jordan will host the

Added to that, the Prince’s own global

“Growing up I used to watch my father (King

Since being elected President of the JOC

Over the past three years world champion-

HRH Prince Feisal came to the helm after his

Placing sport in the hands of a non-Govern-

It also removed the red tape government

The Prince has traveled the world selling

Newspapers and magazines have hailed him

Now in this Olympic year the Prince believes

HRH Princess Haya

It is incredible to think that despite clocking up

But sport still remains a passion of the father of

President of JOC and Chairman of Jordan Motorsport

HRH Prince Feisal

Jordan is a small country, however it is strategically placed at the centre of essential

The Capital: Amman

Wadi Rum: A Valley of History

The north of Jordan is a profusion of greenery

The city, which was built more than 2,000 year

In the summer months Jerash comes alive with

Madaba has become known today as the

The most famous of Madaba’s mosaics is the

Heading eastwards out of Amman leads into

The small structure of Qusayr Amra is one of

Today the Kingdom is experiencing rapid

Flag of the Hashemite Kingdom of Jordan Exports commodities:

Major trade agreements: WTO membership

The automobiles are chronologically arranged

Standing in pristine condition, these vehicles

The first vehicle that the visitor encounters is

The Royal Automobile Museum holds an impres-

The museum is open daily between except

His Majesty King Abdullah II

Seasons is the hotel’s main restaurant for all-

For an opulent taste of Italian cuisine com-

separate male and female saunas, whirlpool

At the spa guests can experience the curative

His Majesty King Abdullah II

The National Resources Investment and Development Corporation

Award winning projects