Jordan has rapidly been cementing its status as a must-visit destination, drawing travellers from around the world who are looking for much more than just a glimpse of Petra’s ancient facades. 

This shift toward immersive, culturally rich travel is being championed by local leaders like Chief Experience Officer (CEO) Mays Abu Afifeh, who has been leading tours there since 2018.

For Abu Afifeh, every tour is an opportunity for education — a dedicated effort to dispel misconceptions, showcase Jordan’s profound hospitality, and invite visitors to engage with the real, vibrant heartbeat of a region that continues to captivate the world.

“My favorite thing about being a CEO is that every time I meet new people and new cultures, I learn something new. Also, I teach my people about our culture, about our beautiful country,” she said.

“And it's a really great experience. It's something that can never be boring because all the time you will see something new.”

What to see and do in Jordan, according to local expert

“Jordan is a very historical, very old country, full of history. We have life there that started more than 7,000 years ago from the stone period,” said Abu Afifeh.

According to Abu Afifeh, Jordan has a place for every travellers’ interest, whether they are seeking a historical site or wishing to hike a scenic trail.

“If you like walking and history, my recommendation is visit Petra. It’s a wonderful place. Wadi Rum is for (travellers) who like deserts, hiking, climbing. This is one of the most famous deserts in the world,” she explained.

Jabal Umm ad Dami (the highest mountain in Jordan), the Amman Citadel, Jerash, and the Dead Sea (the lowest point in the world) are also notable spots that she recommends visiting. 

“Jordan is a small country but we have everything,” she said.

Uplifting local Jordanian communities

In addition to checking off famous landmarks, Abu Afifeh enjoys bringing travellers to locally-ran projects that directly support and benefit Jordanian communities.

Safi Kitchen is one of many projects currently supported under Planeterra – an NGO supported by G Adventures – aiming to develop and support community tourism around the world.

Abu Afifeh says it’s a project that empowers, trains and employs local women and youth who previously lacked financial opportunities. The family had already begun creating its own source of income by training women in cooking and farming, before receiving additional support from Planeterra to further develop the initiative.

“It’s a small family, they live in a small town village. The business is to help local ladies support their families” she said.

At Safi Kitchen visitors get to experience traditional lunch, tea and snacks. The project also offers an in-community bike trail for active travellers, led by youth from the community.

Something for travellers to take away is Jordan is home to a unique and delicious culinary landscape, says Abu Afifeh.

Some of the most famous and traditional foods to try in Jordan include: mansaf (lamb simmered in yogurt, served with rice) and maqluba (rice infused with spices, chicken and vegetables).

“You can find hummus, falafel, different salads. You can just order spaghetti for example if you want. We have big options. Everywhere we have a lot of the restaurants, there is something for everyone,” she said.

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