“You are so welcome.”
If I’ve heard this once, I’ve heard it 50 times since arriving in Jordan. And I’ve only been here 48 hours.
The warmth of welcome in this small Kingdom where Asia, Africa and Europe intersect has been extraordinary. And it began even before I arrived, on a Royal Jordanian flight from Toronto via Montreal to Amman, the metropolis that is home to half of Jordan’s population of 11 million.
Boarding was calm and polite, with the stronger and younger passengers assisting others with their carry-on bags. Service was frequent and attentive, and the male flight attendant treated my row-mates, an octogenarian Egyptian-Canadian couple bound for Cairo, like they were his grandparents.
At the immigration desk at AMM, the officer had the stern face I’ve grown accustomed to in these situations. But once the formalities were concluded, his face lit up with a big smile, and he said – you guessed it – “You are so welcome.”
Malia Asfour (left), managing director of the Jordan Tourism Board North America, with Princess Alia bint Hussein, eldest child of King Hussein. (Photo Credit: Bruce Parkinson)
The trip is organized by the Jordan Tourism Board North America, which is led by the charismatic Malia Asfour, who is also Chair of the Board of Directors for Tourism Cares and a board member of the Adventure Travel & Trade Association. Also aboard is Deirdre Campbell, the Victoria, BC-based President of tartanbond, which does PR and communications work for the Jordan Tourism Board.
The large group of 20+ is a mix of veteran Jordan visitors with a deep love for the country, and a few, like me, who are first-time visitors. Our first few nights are at the beautiful St. Regis Amman, before we head off to explore more of the country.
Frescoes at the Quseir Amra UNESCO World Heritage Site. (Photo Credit: Bruce Parkinson)
Tourism to Jordan has plummeted since the onset of the war in Gaza. That’s not surprising considering the graphic television coverage of a terrible conflict that reflects the worst of human nature.
But while Jordan lives in a very noisy neighbourhood, it is not at war with anyone, and the situation on the ground here is calm. I literally have not heard a siren, seen very little police or military presence, and the streets are filled with people going about their lives without fear.
The five-star St. Regis Amman delivers luxury and true Jordanian hospitality. (Photo Credit: Bruce Parkinson)
This is important for Canadian travel advisors to know – especially the more than 200 along with 40 supplier partners who are set to visit later this spring for The Travel Agent Next Door’s conference held in partnership with G Adventures and Royal Jordanian. The conference sold out in 45 seconds, and a recent survey of those signed up found that 80% plan to attend despite the troubles in the region. I hope my reports from this trip can help raise that number.
TravelPulse Canada's Bruce Parkinson with Mohamed Awad, Sommelier & Brand Ambassador at JR Wines. (Photo Credit: Bruce Parkinson)
“This is the safest country you’ll ever find,” said Mohamed Awad, Sommelier and Brand Ambassador for JR Wines, part of Eagle Distilleries, which has been making the anise-flavoured arak liquor since 1953, and wines since 1975, winning more than 250 international medals. Awad spent 30 years in western Canada, working in the wine and hospitality industries, before returning to Jordan in 2022.
“It was an easy move to come back here. In Jordan, hospitality is at its best, and I leave my car unlocked without worry. I know our neighbourhood can be worrisome, but I feel as safe as I do in Canada or any European country.”
Our engaging Jordanian tour guide Majdi Kohof. (Photo Credit: Bruce Parkinson)
My travel philosophy coincides with that of Majdi Kohof, our terrific guide on this trip. He believes that the vast majority of people are good, decent and well-intentioned, but we spend far too much time focused on those who are not. I fully agree, and have lots of stories of situations abroad where I have had to throw myself on the mercy of strangers. I’ve rarely been disappointed.
Street art in Amman. (Photo Credit: Bruce Parkinson)
As mentioned, I’ve only been here for 48 hours, and in that time I have had breakfast with a delightful Princess, toured the Royal Stables, explored the fascinating history of traditional dress in the region, went ‘underground’ on a street art tour, did some day-drinking at Jordan’s only winery, headed into the desert to see three ancient sites – a palace, a military fort and a 1,500-year-old inn – and savoured a fabulous home-cooked dinner at the family home of members of the Druze ethnoreligious group.
Jordanian street artist and dancer Alaeddin Rahmeh led a fascinating tour in Amman. (Photo Credit: Bruce Parkinson)
This is the best of travel – breaking down barriers, making connections and celebrating our humanity – and I look forward to sharing more over the coming days.
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