The news of Umm Qais being named one of the world's
"Best Tourism Villages" in 2022 by the UN's World Tourism
Organization (UNWTO), albeit thrilling and heartwarming, has come as no
surprise.
اضافة اعلان
Generally, the tourism apparatus in the Kingdom has been
running a highly professional and insightful operation; one that has seen one
achievement after another over the past decade. And while the industry has
great potential yet to be tapped, the sector has proven highly adaptable in
terms of post-pandemic recovery and cooperation with the private sector and
local communities. These steps illustrate that we are witnessing a success
story.
With its natural beauty and rich
cultural heritage, Umm Qais
has received exceptional support from the highest level. Seeing this
opportunity, tourism and local authorities were encouraged to invest in its
development and make it more inviting for visitors. Such attention — paired
with the fact that such endeavors have historically paid off — indicates that
policymakers see Jordan as a country with much more to offer beyond its most
iconic destinations, mainly Petra, and seek to expand investment into hidden
gems.
Earlier this year, His Majesty King Abdullah and HRH Crown
Prince Hussein visited the northern community. During the visit, the cultural
identity and history of the village received equal, if not more, interest than
talks on restoration efforts, which were then underway at the archaeological
site.
This is precisely what cultural tourism is about — experiencing locals, their genuine lifestyles, history, and heritage. The National Tourism Strategy 2021–2025 realizes this and shifts the focus to cultural tourism.
For example,
King Abdullah stopped by the room where the Umm
Qais Treaty was signed in 1920. His Majesty also visited a café and gift shop
which displays products from the Jadara Society for Friends of Antiquities and
Heritage and viewed handicrafts by members of the local community. His Majesty
also stopped by the productive project of Mariam Abu Alloush, who serves local
dishes to tourists at her home.
This is precisely what cultural tourism is about —
experiencing locals, their genuine lifestyles, history,
and heritage. The National Tourism Strategy 2021–2025 realizes this and shifts
the focus to cultural tourism.
Policy decisions, especially related to Umm Qais, reveal an
understanding that cultural authenticity is highly valued by travelers today
and is one of the reasons why the village has been added to the "Best
Tourism Villages" list.
The
UNWTO should be thanked for its efforts to promote and
support tourism in rural areas worldwide. The "Best Tourism Villages"
initiative, where 32 villages were selected from 18 countries, is prone to
strengthen the role of tourism in safeguarding villages and their unique
cultures, alongside creating more economic and social opportunities.
The prestigious recognition of Umm Qais testifies to the
hard work and dedication stakeholders have exerted in promoting and preserving
the site and rendering it a globally applauded tourism destination. It is a
promising and earned recognition. Let us continue to build on our success.
Khalid Dalal is a former advisor at the Royal Hashemite
Court, former director of media and communication at the Office of His Majesty
King Abdullah, and works currently as a senior advisor for media, strategic
communication, PR, international cooperation, and business development locally,
regionally, and globally. khaliddalal@aol.com
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