The workshop opened with a reflection on the erosion of cultural and creative identity in Jordan and the need to reclaim and revitalise it. The success of the Royal Film Commission was cited as a powerful example of how Jordan has positioned itself on the global film industry map. Participants argued that similar models of cultural innovation and institution-building are urgently required in other sectors, such as food, design, and architecture, to unlock local potential and place Jordanian heritage within contemporary global narratives.
Discussions underscored the importance of harnessing the unique cultural identity of the Jordan Valley as a foundation for new development pathways. By connecting the Valley’s traditions with tourism and creative industries, participants saw opportunities to design experiences that combine local practices, crafts, and cuisine with interactive cultural activities. The Valley’s historic role as the “Land of Sugar” during the Ayyubid period, when sugarcane cultivation flourished, was highlighted as an example of heritage that could be re-imagined into modern cultural tourism.
Despite its rich assets, the Valley faces persistent obstacles. Local communities remain insufficiently engaged in promoting tourism, often sidelined from decision-making processes. Youth face a shortage of opportunities, services, and institutional support, while many of their initiatives are marginalised, leading to frustration and loss of trust. Official neglect of the Valley, despite its diverse tourism potential, was repeatedly emphasised as a barrier to sustainable development.
Participants brought forward practical examples and initiatives to illustrate what could be achieved. One project, Heritage of Mud Architecture, was designed to revive traditional building techniques as a cultural and tourist asset. Others stressed the importance of embedding tourism experiences within local industries, supported by festivals, cultural trails, and seasonal events. Youth representatives shared how local committees in Aqaba had successfully channelled neighbourhood needs to authorities and disseminated them through social media, while others proposed linking the Jordan Valley more closely to Jordan’s “Golden Triangle” tourism strategy and expanding into niches such as wellness tourism. Yet frustrations were also voiced, particularly from young people who described how earlier initiatives had been ignored or sidelined, deepening mistrust between communities and institutions.
The workshop converged on several priority actions. Reviving traditional festivals, such as the Orange Festival, and aligning them with harvest seasons was seen as a way of celebrating both agricultural and cultural identity, while integrating folk arts to enrich the experience. Participants called for the upgrading of tourism facilities to meet international standards, without losing the region’s simplicity and authenticity. Seasonal programming — summer and winter — was proposed to diversify tourist flows and maximise opportunities throughout the year. Training and capacity-building for young people were deemed essential, enabling them to transform local resources into marketable products that reduce costs, increase profits, and create sustainable livelihoods. Above all, participants stressed the need for stronger governmental support and the provision of integrated services to unlock the Valley’s full tourism and cultural potential.
The session highlighted both the richness and the fragility of cultural identity in the Jordan Valley. While the region holds a wealth of heritage, traditions, and creative potential, this remains under-recognised and under-developed. By investing in identity-based pathways — festivals, heritage revival, seasonal programming, and youth capacity — the Valley could be transformed into a vibrant hub of cultural tourism and creativity. What is required now is an enabling environment where local communities are empowered to take the lead, and where government, civil society, and private sector actors work together to ensure that cultural identity is not lost but rather reimagined as a cornerstone of development.
Suha M. Ayyash
