The dialogue brought together practitioners and community representatives to discuss how tourism and agriculture in the Jordan Valley can be reimagined as pathways that enhance resilience, creativity, and sustainable development. The discussions highlighted the importance of balancing the three pillars of sustainability: economic growth, environmental protection, and socio-cultural dynamics. It was emphasised that innovation in tourism cannot be achieved through repetitive or generic experiences such as conventional food tours, which reflect locality but lack authenticity. The real opportunity lies in building community-based immersive experiences that celebrate culture and identity.
Promising examples included Bait Al Shoneh, which promotes permaculture and local food systems, and Safi Kitchen, a women-led initiative in Ghour al-Safi known for its tomatoes and artisanal fabric dyeing, though it continues to face challenges of visibility, marketing, and expansion. Small-scale creative practices, such as fabric dyeing or organising zucchini flower competitions, were also recognised as evidence of untapped ingenuity within the community. The Hemmeh o Lemmeh initiative in Ghour Fifa was highlighted as a youth-led effort that, over four years, has combined environmental awareness with economic benefits, demonstrating that new generations are capable of driving transformation when provided with adequate support.
The dialogue stressed the importance of integrating agriculture into models of sustainable tourism. Participants pointed to the absence of public recreational spaces and the need to develop new experiences based on natural resources and cultural assets, benefiting both residents and visitors. Women and youth were identified as vital yet underutilised resources, with the potential to reshape the Valley’s development trajectory if equipped with the right skills, tools, and recognition.
The need to expand culinary tourism was also highlighted, as visitors are often directed to familiar destinations such as the Dead Sea, Petra, and Aqaba, while other sites remain less visible. This lack of exposure reflects both marketing gaps and untapped potential. The Thaqafat project was cited as an example of bridging this gap, having created marketing and visitor opportunities for 39 locations across the country, generating more than 11,000 visits and contributing to employment and economic growth. Despite Jordan’s strong traditions of hospitality and food quality, cultural barriers continue to limit women’s ability to work openly in tourism-related professions, particularly in hotels and restaurants.
A critical perspective was presented regarding the assumption that tourism is inherently sustainable. External factors such as political instability and economic crises were described as undermining the sector, while declining exports push many farmers into tourism out of necessity rather than opportunity. Jordan, once referred to as the “food basket of the world,” now faces soil degradation and increasing reliance on chemicals and artificial additives. Calls were made for reviving indigenous practices and traditional knowledge to restore soil fertility and ensure the production of clean and healthy food.
Recurring themes in the discussion included:
- Tourism innovation must be rooted in authenticity and community connection.
- Integrating agriculture with tourism can provide solutions to economic decline and environmental pressures.
- Women and youth are underutilised yet hold transformative potential.
- Initiatives such as Bait Al Shoneh, Safi Kitchen, and Hemmeh o Lemmeh reflect creativity and resilience but require stronger marketing, infrastructure, and capacity-building.
- Reviving traditional practices and adopting environmentally friendly approaches are essential for long-term sustainability.
Potential and originality in the Jordan Valley
The dialogue emphasised the importance of collective commitment to strengthening sustainable tourism and food systems in the Jordan Valley through community-led efforts. Investment in local initiatives, addressing cultural barriers, and providing training and platforms for youth and women were highlighted as priorities.
The Valley was described as an area rich in opportunities and originality, though still largely underutilised. It possesses fertile lands, cultural traditions, and culinary heritage that together form the foundations for creative tourism experiences combining hiking, food, and heritage. Traditional dishes such as Allayet Bandoora, Gors, Khobezeh, Farfahina, Kabseh with yoghurt, Hwerneh, Foul bel Bandoora, Mlookheyeh, Jazz Mazz, Foul with eggs, and Adas with Mlookheyeh Nashfeh were identified as cultural markers that preserve memory and identity. These foods could serve as anchors for innovative culinary tourism experiences that attract visitors while safeguarding heritage.
The dialogue also shed light on the barriers faced by women and youth alongside their transformative potential. Success stories that broke entrenched norms demonstrated the importance of mentorship and family support, as well as the role of technology and social media in documenting successes and inspiring others. Addressing knowledge gaps and offering practical training in communication and decision-making were considered critical to enhancing participation and resilience.
Political tensions were also noted as reducing tourist flows and weakening creative industries. Daily incomes, once higher, have significantly declined. Organisations such as Tatweer al-‘Imar have sought to implement “alternative plans” through food production for export as a substitute source of income. Concerns were also raised about the undervaluation and misrepresentation of Jordanian heritage, with storytelling recognised as an essential tool for reclaiming and strengthening cultural identity through honest narratives that reflect both successes and challenges.
Young participants expressed enthusiasm for cooking and food presentation but also frustration at barriers such as lack of incentives and limited transportation, which prevent access to employment opportunities. It was noted that many young people are increasingly disconnected from traditional foods, reinforcing the importance of storytelling in sustaining culinary heritage. The need for stronger platforms to support cultural and creative industries was also stressed. Carob House was cited as an example, functioning both as a restaurant and a supply-chain platform, linking lesser-known local communities with larger markets and demonstrating how creativity can be transformed into sustainable economic opportunities.
The dialogue affirmed that creativity can serve as a driver of economic growth in the Jordan Valley by:
- Expanding training and awareness programmes to support local entrepreneurs.
- Promoting culinary innovation, such as reimagining carob in new recipes (ice creams, heritage-inspired dishes).
- Supporting family initiatives such as traditional zarb stalls with finance and marketing.
- Encouraging collaboration and mentorship to ensure long-term success.
The Jordan Valley holds vast but underutilised potential in tourism, culinary heritage, and community engagement. Unlocking this potential requires community-driven strategies that prioritise empowerment, authenticity, and cooperation. Storytelling emerged as a powerful tool for cultural preservation and visitor engagement, while culinary innovation and inter-community collaboration were highlighted as key pathways towards resilience and inclusive growth. Key highlights:
- The Valley possesses immense natural, cultural, and culinary wealth that remains underutilised.
- Traditional foods can serve as anchors for authentic and immersive tourism experiences.
- Ongoing challenges include unemployment, political instability, gender barriers, and knowledge gaps.
- Women and youth are pivotal to transformation if engaged in leadership, marketing, and decision-making roles.
- Storytelling and digital platforms are critical for strengthening cultural identity and resilience.
- Culinary innovation and initiatives such as Carob House, Bait Al Shoneh, Safi Kitchen, and Hemmeh o Lemmeh demonstrate how creativity can diversify opportunities.
Community collaboration and investment in infrastructure are essential to scaling impact and building a stronger, more resilient local economy.
Suha M. Ayyash
