2. , THE BENEFITS OF INCREASED
tourism are often undercut
by socio-economic and
environmental prob-
lems those extra
tourists can cre-
ate. In Jordan,
which has seen a
4.9 percent surge of
tourists in 2007, the influx has led to
the urbanization of unique landscapes.
Think of the now-commercialized strip'
leading to and bordering the Dead Sea.
The same growth in tourism that is a
boon for Jordan's Gross Domestic Prod-
uct (GDP) jeopardizes natural wonders
like Wadi Rum and Petra. Meanwhile,
local communities have become increas-
ingly marginalized from the tourist, both
socially and in economic terms.
As the World Trade Organization
projects growth at 4.4 percent per an-
num between 2008 and 2017, managing
the influx of new tourists will be crucial
to Jordan's development.
Several initiatives to address these
problems and create sustain ability
within the sector have been practiced
and promoted in Jordan for years. For
example, many eco-tourism packages
in the Kingdom, like the Royal Society
for Conservation of Nature's (RSCN)
Feynan Ecolodge, seek to minimize the
adverse effects of tourism on the natu-
ral environment. Yet, within the sec-
tor, conventional tourism operators are
hesitant to embrace reform due to lack
of awareness and skepticism about the
potential benefits. •
Perhaps they are skeptical for good
reason. The formula is relatively un-
tested in the Middle East. While other
areas of the world have delivered mar-
ket-friendly approaches to improve sus-
tainability - appealing to "responsible"
travelers with an interest in local com-
munities. Jordan's tourism sector has
not delivered such solutions.
"We get costumers who are asking
these kinds of questions," said Chris
Johnson, Director of Wild Jordan!
RSCN, which has been at the forefront
According to
the World Trade
Organization,
tourism will grow
at 4.4 percent per
annum between
2008 and 2017.
of eco-tourism in Jordan for the last 20
years. "They want to know what per-
centage goes back to the local people,
do they have rights," he said. "People
want to know we are not just a face."
Enter Fair Trade Jordan (FTJ), an orga-
nization proposing to create acertification
system that will more aggressively mar-
ket sustainable tourism. At the same time
they will attempt to mainstream the eth-
ics of fair trade, such as equitable distri-
bution of profits and fair labor practices,
into the tourism economy and channel
tourism benefits in favor of small-scale
service providers in Jordan.

3. "This certification program has some
marketing benefit~, since more and more
travelers question whether the tourism
services they are receiving are socially
and environmentally responsible," said
Shukri Halaby, Product Development
Component Leader of USAID/Jordan
Tourism Development Project, one or-
ganization supporting the initiative. "A
label can assure consumers of this. The
certification is an incentive aimed at in-
creasing sales of those who participate
and can meet the requirements of the
program."
FrJ is partnering with Fair Trade
Tourism South Africa (FrTSA), to cre-
ate a certification system and to begin
establishing brand recognition. FrTSA
is one of the few successful and compa-
rably long running initiatives of its kind
in the world. It is also the first - and so
far only - fair trade tourism certification
system to be recognized by the UN's
World Tourism Organization (UN-
WTO). Throughout the industry, it is a
well-known tourism web-based resource
and an internationally recognized brand.
"People here in
Jorqan do not
like to commit to
special standards
or codes of ethics,
and most of the
time they just seek
for more profIt..."
If FrJ is able to draw from FTTSA's
clientele, they may be able to create a
thriving marketing campaign.
However, Halaby warns that creating
a successful fair trade tourism industry
could be detrimental to the marginalized
communities they are purposing to help.
Tourism projects that commoditize cul-
tural traditions have been criticized for
disrupting fragile local communities
with outside exposure and encouraging
the once authentic life-style of inhabit-
ants to become theater performances for
consumers. "They could be the victim
of their success if they are not careful
and do not operate within the capacities
in their local communjties," said Halaby.
"FrJ should have a role in preventing
over-commercialization of authentic
community products, so that traditions
and culture do not erode with growth in
tourism business."
Yet, Frr s biggest challenge will likely
be in convincing local tour operators that
becoming fair trade is financially viable.
"People here in Jordan do not like to
commit to special standards or codes of
ethics, and most of the time they just
seek for more profit and direct business
benefits for their pockets," said Nizar Al
• Adarbeh, Acting Executive Director of
the Jordan Inbound Tour Operators As-
sociation (JITOA).
Business as usual?
Ziad Hamzeh, operator of the Bedouin-
owned Beida "Ammarin" cooperative
and campsite in Little Petra, says he's
been losing costumers to Petra and the
giant hotel chains situated near the gates
of Jordan's most prominent archeologi~

4. cal phenomenon. Located 10 kIn north
of Petra, the campsite has been identified
as the first sedentary human community
in the region, according to Hamzeh. It
offers multiple day treks, as well as a
chance for tourists to stay in Bedouin
camps, learn about the culture and sleep
in a rocky enclave under the stars. But
few tourists know about this opportuni-
ty. The meager profits generated by the
campsite means they are unable to com-
pete with the massive marketing cam-
paigns churned out by the government
and multinationals like the Marriot and
Movenpick.
Operators may
be reluctant
to go through
the rigorous
certifIcation
project-only to be
told to rely on less
foreign labor.
The campsite is one of a few in the
region being considered for fair trade
certification. The site has minimal envi-
ronmental impact and a large percentage
of the tourism profits go to the local Bed-
ouin inhabitants. Harnzeh is eager to get
certified and develop the relationship be-
tween FTJ and FTTSA. "By marketing the
camp as a service area in Beidha, FTJ will
add to the camp's international exposure
as a niche tourism market," said Harnzeh.
"We may even be able to get all the nightly
events moved from the big Wadi Mousa
hotels at Little Petra to the camp site. We
hope the FTJ certification will put the camp
on the tourist maps of Jordan."
However, not all operators are buying it.
"I think the idea of Fair Trade is still really
vague for most tour operators," said Abar-
deh. "They are not fully educated and aware
about it. They usefully say, 'What's in it for
me? Is there good business from that?'"
Regional tourism has been marked by
sporadic booms and busts, and riddled by
political instability.For an operator with no
assurance of future success, FTJ has dis-
covered that it's a tough sell. The first
step is for operators to undergo a rigor-
ous certification process-that may re-
sult in a call to invest in costly quality
controls and a reduction in their reliance
on cheap foreign labor.
The Forerunner
The RSCN understands the difficulties
of creating sustainable tourism prac-
~ices in the region. Since 1966, they
have worked to protect and manage the
natural resources of Jordan, establishing
nature reserves and popular eco-tourism
attractions. But in building their rela-
tionship with tour operators and locals,
the RSCN has experienced logistical
problems. One of the largest is quality
control. "We had to build local capacity
step-by-step," said Johnson. "Things like
how you function with a modem flush
toilet. ..At times we haven't even met our
own service quality standards."
FTJ will also face institutional obsta-
cles. While deriving funds from ~ range
of donors and partners, FTJ's growth is
still constrained by a lack of financial
support. As well, FTJ requires dedicated
manpower. They receive help from FIT-
SA as a "sister organization", as well as
volunteers in the community and incuba-
tor support from the alliance. However,
with the recent departure of the Tourism
Component Leader, Director Lianne Ro-
mahi is taking over both roles.
"All start-up companies begin
small," said Romahi. "However, we
have seven board members from dif-
ferent development backgrounds, like
social development and environmental
protection, who play a strong role in
strategic decision making."
FTJ is currently working with po-
tential beneficiaries, including Petra
Kitchen in Petra and nature and city
trails, as well as guest houses, hotels
and campsites, such as the Ammarin
Campsite in Little Petra, Sons of Dana
and Qadisiyeh Guest House in Dana,
accommodations at Nature Reserves
and bigger hotels, such as the Shera-
ton. 1.'hese will serve as FTJ's pilot
projects. This month, Jennifer Seif,
Executive Director of FTTSA will
travel to Jordan for a two-week assess-
ment process of the identified projects
with Romahi. By 2009, FTJ hopes to
begin marketing these projects as fair
trade.
"The only thing that will motivate
businesses to support these efforts [of
sustainable tourism practices] is if the
approach is market oriented," said Chris
Seek, President of Solimar Internation-
al Inc., a US based corporation which
focuses on how sustainable tourism can
be used to stimulate economic growth
while conserving natural resources and
cultural heritage. "If a business sees
this program as a way to help grow
their business and tap into the grow-
ing market of responsible travelers then
they will support this effort." "