Best Of Jordan

BEST OF

JORDAN Volume 1

FOREWORD

International Group Publisher Sven Boermeester Publisher & Managing Group Editor Lisa Durante Publisher Imad Abdel Hadi General Manager Ammar Abdel Hadi

“The time has come to celebrate a new era of Jordan’s achievement…”

Welcome to the first volume of ‘Best of Jordan’, which gives a unique insight into the Kingdom as it progresses in the fields of business, tourism, innovation and investment. At a time when Jordan is witnessing rapid socio-economic development and vibrant growth, this annual maxi format publication, that is part of an expanding range of ‘Best Of…’ books, showcases the best of what Jordan has to offer across diverse spheres. As part of ‘Global Village Partnerships’ that develops international business networks by way of the publication of annual maxi format books that celebrate the success of companies in territories worldwide, ‘Best of Jordan’ recognizes individuals who achieve their entrepreneurial potential, companies that are making a positive economic contribution to the commercial development of tourism and investments and businesses that accomplish their professional aims and corporate social responsibility objectives. Journalistically written and impeccably visualised in the highest print quality format available, this elegant publishing model provides the deserved recognition for companies projecting their brands into diverse markets, with illustrated editorials in industry-specific chapters. As an ideal PR and corporate gift that is distributed and retailed both regionally and worldwide, a selection of leading companies and innovations, along with star attractions and exceptional leisure and lifestyle choices are featured. By portraying Jordan’s finest, most motivated and pioneering entrepreneurs and public figures, ‘Best of Jordan’ hopes to support the nation’s continued advancement and inspire everyone to benchmark their efforts with the best.

Be part of it !

Project Manager Jamileh Kharouba Marketing Executive Diala Abu Jaber Editor Reem Kattan Creative Director Rami Delshad Design & Layout AbdelHadi Advertising & Marketing Sales Coordinator Salah Dairanieh Printing National Press Contact details AbdelHadi Advertising & Marketing Tel: +962 6 5660780 Fax: +962 6 5660781 [email protected] Website www.globalvillageproduct.com Published by AbdelHadi Advertising & Marketing Under franchise license from Global Village Partnerships Ltd. Disclaimer Every effort has been made to ensure the accuracy of the information in the Best of Jordan vol. 1 publication. Neither Best of Jordan nor Global Village Partnerships Ltd. take any responsibility for errors or omissions. All rights reserved No part of this publication shall be reproduced, copied, transmitted, adapted or modified in any form or by any means. This publication shall not be stored in whole or in part in any form in any retrieval system.

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CONTENTS

Chapter 1/page 16

Chapter 2/page 42

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HOSPITALITY & DINING

Chapter 6/page 84

Chapter 7/page 92

Chapter 8/page 104

BANKING & INVESTMENT

CORPORATE COMPANY PROFILES

HEALTH & WELLNESS 12

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Chapter 3/page 54

Chapter 4/page 62

Chapter 5/page 72

PROPERTY & REAL ESTATE

AQABA ZONE

CONSERVING JORDAN

Chapter 9/page 114

Chapter 10/page 122

Chapter 11/page 138

ARCHITECTURE MEDIA & DESIGN & MARKETING INTERIORS Best of Jordan

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HEARTS OF JORDAN

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GLOBAL VILLAGE PRODUCTS

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“I believe in my people. Jordanians, who built the achievements of the past, can and will work for a better future.” His Majesty King Abdullah II

BEST OF JORDAN Chapter 1

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First

The

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BEST OF JORDAN

The Living Wall: Find Your Place

A new landmark that defines luxury property in Amman The Living Wall project is a mixed use development nestled in one of Amman’s dramatic rock beds. The name itself is a metaphor for bringing life to an uninhabited rocky site in the Wadi Saqra urban valley. The strategic project location places it in the heart of Amman’s emerging commercial districts, situated on the main artery linking downtown Amman with the new commercial districts in west Amman, including the new Abdali downtown site. The Living Wall has already set a trend in Wadi Saqra as it witnesses an unprecedented rise in development in a variety of sectors, ranging from high end offices, commercial centers and luxury hotels. This unique multi-award winning design integrates the history and topography of Amman’s urban environment with the diverse needs of a new and dynamic lifestyle. “This project is a catalyst for change and is already breaking new grounds and altering the face of real estate development in Jordan.” says Mr. Akram Abu Hamdan, DIP Fund’s Commissioner General and architect at the vanguard of Jordan’s construction revival. The Living Wall is set to become a key destination in Amman for living, working, shopping and entertainment. On a prime and compact site, the project draws on a variety of uses and amenities to create a thriving community set within carefully designed vibrant public spaces, to provide an exclusive urban retreat to be enjoyed by city dwellers.

Find Your Place to… An exclusive lifestyle The Living Wall of Amman is composed of six sleek towers which rise out from the podium. Together, they feature some 150,000 sqm of commercial, residential and corporate spaces in addition to Amman’s first ever boutique hotel and renowned Buddha Bar.

A vibrant podium (81,600 sqm): Complementing the six towers, the Podium is the base of the development and houses all the high-energy activities of the Project. Visitors will find plenty of high serviced shops, showrooms, restaurants, cafes, galleries, piazzas and parking space within this 7-storey centre embedded into a dramatic urban hillside.

A business centre with a view (21,400 sqm): Towers 1- 5 - 6 Three of the six tower blocks in the development are office buildings designed to offer optimal working environments, and equipped with future proof technology able to adapt to changing business needs, in addition to the latest in security and communication technologies. The space is also well serviced from a remote district energy centre.

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An urban retreat (13,500 sqm) Tower 2 Dedicated to be Amman’s first boutique hotel, this tower offers an urban retreat of 90 luxurious rooms. Junior suites, executive suites and a presidential suite all distributed over 10 masterfully designed floors. The hotel will provide an array of themed restaurants, outdoor terraces, an ultramodern spa and a rooftop pool offering a splendid view over Amman.

for designing some of the world’s most iconic projects in cities like New York, London and Paris.

Project Essentials: Built-Up Area: 150,000 sqm Overall Site Area: 12,500 sqm Location: Wadi Saqra Street – Amman Estimated Project Cost: $ 160,000,000

A life with the view (11,700 sqm)

The Awards

Towers 3 - 4 Residences are defined by uncompromising luxury, tailored for individual needs. With flexible interior architecture, the Living Wall allows for one’s own spatial intervention. Every simplex, duplex and penthouse apartment is a modern masterpiece, giving residents extraordinary freedom of design and flexibility.

Since the beginning, the Living Wall project has been receiving praise from international circles for its inspired design. Some of these prestigious awards include:

A roof garden (8,900 sqm): The Living Wall’s rooftop setting is the final brilliant touch. It offers access to a world of vibrant entertainment in an open air environment - in other words, a scene bustling with cafes, bars and restaurants sharing a stunning view of the city.

Who’s Behind the Project: The Living Wall is Jordan’s first mixed-use project and is being undertaken by the Development and Investment Projects Fund (DIP Fund) affiliated with Mawared. For the landmark’s design DIP has called on the London based Foster and Partners, an architectural firm known Best of Jordan

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• Best Future Commercial Architectural Award - Cityscape 2006, Dubai. • Best Architecture (Jordan) Prize - CNBC Arabian Property Awards 2007, Dubai. • One of only four nominees globally for ‘Best Architecture’ in CNBC International Property Awards 2007, Las Vegas.

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Modern Jordan was established by the Hashemite Royal Family in 1921, but the family’s history stretches further back in time. This arab dynasty whose original strength stemmed from the network of tribal alliances and blood loyalties in the Hijaz region of Arabia along the Red Sea, are considered the direct descendents of the Prophet Mohammad (peace be upon him), and His Majesty King Abdullah II is the 43rd generation descendent of the Prophet.

His Majesty King Abdullah I

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The term Hashemite is derived from “Hashem”, the name of the greatgrandfather of the Prophet Mohammad (peace be upon him). The Hashemites are descended from the Prophet through his daughter Fatima and her husband Ali Bin Abi Talib, who was also the Prophet’s paternal first cousin and the fourth caliph of Islam. Ali and Fatima (may God be pleased with them) had two sons: Al-Hassan and Al-Hussein. The descendants of Hassan are known as “Sharifs” (nobles), while the descendants of Hussein are called “Sayyids” (lords). The Hashemites are of Sharifian lineage. Various Sharifian families ruled over the Hijaz region in Western Arabia between 967 and 1201 CE. The Hashemites governed the holy city of Mecca from 1201 CE until 1925 CE, although they recognized the sovereignty of the Ottoman sultan in 1517. King Hussein’s great-grandfather, Al-Hussein Bin Ali, Sharif of Mecca, led the Great Arab Revolt of 1916 which culminated in the liberation of Arab lands from the Ottoman Turks. After freeing the lands of Jordan, Lebanon, Palestine, Iraq, Syria and the Hijaz, Sharif Hussein’s son Abdullah founded the Emirate of Transjordan on April 11, 1921. During his thirty-year reign, King Abdullah I forged a viable and durable state out of a tribal, nomadic society. He developed the institutional foundations of modern Jordan, establishing democratic legitimacy by promulgating Jordan’s first Organic Law in 1928 (the basis for today’s Constitution), and holding elections for its first assembly in 1929. While guiding Jordan’s development, King Abdullah I negotiated a series of treaties with Britain which earned increasing freedom for Jordan. Jordan achieved full independence from Britain on May 25, 1946, and became the Hashemite Kingdom of Jordan. After successfully defending Arab East Jerusalem and the West Bank during the 1948 Arab-Israeli War, King Abdullah I regularly travelled to al-Aqsa Mosque in Jerusalem to participate in the Friday prayers. On July 20, 1951, King Abdullah I was assassinated by a lone gunman while attending the Friday prayers there with his grandson Hussein, who was saved from a bullet by a medal his grandfather had recently awarded him.

His Majesty King Abdullah I

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His Majesty King Talal & His Majesty King Abdullah I

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His Majesty King Talal

After King Abdullah I’s death, King Talal, his eldest son, ruled for a brief period. Due to an illness, King Talal abdicated, and his eldest son, Hussein, was proclaimed king on August 11, 1952. He assumed his constitutional powers on May 2, 1953, after reaching the age of eighteen according to the Muslim calendar. During the nine months between his coronation and the assumption of powers, a regency council ensured the orderly transfer of power.

His Majesty King Talal & His Majesty King Hussein

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King Hussein’s reign was long and eventful, and characterized by a populist touch. Early in his reign, he focused on Jordan’s socio-economic development, and is widely credited for his commitment to advancing democracy, civil liberties and human rights. Perhaps his most enduring legacy, however, is his commitment to Arab-Israeli peace. After the 1967 Arab-Israeli war, King Hussein was instrumental in drafting UNSC Resolution 242, which calls on Israel to withdraw from all the Arab lands it occupied in the 1967 war in exchange for peace. This resolution has served as the benchmark for all subsequent peace negotiations. In 1991, King Hussein played a pivotal role in convening the Madrid Peace Conference, and led Jordan to a successful conclusion of a peace treaty with Israel in 1994. He also worked to build confidence between the Palestinians and Israel in the arduous negotiations that followed the 1993 Oslo Accords between the two parties. At the time of his passing on February 7, 1999, King Hussein was the longest-serving executive head of state in the world. His death marked the end of an era in Jordan’s history. While the country, and indeed much of the world, mourned the death of King Hussein, Jordanians looked with optimism and pride to a future under the reign of King Abdullah II, eldest son of the late King Hussein and current bearer of the Hashemite torch. His Majesty King Hussein

His Majesty King Hussein

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HIS MAJESTY KING ABDULLAH II King of the Hashemite Kingdom of Jordan

His Majesty King Abdullah II Ibn Al Hussein assumed his constitutional powers as Monarch of the Hashemite Kingdom of Jordan the day his father passed away. Born in Amman on January 30, 1962, King Abdullah II is the eldest son of His Majesty the late King Hussein and Her Royal Highness Princess Muna Al Hussein. He began his primary education at the Islamic Educational College in Amman, and later attended St. Edmund’s School in Surrey, England. For his secondary education, he attended Eaglebrook School and Deerfield Academy in the United States of America. He entered the Royal Military Academy Sandhurst (U.K.) in 1980 and was commissioned as second Lieutenant in spring of 81. He then served as a Reconnaissance Troop Leader in the 13/18th Royal Hussars Regiment (British Army) in the U.K. (and West Germany), and moved through various military ranks , until finally commanding the 2nd Armoured-Car

regiment, 40th Armoured Brigade with the rank of lieutenant Colonel from January 1992 to January 1993. During this period he attended several military courses in the U.S. and the U.K. including Staff College Camberley (U.K.) 1990-1991. He also has several attachments to the Special Forces and a year as a tactics instructor with Jordan Army’s Anti-Tank, Cobra Helicopter Wing. The beginning of 1993 saw him as Deputy Commander of Jordanian Special Forces till he took full command in November 1993. He commanded these forces till October 1996, when he was instructed to re-organize this and other elite units into the Special Operations Command (SOCCOM). In 1998, as SOCCOM Commander, he was promoted to the rank of Major General and continued this command until the passing away of His Majesty King Hussein in February 1999. In addition to his career as an army officer, King Abdullah II served Jordan many times in the official capacity of Regent in the absence of King Hussein, and regularly travelled on official missions. He was proclaimed Crown Prince on January, 24, 1999, by a Royal Decree.

His Majesty King Abdullah II

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Since his ascension to the throne, King Abdullah II has continued his late father’s commitment to creating a strong and positive moderating role for Jordan within the Arab region and the world, and has worked towards the establishment of a just and lasting comprehensive solution to the Arab-Israeli conflict. King Abdullah II is committed to building on the late King’s legacy to further institutionalize democratic and political pluralism in Jordan. He has exerted extensive effort to insuring sustainable levels of economic growth and social development aimed at improving the standard of living of all Jordanians. He is also working towards modernizing Jordan’s information technology and educational systems. Under King Abdullah’s reign, Jordan was admitted to the World Trade Organization, and ratified agreements for the establishment of a Free Trade Area with the United States of America, the European Union, the European Free Trade Association countries, and sixteen Arab countries. King Abdullah II has also been involved in the drive for national administrative reform, as well as governmental transparency and accountability. He has been working on the advancement of civil liberties making Jordan one of the most progressive countries in the Middle East. Also, he has been involved in enacting the necessary legislation that guarantee women a full role in the Kingdom’s socio-economic and political life.

King Abdullah II married Queen Rania on June 10, 1993. The Royal Couple have two sons, Prince Hussein, born on June 28, 1994, and Prince Hashem, born on January 30, 2005, and two daughters, Princess Iman, born on September 27, 1996, and Princess Salma, born on September 26, 2000. The King has four brothers and six sisters. King Abdullah II holds a number of decorations from various countries. He is a qualified frogman, pilot and a free-fall parachutist. His other interests include automobile racing, water sports, scuba diving and collecting ancient weapons and armaments.

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His Majesty King Abdullah II & Her Majesty Queen Rania

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Sports: Putting Jordan On The Map For too long sport has been regarded as a luxury in Jordan but the leadership and vision of HRH Prince Feisal Al Hussein has ensured it is firmly rooted within the kingdom’s national agenda. As President of the Jordan Olympic Committee (JOC) and as Chairman of Jordan Motorsport (JMS), HRH Prince Feisal believes that sport can make a real difference and 2008 looks set to be a busy year. From April 24-27, 2008 Jordan will host the Arab World’s first venture into the FIA World Rally Championship (WRC) and prior to that, from March 5-11, Jordan will host the International Olympic Committee (IOC) Congress on Women and Sport, which will bring together 1,500 thought leaders and decision makers from across the world. Added to that, the Prince’s own global initiative – Peace Through Sport – will be gathering momentum in a bid to use sport as a means to bringing together people from both sides of their divide. “Growing up I used to watch my father (King Hussein) attend sporting events and saw how it brought people together from all backgrounds,” said HRH Prince Feisal. “When it came to sport everyone was on the same playing field and there are very few sectors of society where this can happen.” Since being elected President of the JOC in 2003, HRH Prince Feisal set about on a mission for sport to make a real difference in Jordan and the results have been startling. Funding for sport has trebled; there are now more opportunities than ever before for Jordanians to play sport; and bigger and more prestigious sporting events are being held within the Kingdom. HRH Prince Feisal

Over the past three years world championships in triathlon, fencing and snooker have been held, not to mention major Asian and Pan Arab events and conferences. All these help to promote Jordan as a progressive and modern tourist and leisure destination. HRH Prince Feisal came to the helm after his elder brother, His Majesty King Abdullah II issued a Royal Decree handing full autonomy for sport to the JOC, thus closing the Ministry of Sport, which had proved ineffective for so many years. Placing sport in the hands of a non-Government organisation was a master stroke and immediately HRH Prince Feisal set about creating a democratically elected board in line with the regulations and guidelines of the IOC. It also removed the red tape government bureaucracy that had hindered sports progress for so many years allowing the board freedom to develop its own vision, goals and objectives. Now sport has set a course to play a greater role in Jordanians’ every day life with HRH 28

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Prince Feisal playing a hands-on role to ensure the vision becomes a reality. The Prince has traveled the world selling Jordan as a nation through sporting channels and cementing a strong position within the Olympic family for not only himself as a sporting ambassador, but for the Kingdom and its people. Newspapers and magazines have hailed him as the ‘Sporting Prince of Peace’ and through every conference, meeting or media interview he is consistently pushing the same messages of the importance of instilling Olympic values within the young and the power it has in bringing people together. Now in this Olympic year the Prince believes sport can be taken to the next level. He said, “You only have to look at the Olympic Games. At the opening ceremony the athletes all enter the stadium behind their own flags and then at the closing ceremony they all come in together behind the Olympic flag. It does not matter what country, colour, race or religion they are, they come together as friends in the name of sport.” As a youngster growing up in Amman, HRH Prince Feisal, along with his elder brother, watched his father’s fortunes in motor sports so it was no surprise when both followed in his footsteps – Abdullah as a champion driver and Feisal as a co-driver. HRH Prince Feisal has since taken on a more important role to spearhead the country’s bid to become the Middle East’s first round on the prestigious FIA World Rally Championship. With that successfully achieved, the next challenge is ensuring its first visit won’t be its last.

“It is part of our overall strategy of using sport to promote the Kingdom,” said Prince Feisal. “You cannot put a price on the global media coverage generated by these events. They position Jordan in a positive way which can only be good for tourism and business opportunities.” HRH Prince Feisal’s exhaustive efforts have ensured that Jordan is now well and truly immersed within the Olympic family, underlined at a meeting held with the IOC President, Count Jacques Rogge, at his headquarters in Lausanne.

HRH Princess Haya

It is incredible to think that despite clocking up thousands of air miles for sport over the past couple of years, it is just one of the major roles HRH Prince Feisal plays within the Kingdom. Following an outstanding career in the Air Force, which began as a fighter pilot, the Prince is also the Special Assistant to the Joint Chiefs of Staff. But sport still remains a passion of the father of four, and if the progress of the last two years is anything to judge, then it will only be a matter of time before we see Jordanians on the podium at the greatest stage of them all for the first time… the Olympic Games.

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Interview with HRH Prince Feisal President of JOC and Chairman of Jordan Motorsport

HRH Prince Feisal

Why have you chosen to adopt sports as a medium for development; what role does sport play in society? For too long in the Arab World, sport has been regarded as a luxury but this is beginning to change. At the JOC, we are striving for sports to play a part in the every day lives of all Jordanians. We strongly believe that a healthy body makes a healthy mind and by adopting the Olympic ideals, we believe that with the help of sport, the youth of today will build a better tomorrow for Jordan. Apart from encouraging a healthier lifestyle, sport brings people of all backgrounds together and sets aside the differences that blight our every day lives. You only have to see the unity in Iraq after they won the Asian Football Cup to understand the power of sport.

Since the set up of the JOC, Jordan’s sporting scene has been developing rapidly. What do you envision for sports in Jordan over the next five year? We are working on many fronts to develop sport. We want sport to be accessible for all no matter what standard. It is important that if someone wants to play, they have the opportunity to do so. On a more competitive level, we are working with our federations to develop better elite athlete programmes and to increase Jordanian chances of winning medals – particularly at the major events like the Asian Games and Olympics. I also envisage the finance for sport to increase. Without the increased funding it is difficult to introduce many of the exciting initiatives planned. I also hope that more sport will be introduced into the school

curriculum. Venues need to improve and I am very encouraged to see the plans in place by the Higher Council of Youth to tackle this issue. Overall we are moving in the right direction and in working with our partners like the National and International Federations, Higher Council of Youth, Ministry of Education as well as the IOC, we will continue to see sport develop. I am also confident that more world championships will come to Jordan. We have hosted world championships in snooker, triathlon and fencing over the last few years as well as major Asian and Pan Arab events. In 2008 we host the FIA World Rally Championship which will take us to another level again. We are building our capabilities for hosting major events which will encourage more international federations to look kindly upon Jordan when choosing future host countries. 30

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Jordan’s hosting of a round of the 2008 World Rally Championship is an exciting moment in the country’s sporting history. What were the country’s main selling points in attracting such a major event? In order for Jordan to be included in such a prestigious championship, it was important to show the rallying world that we were worthy of our place. When we announced our intention three years ago, we listened and learned from what the WRC community was telling us. They wanted something unique and compact and we have adapted our event to meet their demands. You could say that we are the first rally tailormade for the WRC. It was also important to demonstrate that this was an initiative for the entire region and not just Jordan. We have been able to show the FIA and the manufacturers that by visiting Jordan, we are unlocking a door to 200 million Arab consumers. Finally, but just as importantly, we underlined Jordan’s rich history in Motorsport which stemmed from His Majesty King Hussein and has continued through His Majesty King Abdullah II. The day that Jordan was welcomed onto the calendar had been 50 years in the making. What effect will the Jordan WRC round have on Jordan in general, and on local and regional motor sports? We have already noticed the effects the decision has made on the sport here in general. We have seen the entry fields for our local events double and the standard of driving has improved. Teams are investing more money on their vehicles and the competition has become fierce in the National and Middle East Championships. There is a real buzz of anticipation as rallying is one of the few sports where a local club competitor can rub shoulders in the same starting line-up as the very best in the sport. It will be an occasion we can all enjoy and be proud of.

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What are you aiming to achieve, on an international, regional and local level, through your position on the IOC Women and Sport Commission? How does the planned World Congress on Women and Sport fit into these aims? This congress, which Jordan will host in March 2008, is one of the most important conferences in sport. The issue of Women in Sport has been a priority for the Jordan Olympic Committee as Jordan itself strives to focus on the role of women in society as a whole. The conference will bring together thought leaders and decision makers from across the world. I was honoured to be invited onto the IOC Women and Sport Commission last year and it will be a proud moment when Jordan’s hosts the IOC Congress on Women and Sport in 2008. What role can sports play in peace and what does your ‘Peace Through Sport’ initiative endeavour to accomplish? Throughout history, humankind has had a tendency to fight amongst itself; and throughout that same history, humankind has also practiced sport in its purest form. Too often tribal values have won over team values, but now there is a growing realisation that sport really can make a difference in our troubled

world. It just requires some thought, some patience and people that are inspired and motivated to make a difference. Peace Through Sport has been developed as a humble but achievable and sustainable contribution towards peace. Its aim is simple: to bring together leaders of youth from divided communities around the world and train them in how to use sport to unite children from all sides of their divides. Through Peace Through Sport, we want to give a ray of hope for young children who are growing up in a climate of fear, repression, bigotry and extremism and plant the seeds of peace throughout the divided world.

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Land of Historical Treasures Jordan is a small country, however it is strategically placed at the centre of essential ancient trade routes, creating a link between desert and sea. For this reason, the area that is now Jordan has always drawn people to it, allowing for a diverse and intriguing history. Wherever you go in Jordan, you will stumble upon a remnant of the past, from imposing nabataean or roman structures to tools from the stone age. It is a country where there is much to be seen and plenty to explore.

The Capital: Amman Jordan’s capital is a rapidly developing modern city… being one of the oldest continuously inhabited cities in the world, Amman is a fascinating juxtaposition between the ancient and the old, the modern and the new. Relics from the city’s past blend into its modern urban fabric, lending it a unique character and offering a glimpse into its history. Inhabited for the past 9000 years, Amman holds much evidence of a diverse and thriving past; archaeological remains that can be found in the city range from a Roman theatre in the downtown area that seats thousands, to a hilltop Umayyad palace, Byzantine churches, Iron Age remains, and much more. The modern history of Amman begins during the Ottoman reign in the late 19th

century when the Ottomans resettled a colony of Circassian emigrants from the Caucasia Mountains in the city in 1878. After the Great Arab Revolt of the early 20th century secured the State of Transjordan, Emir Abdullah Bin Al-Hussein made Amman his capital in 1921. Today Amman is a bustling capital; a booming centre for business and investments and a vibrant hub of arts and culture, particularly in the summer months. The city’s hospitality sector comprises a long list of luxurious hotels in addition to countless restaurants that cover most international cuisines in addition to local dishes. There are also several museums that showcase the history of the city and the country, plus a number of art galleries and several shopping malls and centres. 32

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Petra: A City of History, Mystery And Rose-hued beauty The ancient Nabataean city of Petra is one of Jordan’s national treasures and by far its bestknown tourist attraction. It is the legacy of the Nabataeans, an industrious Arab people who settled in Southern Jordan more than 2000 years ago. Admired then for its refined culture, massive architecture and ingenious complex of dams and water channels, Petra is a UNESCO world heritage site that enchants visitors from all corners of the globe. In 2007 it was voted as one of the world’s new seven wonders. Petra was the capital of the Nabataean Kingdom and became a major caravan centre.

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The Nabataeans traded in the perfumes of Arabia, the silk of China, and the spices of India, and carried these goods to Gaza and Alexandria. However, as with most flourishing cities in history, various circumstances led to Petra’s decline, and the city remained a secret to all except the area’s Bedouin tribes, until it was rediscovered by the Western world after a Swiss explorer stumbled upon it in the 1820s. Today the Rose-red city is very well preserved with numerous monuments carved in colourful rock. It’s main point of entry is through a kilometre-long narrow gorge known as the Siq,

which opens up onto to a mesmerizing view of the Treasure, or ‘Khazneh’, a magnificent facade of a tomb intricately carved out of the rock face and festooned with columns and statues. The Treasury is the first monument in a city of tombs, caves, temples, baths, paved streets and a monumental gateway.

BEST OF JORDAN Wadi Rum: A Valley of History and Splendour Wadi Rum, with its ancient valleys and towering sandstone mountains rising out of the desert sands, has long imposed a certain mesmerizing charm on those who visit. This unique desert is home to some of Jordan’s Bedouin tribes, and it is a popular destination for those seeking serenity and allure. Though life in the desert can be harsh, many signs of ancient peoples can be found in Wadi

Rum. Thamudic, Safaitic, Nabataean, Greek and Arabic graffiti litter the cliff surfaces, and a rich collection of rock art with hunting scenes adorns cave walls. A significant moments in this desert’s past is its roles as a base for the famed British officer T.E. Lawrence, more commonly known as ‘Lawrence of Arabia’, during the 1917-18 Great Arab Revolt. Parts of David Lean’s film of the same name were shot in Wadi Rum.

There are several ways to explore Wadi Rum. Adventure seekers can enjoy the challenge of its mountains and soft sands for rock climb, hiking, sand surfing and 4x4 tours of the area. Camel treks are also popular. Those looking for an inspiring and tranquil experience can enjoy a night under the desert’s starlit sky and experience the traditional Bedouin way of life, sleeping in the customary black goat-hair tent and getting a taste of Bedouin cuisine. 34

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The Dead Sea Long renowned for its unique healing properties, the Dead Sea is a highly saline, mineral -rich lake that rests at the bottom of the Dead Sea Basin. It features prominently in the ancient history of the area; it was a place of refuge for King David and a health resort for Herod the Great, a sign that the therapeutic qualities of the Dead Sea were known since thousands of years ago. The lake was given the name it goes by today

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in the 2nd century when the Greek traveller Pausanius dubbed it the ‘Dead Sea’ because it is so brackish that nothing can life in it.

location to offer various treatments that utilize the beneficial water and mud from the Dead Sea to refresh and restore health.

Set amid scenic arid mountains, today the Dead Sea is a popular destination for those seeking relaxation and rejuvenation. The area remains warm throughout year offering a tranquil haven of peace and respite. Visitors can enjoy any of a number of luxury hotels that dot the northern shore of the Dead Sea on the Jordanian side. The facilities include lavish spas that take advantage of the unique

The water contains more than 20 minerals, 12 of which cannot be found in any other sea or ocean. Also, because of the low altitude, the atmosphere at the Dead Sea is thicker than elsewhere and filters out more harmful ultraviolet rays, making it a great place to tan. The extremely salty water makes it possible to float comfortably on the surface.

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Cities of the Decapolis: Jerasa, Gedara and Pella The north of Jordan is a profusion of greenery sprinkled with sporadic remains of the ancient peoples who crossed its paths and made up its rich history. The north has much to show for these times, and is replete with structures and relics of a number of Roman cities. During Greco-Roman times ten Roman cities within the region created strong ties with each other and formed the powerful Decapolis League. These ten cities were linked by means of strong commercial, political and cultural ties. There were four Decapolis cities located in what is now Jordan, and these are Philadelphia (Amman), Gedara (Um Qais) and Pella (Tabaqat Fahl). Remains of all four cities can still be seen in Jordan today. Jerash The ruins of the ancient Roman city of Jarash rise majestically from the midst of the modern town that surrounds it. As you approach this major relic of the past, the imposing gate of Hadrian awaits your arrival, beckoning you to step through its arches into a rich and vibrant history. The city, which was built more than 2,000 year ago, is exceptionally well-preserved and visitors are able to stroll through its stonepaved colonnaded streets, past temples, baths, plazas and theatres. It was when the city came under Roman rule that it prospered and developed, and during this golden age of Jarash it became a significant and prominent town. During its peak, Jarash is estimated to have had a population of 20,000. Today it is recognized as one of the best preserved Roman provincial towns in the world. The reason for the city’s good condition is that after its decline, Jarash became buried in the accumulated sands of centuries, and thus it remained hidden until its rediscovery in the early 19th century. In the summer months Jerash comes alive with the annual Jerash Festival of Arts and Culture, which has been held in the ancient Greco-Roman city since 1981. Injecting life, vigour and music into the usually tranquil city, the festival transforms the ruins into a series of stages that host dancers, singers, musicians and theatre groups from all around the world. Um Qais Um Qais is located at the very north of Jordan. It is near the borders with Syria and Israel and presents great views of the Golan Heights and Lake Tiberius in the distance. According to the Bible, Gadara is the place where Jesus cast the Devil out of two madmen into a herd of pigs. In its heyday, Gadara was favourably situated close to several key trading routes that connected Syria and Palestine. The town was renowned for its cosmopolitan atmosphere and it attracted prominent writers, artists, philosophers and poets. Today the ruins of Um Qais provide visitors with the opportunity for a charming brush with the past. The site encompasses colonnaded streets, Roman columns, churches, baths, and a black basalt theatre with vaulted passageways and elaborately carved seats.

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Pella Situated in the Jordan Valley Pella, or “Tabaqat Fahl” as it is known in Arabic, lies amid a series of interlocking hills, in a beautiful valley that affords wonderful views of the Dead Sea beyond. Ideally situated near a spring that runs into a small river, Pella is one of the oldest sites in Jordan and thus abounds with antiquities. Although it is now known mainly for the Decapolis city that was built there, the hill that Pella rests on was been occupied since Neolithic times. In addition to a scenic location, the remains of the Roman city and can be seen at Pella. Madaba Madaba has become known today as the ‘city of mosaics’ as a result of the numerous examples of this wonderful art form that can be found in various locations throughout the city. The city is speckled with mosaics depicting biblical icons, glorious patterns, images from nature and figures from ancient myths and beliefs. The most famous of Madaba’s mosaics is the map of the Holy Land, the remains of which can be seen today on the floor of the Greek Orthodox parish church of St. George. The original, complete mosaic map spanned about 20 meters by 5; unfortunately only part of this map remains today, however its discovery was highly significant as it is the oldest existing map of Palestine that has been found to date. Other significant discoveries in Madaba include the church of the Virgin, the church of the Apostles and the Archaeological Museum. Mosaics in these buildings depict a plethora of beautiful and colourful images inspired by nature and legend. From flowers and plants to birds and fish, animals and exotic beasts, scenes from mythology and daily activities such as hunting, fishing and farming, the images allow a magnificent insight into history. These pieces mainly date from the 5th century through to the 7th. Desert Retreats Heading eastwards out of Amman leads into the endless stretch of harsh, arid desert, which makes up the greater part of Jordan’s landscape. This part of the country is speckled with desert castles of Jordan present magnificent examples of both early Islamic art and architecture. These structures served many purposes in their time, as caravan stations, or agriculture and trade centres, and also resort pavilions and outposts that helped distant rulers forge ties with local Bedouins. Many of these castles can be visited together in a day trip from Amman that offers fine mosaics, frescoes, and stone and stucco carvings and illustrations. Some of the most popular of the desert castles are Qasr Kharana, Qusayr Amra and Qasr Azraq. The small structure of Qusayr Amra is one of the most preserved castles and is a UNESCO World Heritage Site due to its frescoes of early Islamic art and murals of zodiac symbols.

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Jordan: the facts Jordan is a haven of peace amid a troubled region, and it is strategically situated in the Middle East, northwest of Saudi Arabia, southwest of Iraq, south of Syria, east of Israel and the West Bank, and at the tip of the Gulf of Aqaba. Its prime location at the western corner of the Arabian Peninsula has drawn people to it since the dawn of civilization, and the remnants of numerous eras past can be seen scattered throughout Jordan today, intertwining into parts of its urban structure and spreading out across several rural and natural areas. A fascinating history and scenic landscapes are not the only attractions of Jordan. The inherent hospitality and generosity of its people is one of the country’s greatest assets, making visitors welcome wherever they are in Jordan.

Today the Kingdom is experiencing rapid development throughout, transforming it into and increasingly vibrant and modern country. Jordan’s tourism sector holds much potential and so much can be seen within a short span of time, with archaeological relics spanning across many different eras, from pre-historic to biblical to Roman and more, in addition to countless unique natural sites. Area: total: 92,300 sq km / land: 91,971 sq km / water: 329 sq km Border countries: Iraq, Israel, Saudi Arabia, Syria, West Bank Coastline: 26 km Climate: Jordan’s climate varies within its various regions. While the majority of the country is dominated by an arid desert climate, primarily in the east, the north and west of Jordan experiences a Mediterranean climate. The summers are generally hot and dry, while winters are mild. Rainfall is sparse and it snows occasionally, particularly in the northern hilly areas. Clear blue skies are ubiquitous and many parts of the country boast bright sunshine for the vast part of the year. Geography: The variation in weather within different parts of Jordan has led to a diverse terrain throughout the country. From the pine forests of the north, to lush rolling valleys in the west, and black basalt desert in the east turning to soft pink sands in the south, a few hours drive will take you through a wonderful variety of landscapes. The Jordan Rift Valley stretches along the west of the country separating the east and west banks of the Jordan River. The lowest point in Jordan, in the world, is the 38

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Dead Sea, which lies over 400 meters below sea level. The highest point is Jabal Rum, in the magnificent red desert of Wadi Rum, and it peaks at an altitude 1,734 meters. Population: 6,053,193 (July 2007 est.) Ethnic groups: Arab 98%, Circassian 1%, Armenian 1% Religions: Sunni Muslim 92%, Christian 6% (majority Greek Orthodox, but some Greek and Roman Catholics, Syrian Orthodox, Coptic Orthodox, Armenian Orthodox, and Protestant denominations), other 2% (several small Shi’a Muslim and Druze populations). Languages: Arabic is the official language of Jordan, and English widely understood. Government type: Constitutional monarchy. Capital: Amman

Flag of the Hashemite Kingdom of Jordan Jordan’s flag symbolizes the Kingdom’s roots in the Great Arab Revolt of 1916, as it is adapted from the revolt banner. It consists of three equal bands (black, white and green) along with a red triangle with a white sevenpoint star in the center of the triangle. The black band represents the Abbasid dynasty, the white represents the Umayyad dynasty and the green symbolizes the Fatimid dynasty. The crimson triangle joins the bands and represents the Hashemite dynasty. The seven-pointed Islamic star represents the seven verses of Surat Al-Fatiha, the first sura in the Holy Quran. The seven points on the star represent faith in One God, humanity, national spirit, humility, social justice, virtue, and aspirations. Economy: Jordan is a country with limited natural resources, producing phosphates, potash and shale oil. The main agricultural products produced locally include citrus, tomatoes, cucumbers, olives, sheep, poultry, stone fruits, strawberries, and dairy. Jordan is working hard to overcome its deficiencies by focusing on various industries. Its main industries include clothing, phosphate mining, fertilizers, pharmaceuticals, petroleum refining, cement, potash, inorganic chemicals, light manufacturing and tourism. Major trade agreements: WTO membership (2000), free trade accord with the US (2001), association agreement with the EU (2001) Best of Jordan

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Exports commodities: Clothing, pharmaceuticals, potash, phosphates, fertilizers, vegetables, manufactures Exports partners: US 25.3%, Iraq 17%, India 8.1%, Saudi Arabia 5.8%, Syria 4.7% (2006) Currency: The Jordanian dinar (JOD) is subdivided into 1000 fils, or 100 piastres. Dinar notes appear in the denominations of 50, 20, 10, 5 and 1. Coins come in denominations of 0.5 JD, 0.25 JD, and 100, 50, 25, 10 ad 5 fils.

BEST OF JORDAN

The Royal Automobile Museum The history of a king and the legacy of a man’s automotive passion unite to bring visitors to the Royal Automobile Museum in Jordan a magnificent display of historic vehicles. The museum, which is located in the King Hussein Park, showcases the history of the country and His Majesty the late King Hussein through the extraordinary collection of vehicles that he used during his lifetime. It was His Majesty King Abdullah II who wished the Royal Automobile Museum to be built as a tribute to his father’s life and in commemoration of his hobby and passion. It serves to share Jordan’s history and a part of the Hashemite heritage with the Jordanian public and the world. The automobiles are chronologically arranged according to their age and their place in Jordan’s history. They are set against photographic backdrops of locations in Jordan, moments in His Late Majesty’s life and royal events that they relate to. Within the confines of the museum over 90 different automobiles and motorcycles are presented. Standing in pristine condition, these vehicles are beautifully displayed in various settings, taking the visitor on a journey through the history of His late Majesty’s life. With models spanning almost every decade from the beginning of the 20th century until his death, each vehicle tells its own story along the lines of King Hussein’s life. Racing and sports cars such as the 1952 Aston Martin DB2 and the 1989 Porsche 959 are showcased along with archival racing photographs. The first vehicle that the visitor encounters is a maroon 1916 Cadillac. Pulling up against a backdrop of the gates of Raghadan Palace is a 1968 Rolls Royce which was used privately by Her Majesty the late Queen Alia with Mrs. Richard Nixon on her trip to Jordan with President Nixon.

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With the Rumman Hills scene behind it, one of the most desirable cars in the collection is a 1955 Mercedes Benz 300SL. HM the late King Hussein received this car in 1955 and used it for the first ever Rumman Hill Climb, which took place in that year. He won first place and the car remained his race car of choice. It introduces the visitor to King Hussein’s passion for motor sports, delving into the country’s racing history. The late king single-handedly started Jordan’s racing hobby in 1955, and today, over fifty years later, the local motor sports scene is attracting international events, such as a round of the 2008 World Rally Championship, which will take place at the Dead Sea. The Royal Automobile Museum holds an impressive exhibit that is sure to impress any automobile or motor sport enthusiast; it is also a unique and fascinating way to learn a little about the early history of the Hashemite Kingdom of Jordan and about His Majesty the late King Hussein, whose zeal for automobiles is what made the museum a reality. The museum is open daily between except Tuesdays and includes a souvenir shop and multimedia room. Best of Jordan

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“We have made it a priority, to secure the necessary means, for elevating educational and training standards. This is the engine of growth, of tourism and services, and most importantly, it is the talent, that will provide the building blocs for the new Middle East.” His Majesty King Abdullah II

HOSPITALITY & DINING Chapter 2

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HOSPITALITY & DINING

www.atico-jo.com

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HOSPITALITY & DINING

Work hard, rest well Four Seasons Hotel Amman offers visitors and business travellers a luxurious and comfortable stay in the heart of Jordan’s modern capital. It’s location on a hilltop between one of Amman’s main shopping areas and its financial district affords spectacular views and a convenient setting. The hotel’s plush accommodation, delectable restaurants and well-appointed business, conference and banquet facilities set a new standard of quality and excellence in the city. The high standards of Four Seasons Amman have not gone amiss, as in 2007 it was voted the top hotel in the Middle East in Condé Nast Traveller’s 20th Annual Readers’ Choice Award.

The 192-room hotel opened in December 2002, and the hotel was inspired by Jordan’s rich history and heritage, creating a landmark building that leaves a memorable impression. The columns running the full height of the hotel’s storey façade are a strong reference to Jordan’s Roman past. This reference echoes throughout the interior of the building as well, where marble and polished plaster pilasters and arches in natural colours divide corridors and public areas to create smaller, more intimate areas. Outside, the detailing of corners, openings and windows are traditionally Jordanian whilst inside, the marbled, tiled or carpeted floors

echo the mosaic borders and patterns for which this region is famous. The main feature of the double-height entrance hall is the huge circular glass-topped table which supports magnificent arrangements of flowers, which alter the colours and mood of the entrance hall as they are changed each week. Sumptuous slumber The 192 guest rooms and suites of the hotel have the feel and ambiance of a large villa. With the smallest rooms being 45 square metres, the hotel bedrooms are the most spacious in the city. The generous picture windows provide fabulous views across the bustling city, and are framed by curtains in

golden tones of satin and organza and heavy satin. The dark wood furniture follows the modern art deco theme used elsewhere in the hotel. In each room a high, deep wing armchair and the ottoman stand beside a circular open-structured side table in brushed chrome and glass. The beds ensure guests enjoy a plush and restful sleep. Business with a touch of class At the centre of Four Seasons Hotel Amman’s business, conference and banquet facilities lies the city’s grandest ballroom. At 1,100 square metres with a 5.7 metre high ceiling the granite and marble room offers state-ofthe-art audio-visual and lighting systems,

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supported by on-site technicians. On the fifth floor, with direct access from all levels, three luxuriously appointed boardrooms offer views out over Amman that are unrivalled in any other ‘workplace’ in the city. The Business Centre also offers secretarial support services and office supplies. For guests who wish to work in the quiet privacy of their own room or suite, standard business amenities including fax, computer and high speed Internet access are available in each room, along with multiline telephones. Taster’s choice Four Seasons Hotel Amman caters to a diversity of tastes through a variety of restaurants. Exquisite dishes are served up at each, ranging from a choice of Mediterranean and international to traditional Thai and Italian specialities. Seasons is the hotel’s main restaurant for allday dining. It overlooks a landscaped summer dining terrace with the feel of a ‘secret garden’ and offers a sumptuous buffet featuring an assortment of international dishes. For an opulent taste of Italian cuisine combined with a rich contemporary setting, guests can head to Vivace. Asia, specialises in Thai cuisine with a contemporary and innovative edge. With panoramic views over the city and a capacity limited to 56, diners can sample five appetizers in one with “The White Plate” before being tempted by aromatic delights such as stir fried Chicken with Cashew Nuts and Dry Chilli. For a more informal dining experience, The Square Bar serves snacks and light bites in a club atmosphere. Secluded and intimate, the indoor capacity is just 20 guests, with space for a further 12 outside Continental breakfast, light meals and English Afternoon Tea “Royal Tea” can be enjoyed in The Foyer Lounge. With the feel of a contemporary, yet relaxing living room, tables are widely spaced for added privacy and the views over the city from

the spacious outdoor terrace impart an air of refined culture. Relax and rejuvenate Guaranteed to satisfy the diverse demands of fitness enthusiasts, weary sight-seers or business executives, the Spa and Wellness Centre’s discrete atmosphere, attentive staff and state-of-the-art facilities are a welcome addition for body and spirit alike. The centre includes an indoor pool and beautifully landscaped outdoor pool overlooking the city. There are four treatment rooms with private showers and flexible space to accommodate both male and female guests. The gym contains aerobic and weight training facilities with TV monitors and CD players, and

separate male and female saunas, whirlpool and steam room offer relaxing alternatives. The centre also offers classes with qualified instructors for those who request it. At the spa guests can experience the curative powers of the Dead Sea, as speciality mud treatments and salt scrubs imbued with the concentrated minerals of this unique lake are offered, enabling visitors to the Spa to benefit from the restorative and relaxing powers of one of the world’s most extraordinary natural phenomena. Traditional facials and indigenous massages, aromatherapy and a variety of herbal wraps and holistic therapies are also offered. Best of Jordan

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“The people of Jordan have embraced positive change as the way forward towards a future of productivity, prosperity and fulfilment.” His Majesty King Abdullah II

PROPERTY & REAL ESTATE Chapter 3

PROPERTY & REAL ESTATE

Building communities The National Resources Investment and Development Corporation ‘Mawared’ is an independent state-owned corporation that is leading Jordan’s drive towards urban regeneration and inner city development. Mawared is Jordan’s largest real estate developer, with a commitment towards generating considerable investment opportunities for the private sector, creating job opportunities, and stimulating economic growth.

Abdali

Since it started operation in 2002, Mawared has been working within its mandate to relocate military installations from prime inner city locations with high real estate value and attract investors, whether local, regional or international, to develop the vacated sites for modern urban use. No funds are allocated from the government for the corporation; however land is transferred to Mawared through the government and used as a guarantee for loans. The company then enters into joint ventures with the private sector and the profit made goes to the Treasury. It operates under strict regulations for the purchase and sale of land, stipulating that building on transferred land must begin within the first year of sale in order to avoid people purchasing plots and keeping them stagnant while waiting for appreciation of the land value. Thus the focus is kept on real estate development. Mawared has not only led the way for the redevelopment of inner city areas, but it has also set the standard for public-private partnership. Through Mawared the government is working closely with the private sector to utilize and

rejuvenate prime city areas, and the initiative has several other such developments following suit. A new centre for Amman The first of Mawared’s initiatives was to tackle a 44.7-hectare plot in Abdali, right in the buzzing centre of Amman, which was being used for government and military facilities. The existing facilities were swiftly relocated, and the result was a massive city centre land area, ripe for development and eagerly awaiting a modern vision to tap into its potential. Mawared entered into a joint venture with Oger Jordan, the locally-registered subsidiary of Saudi Oger, which is an international construction conglomerate, to plan and implement the Abdali Project. Based on a master plan for development, the new plans for Abdali will witness the emergence of high rise buildings, luxury office blocks and lavish apartments. A glamorous boulevard decked out with top-of-the-line brands will form the core of the development. Because of its proximity to Amman’s banking district in Shmeisani, it is envisioned that

Abdali will become the new business address in the capital and the ‘new downtown’ area. Construction work is moving along rapidly, and by the end of 2009 the new centre should be up and running. Transforming Zarqa In Zarqa, Jordan’s second most populated city, which is located 25km to the northeast of Amman, Mawared is constructing the King Abdullah Bin Abdul Aziz City, the largest planned urban project in the history of Jordan. It entails transforming former military camps in Zarqa into a vibrant urban and commercial centre, allowing the city to expand eastwards and preventing the northward and westward expansion that was consuming agricultural land. The new city is being built in phases on a massive land area of 2,500 hectares, and will be able to accommodate half a million people. Development of the new city began with the Pilot Project on 10% of the total development area, which is adjacent to the existing commercial district in the city of Zarqa, making it a natural extension of the city’s centre and avoiding a defined line between the east and 56

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west parts of the city. A souk area and plaza will blend the existing city with the new one, offering a natural urban crossing area with a 3.5km-long pedestrian spine that caters to shoppers’ needs. Mawared has completed the infrastructure for the Pilot Project and serviced plots were made available for development by local, regional and international developers. Award winning projects Concepts for initiatives of Mawared and its affiliates have not only generated great local excitement, but several have been recognised through regional awards. To date the corporation has received four awards from Cityscape, which is the largest business-to-business real estate investment and development event in the world. The winning projects are the Amman Living Wall, a mixed use development nestled in one of Amman’s dramatic rock beds, which is designed to integrate the diversified needs of a developing city; the Princess Salma Housing Estate, which aims to set new standards for housing design in Jordan; designs for the Queen Alia International Airport renovation and expansion project; and finally the prize for best retail outlet was awarded to Souq Bab Al Madina, the major component of the new city in Zarqa that will link the old with the new through a plaza and traditional souk in a climatically controlled environment. King Abdullah Bin Abdul Aziz City

Mawared’s social role

King Abdullah Bin Abdul Aziz City

It’s not all about bricks and mortar, as Mawared’s greater vision is to build communities as part of the corporation’s social and national role. The vision encompasses the communities that will inhabit the new developments, seeking a better lifestyle for them, as well as the Jordanian community at large. As part of this vision, one of Mawared’s initiatives has been to sponsor a local football club, Al Jazeera Sports Club, which was in great need of a boost. Having taken on this project in 2006, with the proper funding, management and training, the club has been revived, inspired and brought up to a competitive level in a relatively short span of time. Plans for a playground and club premises are in the pipeline, creating new job opportunities, encouraging sport and leisure, and generally injecting new life into the club’s community. Mawared affiliates Mawared has a number of affiliates, which complement its operations. These include the Development and Investment Projects (DIP) Fund, which was established in 2004 as the investment arm of the military. The Urban Workshop, an independent non-profit urban studies centre, conducts master planning for local governorates. Recently, Mawared took a step into the international market with the launch of Mawared International, a $1 billion fund which was registered in Luxembourg in March 2007 and is utilizing experience gained by Mawared in public-private ventures and looking towards investments in the Middle East and North Africa (MENA) region.

Amman Living Wall

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“Dynamism is the means to economic success, not its end. Dynamism is the very engine that drives economies forward. And like a locomotive engine, if it is to pull all society, it must be linked to every car in the train.” His Majesty King Abdullah II

AQABA ZONE

Chapter 4

The Aqaba Special Economic Zone (ASEZ) is a private sector-driven development initiative that maximizes private sector participation in a duty free, tax-advantaged and flexible regulatory operations environment providing a unique tourist destination on the Red Sea with a duty free shopping oasis accompanied with a , high quality of life. Aqaba, Jordan s only port, is strategically located at the north end of the Gulf of Aqaba and within sight of Egypt, Israel and Saudi Arabia. Historically, it has been a vital crossroads connecting trade routes in Asia, the Middle East and Europe. The superior planning and the fast implementation of the zone’s plans along with the adoption of a comprehensive master plan are the factors behind the success of this Pioneering Economic Model in Jordan .This has encouraged private sector participation in all aspects of the Zone’s development and operations. It has also ensured the provision of world-class infrastructure and services to Aqaba’s investors, residents, and visitors alike. Furthermore, the registered enterprises, operating in the ASEZ, receive an attractive package of benefits and exemptions. Aqaba’s duty free status, competitive incentives, low cost operating environment, predictable business-friendly legal framework and flexible labor policies, along with its world-class multimodal infrastructure offer businesses and investors one of the region’s leading gateways into the Middle East. The Zone has witnessed many success stories; Example could be seen through the ability to , build true partnership with the Zone s developers whereby development is a joint process that is both profitable to the investor and meets the strategic goals availing enabling factors. The Aqaba Special Economic Zone Authority (ASEZA) is the financially and administratively autonomous institution responsible for the management and regulation of the Zone. ASEZA sustains a globally competitive investor friendly environment and optimizes the efficient utilization of entrusted resources to internationally recognized standards. Moreover, ASEZA services and staff are available to serve every business through ASEZA’s electronically enabled one-stop-shop. This ISO Certified window provides services in a clear and prompt timeframe through a Law that simplifies all procedures, licenses, and approvals enabling the Authority to provide a business-friendly environment from one single location in Aqaba.

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AQABA ZONE

Developing New Horizons In Aqaba Since its launch in 2004, the Aqaba Development Corporation (ADC) has induced a prolific wave of investment and development in Jordan’s Red Sea Resort City. The corporation acts as the central development body for the Aqaba Special Economic Zone (ASEZ) and is owned by the Central Government and ASEZA. The ADC retains ownership and development rights to all strategic assets in the zone.

His Excellency Engineer Imad Fakhoury

With a mandate to implement Aqaba’s Master Plan for growth, which aims to maximize successful development, ADC has used a calculated approach in the development of each area of ASEZ. From tourism and recreational services to transport, industry and light manufacturing, ASEZ offers investors 375 square kilometers of investment opportunities with attractive incentives packages aimed at increasing operating efficiency and providing for all investment needs. His Excellency Engineer Imad Fakhoury, Chairman and CEO of ADC, reveals more about the corporation and what’s in store for Aqaba. What are the main assets of the Aqaba Special Economic Zone that attract investors? The ASEZ is strategically located at the crossroads of four countries and three continents. Situated at the Gulf of Aqaba leading to the Red Sea, the ASEZ extends to the land borders of Israel and Saudi Arabia and the territorial waters of Egypt. Its strategic location, infrastructure and multi-modal transport network, unique natural and human assets, broad market access, and business-friendly environment offer investors a springboard to a variety of regional markets and the global economy. In its continuous efforts to create the most suitable and attractive environment for businesses wishing to locate in ASEZ, ASEZA has put forward a competitive set of incentives that

include: - A flat 5% corporate tax on net profit - Exemption from taxes, including social services, annual land and building taxes on utilized property, and taxes on distributed dividends and profits - Duty-free import of goods in commercial quantities from the National Customs Territory and overseas. - No foreign equity restrictions on investments or foreign currency restrictions - Full repatriation of profits and capital - Streamlined labor and immigration procedures through the one-stop-shop - 100% foreign ownership and up to 70% foreign labor - Availability of land for lease or sale - Full guarantees on rights and ownership What partnerships with industry stakeholders has ADC fostered, and why? ADC has, for example, privatized the water company and signed contracts with world famous companies to manage the Container Terminal (APMuller) and the Air Cargo Terminal (NAS). ADC has also set up joint ventures with renowned real-estate development companies to develop various projects, particularly in warehousing and logistics.

Through such partnerships, ADC encourages private sector participation in development efforts, maintains its right to supervise the project-specific development of the Zone, and focuses its efforts on creating the necessary environment to support the large investments it is attracting, which act as catalysts to creating the resources needed by these mega projects to operate a sufficient business. What initiatives and techniques are being used to promote Aqaba’s commerce and tourism opportunities? What we used to call ‘the sleeping city’ has now awakened. ASEZ offers investors a wide range of competitive advantages in order to maximize private sector participation and build Aqaba into a world class business and leisure destination. The success of ASEZ to date is attributable to a host of initiatives, in addition to its strategic location, which shaped significant competitive advantages, including: - Projects packaged for fast-track startup and accelerated approval processes. - Low cost of doing business and investorfriendly regulations and business environment. - Full-service utility networks including power, telecommunications, natural gas and global international communications connectivity through FLAG. 66

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- Free zone storage supported by a full-service seaport, an openskies international airport and world class air cargo facilities. The above and many more incentives were conveyed in an effective marketing approach which aggressively communicates with our target market through various media in addition to physical participation in world renowned conferences and exhibitions. What challenges does ADC face in competing within other regional destinations to attract investments? ADC is striving to promote the ASEZ as an emerging business destination vis-a-vis the other established destinations in the region. The real challenge is the fact that the Zone is still a project in the making, What plans are in store for the development of the Aqaba port and airport? The current main port sits at the heart of the major urban and tourism development sites, surrounded by mountains and in close proximity to the city, which greatly limits the potential for a muchneeded expansion of its facilities. The port will be relocated close to the Saudi Arabian border, and this should be completed by 2012. This move is expected to increase Aqaba’s handling capacity from 30 million tons per year to approximately 60 million tons per year over the next 25 years. The new world class, modern and deep water port with multi-purpose berths will be constructed and operated over the next 30 years. The environment is also a great incentive for the port relocation and redevelopment initiative. All projects being implemented in Aqaba are based on meticulous and thorough environmental impact assessments. The studies have proven that the relocation of the port will have a positive impact on the environment: reducing air pollution in the north and decreasing water pollution in the whole bay. As for King Hussein International Airport, ADC has undertaken to turn it into a profitable business unit and smoothly transition it from

a public organization to a private company while ensuring that airport operations are not disrupted. In a first step towards providing Aqaba with a modern, high standard and fully equipped airport that can support the city’s development and ambitious future plans, ADC established the Aqaba Airports Company. Also, in partnership with ADC, National Aviation Services (NAS) Jordan, a ground handling company, is to equip, operate and transfer the Air Cargo Terminal at the airport. NAS Jordan currently provides ground handling services to charter and scheduled cargo aircraft and terminal handling for all freight transiting through the airport. NAS Jordan aims Best of Jordan

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to develop the facility into a major regional hub and gateway for the Levant, Middle East and Africa, encompassing air, road and sea freight services. Which of the projects taking place in Aqaba over the next few years do you think will have the greatest impact on the character of the city? The biggest impact on the image and feel of the city which will be sensed by anyone who knows Aqaba, in my opinion, is the relocation of the main port, and the redevelopment of the area on which it stood.

What do you think Aqaba will be like in ten years from now? Ten years from now Aqaba would have achieved the majority of developments set forth in the Master Plan. It would become a world class business and leisure destination providing top of the line services to businessmen and tourists alike.

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“The more we know, the better we can understand what’s coming - in business and technology, in the environment; in global affairs and world civilizations. The message is, Keep learning.” His Majesty King Abdullah II

CONSERVING JORDAN Chapter 5

CONSERVING JORDAN

Helping Nature … Helping People While Jordan is well known for its rich history and magnificent archaeological relics, the Kingdom also boasts a wealth of breathtaking natural landscapes that vary tremendously within each corner of the country. To preserve this wonderful natural heritage, the Jordanian Government has entrusted the care of Jordan’s natural treasures and wildlife to the Royal Society for the Conservation of Nature (RSCN). The RSCN is a non-governmental organization created in 1966 under the patronage of His Majesty the Late King Hussein. Since its inception, the organization has strived to protect Jordan’s precious natural sites by creating protected nature reserves and working with local communities within these reserves to create awareness of the importance of nature among Jordanians. The RSCN has a program to help local communities benefit from the nature reserves on their doorstep through the creation of tourism services and unique handicrafts. Part of the money paid by visitors at each reserve goes to support the jobs of local people, while the rest is used to cover the conservation costs of the reserve. In 1994 the RSCN adopted a new and revolutionary people-centred approach was introduced to the management of Jordan’s nature reserves. It was pioneered in the Dana Reserve, where projects were developed to use the reserve>s natural assets to create economic and social benefits for local communities. Small businesses were created, making nature-based crafts and other products, and a thriving eco-tourism operation was established, bringing jobs and additional income to hundreds of people. Such ventures are making nature conservation important to the lives of Dana residents and creating a constituency of local support for the reserve, which was, in the past, often a source of conflict with local people because their legitimate interests had been overlooked. Building on the success of the Dana initiative, Wild Jordan was created as the division of RSCN that is responsible for developing ecotourism, handicrafts and other nature-related businesses that promote and sustain the Society’s nature conservation and socioeconomic programs in all of Jordan’s nature reserves. Wild Jordan now manages innovative income generating programs that build on locally available skills and products and on the tourism potential of the nature reserves. Among the small businesses created to date are hand-crafted silver jewellery, organic jams and fruit leathers, painted ostrich eggs, sandblasted frames, environmental board games and goat leather nature boxes. All of these initiatives are tied to a strong promotional concept, which uses «the reserve address» and the conservation philosophy as the main selling points. Visitors can now find unique nature crafts to purchase in reserve shops and enjoy a range of visitor facilities and tour programs that are constantly being developed, while local people proudly hold all reserve management jobs. The RSCN has also opened an exciting Wild Jordan centre in downtown Amman that sells and promotes all of the crafts produced as part of its projects and the nature experiences available at its reserves. 74

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THE RESERVES

Ajloun Ajloun Nature Reserve is located in the Ajloun Highlands in the north of Jordan. The reserve consists of 13 square kilometres of rolling hill country, dominated by open woodlands of oak and pistachio. The reserve is lush with vegetation and animal life, and offers a serene setting in which to relax and enjoy nature. The area also has a rich history, which has left behind fascinating relics of times past, such as one of Jordan’s oldest churches, Roman watchtowers and an old wine press.

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There is an RSCN campsite located on the edge of the Ajloun reserve for those who wish to spend the night and take advantage of the numerous trails on offer to explore the area. The campsite, which includes ten forest lodges with small terraces, is set in a large grassy clearing that is surrounded by oak, pistachio and strawberry trees. The hikes available from a 2-kilometre stroll around part of the reserve to a 12 kilometre hike through it and the surrounding area. Hikers can enjoy the stunning landscape, visit ancient shrines and stop by local villages to enjoy traditional meals.

CONSERVING JORDAN Azraq and Shaumari Azraq takes its name from the blue of the oasis that was once a rich source of water, which provided those travelling across the desert with a lush break from the arid, dusty expanse they were crossing. It lies in Jordan’s eastern desert and the RSCN has two reserves established there; the Shaumari reserve is the first nature reserve to be established in Jordan, and aims to protect the unique nature of the area by reintroducing indigenous animals. It is a breeding centre for some of the most endangered local species such as the beautiful Arabian oryx. There are also ostriches, onager and desert gazelles at the reserve. The Azraq Wetland Reserve is attempting to revive the Azraq marshlands, which is an important stopover for migrating birds. Facilities there include a visitor centre, a bird watching hide and a lodge. These reserves offer many activities including safari and camping trips, cultural exploration tours and walks. The latest of the RSCN’s activities in this area is the opening of the Azraq Eco Lodge, which offers visitors to the area a cosy place to bed down for the night. The lodge was created by renovating a former 1940’s military British field hospital utilizing eco-friendly designs and environmental friendly facilities. The main objective of the lodge is to support the local communities living in and around the Azraq Nature Reserve, and therefore all staff is recruited from the area’s Bedouin, Chechen, and Druze tribes. The kitchen and restaurant are managed by a local Chechen family, who serve up delicious traditional Chechen delights. 76

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Dana Dana is Jordan’s largest nature reserve, covering some 320 square kilometres of spectacular mountains and wadis that cut across the Great Rift Valley. Areas within the reserve range from heights of over 1000 kilometres above sea level to areas that drop below sea level within a space of just 12 km. The reserve comprises a series of interlocking mountains and valleys, which create a magnificent landscape and host a melting pot of flora and fauna. Due to Jordan’s location at the edge of three continents, representatives of plants and animals from Asia, Africa and Europe can be found in Dana. The area is home to some of the world’s most threatened species, providing a habitat for about 25 endangered species. Visitors to the reserve can take advantage of a number of great facilities to explore, relax and enjoy nature. A visitor centre and guesthouse lie near the ancient Dana village; the centre offers visitors a range of fascinating information about the reserve and the natural life it supports, and the Dana guesthouse, perched at the edge of a cliff overlooking the Dana valley, provides magnificent views. The Rummana campsite is located amidst the rolling hills and beautiful nature of Dana, and activities on offer include a number of hiking trails and village tours. At the western gateway to the reserve sits the Feynan Eco-Lodge. Built in the style of traditional caravanserai that hosted passing travellers in the past, the lodge presents a new concept in environmentfriendly design. Isolated from paved roads and electricity supplies, essential utilities are driven by solar power and the building is completely lit by candles at night, creating a mystical atmosphere. Best of Jordan

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CONSERVING JORDAN Mujib Of all Jordan’s natural attractions, Wadi Mujib, which lies within the Mujib Nature Reserve, is probably its most popular. The reserve borders the Dead Sea, which lies 400m below sea level, and surrounds Wadi Mujib, a deep and majestic canyon which cuts through rugged highlands and drains into the Dead Sea. Two main rivers flow down from elevated heights in the rocky mountain, cutting through the rock to create the narrow canyons that can be found in the reserve. The wadis are host to luxurious aquatic plants, which surround in the river beds, as well as a variety of aquatic life. A selection of exciting hiking trails allows visitors to explore the reserve, whether through easy walks or difficult hikes, or through more adventurous routes, such as wading through water trails and abseiling down waterfalls. The canyon is magnificent and the challenge of manoeuvring through it is a thrill not to be missed. As well as offering numerous trails and hikes through various parts of the reserve, the RSCN also operates 15 chalets that are situated on the Madash delta, which penetrates into the Dead Sea. The chalets offer a cool, relaxing retreat, and command stunning views over the Dead Sea. 78

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Dibeen Dibeen forest is one of the largest remaining continuous blocks of natural forest in the country. However, intensive use of the forest for tourism and other human associated activities has caused severe degradation of the natural vegetation cover which ultimately influenced all other forms of the forest wildlife. Protection of this unique forest through the organization of different activities taking place in the site will hopefully minimize the negative impact on the forest. In addition, plans to develop the site will allow visitors to enjoy the forest while at the same time introducing new economic opportunities for communities living around the forest.

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Petra National Trust 18 YEARS OF COMMITMENT TO PETRA

Reconstructed Madrass in the Siq

Established in 1989, the Petra National Trust (PNT) is a Jordanian non-profit, non-governmental organisation dedicated to the preservation of the archaeological, cultural and natural heritage of Petra and its region. The Trust was set up by a group of caring people and visionaries to safeguard and sustain the UNESCO World Heritage Site for this and future generations to come. “Eighteen years ago, there was not much awareness of the need to protect and preserve Petra,” said Aysar Akrawi, PNT Executive Director. “Tourism and visitation was very low,” she added. “As the numbers of visitors increased, the need to manage Petra also increased and gradually government bodies became more aware of the need to protect and preserve this site,” she explained. While PNT was the first Jordanian NGO to take this initiative, Petra’s recent designation as one of the New 7 Wonders has reignited the need to safeguard this magnificent city.

In fulfilling its mission, PNT has a dual approach to conserving the archaeological heritage and natural environment of Petra. The first is through advocacy, which it undertakes by raising awareness of the fragility of the monuments locally, nationally, regionally and internationally. The second is through projects that it conducts to conserve Petra. To date PNT has raised funds for 20 projects in the areas of preservation, site management, biodiversity, community and awareness, and tourism. In dealing with the deterioration of monuments, PNT uses the experience of the Nabataeans who, 2000 years ago, found methods to preserve their city from degradation. For example between 1996 and 2005 PNT worked extensively to protect the inhabitants and sandstone monuments from the negative impact of flashfloods in the main Siq, the Siq al-Mudhlim and Khazne areas.

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As part of protecting the natural environment of Petra, PNT conducted a thorough ecological survey of the biodiversity of Petra and its region between 1994 and 1996. This information was then collated to produce a field guide covering the broad range of floral and faunal species. With the aim of generating awareness of this rich bio-diversity of the area, PNT produced a multimedia CD for primary school students in which a rock hyax, an endangered animal in Jordan, guides children through Petra’s fragile ecology and informs them about how they can participate in the protection and preservation of the site’s flora and fauna. The CD also acquaints children with PNT and its work in the Petra Archaeological Park (PAP). PNT has also undertaken, with the Department of Antiquities of Jordan, the preservation of the most prized wall painting in Petra, which is located in Siq al-Barid in Beidha. Apart from conserving the unique paintings,

the three-phase project also seeks to attract tourists and encourage them to spend more time in the area. This will consequently benefit the Ammarin community, which is not properly benefitting from the major profit activities in Petra due to their remote location. “They are a marginalised group that don’t reap the financial benefit that the Wadi Musa community or the Bedouin do because Siq al-Barid is a secondary site and often people are too exhausted after Petra to go there,” stressed Akrawi. “In the long term, the project will help us create a strategy for preserving the wall paintings in Petra, as training in the assessment of wall paintings in Petra and long term preservation techniques will be conducted for the members of the PAP and the Department of Antiquities,” added Akrawi. With the aim of protecting the significance, values, and integrity of the PAP, a Memorandum of Understanding was signed between PNT,

the government and USAID to undertake the development and implementation of the zoning management plan for the Petra Archaeological Park. The project, which started in 2007, marks an important milestone that will lead to better management of visitors and resources, especially in the area of protecting the site’s archaeological heritage, biodiversity and fragile geology. It will help foster economic development and maximize the site’s potential as a destination and as a revenue generator while preserving its values. “I believe that NGOs have a very important role in assisting the government to fulfill its responsibility in preserving our heritage and identity, which at the end of the day is who we are,” said Akrawi. “With this experience, we hope we can continue preserving Petra and offering our services to other world heritage sites as well as archeological sites in Jordan.”

Preservation and clean up of the wall painting in Siq al Barid in Beidha

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“Jordan is leading a collective effort to create sustained advances through sound economic management and reform.” His Majesty King Abdullah II

BANKING & INVESTMENT Chapter 6

BANKING & INVESTMENT

Best of Jordan The Jordan Investment Board is a government organization that is entrusted with promoting Jordan as a unique destination for foreign direct investment and sustaining domestic investment to achieve economic prosperity in Jordan. It offers state-of-the-art services for facilitating registration and licensing procedures for projects, and offers all possible simplified procedures to investors. The JIB contributes to the country’s policies that pertain to business and investment. Dr. Maen Nsour, CEO of Jordan Investment Board reveals more about the vital role of this organization. What is the background to the establishment of JIB, why was there a need for a separate entity to manage investment promotion? The Investment Laws of 2003 and Investment Promotion Law of 1995 established the Jordan Investment Board as a governmental body enjoying both financial and administrative independence. Prior to that, investment procedures were conducted by a department within the Ministry of Industry and Trade. The creation of this organization came about as a result of the government’s realization of the importance of increasing foreign direct investment to Jordan, enhancing local investment in a bid to create new job opportunities and increase national exports, and the need for the transfer of technology. The Jordan Investment Board is committed to working with the private sector to promote Jordan, which offers many assets such as a unique, friendly business environment and diverse investment opportunities. Numerous services are provided by JIB in order to promote investment and create an attractive environment by facilitating procedures and encouraging opportunities. For example, JIB’s ‘One Stop Shop’ service is an approach to a full service assistance package for investors, which consists of licensing and registration services. Through this service an investor can register and license their project in Jordan at one place within 14 days. The Board also plays a role in disseminating information, findings, reports, surveys and business opportunities through JIB publications, conferences, media communication, and public relation activities. Financial exemptions are granted by JIB where applicable, mainly for customs fees, sales taxes and income tax reduction. Additionally the Board works to build Jordan’s image by participating and organizing investment and business conferences, and conducting promotion missions abroad. Its role also entails policy advocacy through surveying the private sector’s issues and assisting by lobbying in government official channels, as well as contributing to economic policymaking.

What projects are JIB currently working on? We have a number of initiatives that seek to enhance the country’s attractiveness to investors by creating the right business environment, making information available and ensuring that investors are aware of the possibilities. For example, the National Investment Strategy (NIS) is a comprehensive strategy with the goal of transforming Jordan into a regional hub for business and investment by promoting domestic and international investment in Jordan, building linkages amongst Jordan’s different regions, private and public organizations and investors, and opening all economic sectors to FDI. The Investment Map Project is a comprehensive country analysis of all Jordan’s regions with sectoral market assessment. Pre-feasibility studies have been conducted and will be promoted as investment opportunities. Information is also made available through the Investment Intelligence project, which entails developing market and country-specific intelligence packs based on a study that identified primary target markets for JIB promotion strategy. The Branding Project aims to maximize exposure to the market through market research, advertising, direct mail, online marketing, events, seminars, conferences and opening of representative offices in different countries. What incentives are available to investors in Jordan and do these differ for foreign and local investors? Under the investment promotion law a number of incentives are offered. These include income tax breaks for 10 years, the percentage of which depends on the location of the facility; customs duties and sales tax exemptions on all fixed assets; and capital and production goods are exempted from customs duties and sales tax. The investment promotion law also guarantees national treatment to foreign investors. There are however some restrictions on foreign ownership in some sectors. For example, the law allows 100% foreign ownership in industry and restricts foreign ownership to 50% or

Dr. Maen Nsour

49% in a number of commercial, services and transport activities. However exemptions can be granted based on national interest. How do these incentives serve to make Jordan more competitive? These incentives provide facilities to investors in terms of guaranteed rights and reduced government procedures, but most importantly they reduce the cost of doing business, thus contributing to making Jordan an attractive investment destination, particularly in comparison to other countries in the region. How does the new Investment Law draft, introduced in 2006, serve to enhance the investment environment in Jordan and encourage foreign direct investment? The 2006 new Investment Law draft includes a number of issues that had not been addressed in any of the previous relevant legislations. It places JIB as the comprehensive reference point for investors, and one that follows up on all matters pertaining to investment, from promoting Jordan to obtaining necessary licenses and permission. The new law also offers a more harmonized scheme of fiscal incentives, and lays the legislative foundation for the ‘One Stop Shop’ service. 84

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The law also gives the Council of Ministers authority to determine the sectors and economic activities that will benefit from incentives and exemptions according to regulation and economic development needs. It expands the definition of fixed assets to include all that is necessary for an investment project to exercise its activity, and gives a clear definition of fixed assets. This is just a glimpse of what the new law stipulates. Are investment policies export-oriented or focused on import replacement? They are particularly export-oriented in order to take advantage of Jordan’s many trade agreements, particularly for the purpose of catering to the needs of the region in products and services. What is the effect of local investment policies on job creation? The Investment Promotion Law promotes sectors that are crucial to Jordan’s economic development, particularly in terms of job creation. In addition, the law gives the possibility of granting additional incentives to projects that particularly contribute to the creation of job opportunities. What sectors is investment promotion focused on? The Investment Promotion Law grants exemptions to a number of sectors, namely to industry; agriculture; hotels; hospitals; maritime transport and railways; leisure and recreational compounds; convention and exhibition centers; transporting and distributing water, gas and oil; call and contact centers; and research and development. What challenges is Jordan facing in encouraging foreign investment? The unrest in the region remains the biggest challenge to Jordan in its efforts to attract investment. Are any measures being put in place to encourage investment among small and medium businesses? If so, what are these? Yes, the JIB supports small and medium enterprises (SMEs) through a number of programs. The Investment Promotion Unit (IPU) was established in 1999 within the JIB as part of the UNIDO Integrated Program for Jordan, to identify business opportunities, promote direct interaction between Jordan and foreign entrepreneurs and build the capacity of JIB with respect to attracting investment. The IPU provides many services to SMEs, which include identification of their needs at the company level, formulating project portfolios of investment opportunities and promoting selected investment opportunities through the UNIDO network. It also offers training on marketing and quality production, facilitates exposure to international markets, and provides assistance in negotiations of industrial cooperation agreements with foreign partners.

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Also, through the MENA-OECD Investment Programme Jordan, along with other MENA countries, works with the OECD (Organization for Economic Cooperation and Development) to support SMEs, particularly through promoting policies for financial sector and enterprise development in support of diversification and the Enterprise Financing Network.

JIB has four representative offices outside Jordan: UAE, Qatar, Kuwait and China. Other international offices will follow.

BANKING & INVESTMENT

Always a new step forward In 2006 Jordan witnessed strong economic growth with a 6% increase in real gross domestic product for the third consecutive year. This growth was a result of a policy geared toward stimulating local investments, attracting foreign inflow of capital, giving a greater role to the private sector, promoting Jordan’s special economic zones and putting forward strategies for privatization. This created additional wealth, which spilled over into various sectors of the economy, including telecommunication, construction, real estate development, tourism and banking. Taking advantage of these opportunities, the Jordan Commercial Bank (JCBank), led by Dr. Jawad Hadid, Chief Executive Officer and General Manager of the bank, succeeded in both sustaining a balanced growth of core business and in increasing its market share. This was a time of radical change for the bank, which continued efforts to upgrade and transform all aspects of its operation, as well as promoting its image and institutionalizing the decision-making processes. The bank was thus able to successfully take its core business to the next level by broadening products and reaching a balance between optimizing profitability, managing risk and maintaining liquidity. These achievements were accompanied by enhanced quality, improved services and increased efficiency. “Since risk management is integral to operating a bank, efforts were made to enhance control, improve asset liability management, and effectively administer operating and credit risks,” explained Dr. Hadid. This required the creation of an independent department, in compliance with Basel II recommendations (a set of recommendations relating to banking credit facilities), responsible for controlling key risk factors and the overall banking environment. JCBank continued it positive growth in various activities, products and services, as well as supporting its competitive positive in the Jordanian banking sector. In support of the banks strength and capabilities in the retail banking services sector, JCBank’s strategy in 2006 and 2007 focused on ensuring and developing a wide variety of integrated products and services in line with the versatile and increasing needs of its customers. Meanwhile, with the bank’s corporate strategy of enhancing economic and social development in Jordan, JCBank continued its commitment to financing the needs of large corporations and small to medium size enterprises. The bank maintained a good quality credit portfolio by focusing on promising sectors and implementing professional credit benchmark guidelines that ensure profitability at lower risk. During 2006, the bank implemented a strategic branch expansion policy in Jordan and in the Palestinian National Authority areas. In Jordan, the total number of branches has reached 26, in addition to 3 branches in the Palestinian National Authority area.

increase in reserves. The bank’s equity grew by 12.9% to reach JD75.5 million at the end of 2006 from JD66,8 million in the previous year. Part of shareholders’ equity enhancement was achieved by capitalizing JD7.5 million from reserves. 3. Customer deposits grew by 42% during 2006 to reach JD341.6 million, compared to JD240.7 million at the end of 2005. This rate of increase in customer deposits is considered the highest in the sector and the achievement was due to the implementation of innovative marketing strategies and the introduction of unique products. 4. The bank consistently contributed to the development of the national economy by responding to the financing needs of small, medium and large companies operating in the country. JCBank positioned itself in the corporate and retail markets by offering timely banking products. Consequently, the bank topped the sector’s average growth rate of 26.1%, growing by 37.8%. Total booked loans and credit facilities increased by JD74.8 million at the end 2006, reaching JD272.5; they were JD197.7 million at the end of 2005. 5. Operating revenues, excluding income from tradable and available for sale securities, grew by 53.6% to reach JD24.1 million at the end of 2006, compared to JD15.7 million at the end of 2005.

Dr. Jawad Hadid

Growth resulted from a significant increase in core business revenues. 6. The bank recorded a JD10.7 million net profit after tax. Overall, net profit after tax experienced a slight decline at the end of 2006 relative to 2005 as a result of the weak ASE market performance. Nonetheless, the bank generated JD13 million from operating core business during 2006, compared to JD0.915 million during 2005. 2007 Strategic outlook During 2007 the bank will focus on increasing its core business revenues, achieving high rates of growth in all aspects of its business along with introducing new products and services that meets customer’s demand and market expectations. “These are some of the major ingredients of a successful bank,” emphasized Dr. Hadid. “Moreover, investing in the bank’s employees and new technology are two major factors that support these ingredients.” Looking towards the future with anticipation and a clear strategic outlook, JCBank is on its way to reaching high levels of success and to being more capable of meeting its customer’s expectations and maintaining its competitive advantage throughout the banking sector in Jordan and within the accelerated growth within the banking industry.

Main Financial Results Balanced growth and satisfactory results during 2006 helped strengthen the bank’s position in the financial sector. JCBank’s main financial results are summarized as follows: 1. Total assets reached JD513.2 million at the end of 2006, marking a 41.3% increase over 2005, when total assets reached JD363.1 million. This growth rate is believed to be the highest for 2006 among banks operating in Jordan. 2. Shareholders’ equity continued to grow through capitalization of profits and 88

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Tel: +962 6 5660780, 5660781 Fax: +962 6 5660781 P.O.Box: 9378 Amman 11191 Jordan [email protected]

“Jordan is well on its way to harness its national talents and to create a center of excellence out of this young and modern Kingdom.” His Majesty King Abdullah II

CORPORATE COMPANY PROFILES Chapter 7

CORPORATE COMPANY PROFILES

SOFEX NETWORKING FOR GLOBAL SECURITY

This blessed and holy land of Jordan is significant for its historical value, rich heritage and most importantly, its strategic location in the heart of the Middle East. Following in the footsteps of His Majesty the Late King Hussein, His Majesty King Abdullah II is known to be one of the most knowledgeable poeple in the Arab world when it comes to security, national strength and military requirements for the stability and growth of the Kingdom. His majesty is also renowned for his sustained efforts to create peace in a region, which can thrive brilliantly given the right surroundings.

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Therefore, it is not surprising that a country like Jordan nurtures many success stories with truly happy endings. One of these success stories is embodied in the Special Operations Forces Exhibition and Conference, known as SOFEX. Held under the patronage of His Majesty King Abdullah II, who has a personal interest in the progressive development of this thriving project, with the support of the Jordanian Armed Forces - SOFEX is the only special operations

and homeland security exhibition and conference held in the Middle East and North Africa. SOFEX has received global acknowledgement for over 10 years as the premiere event of its kind, which includes a series of comprehensive and topical seminars followed by an exhibition of the most up-to-date special operations and homeland security equipment and technology. Both the exhibition and conference are supported by a range of tactical, live-firing demonstrations as well as tracked and

wheeled vehicle mobility displays. SOFEX brings together small and medium-size companies as well as major international manufacturers to meet with key military and government decision makers from all over the world. With an outstanding venue, which boasts a broad range of state of the art facilities, SOFEX has firmly established itself as one of the most important events on the defense industry calendar for exchanging ideas, as well as forging solid partnerships among market leaders and industry specialists in counter terrorism and homeland security. Apart from being a genuinely unique and flourishing venture, SOFEX welcomes thousands of military and business visitors from across the globe in addition to hundreds of journalists and media personnel who gather to attend one of the finest exhibitions and conferences. SOFEX stands out as the ideal model of Jordanian creativity, innovation and achievement, especially when it comes to important and crucial matters that affect not only the Jordanian community, but also the region and the world. Hosting a prestigious exhibition such as SOFEX, is testimony to Jordan’s solid reputation of being an oasis of stability, security and a median between regional states, with exceptionally friendly relationships with all of its neighbors and the wider international community. Even though SOFEX, as a conference and exhibition is not open to the public, the notion itself, that there are great people, led by HM King Abdullah II, who are working continuously to develop and maintain the possibilities of a better tomorrow, is a source of comfort and uplift to every citizen of the world.

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CORPORATE COMPANY PROFILES

Hamshari Group Founded over 50 years ago, Hamshari Group has steadily built itself up within the Jordanian and regional market to develop into one of the area’s leading suppliers of automotive spare parts. The group offers superior services for leading Japanese, Korean, American and European cars, in addition to a comprehensive range of parts services for petrol and diesel vehicles. Mr. Jamal Al Hamshari, at Hamshari Group, provides some insight into the company and its achievements. What is the history behind Hamshari Group and how has it evolved since its inception? Just over half a decade ago the founding members of Hamshari Group got together with the idea that the regional automotive market was missing a comprehensive and reliable service provider and source of spare parts. From this arose the desire to establish a company that filled this gap, especially due to the increased importance of spare parts services in the region. At this point, in 1952, Hamshari Group was born. Since its inception, the group has evolved into a major supplier of an extensive range of auto spare parts. Today we continue to incorporate new ideas in our business, drawing on the experience, industry knowledge and customer loyalty that the company has amassed in its half-decade of operation. Our clients, employees and partners are the reason we are moving forward towards becoming the leading provider of auto spare parts in the country and the region. Jamal Al Hamshari

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What is unique about the services offered by the group? Hamshari Group owns the only international automotive trade fair in Jordan that exclusively provides auto spare parts, tires, lubricants, batteries and accessories. The group operates from locations in Jordan as well as Dubai, Kuwait and the USA. We conduct personal, one-on-one business meetings with all our customers, from government sectors to trade buyers in the Middle East, the Gulf Region, North Africa and Iraq. In Jordan, where we’ve been involved in the market since our establishment, we developed our spare parts services into our main line of business in 1994. Are there any characteristics that you would say distinguish you from competing companies? At Hamshari Group we aim to offer our customers genuine, leading-edge, and affordable auto spare parts services from original equipment manufacturers of Japanese, Korean, American and European auto spare parts. We also commit to reliable customer care and mechanical services. Above these, follow up is a number one priority for us, and it is how we ensure repeated customer

satisfaction. The group adheres to international standards, methodologies, and industry norms, through which we have created a corporate culture of excellence, whereby productivity is promoted. What facilities make up Hamshari Group and where are these located? The group is headquartered in Jordan, and owns three state-of-the-art showrooms that are conveniently located in the heart of the country’s main business centers to serve the local market. We have a showroom in Wadi Al Remam, an industrial area in Amman, which is one of the most sophisticated showrooms in the Middle East. IT carries over 62,000 spare parts items, a retail counter with 30 sales people and 90 sales support staff including a government sales division with specialized fleet salesmen. Our second showroom is located in Al Zarqa and it serves retail and wholesale customers. The third is in Bayader Wadi Al Sair, where our headquarter offices are also located. In addition, Hamshari Group had opened a fourth showroom in Irbid. To serve our customers abroad, the group owns the Zarqa Free Zone Central Auto Parts Establishment, which consists of six large warehouses containing an extensive variety of spare parts.

What would you say has been the key to the success of Hamshari Group? To provide our clients with the high level of professional skills and personal commitment that they expect, the group has integrated a highly advanced and experienced team, who work together to determine customer needs and meet these in the best way possible. The group’s operational approach entails a close, performance-driven cooperation between management and employees, and this is one of the key components of our success. We also realize that the quality of our performance must be continuously maintained and improved on, and we thus implement a program of ongoing and targeted training for each and every one of our 450 employees, taking advantage of the opportunities arising from our international presence. By promoting leaders who emphasize human qualities and by consistently ensuring good working conditions, we lay foundations for developing long-range relationships with our clientele. I believe another reason for the group’s success stems from the high level of coordination between workforces in the group of companies around the globe. We also rely on customer’s feedback by regularly distributing questionnaires to our clients to find out their impressions and get their suggestions, which we use to improve our services. Our success has been acknowledged through various prestigious awards, which have positioned us at the head of our peers. These awards won by Hamshari Group include the Community of Consumer Secure award in 2000, Lloyd’s Register Quality Assurance award, and the National Program for Awareness and Development award in 1998. What’s next for Hamshari Group? Currently the group is well positioned as a preferred auto spare parts company that takes a holistic approach to the way it conducts business with its clients and its workforce. The availability of a wide variety of premium auto parts has also been a major pillar in the success of the group, and thus we are confident it has developed as a company with an outstanding reputation for quality and reliability, giving the team the capacity to lead the way into the future. The Group already has a successful operating service center in Kuwait and is in the process of opening several more in the UAE and Jordan for auto parts, batteries and tires for all car types. In addition, Hamshari Group is expanding its operations in Iraq, opening branches in the north, middle and the south of the country. The Group’s aim is to become a truly global enterprise capable of serving in the entire Middle East and North Africa region.

Hamshari Group new headquarter 2008

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Hobby Center The Hobby Center is the first store of its kind in Amman, catering a range of hobbies and collector interests. Whatever your hobby may be, whatever it’s poring over the details of scale model making, the thrill of collecting and racing remote control (R/C) cars or even collecting refrigerators magnets, there is something to appeal to all tastes and ages at the Hobby Center. Toys for Big Boys

Boats and Jet skis

The Hobby Center contains an assortment of exciting items for hobbyists, universal brand names as well as great gifts, all under one roof. These include items such as:

A vast range of yachts, speed boats, kayaks and canoes are displayed within the walls of the first showroom of its kind in Amman. There are also jet skis and surf boards, along with inflatable water sports products and a wide range of fishing equipment and accessories.

R/C Cars A selection of the world’s leading remote control cars, both electric and nitro-operated with speeds exceeding 70km/h and some that can reach a staggering 120km/h. Spare parts for all models are also available, including items for engine maintenance and upgrading and personalizing any product.

Hobby Center Workshop

Scale models

Hobby Center School

For those mad about miniatures, Hobby Center has carefully selected a wide assortment of scale vehicles, including trucks, tanks, motorcycles, plans, ships and more. All accessories needed for this hobby such as paints and paint brushes can also be found at the center, enabling customers to build and customize their own model.

The Hobby Center offers courses for model enthusiasts to learn how to design, paint and assemble vehicle models. The school also teaches diorama art techniques.

The workshop produces scale models of vehicle to order. It is the first workshop, not only in Jordan but in the entire Middle East to produce such plastic models, right down to the smallest detail.

Auto Art No matter what your favorite car or dream car is, you can find a real life model that closely follows the original down to the smallest detail. Handmade with a craft that is slowly becoming extinct these models are so close to the real thing that you may not know the difference. The smallest details, which can only be seen with a magnifying glass can be fond in these 1/8 scale models. All Auto Art items at Hobby Center are limited editions and depending on the model, some are among 2000 to a maximum of 6000 available worldwide. Sports Wear A variety of the world best brand sports wear is available at the center. The latest biking and diving gear is at hand, along with driving caps, gloves, shirts and more.

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“Jordan is committed to providing an enabling environment for progress.” His Majesty King Abdullah II

HEALTH & WELLNESS Chapter 8

HEALTH & WELLNESS

The Farah Hospital

Where health, technology and luxury come together Leading the way in specialised medical care in Jordan, the Farah Hospital is one of Amman’s principal medical facilities. Established in 1978, and revamped in 2001 to accommodate for today’s needs, the hospital is reputed for outstanding service and a strong focus on women’s health, ante-natal care, neonatal care and fertility treatment. The hospital has an extremely advanced IVF (in-vitro fertilization) lab and operating rooms, in addition to specialised patient rooms that were designed specifically to suit the needs of the community. The Farah Hospital not only provides some of the best ante-natal care in the country, but in the region as well. While it specialises in IVF and delivery, general and plastic surgery services are also provided. Founder and director of the hospital is Dr. Zaid Kilani, a renowned obstetrician/gynaecologist who is well-known in Jordan for his work to bring IVF to the country in the 1980s. This was only shortly after the technology was first implemented worldwide in England in 1978. IVF was introduced in Jordan in 1985, and just two years later the first IVF baby in Jordan was born. Since the introduction of IVF to the country, thousands of infertile couples have realized their dream of parenting their own biological children, and each year more and more couples are benefiting from the introduction of new technologies and techniques. The Farah Hospital specializes in obstetrics, gynaecology, and reproductive medicine, and its IVF lab is one of the worlds largest and most advanced, where research and clinical trials are conducted to introduce new technologies in the field. New, groundbreaking techniques in assisted reproduction have been developed in this lab by Dr. Zaid Kilani and Farah Hospital. As a result, the hospital has garnered a solid reputation for tackling challenging cases and solving repeated failures in the area of assisted reproduction.

Since its inception, the hospital has continually expanded its operations, and now also includes a state-of-the-art neonatal unit and exceptional plastic, paediatric, dental and general surgery services, in addition to offering unparalleled patient care. The hospital’s commitment to maintaining excellence and to medical research and development has led to numerous awards and acknowledgements. The first extension of the hospital was inaugurated by the late King Hussein, and the facility has attracted several prominent customers. The Farah Hospital comprises 11 floors which contain the IVF labs, operation and patient rooms, and clinics. The IVF center within the hospital serves to attract medical tourists to Jordan as one of the best in the region and the world. Doctors and nursing staff are highly trained, and some offer specializations not found elsewhere in the country. Two floors in the hospital are dedicated to patient suites, which are lavish to say the least. Comfort and luxury is of the essence at Farah, and even the food is exquisite, catered by chefs with 5* hotel experience. The latest addition to the hospital’s patient rooms is the newly-opened 10th floor, which contains five spacious delivery rooms. Each of these comes with a comfortable waiting room for family and guests, decked out with the latest electronic entertainment equipment. The floor also has an emergency operating room in case of the need for emergency cesarean sections, along with a range of other related services that maximise patient comfort and safety. The floor was designed to take into account the local family-oriented structure, and the need of family and close friends to wait beside the delivery room and not in a separate waiting area far from the delivery floor. Stepping onto the 10th floor feels more like a trip to a stylishly modern luxury spa than a hospital. Bright yellow floors entice the visitor in, and sleek back-lit work surfaces add a contemporary feel. The view from each room is spectacular, but if that’s not enough to occupy the mind, the delivery rooms each have patterned light screens to mitigate the

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wait. The beauty is not just in appearance, but also in function. The floor is decked out with up-to-the-minute high-tech equipment and automated systems so that everything is just a button-push away. With the new delivery floor also comes the introduction of an advanced ante-natal care system that offers a pioneering service to enhance patient safety and convenience. The Farah Hospital is the first hospital outside Europe, and one of less than 10 in the entire world to offer the Trium ante-natal care system, which enables close monitoring of high risk pregnant women wherever they are in the world through GPS. Due to the nature of its focus, the clientele of Farah Hospital are young and optimistic, with an average age of 35. This factor, combined with the luxury accommodations, ultra-modern technologies and gourmet food, make it seem more like a trendy boutique hotel, which leaves you wondering ‘where’s the pool?’ While the hospital is an oasis of respite, plans to enhance, upgrade and develop never cease, keeping the facility at the forefront of its field and continuously offering new services and latest technologies to patients. Future plans for the hospital include work on stem cell research, introducing a new paediatrics ward and a state-of–the-art radiology department, as well as adding even more of Farah Hospital’s trademark suites.

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Towards a healthier community The fitness industry has been dramatically evolving in Jordan for the past couple of years. Awareness of the important of exercise has grown rapidly amongst Jordanians and the message has reached most layers of the Jordanian community.

Exercise, which was considered a privilege to the privileged, is now a way of life for many. Good health is the reason most of us are joining gyms or buying home use exercise machines. The consumer behavior in all fields has taken a sharp turn and with all the credit facilities available there is a boom in sales of all well marketed goods, including fitness equipment. Home use treadmills are the best selling fitness equipment device and are helping people reach their goals of losing weight, improving health, and looking better. The other common trend is joining a gym or a health club.

This increased awareness in Jordan has led many gym owners to open other branches, investors and businessmen are encouraged to invest in gyms, and international fitness chains are entering strongly into the market. It is estimated that there are currently about 13,000 gym-goers in west Amman, and this number is expected to double by 2010. One of the leaders in the local fitness market is Hukama Group, which provides state-ofthe-art fitness equipment for both home and commercial use to the fitness market in Jordan as well as the Levant region. Co-founded and co-owned by Mr. Husam Kharouba and Mr. Tarek Khoury, who is president of the local Wehdat Football Club, the group is now also entering the fitness service industry with mega

plans to start up a chain of gyms dubbed Matrix. There are eight gyms opening in 2008 in Amman alone, and over the next five years the group aims to open a total of 30 facilities throughout the Kingdom. A number of factors will distinguish the Matrix gyms from their competitors in the local market; the main one is that the philosophy behind setting up these gyms is based on the fact that fitness needs depend on individual requirements relating to age, gender, physical condition, health history, and other attributes. The unique vision behind the Matrix brand comes from Mr. Kharouba, who is utilizing his strong background in physiotherapy and fitness to introduce a new concept to the market that taps into the latest fitness trends to create a customized service. 112

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“The industry today goes beyond just exercise and building muscle. It is now about health and wellness, and using exercise as a therapy to target problem areas as well as to maintain strength, fitness and health,” says Mr. Kharouba. Matrix gyms will seek to assess the needs of its members from both a medical and fitness perspective and combine the two to encourage a healthier community. To support these goals, the group is investing heavily in advanced fitness management systems and pioneering new fitness management techniques in Jordan to offer its members a comprehensive fitness experience that is superior and convenient. “Analysis has shown that people will drive no more than 12 minutes to go to the gym, so location is vital,” points out Mr. Kharouba. The location of the Matrix gyms, along with carefully chosen equipment and programs and professional administrative and technical expertise, is what will make the service stand out.

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The first three Matrix gyms to open in 2008 will include a women’s and a mixed gym, each with the most modern and highly equipped machines, along with personal entertainment systems and other high-tech services. The third of these seeks to tap into a budding new market by forging the way to providing fitness services in the less wealthy eastern part of Amman. It will offer all the features of a luxury gym, and introduce new classes, circuit training, weight-loss programs, and other facilities that are not currently available to the lower income areas of the city, thus making quality fitness accessible to all. Fourteen other gyms will be set up in East Amman as part of the group’s five-year plan, along with eight others in West Amman, two in Zarqa, two in Irbid and one in Aqaba. In addition to advanced equipment and progressive systems, Hukama Group is integrating a variety of sports into its services. This includes boxing and kickboxing, for which specialized boxing rings will be available to enable members to get the maximum benefit

and enjoyment from the sport. Also, Mixed Martial Arts (MMA) is increasingly gaining popularity around the world and in Jordan, and Matrix gyms have acquired the services of the world jujitsu champion through an exclusive agreement to offer training at their first three gyms, which open in early 2008. According to Kharouba, “Our trainers are the best in town; they know how to approach members, gauge their needs and customize programs according to these. We invest heavily in equipping trainers to meet the requirements of customers by adopting the latest techniques and highest standards, and through providing continual follow-up training.” As the latest in fitness tools and expertise seeps into the market the future of Jordan’s fitness industry looks bright, and a fitter, healthier life becomes accessible to all.

“Great opportunities lie ahead. A world where all people share in the promise of human knowledge; participate in global prosperity and growth; and fulfill their human potential. This is our goal in Jordan, and this is Jordan’s goal for the Middle East.” His Majesty King Abdullah II

ARCHITECTURE, DESIGN & INTERIORS Chapter 9

ARCHITECTURE, DESIGN & INTERIORS

Design Dimensions The creator of many of Jordan’s most innovative structures, Architect Jafar Tukan is well known for the understated impact of his designs on the country’s urban landscapes. His work has also garnered international acclaim, as he has earned several awards, including the 2001 Agha Khan Award For Architecture for his exceptional design of the SOS Children’s Village in Aqaba. From a hazy move into architecture he is now helping to shape Amman’s skyline and guide the city’s urban development, as well blending groundbreaking structures into the city’s fabric.

Jordan Gate

How did you find your way into architecture? I started studying architecture at AUB in 1955. It’s a funny story actually; I first entered into the school of engineering and at that time I didn’t know the difference between architecture and civil engineering. While at university I noticed some students designing and making models of buildings, which is something I was very interested in, and was told this was architecture; so I decided to shift into that specialization. I had a primitive knowledge of architecture; I thought it was just about building things – the term used in Arabic ‘handasa’ is very general. Our formation in the School of Architecture at that time was based on rational architecture. This was a movement to abandon the ornate neo classical style, strip buildings of all decorations and use basic functional require-

ments as a guide for design and for economy. Because of my formation I always lean towards this kind of architecture. I gradually became obsessed with idea of building something different that blends into its surroundings. My favourite quote is from a famous architect, Frank Lloyd Wright, who said, “You build from the place, not on the place”. Most of my work tends to go in this direction.

Today Jordan is undergoing a major economic, architectural and urban transformation, particularly over the past few years, during which there has been an explosion of development and construction activity.

Following graduation I worked briefly in Amman then joined Dar Al Handasa in Beirut for eight years. Eventually I started my own office in Beirut, then in partnered with a senior architect whose work I was a great admirer of, George Rayyes. He was also a breed of the rational style so we were in great harmony together. The civil war led me back to Amman to start my business here. At that time it was very a good place to be; the country was taking off socially and economically.

I think we still have a long way to go before I can say that we are really matching the achievements of the more advanced communities. I feel there is a major flaw in our educational system. There is also a flaw in professional regulations. Schools do not provide a very fertile environment for creativity. Our teachers are very traditional and don’t seem to explore new horizons. Our universities can’t afford to invite famous architects, or attract good local architects to dedicate their time to

What do you feel is missing from this part of the world that restricts the fostering innovative design and experimentation?

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teaching. So a lot of theoretical information is fed to student as professors are not encouraged to practice outside. Another aspect is training of new graduates; the association of engineers and architects do not have proper training regulations, so this must be instituted by the association. If you look at architecture in the Arab world, very few good buildings are designed by Arab architects, and this is the result.

City Hall

How has Amman’s architectural landscape changed over the past decade? Where do you think it should be headed? In comparative terms, I find Amman is doing much better than most Arab cities in architecture. The city’s transformation began in the mid-70s, when a wave of talented architects began to move back here. An interesting dialogue developed among these architects and this yielded good results. I have attended a few conferences about architecture in the Arab world with projects presented from different Arab countries, and the general conclusions were that Jordan is top among these countries as far as genuine architectural products are concerned. The architecture that people see

Aysha Bakkar Mosque

in Jordan belongs to Jordan more so than elsewhere in the region. The fabric is very harmonious; you see many attractive buildings that are new, different, but which belong to this fabric. In this way I find Amman is going in the right direction. I think the new master plan for Amman will also enhance this direction. A new trend in Amman is urban design projects, such as the Abdali project, which can be very good if implemented successfully. Such projects can create total environments with buildings, pedestrians, and commercial centers blended in a harmonious way. I am looking forward to seeing the Abdali project materialise to set an example for Amman.

Dunes Club

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ARCHITECTURE, DESIGN & INTERIORS What is your role in the Amman Commission and what are you trying to achieve? The commission is an advisory committee to the Mayor of Amman, whose role is to initiate ideas, and advise and make recommendations to the mayor, as well as suggesting how to implement these recommendations and following up on them. Through my work with the commission we have encouraged the Greater Amman Municipality to invite specialists in several areas of planning, architecture and landscaping to work towards developing the master plan, improve the existing urban fabric to make it more human-friendly, and design parks in the city. The results of these efforts will then be good examples that local architects can be inspired by. Great credit goes to the mayor and the general direction he is taking in applying brakes on several large projects that have been proposed, which don’t fit in with the surroundings. This is a city that will live for thousands of years so we must develop it to reflect a more cultural image than elsewhere in the region.

Tell us about one of your latest designs. I have designed a project that will be very visible in Amman, and which is very controversial. It is now under construction – the Jordan Gate. For this I tried to apply a minimalistic approach. These are the first buildings in the city that are 40 storeys high, and because the fabric around the structures is low rise, cubistic, stone, I felt that the base of these towers must fit in with their surroundings. Therefore I tried to dilute them as much as possible by making them two basic, almost transparent crystals that stand as a monument. They are simple, with no details, just oblique angles and sharp edges to accentuate their lightness. The towers are covered with reflective glass to mirror the sky, its clouds and colours, so that hopefully the building becomes part of the sky, and is not imposed on the sky. Throughout your career, which of the buildings you’ve designed is the most significant or personal to you and why? I always feel that all buildings one designs

are like his children. In each category, if you feel you’ve done something new or different, it becomes dear in that way. In the category of smaller buildings, closest to my heart is the SOS village in Aqaba, which won the Agha Khan award. First of all the theme of the village is compassionate, taking care of orphans. So when designing it, and to do something really good, you have to feel how children would react to the space, the walls, colour, etc. This was one very exciting aspect of the project. The other was that the project came at a time when Aqaba was in danger of being transformed into a copy of Amman despite the fact that its ecosystem, geography, topography, are all very different. Queen Nour was aware of this unpleasant transformation and initiated a committee, of which I was a member, to provide recommendations for Aqaba’s urban development. Shortly after that I was given the village project, which gave me the opportunity to implement those recommendations. The stone we used was collected from the earth around the site, and the building technologies used were inspired by the few old 118

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houses that remain in Aqaba. In this way I felt this was a very exciting experience. Another interesting project is Dunes Club, which set a new trend. It is the first time the reverse side of the stone used for Amman’s white buildings was used. Normally this is the face in contact with the earth when cut from quarries, and has warm brown and yellow tones. Using the stone in this way, with natural textures, allowed the structure to blend nicely into its surroundings. Of my smaller projects I designed a little mosque in Beirut which is completely unlike any other mosques. It has no dome or minaret and is a very modern structure. It is irregular because of the site it was built on, which forced certain aspects on the design. It was very controversial at the start, however I met with the Mufti of Lebanon at the time and explained the concept behind it, after which he accepted it. A project I’m very proud to be involved in is the Jordan Museum. The nice thing about it is that we tried to express the relationship between

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archaeology and geology very symbolically. I tried to express the layering of history, so you can see three layers in the buildings; with the two front layers the stone is not horizontal but inclined, to symbolize the faults in geology. The graduation from rough stone to smooth illustrates the stages of Jordan’s history, from primitive to the beginnings of the state, to the establishment of institutions. It is due to be completed in spring 2008. The City Hall building in Amman is also interesting, because it’s a joint design – I worked with colleague Rasem Badran in designing it, which was exciting as the general impression of us is that we work in two different ways. It was interesting to see how ideas converge when you think rationally and logically. It was a good experience with a unique result. I’m really looking forward to seeing the Jordan Gate finished as it is an experience. In architecture you can never tell exactly how the result will turn out; you can envision and imagine, but there is always a surprise at the end. I hope it will be a good surprise!!

National Museum

From an architecture view, what is your favourite of Jordan’s ancient relics? I very much love Qusayr Amra. It’s modest and sits in its surroundings very nicely. Of course Petra, Jerash, and other examples are great, but I love the modesty of Amra.

Qusair Amrah

“The challenge is, to see beyond the surface. To avoid distortion. And to translate, not only between languages, but between cultures and communities.” His Majesty King Abdullah II

MEDIA & MARKETING Chapter 10

MEDIA & MARKETING

Profile for Best of Jordan Zohrab’s name is synonymous in Jordan with beautiful photography and stuning images. He is the country’s best-known photographer and has a remarkable portfolio that ranges across all types of photography, from people to high profile events to landscapes.

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His story began with a competition of flower photography in Jordan in 1974, which was held under the patronage of Queen Alia. Zohrab’s entry clinched the first prize, for which he received a Canon camera and a Best of Jordan

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step into an amazing and exciting journey that has led him to where he is today. “After the competition Their Majesties called me to their residence and asked me to become their official photographer,” said Zohrab. And that is

what he became, attending many royal events to document official occasions and snap memories of happy ones.

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Impressed with his work, Her Majesty the late Queen Alia suggested sending Zohrab abroad to hone his photography skills at a specialised school. Tragically, she passed away two weeks later; however, His Majesty the late King Hussein, determined to fulfil her wishes, supported the development of Zohrab’s career by sending him to the Germaine School of Photography in Manhattan in 1977 for two years. Zohrab excelled throughout his studies, receiving several prizes from the school during his time there and graduating with numerous honourary certificates. Back in Jordan, Zohrab travelled all over the world with His Majesty the late King Hussein as the official palace photographer, working with him for 22 years. In due time, Zohrab presented the King with a book of photographs, the first of many to follow. “King and Country”, one of his renowned books, was an instant hit. Zohrab’s name was firmly established. Since then, several of his images have been published in renowned magazines such as Newsweek, Time, People Magazine and other international publications. His photographs Best of Jordan

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have also featured in a number of exhibitions around the world, including Amman, London and Los Angeles. Zohrab’s photographic talents have won him other accolades. In 2005 he represented Jordan in the Aichi Expo in Japan. In 2004 he was single-handedly chosen to present Jordan for a program called ‘Inside the Middle East’ on CNN, which was viewed worldwide. Today Zohrab is still doing what he loves most, seeking out more way to express his passion for photography; particularly that of the landscape of Jordan. He set up “i Magazine”, a monthly publication that combines unique visual and literary content and covers everything from Jordanian art and culture to the diverse geographic panorama, as well as the breathtaking environment in Jordan. His latest project is one he is working with Her Royal Highness Princess Haya, which is to set up a new publication called Salam. Meaning ‘peace’ in Arabic, the purpose of this magazine is to build bridges between Arab and Islamic nations all around the world. Its content

focuses on culture, art, tourism and landscapes in the region, and the publication is based in Jordan and Dubai. It will start with these to two markets, with the aim of eventually moving into the rest of the Arab and Islamic world. “Hopefully Salam will serve to build a bridge between the Arab and Islamic world and the western one by introducing the west to the natural, cultural and artistic features that we have to offer,” explains Zohrab. Salam is due to be launched in the beginning of 2008. While Zohrab has addressed a range of subjects throughout his career, his recent move has seen him focusing on landscape photography. “I love nature and I look at photography like music. When you are young you listen to rock and hard music and the older you get the more you tend towards the classic,” he says. “For me landscape and nature is like classical music, and this is what I’m concentrating on now.” To date Zohrab has published nine books about Jordan and the Royal Family.

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Al Kawn Advertising Al Kawn Advertising, established in 2003, is one of the fastest growing media representation companies in the country, with a specialisation in media sales and services for radio. The company has exclusive sales and media representation for Radio Fann, Jordan’s leading radio station in terms of highest audience figures and largest share of radio advertising expenditure in the country, as well as for Radio Rotana, which lead’s Jordan’s radio stations in terms of highest audience figures within Amman. Rotana FM In 2005 Rotana FM joined Al-Kawn. It is the first radio station in the world to capitalise on the pan Arab Rotana brand and features some of the biggest stars in Arab music. Rotana FM targets an AB demographic; its particular brand of music and unique programming benefit from an exclusivity deal with Rotana Music, which allows the station to play the newest Arabic song releases fifteen days before any of its competitors. After three years since is launch, today Rotana FM can claim a position as the number one radio station in Amman amongst both listeners and advertisers alike. Entertaining listeners with great shows and music seven days a week, Radio Rotana attracts a wide age group of listeners, mixing a selection of classic Arabic tunes with the latest releases. Rotana FM continuously aims to please its listeners and is constantly updating the music collection and programs that are aired. The need to please its listeners drives Rotana FM to excel in the services it provides.

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MEDIA & MARKETING With this notable track record behind it, Al Kawn has succeeded in establishing itself as the strongest media sales house in the kingdom. The company’s excellent staff capabilities alongside the adoption of a creative and professional edge in its various forms of radio productions have enabled both radio stations to efficiently cater to the listening needs of Jordan’s masses. Thus each station represents a strong and reliable marketing advertising medium for businesses seeking to reach these masses directly. Radio Fann Fm Broadcasting live from Amman 24 hours a day and seven days a week, Radio Fann FM is Jordan’s number one radio station. It covers the entire Kingdom, emitting a mix of the latest Arabic, English and international music hits. It also airs hourly news broadcasts and various customised programmes, such as the hugely popular two-hour daily morning shows “Bisaraha” and “Sabaho.” Radio Fann was officially launched in June 2003 and is run by a team of Jordanian media professionals from the private sector. The team members collectively possess an intimate knowledge of the current mood and trends around the country, ensuring that the station’s programming effectively satisfies the needs of its listeners nationwide. The station is considered a pioneer in the Jordanian radio scene as the first station in the Kingdom to offer comprehensive radio advertising opportunities to private and public sector organisations in need of a cost effective means of reaching their target audience. With live internet streaming, onsite live broadcasts and interactive programming, Radio Fann offers a complete package to listeners and advertisers alike. Since its launch, Radio Fann has been driven by a desire to be the number one radio station in Jordan as well as to play an important role in the development of the local music scene. These goals have led to Radio Fann being a vital platform for up and coming Jordanian artists to showcase their talents.

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“…Our national priorities are clear: strengthening our domestic front, implementing social and educational programs, and preparing competent generations who are able to face the challenges of the future” His Majesty King Abdullah II

HEARTS OF JORDAN Chapter 11

HEARTS OF JORDAN

The Jordan River Foundation Established over a decade ago, the Jordan River Foundation (JRF) has worked diligently to empower communities around Jordan and ensure that the rights of children are well protected. The organization is a non-profit Jordanian NGO that was set up in 1995 and is chaired by Her Majesty Queen Rania Al Abdullah. The foundation’s mission is to promote, in partnership with stakeholders, the development of a dynamic Jordanian society by initiating and supporting sustainable social, economic and cultural programs that empower communities and individuals based on their needs and priorities. JRF has two main areas of focus, which are to empower individuals and communities through the Community Empowerment Program, and to protect the rights and needs of children through the Jordan River Children Program. Community Empowerment Program JRF’s Community Empowerment Program (CEP) exemplifies the foundation’s commitment to sustainable human development. Through its various projects, CEP aims to empower communities to create economic opportunities and improve the quality of their lives. These projects strive to improve the infrastructure of local communities in various sectors including agriculture, education, health and economic capacities. Numerous projects have already been undertaken such as rain water harvesting, a cold storage facility, green houses, honey production, livestock breading, handicraft projects, and other projects that help to improve quality of life. Income-generating handicraft projects Participation, innovation and sustainability are the underlying themes in JRF’s many incomegenerating handicraft projects. Direct beneficiaries and other members of the communities where these projects are located receive capacity building and training sessions on topics such as project management, accounting and

bookkeeping, feasibility studies and marketing techniques. This ensures the sustainability of these activities once they have been handed over to be managed and operated by the community. The Bani Hamida Women’s Weaving Project revived traditional weaving techniques and today women in 13 villages help keep their traditions alive while contributing significantly to the quality of life of their families. Wooden spindles and floor looms are used to produce superior quality pure wool rugs that travel the world with a “Handmade with pride by Bedouin Jordanian women” label. In addition, JRF has begun a candle-making project in the same are to create new job opportunities and economic activities while building on the knowledge and skills of the women in the local community. The Jordan River Designs Project employs 27 women in spacious workshops and has contracts with another 600 women who embroider traditional and contemporary home furnishings, gift items and fashion accessories. The Al Karma Centre houses projects selected by the local community, which includes a children’s nursery, a community kitchen and an information technology and training institute. Nearly 100 women are part of the Wadi Al-Rayan Project, which helps them to improve their economic and social status while reviving the traditional skills of basket and mat weaving. Raw materials indigenous to the area, such as cattail reed and banana leaves are used to make the products, making it a financially feasible and environmentally friendly initiative. Products include baskets, mats, coasters, bags, and home accessories.

Jordan River Children Program Pioneering an Arab Child Safety Model Protecting the rights and needs of children has always been at the heart of JRF’s vision to contribute to healthier, self-reliant and aspiring communities. With the vision and support of Her Majesty Queen Rania Al-Abdullah, JRF has successfully established itself as a pioneer in building an Arab child safety model. Since 1997, when the Jordan River Children Program (JRCP) was formed, JRF has intensified its efforts to strengthen the family unit by enhancing positive child-parent relationships and promoting positive family dynamics. The mission of the JRCP is to respect and support families in their task of nurturing children, and it represents the broad umbrella for the Child Safety Program (CSP). CSP’s awareness, prevention and intervention services are unique in terms of their holistic and integrated approach to tackling child abuse. When JRF first broached the issue of child abuse, and brought it out into the open, there were many challenges because of the sensitive nature of the subject. Today, through groundbreaking efforts, the foundation is proud of its achievements in combating abuse. This complex issue is being discussed openly and honestly by Jordanian citizens and decisionmakers. Urgent forms of abuse are addressed through intervention services at Dar Al-Aman – JRF’s Child Safety Centre. Established in August 2000, a first in Jordan and the Arab world, the centre serves as a temporary shelter that offers 140

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psychological, medical, social, and educational services to victims of physical, emotional and sexual abuse and neglect. Preventative activities include promoting improved child-rearing practices and addressing socio-economic factors, which often contribute to cases of abuse. The Queen Rania Family and Child Centre employs a range of methodologies to enhance positive family dynamics. These range from mothers learning childcare techniques to fathers gaining insights to alternative means of disciplining to youth being instructed in conflict resolution and basic life skills. The centre also conducts numerous courses in the area of child safety and protection for professionals working with children and families nationally and regionally. CSP has achieved other milestones since its establishment; most notable is the government’s declaration of June 6th as the annual National Day for Child Safety. Other significant events included JRF engaging the public with the launch of the “Beit Sgheer” (Arabic for Little House) television program, and the Ajyaluna (Arabic for Our Generations) National Awareness Campaign on child abuse. JRF initiatives in 2007 Safe Schools initiative The Safe schools project is a national initiative that aims to turn schools into safe environments for learning and education by raising awareness of all forms of abuse in schools. It will by achieved by enhancing the awareness of teachers, parents, and children to child rights, and ensuring the use of non-violent and developmentally-appropriate teaching strategies and disciplinary measures. The Youth Volunteers Summer Project (YVSP) This is a pioneer endeavour whereby JRF worked with 110 volunteers in summer 2007 to promote and encourage the concept of volunteerism and enhance their leadership and

problem solving abilities. The project exemplifies the magnitude of partnerships between civil society organizations, government and private sectors and its positive effects on society. Qudorat Program Through Qudorat II, which is funded by Ministry of Planning and International

Cooperation (MoPIC), JRF aims to build the capacity of smaller community-based organizations to manage and implement projects as per local needs, be self-sufficient and serve as an engine of growth. It also aims to increase local community and society awareness of the importance of the civic sector as an engine for local development. Poverty Pockets Program This project aims to contribute to social and economic development by enhancing the role of the local community within poverty pocket areas. It aims to alleviate poverty by creating job opportunities, raising awareness, building capacities and enhancing the socio-economic situations in these areas.

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Tkiyet Um Ali Since its inception just a few years ago, Tkiyet Um Ali has been passionately working towards a vision of achieving a ‘hunger free’ Jordan by 2015. Tkiyet Um Ali is a non-profit organization that provides food and services to the less privileged sectors of Jordanian society, the needy and the hungry. The Tkiyet is initiated and chaired by HRH Princess Haya Al Hussein in memory of the benevolent spirit of her mother, Her Majesty the late Queen Alia Al Hussein (Um Ali).

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The organization’s mission is to cooperate with all sectors to feed and sustain underprivileged citizens through the provision of Food for Life, while guiding them towards long-term self-sustaining solutions for an empowered and dignified existence. Originally conceptualized by the Late Queen Alia, the Tkiyet is inspired by the Islamic concept of providing food for the poor. Dating back to the 11th century, the concept of a tkiyet started off in mosques with the purpose of providing food and shelter for Sufi mystics who devoted themselves to the contemplation of God. Over the centuries, the concept came to be more widely implemented with some of the most prominent families in the Arab and Ottoman world maintaining tkiyets. These served to underline the importance of extending charity to the needy. Tkiyets also served as shelters to feed the hungry and by passers. Through initiating and building Tkiyet Um Ali, HRH Princess Haya revives the name and legend of her mother, as well as the beliefs and efforts the late queen epitomized prior to her loss in 1977 as she flew to the rescue those who had turned to her for help. The Tkiyet brings the traditions of social cohesion back to life in the spirit of Queen Alia’s ever-extended hand to less privileged sectors of the Jordanian population. HRH Princess Haya began developing this project in 2002, and work was soon initiated in the name of Tkiyet Um Ali. Charitable programs such as the distribution of meals were undertaken throughout 2003, particularly during the Holy month of Ramadan. The Tkiyet building was completed by 2004, and its programs were officially launched in November 2005. Tkiyet’s four main programs include its internal meal program that provides 350 - 450 daily meals for the poor at its premises, its family sponsorship program which provides monthly food packages across the kingdom enough to feed each family for an entire month and the school feeding program that ensures a daily nutritive meal to children in rural schools. Tkiyet’s fourth program ensures the training and employment of members of its beneficiary families in order to empower them with long-term self sustaining means to support themselves and their families. The Tkiyet stands in the heart of the less privileged area in Amman, on a land that was donated by the Greater Municipality of Amman in respect for this tradition, and in the name of HM Late Queen Alia. The choice of the location was made in order to serve the people of these areas, as well as to symbolize and demonstrate the integral social commitment to the country’s poor and hungry. Today Tkiyet Um Ali provides a ray of hope to thousands of Jordan’s deprived. As the first initiative of its kind in Jordan and the region, the organization seeks to serve as a model for hunger and relief initiatives across the rest of the Arab world.

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Running for a good cause Better known as the organizer of the renowned Dead Sea Ultra Marathon, the Society for Care of Neurological Patients (SCNP) is a non-profit and non-governmental organisation that is headed by His Royal Highness Prince Firas Bin Raad. It was founded in 1986 under the honorary patronage of His Royal Highness Prince Hassan to assist disadvantaged people suffering from neurological ailments who are in need of costly treatments. The SCNP offers financial help to such patients for necessary surgical procedures that enable them to live a normal life. The organisation also seeks to increase awareness of neurological diseases and traumas in Jordan, in order to garner greater support for its cause. The cost of neurological surgeries in Jordan is high and rising. The success rates of operations, such as the removal of benign brain tumours or the insertion of VP shunts, are high, often leaving patients fit, healthy and able to return to normal life and to supporting their families. Unfortunately, due to economic reasons, many cannot afford these lifechanging surgeries. This is where the SCNP comes in, seeking to raise funds to cover the costs of operations for those in need who cannot afford the treatment. While the SCNP was founded through an - The Society has contributed to the treatment of more than 900 cases, at a value of over JD600,000. - The largest funding amounts go to back surgeries and treatment of hydrocephalus. - The society funds treatments for an aver age of 60 patients a year. It aims to raise this figure to 100 each year.

endowment fund, the extremely high costs of the medical procedures covered by the society, and the increasing number of patients referred to it for assistance, lead to a rapid depletion of funds. Therefore the society relies on donations from individuals, organisations and private companies, as well as annual membership fees and fund raising activities to continue helping those in direct need. The Dead Sea Ultra Marathon is one of Jordan’s major running events and the main fundraising event for the SCNP. Since its inception in 1993 it has steadily gained in popularity over the years and today it is a world-class marathon that attracts professional and amateur runners from all around the world as well as from around Jordan. The marathon takes place on an annual basis, usually in April of each year, and sees thousands of participants of all ages run from the starting point in Amman down to the lowest point on earth, with the finish line at the Dead Sea. While the Dead Sea marathon has a dedicated following, the SCNP recently introduced two more similar events to support its fundraising efforts. The Amman Half Marathon was inaugurated in 2003 with the participation of Her Majesty Queen Rania, and the Aqaba Marathon was introduced the following year. Both events have helped to encourage running amongst Jordanians and to attract participants from abroad to the country. The role of the SCNP has gradually shifted from that of a charitable organization to a development one, as the society seeks to expand its support for the treatment of neurological patients and increase its reach. For more information visit www.deadseamarathon.com

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Teaching through performing arts Making great headway within Jordan’s theatre and dance scene, the National Centre For Culture & Performing Arts (PAC) which was established in 1987 and falls under the umbrella of King Hussein Foundation has achieved much since its inception two decades ago. The organization is passionate about supporting the development of the art movement in Jordan and the Arab region for both children and adults, and it has come far in creating awareness of the value of theatre, dance and performing arts.

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The PAC aims to serve as a national resource and a regional model for incorporating the performing arts in all levels of education and social development thus making culture and art accessible to all. The centre provides a working environment conductive to creativity, leadership and innovation and supports cross cultural understanding and cooperation through theatre and dance co-productions and collaborations. The centre has brought theatre and dance into the lives of countless Jordanians by providing professional training for children & youth in theatre & dance on a regular basis accredited by the Kennedy Center for the Performing Arts in Washington, the Jordanian Ministry of Education and The Royal Academy of Dance in Britain. The innovative drama, theatre and dance programs that PAC offers for a variety of school settings, helps students develop their talents in the performing arts field and explore issues related to a better quality of life. These programs also offer students the opportunity to express their needs and aspirations freely and creatively. Numerous rewards and acknowledgements have been awarded to the PAC to honour its achievements and the excellent work that it is achieving in the area of the performing arts. Local awards include Al Hussein Medal for Distinction of the First Order for distinguished achievement in the field of theatre in 2000 , Best Jordanian Folklore Troupe Award from the Ministry of Culture in 2007 in addition to various honours from the Ministry of Culture and the Greater Amman Municipality for unique cultural & educational services and distinguished programs offered to children in Jordan. PAC has also received several regional & international awards for its activities, including The Cairo International Radio & Television Festival Silver Award for the musical «Madinat Assawsana» in 1997 , The UAE Higher Council Award for distinguished programs and services offered to children in the Arab World In 1997; the «Grozdanin Kikot” award for the contribution to the development of drama education from the Mostar Youth Theatre, Bosnia and Herzegovina in 2000 and The Wolf Trap Foundation Outstanding Performance Award for the folklore drama «Crescent Night» in Washington, USA in 1993 The National Center for Culture & Performing Arts comprises of the following departments: Theater Department The National Interactive Theater Troupe PAC houses a permanent professional touring Interactive Theater Troupe which was established in 1989 & is the first of its kind in Jordan. The troupe is pioneer in producing plays that deal with contemporary social issues related to socio-economic development utilizing a unique theater methodology which engages the audience directly in the action through their active interaction with the actors in role within the drama. The troupe performs locally, regionally & internationally and tours to remote rural areas to ensure its outreach to grass root communities. Best of Jordan

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Theater Arts School Established in 1997 and provides professional training for children and youth in acting & directing, improvisation, creative writing, mime , creative movement ,voice & speech , puppetry & theater design implementing the curriculum of the John F. Kennedy Center for the Performing Arts in Washington DC & accredited by the Ministry of Education in Jordan.

Dance Department The Dance Theater Troupe PAC established the Dance Theater Troupe in 1996, the only troupe of its kind in Jordan. The troupe comprises of 20 members who are professionally trained in classical ballet, jazz & contemporary dance techniques in addition to traditional Jordanian folk dance. The troupe performs extensively locally and internationally combining the traditional Jordanian culture & heritage within a modern and professional context that embodies the spirit of history & modernity.

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The Dance School Established in 1996 & provides professional training in all forms of dance; ballet, contemporary and folklore and is accredited by the Royal Academy of Dance, Great Britain. Students of the dance department present The Royal Academy of Dance examinations annually in addition to receiving training in contemporary dance based on the Limon technique. Production Department TV Productions The PAC produces television programs and documentaries for international and local organizations on issues tackling the environment, reproductive health, human rights and democracy, arts in education, income generating projects for rural women and illiteracy in addition to short television documentaries and television spots for awareness campaigns. To date, the centre has produced a number of major television productions, including a variety show and social comedy on human rights and democracy, which combined drama scenes with songs and dance. The centre has also produced programs in cooperation with Jordan Television, addressing topics such as road safety, the arts in education, drama documentaries and others. Cultural Exchange Programs PAC has established a wide network with various regional & international organizations and is actively engaged in promoting cross cultural understanding through conducting comprehensive cultural exchange programs & co-productions in theater & dance such as the groundbreaking collaboration « Walking the Winds: Arabian Tales» a musical play which was co-produced by PAC and the John F. Kennedy Center and was premiered at the Kennedy Center in Washington DC in 2006. “Opera Abu Hassan” produced in cooperation with the French Embassy in Jordan & performed in Amman & Jerash. “Fusion” a Jordanian Finnish Choreographic interchanges co-produced by PAC & The Finnish Mime Center and performed in Jordan, Syria & The United Arab Emirates. National Initiatives PAC has actively participated in various national initiatives; heading the cultural committee in The National Plan of Action

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for Children (2004-2013) organized by the National Council for Family Affairs & UNICEF; drafting the cultural section for the National Agenda 2006 & was the leading organization that introduced Theater Arts as a main subject within the school curricula for Grades 1-10 for the Ministry of Education. PAC also devised the curricula for the Theater Department of the Arts & Design College at the University of Jordan. The International Arab Children Congress (ACC) PAC has been organizing the annual International Arab Children Congress since 1996 which was initiated by Her Majesty Queen Noor Al-Hussein following the 1980 Arab summit conference in Amman. Her Majesty wanted to give youth of age 14-16 the same opportunity as Nations’ Leaders to express their needs and aspirations & to be heard by decision makers in the Arab world. The

ACC gathers youth from the Arab world for a week of visiting learning & cultural interaction especially designed to promote creativity peace, cross cultural understanding tolerance & solidarity amongst the Arab youth. In 2004 the ACC hosted international participants from Europe, Asia, Africa & America thus expanding the congress to become a valuable international event that contributes in bridging cultures, alleviating stereotype images and raising awareness on democratic principles & human rights. Multinational Partnership Due to the reputable achievements and programs of PAC throughout the years, PAC was selected as the Middle East regional partner by The Danish Center for Culture and Development (DCCD) that aims to network various organizations in the Levant area with Scandinavian organizations to create bridges of communication & exchanges of experiences. PAC represents the Jordanian chapter and is a full member of the International Association of Theatre for Children and Young People (ASSITEJ), an organization that includes 80 countries from all over the worlds; an active member of The International Association for the Biennial of Young Artists from Europe and the Mediterranean (BJCEM) which was founded in July 2001 in Sarajevo, during the X Edition of the Biennial with the aim of strengthening the relationships between Europe and the Mediterranean area and a member of the Anna Lindh Euro-Mediterranean Foundation for the Dialogue between cultures ;the first common institution jointly established and financed by all 35 members of the Euro-Mediterranean Partnership.

HEARTS OF JORDAN

Arabic Rock A new innovative genre which Jadal brought to life, by simply closing the gap between two edges; playing rock, the music they like, and performing their own Arabic Jordanian lyrics. Jadal, the Jordanian band which was formed in 2003, consists of Mahmoud Radaideh (Guitars), Kamel Almani (Bass Guitar), Rami Delshad (vocals), Laith Nimri (Drums).

Achievements In late 2003, Jadal recorded their first hit, the cover song «Kol Ma Gul Al-Tobah» for the legendary Egyptian artist «Abdel Haleem Hafez». Achieving such a success enabled the band to capture the listeners’ attention, by simply performing a classical hit but in Jadal’s flavor. This was an excellent introduction for both Jadal and their genre. Jordanian radio stations broadcasted Jadal’s “Kol Ma Gul Al-Tobah” for three consecutive years, making it the first official Arabic Rock song in the region.

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Jadal performed many successful gigs around Jordan, and participated in many cultural events, such as: The Spanish Week and events for the French Cultural Center. And ever since then, Jadal attained a growing national and regional fan base.

Present and future plans In October of 2007, Jadal released their second hit single “Salma”, which has been on air non-stop on Jordanian radio stations, and received remarkable feedback.

Vision Jadal’s main hope for their future achievements, is to broaden people’s musical appreciation and combine Arabic, and hardcore Rock music lovers under one umbrella, Jadal. Not to mention the honor of representing Jordan and adding to the music scene. www.jadalband.com

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Jordan Telecom Group Jordan Telecom was first established in 1971 under the name «Telecommunications Corporation» which was owned fully by the Jordanian Government. In 1997 the corporation was privatized and became known as the Telecommunications Company, providing fixed line services. In 2000, France Telecom entered as a strategic partner and gradually increased its share in Jordan Telecom until it acquired 51% of shares to become the shareholder of a higher percentage. Jordan Telecom Group decision was proclaimed in 2006 to integrate the fixed retail business unit, the mobile business unit, the internet and data business unit, the content business unit, and the wholesale business unit to be one giant integrated operator in Jordan supported by one dedicated entity of human resources, finance, quality assurance, sourcing and logistics, technical, marketing and IS. As part of the strategic partnership with France Telecom Group, Jordan Telecom Group adopted for its services mid of this year the Orange brand name, which is the key brand for the French giant with over 100 million customers in 220 countries and territories worldwide. Following an acquisition in 2000, Orange initially became France Telecom Group’s main commercial brand In June 2006 when the Group initiated an integrated operator strategy to deliver simple convergent products. Now Orange became the single brand for mobile, internet and TV offers in France, the United Kingdom, the Netherlands and Spain, strengthening Orange’s position as the number two mobile and internet services brand in Europe. The re-branding to Orange was first introduced locally with the re-branding of Wanadoo; Jordan Telecom Group’s internet and data services business unit, into Orange, and then moved to the next phase by re-branding the fixed line services and finally the re-branding of its GSM operator, previously known as MobileCom, into Orange. Jordan Telecom Group aims with Orange at providing the local market with world class services and products. Jordan Telecom Group now serves more than 2.4 million subscribers with ultimate communication technologies, at affordable prices, and world-class service.



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