Jordan’s business, investment, art and tourism facets are landscaped in the finest publishing model held in your hands. ‘Best of Jordan’ showcases companies of positive contributions to the country at large, and individuals whose entrepreneurial endeavors left inspirational marks on the society. In each chapter, we highlight the figures who interlace to ultimately form the versatile sectors of Jordan.

4. FOREWORD
International Group Publisher
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Publisher & Managing Group Editor
Lisa Durante
Publisher
Imad Abdel Hadi
Welcome to ‘Best of Jordan’ General Manager
Ammar Abdel Hadi
vol. 2, where the Kingdom’s Project Manager
Jamileh Kharouba
achievers are brought Account Manager
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together to tell their colorful Editor
stories to the world. Mirna Khalfawi
Senior Writer
Sameh Abu Jarur
In this unique publication, Jordan’s business, investment, art and tourism
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4 Best of Jordan

5. Team
‘Best of Jordan’
Best of Jordan 5

6. TA B L E O F C O N T E N T S
CHAPTER 1 / PAGE 10 CHAPTER 2 / PAGE 32 CHAPTER 3 / PAGE 48
BEST OF JORDAN HOSPITALITY & BANKING &
DINING INVESTMENT
CHAPTER 7 / PAGE 88 CHAPTER 8 / PAGE 110 CHAPTER 9 / PAGE 124
TOURISM NGOs FILM MAKING
DESTINATIONS IN JORDAN
6 Best of Jordan

7. CHAPTER 4 / PAGE 62 CHAPTER 5 / PAGE 72 CHAPTER 6 / PAGE 78
CORPORATE COMPANY MEDIA & MARKETING HEALTH & WELLNESS
PROFILES
CHAPTER 10 / PAGE 134 CHAPTER 11 / PAGE 150
CREATIVE PIONEERS SPORTS & LEISURE
Best of Jordan 7

8. 8 Best of Jordan

9. Best of Jordan 9

10. “Our ambition should be to rule ourselves, the true kingdom for each one of us;
and true progress is to know more, and be more, and to do more.”
-Oscar Wilde

11. Best of Jordan
CHAPTER ONE

12. The Greater Amman Municipality
BEST OF JORDAN
Metropolitan Growth “A livable city is an organized city with a soul”
-GAM’s motto
The Greater Amman Municipality’s (GAM) motto, as articulated by HE Mayor Omar Maani,
reflects the dreams and aspirations of the 2.2 million inhabitants of the vibrant capital of
Amman. It is an embodiment of the upbeat optimism of a city waking up to a new era. It
was this same spirit that helped it gain the World Leadership Award in December 2007, and
manifest its ambitious plans as identified in the innovative Amman Master Plan. The Award
propelled the city into global recognition, and GAM into a predominant role in the realization
of that vision.
“ ‘A livable city is an organized city
with a soul,’ that is the motto that
we at Greater Amman Municipality
are working to solidify. Our goal
is to maintain the city’s heritage,
regenerate the urban spaces and
create more public spaces for the
community to interact outdoors.
By achieving that goal, we will have
an inclusive city and maintain the soul
of Amman. Amman is our special city
and capital; there are many projects
that we are embarking upon, such
as increasing the green space, play
grounds, and facilities for families and
youth to interact and exchange ideas.
The Greater Amman Municipality is
also engaged in the culture movement
of Amman; we believe our young
society have talent that needs to be
fostered and encouraged.”
HE Mayor Omar Maani
12 Best of Jordan

13. Faced with expansion in 2007 from 700 square The High Rise Towers district includes four
km to 1700 square km, and an expected separate zones. Firstly is Amman’s New Central
population growth to reach 6.4 million in 2025, Business District (CBD), which is more commonly
Amman’s Master Plan was seen as a critical and referred to as the Abdali development site -
necessary milestone. GAM’s role predominately Amman’s upcoming major urban re-generation
focuses on the city’s key infrastructures to make project - set to become a national and regional
it more livable and more attractive to tourism business hub. Secondly, the Central Parkway,
and foreign investment alike. Additionally, GAM comprising of a parkway development with four
concentrates on improving the livelihood of its clusters of mid-rise developments nestled in a
community through the promotion of industrial, park setting in Abdoun Area. The third district,
commercial, and residential growth. This the Amman Northern Gateway, is located in
concentration encompasses five distinctive Al-Jubayhah north of Al-Shaheed Ring Road
strategies and policies; The High Rise Towers and east of the Queen Rania Road that serves
Plans, The Corridors Intensification Strategy, The the University District and Al-Hussein Youth
Interim Rural Residential Policy, The Airport Land City. Finally, the Amman Southern Gateway is
Use Concepts Plans, and the Interim Industrial adjacently located east of the Airport road, and
Land Plans. framed by Wadi Abdoun Corridor Road and
Jabal Arafat Road. It is the southern gateway into
Amman located at the Airport Road.
Best of Jordan 13

14. BEST OF JORDAN
Under the Corridor Intensification Strategy, GAM the character of some of Amman’s major improve the public transit system throughout
will encourage a variety of developments to corridors into streets that will ‘define’ the city. the city, based on the belief that sustainable
ensure adequate transportation, urban design Zahran Street, a main pillar of these efforts, is growth of Amman can only be achieved with the
and other considerations such as creating a being revitalized with green boulevards, lined implementation of a modern transit system.
pedestrian and green city. A major part of the with mixed use residential, commercial and
Corridor Intensification Strategy is to transform retail developments. The strategy also seeks to
14 Best of Jordan

15. The stated purpose of the Interim Rural
Residential Policy is to protect valuable
agricultural lands, support traditional lifestyles,
and create a connected natural heritage system.
The Interim Rural Residential Policy comes as
a response to increasing interest in residential
developments, particularly large scale compound
and gated community developments in GAM’s
urban fringe and rural areas. In order to tackle
these challenges, the Amman Master Plan has
designated four rural growth areas around which
future developments will be clustered. Located
around existing villages, these future centers
rationalize previous subdivision approvals,
facilitate greater community self sufficiency, and
allow for greater coordination of infrastructure.
The Amman Airport Corridor is the primary
spine of the Capital Region – linking it with the
Queen Alia Airport as well as the new Amman
Development Corridor. The Corridor has been
undergoing enormous development pressure
to accommodate new residential, commercial,
cultural and recreational facilities. The Airport
Corridor will provide Amman’s residents with
safe, easy access to all parts of the city, while
serving as a primary traffic and transit corridor
while retaining its green character. Also, it will
create new open spaces that will preserve and As the city of Amman embarks on the path to a
celebrate agriculture, while protecting Amman’s brighter future with GAM at its helm, it has never
limited remaining forests. The principles strongly forgotten its soul. The GAM plans and strategies
encourage compact urban growth that will allow have internalized the hopes of its residents, the
for the most efficient use of existing services, the diversity of its culture, and the splendor of its
promotion of increased transit utilization, and the history. The fulfillment promise that the year 2025
improvement of pedestrian accessibility. holds, will certainly inch us closer to international
modernity scales, but most importantly, it shall
Finally, Industrial areas will be concentrated crown Amman’s magnificent legacy.
in selected areas where growth can be
accommodated with appropriate access to
housing, transit and other urban amenities,
in addition to ensuring that they are efficiently
connected through staged servicing and
transportation infrastructure. The creation of
industrial clusters will provide Amman with the
ability to stage infrastructure improvements with
considerable cost savings, while complementary
productive units will facilitate synergies and
generate sustainable competitive advantage that
will boost clusters’ performances.
www.ammancity.gov.jo
Best of Jordan 15

16. Jordan Investment Board
BEST OF JORDAN
The Jordan Investment Board (JIB) is a world
class agency entrusted with promoting
Jordan as a unique destination for foreign
direct investment, and sustaining domestic
investment to achieve economic prosperity
in Jordan. Dr. Maen Nsour, Chief Executive
Officer - JTB, reflects on the elements of
facilitating investment in Jordan.
Jordan has passed a number of laws for How did the designation of JIB as an
facilitation of foreign investment, which individual unit accelerate the endorsement
would you say have been most significant? of investment in Jordan?
The Investment Promotion Laws No. 16 of 1995 Creating the Jordan Investment Board as an
and No. 68 of 2003 were created to enhance independent organization since 1995, came
investor confidence, and provide tax and custom about as result of the forward Hashemite and
duty incentives for foreign and domestic investors governmental vision of making Jordan the
conducting projects within qualified sectors in business and investment hub of the region.
Jordan. Incentives include income tax breaks for Sustained economic growth through constant
10 years reaching up to 75%, and exemption from domestic and foreign investment aims at
custom duties and sales tax on all fixed assets. creating new job opportunities, increasing
Furthermore, the law stipulates equal treatment national exports, and transferring knowledge and
to Jordanian and non-Jordanian investors, technology. Designating an individual unit enabled
freedom of ownership, right to manage, freedom a focused and specialized promotional effort of
to remit profits and proceeds abroad, and the investment opportunities in the Kingdom, created
prevalence of international legal measures. a facilitating body to increase efficiency of the
investment setting up process, by reducing the
Qualified sectors in the current Investment timeframe of setting up a business in JIB’s One
Promotion Law are: industry, agriculture, hotels, Stop Shop facility, and enacted an Investment
hospitals, maritime transport and railways, leisure Promotion Law providing investors with financial
and recreational compounds, convention and exemptions. Finally, it ensured investor feedback
exhibition centers, transportation & distribution through JIB’s mandate for policy advocacy to
of water, gas & oil, call and contact centers, relay investor experience and constantly improve
research and development. To meet the the investment climate.
growing needs and adapt to international direct
Investment trends in 2008, a new Investment Since the establishment of JIB as the focal
Promotion Law and Non-Jordanian Investment point for investment in the Kingdom, we have
Regulations were drafted to better suit the been committed to providing investors with an
country’s economic activities and foreign direct array of impeccable services before, during, and
investment trends. The new law includes more after investment, becoming the ‘one window’
sectors and further benefits for investors in order for most investment related needs. Prospective
to adapt to changing needs, and enhance the investors can obtain full information and first
investment climate in Jordan. hand explanations on investment opportunities;
several are anchored with offered pre-feasibility
studies, information about legal issues, incentives
and tax implications, repatriation of profits, and
procedures governing setting up projects in
Jordan. When the investor reaches the advanced
stage of proceeding with setting up their project,
16 Best of Jordan

17. they may obtain necessary registration and
licenses at JIB’s One Stop Shop (OSS), which
offers streamlined procedures as our JIB after-
care department ensures investor satisfaction.
Therefore, independence enabled flexibility of
action plans and activities in order to reach
the target of elevating Jordan’s image, and
enhancing its investment environment, coupled
with the comprehensive provision of crucial
investor services. Projects benefiting from
the investment promotion law in 2007 alone
amounted to $3 billion USD, not to mention the
wide array of image building and awareness
activities conducted by the organization.
JIB (Jordan) has major worldwide market series of rigorous reforms. The WTO membership had negotiated, after Canada, Mexico and Israel,
access. Which affiliations are considered as guarantees quality and access of Jordanian and the first with an Arab country. According
your most prominent? products to more than 152 countries. Whereas, to the Department of Statistics, exports to the
access to the Arab, US and European markets is US increased by 1761% from 2000 to 2007.
A series of economic reforms between 1989 and enabled by signed Free Trade Agreements which Additionally, Jordan signed the Qualifying
2004 enabled Jordan to leverage on good-will aim at promoting economic relations, developing Industrial Zones (QIZ) Agreement with the US
long enjoyed with our neighbors in the Middle East partnerships between those countries, and in 1996. These zones provide duty and quota
and other countries, and to enter a wide range of diminishing trade barriers to enhance economic free access to the U.S. market for products
bilateral and multilateral trade agreements. Our and technological development. First, the Greater manufactured in Jordan. Currently, there are
trade agreements give us access to more than Arab Free Trade Agreement (1998) allows free 13 Qualified Industrial Zones in Jordan (three of
one billion customers. Strong and increasing access to 17 Arab countries including the largest which are governmental). The third agreement
exports capitalizing on trade agreements, Arab markets: Saudi Arabia, Egypt, Syria, Iraq, allows access to the European market through
resulted in a value increase of Jordanian goods UAE, Oman, Bahrain Qatar, Morocco, Palestine, signing the Jordan-EU Association Agreement
sold abroad by 186% from 1996 to 2006. Kuwait, Tunis, Libya, Sudan, and Yemen. in 1997, which entered into force in 2002.
Second, the Jordan-US Free Trade Agreement Regarding access with the Asian market, Jordan
Jordan has been a member of the World Trade (FTA) signed in 2000 with the US, which was signed a free trade agreement with Singapore
Organization (WTO) since the year 2000, after a the fourth Free Trade Agreement that the US in 2004. Jordan is currently negotiating trade
Best of Jordan 17

18. BEST OF JORDAN
agreements with both Turkey and Canada.
Moreover, Jordan has signed protection and
promotion of investments agreements with
35 countries, aiming to promote economic
cooperation, activate the flow of private capital
and transfer of technology, and further stimulate
economic development. Such agreements create
and maintain a stable investments framework,
essential for maximizing the utilization of
economic resources and improving overall living
standards. Jordan also signed another avoidance
of double taxation with 30 countries.
What strategies does JIB implement in
meeting common investment challenges?
As part of our mission to enhance the investment
environment and experience in Jordan, JIB
embarked on several initiatives that have been
already implemented such as the OSS, active
outward promotion, and the Investment Map,
whereas several others are underway. JIB aims
to overcome challenges by studying the situation,
developing solutions through holistic strategies,
and most importantly implementing action plans will launch public and private sector initiatives
stemming from their examination, and finally and support strategic programs in target areas.
monitoring their success. The study resulted in seven complementary
pillars which are: Investment Policy, Investment
Currently, there are several challenges JIB Promotion and Facilitation, Trade Policies,
is addressing. For one, Jordan is faced with Competitiveness Policies, Tax Policy,
the challenge of enhancing the international Human Resources Development, and Public
competitiveness of Jordan’s investment Administration. We are currently in the fourth and
environment in order to transform Jordan into final stage of developing the implementation plan
a global business and investment hub, driving with actionable remedies.
in foreign and domestic direct investments.
Thus, JIB has worked on drafting a National Second, JIB developed an Internal Strategy (IS)
Investment Strategy (NIS), building on previous to meet growing investor needs, and ensure
initiatives such as the National Agenda to guide a matching internal organizational model to
the country’s investment efforts in promoting match them. Sub strategies were born, such
investments within priority sectors, and as investor service process automation and
streamlining the government’s efforts towards internal processes, development of follow-up
mutual goals and targets. NIS’s development will and investor care services, development of
allow Jordan to compete effectively in the global matchmaking and partnerships, the elevation
market place, and will essentially serve as a of both research and development capabilities,
strategic planning tool to guide the government, and transforming JIB into a learning organization.
investors and entrepreneurial talent. As a high This will entail organizational restructuring and of
level strategy that sets out Jordan’s national course, organizational reform.
policies, objectives, and investments’ target, it
18 Best of Jordan

19. BEST OF JORDAN
What sort of activities do you employ Which are the most competitive investment
internationally in promoting Jordan as an sectors at the moment?
ideal investment destination?
Several sectors in Jordan hold unique, competitive
JIB’s mission of positioning Jordan as a favorable advantages regionally and globally, while
investment environment with lucrative investment other sectors present opportunities with great
opportunities is realized through several activities growth potential. An initiative JIB conducted,
such as, conducting ‘Investment Climate’ was analyzing Jordan’s economy followed with
Seminars, targeted out-border promotion, sectoral examination. Later, the ‘Investment
and participating in international economic Map’ was born producing 150 project concepts,
and investment forums. Additionally, we have 75 of which have pre-feasibility studies. Fifteen
prepared a creative, modern advertising sectors where identified with a unique set of
campaign to spread awareness through audio- differentiators to attract FDI, comprehensive
visual channels, and highlight Jordan’s offered and systematic evaluation of such sectors as
opportunities. JIB’s specialized promotional team Information and Communication Technology
and foreign offices in Kuwait, UAE, Qatar and (ICT), Pharmaceutical and Healthcare, Tourism,
China, and an active team in the US enable the Infrastructure, Energy and Utilities, Chemicals
execution of these activities. and Allied Products, Mining and Processing,
Agriculture and many others.
During Investment climate seminars, potential
investors learn about not only the climate, Jordan’s sectoral advantages and opportunities
but also of the advantageous sectors Jordan are supported by the favorable macro-economic
offers; sectoral presentations are carried by environment from a growing GDP at 6% , tripled
representatives from Jordanian public and private total factor productivity reaching 3%, a low
sectors. These seminars are followed with one- inflation rate in single digits at 6.25% (2006),
to-one matchmaking meetings, where potential a diminishing public debt, increasing exports
investors examine partnership opportunities. and foreign reserves; the availability of resources
Such seminars have resulted in interesting especially the young, talented and educated
partnerships and relationship building throughout workforce; availability of space and enabling
the years. They also managed to reinforce platforms such as business parks and industrial
Jordan’s positive image. estates; the modern infrastructure and extensive
communication network; and the accessibility to
An innovative promotional activity has targeted healthy banking and financial services, as well as
outward promotion, entailing extensive country a growing stock market. Further encouragement
studies. Based on Jordan’s economical needs is provided with attractive tax and custom
and sectoral strengths, countries were analyzed incentives, and streamlined government
resulting in priority sectors along with the procedures and commitment.
identification of potential companies, followed
with targeted missions to their respective
countries. Through planning and follow-up, these
missions have shown considerable heightened
interest.
Presence in strategic countries such as Kuwait,
UAE, Qatar, Kuwait and the US, coupled with
close collaboration with Jordan’s embassies
worldwide, endorses a continuous market
presence situated closer to potential investors,
thus strengthening relationships.
www.jordaninvestment.com
Best of Jordan 19

20. His Majesty King Abdullah II
BEST OF JORDAN
“My priority is a better life for all Jordanians. My vision for the new Jordan
is one of a national rejuvenation and global integration. A great people with
a positive drive… Motivated to perform their best…And have the energy to
excel. I believe in my people. Jordanians, who built achievements of the
past, can and will work for a better future. A future that is based on true
capabilities, and economic opportunities. “
His Majesty King Abdullah II
Born in Amman on January 30, 1962, King His Majesty King Abdullah has become an
Abdullah II Ibn Al Hussein is the 43rd generation inspirational and liberating force on all levels.
direct descendant of the Prophet Muhammad Embracing globalization, King Abdullah has
(Peace Be Upon Him). His Majesty assumed committed himself to building on the late King’s
his constitutional powers as monarch of the legacy to further institutionalize democratic
Hashemite Kingdom of Jordan on February 7, and political pluralism in Jordan. His Majesty
1999, the day his father, the late King Hussein, has exerted extensive efforts in ensuring
passed away. sustainable levels of economic growth and social
development aimed at improving the standard of
living of all Jordanians. Additionally, His Majesty
tirelessly works to modernize Jordan’s information
technology and educational systems.
King Abdullah also actively championed Jordan’s
ascension to the World Trade Organization
achieved in April 2000, and ratified agreements
for the establishment of a free trade area with
the United States of America, the European
Union, the European Free Trade Association
countries, and sixteen Arab countries. King
Abdullah has also been involved in the drive
for national administrative reform, as well as
governmental transparency and accountability.
Working on the advancement of civil liberties,
the King has earned Jordan recognition as one
of the most progressive countries in the Middle
East. Moreover, King Abdullah has been involved
in enacting legislation essential to guaranteeing
women a full role in the Kingdom’s socio-
economic and political life.
20 Best of Jordan

21. Improving Living Standards
King Abdullah has made improving the living
standards of Jordanians a top priority, and
under his leadership, significant steps have
been taken to revitalize the economy in order to
achieve that goal. His initiatives and directives
have helped increase foreign investment and
boost collaboration between the public and
private sectors, all in an effort to elevate citizens’
lifestyles. His Majesty King Abdullah prioritizes
developing the country’s governorates, and
establishing projects designed to improve living
standards and the quality and availability of
public services. The special development zones
– in Aqaba, Mafraq, Irbid and Maan – all reflect
the kingdom’s efforts to distribute development
and its benefits throughout Jordan, especially
outside the capital. The zones capitalize on each
of their competitive edges to attract investments
in the industrial, logistics, services and technical
fields. The development zones are expected to
attract major investments that would enhance
the country’s exports and provide thousands
of jobs. The Mafraq Special Development Zone
for example, has been conceived as a nine-
square-kilometre estate, mapped to serve as a
transport, logistics and industrial hub serving not
only Jordan, but also neighbors like Saudi Arabia,
Syria and Iraq. The establishments of these zones
in the north and south, aim to help residents in
economically deprived areas boost their income,
as well as attract foreign investment.
Decent Housing for Decent Living
Launched in February 2008, the Decent Housing
for Decent Living is a nationwide initiative;
a housing mega-project which involves the
construction of some 120,000 housing units over
a five-year period. At King Abdullah’s request, the
initiative seeks to provide housing for hundreds of
thousands of low and limited-income Jordanians,
civil servants, Jordan Armed Forces personnel,
and civil and military retirees. Decent Housing
for Decent Living offers an opportunity to own
a decent housing unit at an affordable price,
with installments ranging around the same value
of rent. More than 150,000 applications have
been received by citizens wishing to buy a unit
under the initiative. The Royal initiative includes
the creation of housing units for low- and
limited-income citizens, and seeks to develop
comprehensive residential areas. Moreover, the
Best of Jordan 21

22. BEST OF JORDAN
22 Best of Jordan

23. surrounding areas of the units will be provided in serving their country and making a difference
with playgrounds, public facilities, gardens and in the lives of fellow Jordanians. Following King
multipurpose facilities, ensuring convenience Abdullah’s directives, the Higher Council of
and full facilities. The housing units which will Youth is implementing youth programs. All in all,
range from 100-square meters to 160-square the We Are All Jordan Commission has formed
meters in area, will be offered at affordable 12 working groups, one in each governorate,
prices; the government will provide plots of land to plan and implement different projects to
and infrastructure free of charge, which means empower Jordanian youth, while benefiting local
significantly lowered cost. Out of the planned communities.
120,000 housing units, 75,000 will be located
in the main cities and 25,000 in districts across A Kingdom of Peace
the country. No down payment is required of new
home-buyers, and the monthly installment shall Since King Abdullah assumed the responsibility of
not exceed one-third of a beneficiary’s salary. leadership in 1999, he has picked up his father’s
mantle as a leader committed to establishing a
‘We are All Jordan’ Youth Commission positive, strong role for Jordan within the Arab
region and the world. His Majesty has been
King Abdullah is devoted to supporting Jordan’s an ardent champion of peace initiatives to end
youth and to tapping their energy and creativity the Israeli-Palestinian conflict and civil unrest
to advance Jordan’s development. Under elsewhere in the region. Most notably, he has
the mandate of His Majesty King Abdullah been an outspoken advocate of the Arab Peace
II, the We Are All Jordan Youth Commission Initiative, which seeks comprehensive regional
was established in 2006 to activate youth peace between Israel and all Arab states. The
participation in the social, cultural, economic initiative was unanimously endorsed by the Arab
and political spheres. King Abdullah believes that states and the Palestinians at the 2002 Arab
such an initiative would eventually help pilot the Summit in Beirut, Lebanon.
rise of a young leadership, capable of excelling
Best of Jordan 23

24. Her Majesty Queen Rania
BEST OF JORDAN
A sublime role model for successful Arab
and Muslim women worldwide, Her Majesty
continues to gain remarkable identification
for her devotion in meeting the challenges
of the century. Hand in hand with King
Abdullah’s march towards world peace,
both their majesties represent Jordan’s
peaceful position as a haven of fidelity
and synchronization, enabling a mixture
of ethnicities and religions to mold into a
single vessel.
Since becoming Queen in 1999, Her Majesty the welfare and development of all Jordanian
Queen Rania’s commitment has transpired citizens, especially women and children.
through myriad initiatives and projects. As first
lady, Queen Rania’s activities focus on issues of Born in Kuwait to a notable Jordanian family of
national concern, such as the implementation Palestinian origin, Her Majesty Queen Rania Al-
of education, child protection and women Abdullah (formerly Rania Al-Yasin), completed
empowerment among significant others. In her her high school education in Kuwait, and then
leading quest to position Jordan as a sustained obtained a Bachelor’s degree in Business
and modern society, her Majesty’s humane Administration from the American University in
enterprises all share an underlying mission Cairo. Upon graduation, Queen Rania returned to
towards an interconnected global community. Jordan and careered in banking and Information
With Her Majesty’s determined steps in inducing Technology. His Majesty King Abdullah bin Al-
national progress, Jordan has witnessed Hussein (then Prince) and Queen Rania wed in
prominent advancement with issues relating to 1993, and now have four children: HRH Prince
24 Best of Jordan

25. Hussein, HRH Princess Iman; HRH Princess with various independent means of subsistence.
Salma and HRH Prince Hashem. The Women’s Access to Entrepreneurship
Development and Training (WAEDAT) Program,
Her Majesty has channeled her focus into several launched in June 2005, gave an opportunity
core issues, such as the development of income- for women to excel through creating their own
generating projects via practiced advancements business, illustrating Jordan’s stride of developing
in microfinance for improvement of local community awareness and well being. Also as
families’ quality of life, and the incorporation of part of her contributive directive to improving the
Information Technology into the educational quality of life of Jordanian families, Queen Rania
system. Additionally, the Queen has profoundly serves as the head of the National Council for
involved herself in promoting national tourism Family Affairs (NCFA), which aims at ensuring
and preserving Jordan’s heritage. the right policy environment to support the
development of family protection and unity.
Her Majesty is universally distinguished for the
eloquent voice of the initiatives she champions Youtube
on behalf of every one of us. The Queen’s efforts
have brought to life numerous establishments Internationally, Queen Rania is renowned for
such as the National Team for Early Development, her world peace aspiration, activating her
the National Team for Family Safety, and “Dar leading role to inspire the recognition and
Al Aman” Child Safety Centre (the first of its implementation of cultural understanding and
kind in the Middle East), caring for abused and awareness, and religious tolerance and co-
neglected children. The Jordan River Foundation existence. Consequently in March 2008, Queen
is another example of achievement which Rania launched her very own youtube channel,
represents thousands of women across the dedicated to breaking down stereotypes about
kingdom who managed to empower their lives the Arab and Muslim worlds, and to bridging the
East-West divide.
Best of Jordan 25

26. BEST OF JORDAN
An International Presence
Regionally and internationally, Queen Rania
has campaigned for a greater understanding
between cultures in high profile forums such
as the Jeddah Economic Forum, the Kennedy
School of Government at Harvard University, and
the Skoll Foundation in the UK. Queen Rania is
on the Board of Directors of several international
organizations such as the World Economic
Forum (WEF), the United Nations Foundation
(UNF), International Youth Foundation (IYF),
the Foundation for International Community
Assistance (FINCA), and the GAVI Fund. Moreover,
Her Majesty is UNICEF’s first Eminent Advocate
for Children, World Health Organization Patron for
Violence Prevention in the Eastern Mediterranean
Region, and The Global Ambassador of Women
for Women International.
Madrasati
Launched in April 2008, Madrasati brings
together public, private and non-profit partners in
an exciting, new grassroots initiative to renovate
public schools in urgent need of repair. Led
by Her Majesty, Madrasati enriches learning
environments, and enhance opportunities for
children in 500 schools across Jordan. The
initiative aims at ensuring that each school has
an appropriate infrastructure, a child centered
environment, and access to quality learning
and teaching tools. In achieving its goals, the
Madrasati Initiative is implemented under the
umbrella of the Jordan River Foundation and
other partners; the Ministry of Education, the
Jordan Education Initiative, the Royal Health
Awareness Society, the Jordan Education
Society, the Children’s Museum, the Greater
Amman Municipality, the Queen Rania Award
for Excellence in Education, UNICEF, INJAZ, and
Ruwwad.
26 Best of Jordan

27. KAFA
Another of Her Majesty’s prominent initiatives is
KAFA, which stemmed from “The National Traffic
Awareness Campaign” in 2005. KAFA aims to
cooperate with all relevant institutions, public,
private, and civil society to accomplish the
program’s goal of increasing traffic awareness
and fostering a culture of traffic safety that
influences behavioral change, and motivates high
individuals’ responsibility on the roads.
Queen Rania Al Abdullah’s Award for
Excellence in Education
The Queen Rania Award for Excellence in
Education was launched by Their Majesties King
Abdullah and Queen Rania in October 2005,
in observance of World Teachers’ Day. Aimed
at accomplishing educational excellence by
measuring, advancing, and honoring merit and
achievement in teaching, the award’s mission is
to set and communicate national standards of
excellence, reward individuals and institutions
accordingly, and develop inspirational success
stories into national role models.
With a charismatic and compassionate approach
which only a natural born leader could possess,
Queen Rania has captured the world with her
genuine, empathetic character. Besides her
noble title as the queen of Jordan, Her Majesty is
the comrade, the mother, the friend, and the true
Arab woman representing the compassion and
pride of the Arab and Muslim world.
Best of Jordan 27

28. Jordan
BEST OF JORDAN
Land of Contrasts
The ancient land east of the River of
Jordan, home to some of history’s more
memorable moments, is now the staging
ground for one of the Middle East’s fastest
growing countries and economies, Jordan.
Aptly named for the river that crosses its
eastern border, Jordan has traditionally
been at the center of ancient trade routes.
The Hashemite Kingdom of Jordan is a
scenic land of contrasts in harmonious
existence; between the ancient and the
modern, the desert and the hills, the local
and the international. Remnants of the
past dot Jordan’s serene deserts and lush
hills, but its ambitious future is what truly
characterizes its soul.
The Capital: Amman
If there is one word to describe the capital
of Jordan, Amman, it would be eclectic. The
construction boom in Amman can be heard
everywhere, competing with the sounds of hectic
traffic in its mains streets, circles, and through
bridges. Previously called Philadelphia, Amman
was one of the most significant cities of the
Decapolis, a series of Roman cities of an Empire
waking up to its glory days. Once a hilltop site
of castles and ancient amphitheatres, the city is
now more distinguished by the scene of cranes
and frenzied building projects, and a melting pot
of the ancient and the modern. In many corners Trade Agreement (AFTA), Euro-Mediterranean
of today’s ever-changing urban framework, Association Agreements with Jordan, United
stories from the past still stand tall, offering a States-Jordan Free Trade Agreement, and the
mesmeric glimpse into the Kingdom’s history. QIZ agreements.
A bustling hub of investment, hospitality, and Natural Resources
culture, Amman consistently exceeds the
expectations of its visitors. From five-star hotels Jordan’s natural resource base revolves around
and restaurants, to impressive art galleries and phosphates, potash, and fertilizer derivatives.
museums, what the city offers never seizes With production totaling 6.4 million tons in 2005,
to astonish. The capital city has seen the Jordan was the world’s third largest producer of
introduction of first class brands and chains raw phosphates. In addition to these two major
from around the world while still managing to as water and oil, sustaining waves of refugees, minerals, smaller quantities of unrefined salt,
maintain its small-city coziness and authenticity. and being in a tough regional neighborhood, copper ore, gypsum, manganese ore, and the
The spacious suburbs and modern shopping in Jordan has managed to build a vibrant and mineral precursors to the production of ceramics
numerous malls contrast with the buzz of old commercially viable economy. Jordan has (glass sand, clays, and feldspar) are also mined,
souks in the downtown area; where one can also remained a metaphorical oasis of stability, making up the country’s principal sources of hard
shop for gold, silver and handmade jewelry in despite its regional location on the sidelines of currency earnings.
Downtown’s Gold Souk, or spices and hand- bordering conflicts.
woven rugs in neighboring streets. In Abdoun
and Sweifieh, one can find restaurants, cafes, Jordanians: The Backbone of the Economy
Trade
and swanky boutiques that originate from as
far away as California and Italy. While in the The Jordanian government has referred
cobblestoned Rainbow Street, home grown With a heritage as a merchant middleman since constantly to Jordan’s manpower and human
establishments dominate the neighborhoods the Nabatean Kingdom of Petra, and an idyllic resources as the nation’s most valuable resource.
with authentic Ammany flair. Amman is a micro- situation at the crossroads of Europe, Asia, and This is because the economy depends heavily on
ism of the whole of Jordan; speeding to its future Africa, Jordan is supremely located as a trading the professional service sector, and remittance
while clinging with one hand to its genuine past. transit point for major mercantile activities. income from expatriates. Jordan receives billions
International trade has been a big part of Jordan’s of dollars of invisible or unearned income in the
economic success. This has been mainly due form of inflows of foreign aid and funds transfers
The Economy to two reasons; outstanding trade agreements from expatriates.
and strategic location. Jordan has exceptional
In many ways, the story of Jordan’s economy has trade agreements with most of the countries in The Government of Jordan has placed a lot of
been a story of success against improbable odds. the World; some unique to this small country. emphasis on education, and invests 13 percent
Overcoming a lack of important resources such Jordan enjoys the benefits of the Arab Free of its public expenditure budget on basic and
28 Best of Jordan

29. The Dawn of the Investment Climate
The booming investment activity in Jordan
has been one of the key drivers of propelling
economic growth in Jordan. The country’s
regulatory environment provides good overall
freedom to start, operate, and close a business.
In the past decade, Jordan has undertaken some
broad economic reforms in a long-term effort to
improve living standards. Jordan has relative
strengths in terms of very low corruption, strong
property rights, and low tax rates on individual
and corporate income. Foreign Direct Investment
in the country has risen drastically, thanks to new
liberalizing policies enacted by the government.
Since Jordan’s graduation from its most recent
IMF program in 2002, Amman has continued
to follow IMF guidelines; practicing careful
monetary policy, making substantial headway
with privatization, and opening the trade regime.
These measures have improved productivity, and
have made Jordan more attractive for foreign
investment. With all these initiatives, the number
of small and medium enterprises (SMEs) has seen
a steady rise. The new investment spending has
helped push GDP in the last few years, raising
the standard of living for most Jordanians.
Tourism
The Golden Triangle of Petra, Wadi Rum, and
Aqaba form the south’s most valuable tourist
resources to Jordan, while the North of the
kingdom enjoys the Greco-Roman Decapolis
sites and the biblical sites. Tourism numbers
have been consistently rising in recent years,
mainly due to Petra’s vote as one of the world’s
new seven wonders in 2007, and the increased
number of tourist facilities and infrastructures in
the country. Since 2004, the country has seen
the development of mega-tourist projects in
Amman, Dead Sea, Aqaba, and Petra. This
pattern is expected to continue in the next few
years as Jordan receives more exposure and
gains rapid ground around the globe.
Jordan ranks as 58th in the world in
terms of economic freedom according
secondary education. The country boasts a high commercial banks, two Islamic banks, five to the Heritage Foundation.
education rate at 90% of both males and females investment banks, and eight foreign banks. Three
of the population - one of the highest in middle major Middle Eastern banks entered the market
income countries. Post-secondary education, in 2004, offering more variety of financial services. Tourism accounts for approximately
technical training, and job development training The Arab Bank dominates the sector, accounting 11% of Jordan’s total GDP
are also well-funded and play a key role in for about 60 percent of total assets. The
maintaining Jordan’s competitiveness in the government does not own commercial banks,
global economy. but does own five specialized credit institutions Jordan holds the highest female literacy
focused on agricultural credit, housing, rural and rates in the region, with 82 percent
Jordan’s Financial Sector urban development, and industry. The insurance literacy rates among all segments of the
sector is small but open to foreign competition. female population
Jordan’s financial sector is dominated by banking Capital markets are fairly robust by regional
and is fairly well developed. In the last few years, standards. The Amman Stock Exchange has
the government has brought supervision and been rising exponentially in the last few years,
regulation into line with international standards. and as of 2008, market capitalization reached 23
As of June 2006, there were nine domestic billion Dinars.
Best of Jordan 29

30. Fast Facts Jordan
BEST OF JORDAN
A stable kingdom with a proud past and an optimistic eye to the future, Jordan’s strategic location at the nexus of Africa, Asia, and Europe
has contoured its significant regional and economic power. Jordan is widely renowned for its authentic hospitality, a tradition cultivated
from the inherent generosity of its people. While the miscellany of the Kingdom cannot be contained in a few pages, the following are some
basic pointers.
Area: 92,300 Km
Capital City: Amman
Time Zone:
Summer (Riyadh +3 GMT),
Winter (+2 GMT)
Population: 6,198,677
Current per capita GDP: $4,906
GDP - real growth rate: 6% (2007 est.)
Inflation: 14.8% (2008 est.)
Official Languages:
Arabic
English
Religion:
Sunni Islam 92%
Christians 6%
Other 2%
Ethnic groups:
Arab 98%
Circassian 1%
Armenian 1%
Currency: Jordanian Dinar JD (1$=0.709 JD )
Country Dialing Code: (+962)
Internet Domain: .jo
Electric Current: 220 AC volts, 50 cycles,
requiring rounded two-prong wall plugs
Geography:
Mostly desert plateau in east, highland area in
west; Great Rift Valley separates East and West
Banks of the Jordan River
Climate:
Mostly hot and dry in the summer; rainy season
in west (November to April)
30 Best of Jordan

31. Major Trade Agreements:
WTO Membership (2000), Arab Free Trade
Agreement (AFTA, 2008), Free Trade Accord
with the US (2001), Association Agreement with
the EU (2001), Qualifying Industrial Zones (QIZ,
1996).
Accessibility:
Visitors with a valid passport may obtain a visa
at any Jordanian embassy, consulate, or legation
abroad. A visa can also be obtained at Amman’s
Queen Alia International Airport or at any other
Elevation extremes: Telecommunications: border crossing except King Hussein Bridge and
the ferryboat from Egypt.
Lowest point: Dead Sea -408 m Jordan has a highly advanced
Highest point: Jabal Ram 1,734 m telecommunications network with internet Postal Services:
coverage gaining ground rapidly, and growing
Banks and Foreign Exchange: Wi-Fi networks and services. Mobile and Besides post offices, most 4 and 5-star hotels
cellular technology is prevalent throughout offer postal services. There are also a number of
Jordan has an abundance of international banks, the country with four main service providers international courier services including Aramex,
and credit cards (American Express, Visa, Diners and approximately 100% penetration of local DHL, FedEx, TNT International and UPS. Post
Club, and MasterCard) can be used at most population. office opening hours are: Summer: Sat-Thurs
sizable retail outlets, hotels, and entertainment 07:00-19:00, Fri 07:00-13:00. Winter: Sat-Thurs
venues. Foreign exchange services are wide- Medical Facilities: 07:00-17:00, Fri 07:00-13:00
spread and can be accessed in any part of the
country. Jordan has some of the most advanced medical
facilities in the region, and medical tourism
is quickly becoming a lucrative industry. The
country’s natural setting and highly skilled
workforce creates ideal grounds for a therapeutic
experience.
Best of Jordan 31

32. “I may live in America, but in Jordan, I am always welcomed home.”
-Peter Greenberg, Today Show, NBC News

33. Hospitality & Dining
CHAPTER TWO

34. ATICO - Fakhreldin Group
H O S P I TA L I T Y & D I N I N G
A Continuing Story of Success in Hospitality
Established in 1992, ATICO Fakhreldin Group specializes in investing and operating in the hospitality sector in Jordan and the Middle East.
An icon of quality and innovation, ATICO has secured a position as the leading hospitality management group in Jordan. It started its first
project with AlQasr Metropole Hotel, a four star boutique hotel, and expanded to include Fakhreldin Restaurant, Ren Chai, Yoshi, Vinaigrette
Salad & Sushi Bar, Nai Club & Lounge, Trattoria Casa Della Pasta, The Courtyard, Wild Jordan Café, Amigo, Bistro One, Fakhreldin & Co.
and Kebab Express. The company has also expanded outside the Kingdom, starting with Taboula Restaurant in Cairo.
AlQasr Metropole Hotel
A charming four star boutique hotel, AlQasr
Metropole enjoys breathtaking views of Amman.
Located in the most prestigious and commercial
area in the capital, the hotel’s 66 rooms offer an
abundance of modern amenities for all travelers’
necessities. With the highest standards of
excellence, and a devoted team of attentive staff,
AlQasr Metropole is famed for being the ideal
destination for business and pleasure.
Trattoria Casa Della Pasta
In a relaxed ambience, this popular Italian pasta
house offers a selection of the finest home-made
pastas, genuine Italian dishes, and a wide range
of wines. It has also become known for its famous
fish market, with a considerable assortment of
fresh fish and shellfish delivered daily from the
Arabian Gulf.
AlQasr Metropole Hotel
Vinaigrette Salad and Sushi Bar Nai
Vinaigrette Salad and Sushi Bar Nai
On the 7th floor of the AlQasr Metropole, Nai remains Amman’s most popular and longest running night spot, maintaining its strong appeal for
Vinaigrette’s glass walls offer remarkable over seven years. Renowned for its original music and style, it’s set amid distinctive modern décor
panoramic views of East and West Amman. with oriental touches, creating a sophisticated, glamorous mood. Nai serves a fusion menu including
Specializing in a wide variety of cuisines, you Lebanese mezza, international favorites and Japanese specials prepared by award winning chefs.
may ‘Create your own salad’, enjoy international This venue is very popular with the elite of the Jordanian society and with visiting celebrities.
platters or savor Japanese delicacies whilst
listening to Jazz music. The Sushi bar, Amman’s
first, displays an impressive variety of sushi,
sashimi, maki and temaki freshly prepared by
skilled resident sushi chefs.
34 Best of Jordan

35. The Courtyard
The Courtyard is a laid back, casual summer garden with white leather couches and private lounges
around a grass lawn set-up. In winter, a heated tent is installed making it the perfect venue for
concerts, events and private parties. The Courtyard serves heartwarming dishes such as fresh oven
baked pizza, burgers and shawerma, as well as chilled drinks and the ever popular sheesha.
The Courtyard
Fakhr El Din Restaurant
Popular amongst royalty, government officials
and celebrities visiting Amman, Fakhr El Din
Restaurant has been Jordan’s leading Lebanese
restaurant for over 10 years. Set in an old charming
house that was renovated to preserve its original
heritage and style, Fakhr El Din specializes in
genuine Lebanese cuisine with exceptional
service. The vast menu includes various oriental
mezza, succulent meats, fresh fish and several
delicious desserts of exceptional standard.
Fakhr El Din Restaurant
Wild Jordan Café
The Wild Jordan Café has a scenic location with magnificent views of old Amman and the
Citadel. Located in the center run by the RSCN which aims to generate income for the communities
of the six nature reserves it oversees, Wild Jordan Café offers fresh, healthy, low fat and organic
dishes inspired by these reserves. The Café also contributes part of its revenues to support the local
communities.
Bistro One
This cozy Mediterranean bistro style restaurant is located in one of Amman’s charming old
neighborhoods, offering an intimate dining experience. The menu is creatively delicious, offering
fantastic cuts of steak, fondues, seafood salads, fine wines and great cocktails, or more simply a
coffee and croissant al fresco on the summer veranda.
Wild Jordan Café Bistro One
Best of Jordan 35

36. H O S P I TA L I T Y & D I N I N G
Amigo Pub
Amigo is a laid-back pub that attracts an
alternative crowd, and is a great place to share
drinks with friends, enjoy a game of pool and
listen to original rock music or hits of the 80’s and
90’s. Live music nights are not to be missed.
Ren Chai
A beautiful and contemporary fine dining Chinese
restaurant, Ren Chai creates an atmosphere that
emphasizes elements of nature in a modern
style. If offers a range of Cantonese and
Szechuan delicacies, such as lobster and shark
fin soup as well as your favorite dishes. In the
summer, dine in the tranquil open air garden.
Ren Chai
Amigo Pub
Yoshi
The newest & most exciting concept, Yoshi,
offers a contemporary yet casual Asian all day
dining experience serving light Dim Sum, delicate
sushi items prepared live at the Sushi Bar,
authentic Tepanyaki, and ‘the best’ Asian platters
to share. Enjoy a huge range of exclusive Asian
teas by Tchaba as well as unique cocktails and a
great wine list. With a beautiful interior comprised
of wood paneled walls, banquet seating, fine
art as well as brass and bamboo fittings Yoshi
is a relaxing place to have a business lunch,
afternoon Japanese tea on the terrace or just to
meet friends at the bar for some light bites.
Yoshi
Fakhreldin & Co.
ATICO’s deli at Cozmo Superstore offers freshly
prepared, high quality food products from all of
its outlets. Mezza from Fakhr El Din, Sushi from
Vinaigrette, hot items from Ren Chai, smoothies
from Wild Jordan Café and many other items are
delicately packed and ready to go.
Kebab Express
Freshly prepared Lebanese appetizers, healthy
sandwiches and delicious grills are served in a
fast food setting where all menu items have been
carefully selected from Fakhr El Din Restaurant’s
popular items. Kebab Express currently operates
two outlets with many more to follow in ATICO’s
plan of expansion.
Fakhreldin & Co. Kebab Express
36 Best of Jordan