Urban tourism can be a powerful tool for local economic growth, but it also requires careful management to preserve the cultural and historical character of urban areas. In Jabal Amman, one of the Capital's oldest neighborhoods, tourism has brought many economic benefits to the neighborhood and increased the visibility of the place.
In this context, and on the importance of developing and sustaining the tourism sector in Jordan as a whole and Jabal Amman in particular, Michel Nazzal, Chairman of the Dead Sea Hotels Company and Chairman of the Jabal Amman Committee, said: "Promoting community tourism in Jabal Amman is not only possible, but also necessary to preserve the spirit, culture, and economic vitality of the neighborhood, by supporting local businesses and directly involving the community in providing and developing the tourism experience. This would reflect on the sense of ownership, and we can build an integrated and inclusive tourism model."
This came during the third panel discussion of the "Jabal Amman: Past, Present, and Future" initiative, under the title: "Tourism", Monday, November 11, 2024, moderated by the Advisor at the Arab Renaissance for Democracy and Development (ARDD), Eng. Marah Khayat.
Nazzal stressed that Jordan has a long and important history and rich heritage, which is an additional value for ensuring the continuity of tourism in the country, indicating that establishing hotels in Amman formed an integrated tourism income and economic development at the national level, which requires constant development and renovation to attract domestic and foreign tourism.
On the importance of community-based tourism and enhancing its sustainability, Nazzal explained the importance of the economic dimension of tourism initiatives and its contribution to the openness of society, with the need to focus on local participation in the tourism sector, which would ensure the flow of economic revenues to the residents of the region.
As for strategies that can make community tourism successful, based on inspiring models around the world, Nazzal stressed the need for participatory planning and decision-making in cooperation with the local community, in addition to applying tax and rent relief measures for the residents of the area and supporting small projects, in order to promote sustainable tourism partnerships with stakeholders.
Regarding the need to benefit from the experiences of countries that have successfully applied sustainable tourism models, Senator Nazzal presented the experience of "Kyoto" in Japan, where residents work with officials to implement a code of conduct that preserves the cultural heritage of the city. In Barcelona, a plan was developed to improve tourist mobility and reduce traffic congestion, especially in historical areas, while in Copenhagen sustainable tourism was encouraged through the use of bicycles instead of cars. Nazzal pointed out that each of these cities has found ways to protect its heritage and enhance the quality of life for its residents, and Jabal Amman can adopt these models in its own context.
With regard to antiquities, as well as the heritage and identity of Amman and of Jabal Amman in particular, Noha Mubaydeen, a lecturer and coordinator of the tourist guidance program at Ammon Applied University College, explained that tourism and the identity of the area are closely connected, especially since Jordan is home to rare cultural and heritage landmarks, calling young people in this context to learn about these landmarks and focus on developing an interactive tourism experience that includes storytelling and marketing related to historical sites in Jabal Amman, stressing the importance of Protecting the intellectual, cultural, and artistic heritage in the areas of Jabal Amman, as well as paying attention to supporting them and preserving their durability, which contributed to the renaissance of the Kingdom and its history.
Through the discussions between the young participants and the speakers, it was stressed that there’s a need to encourage the role of youth in civic participation to develop the tourism sector in the area, support the provision of hotel rooms as an essential part of the growth of the tourism sector, as well as focusing on the role of tourism in supporting the economies of local communities, in addition to strengthening cooperation between the Ministry of Tourism and relevant institutions.
The speakers and participants also underlined the importance of training tour guides to provide comprehensive explanations to tourists and answer questions related to our culture, as well as the youth’s role in promoting local places and products through social media platforms to give a personal touch and make them more attractive to tourists, with the need to raise awareness of local tourist sites and the civilizations that passed through Jordan and their historical importance among members of society, leading to the creation of local committees that include residents and business owners in Jabal Amman to participate in policy-making and decision-making.
