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? Above: An evening market scene in Jordan. Below: Print media
?continues to play a large role in local culture

King Abdullah II (right) has set himself up as a peace-
maker in a troubled region. He is accompanied here
by Queen Rania, a popular figure in the country

recognisable ones,” says Murad. “Some duties and good transport networks also International hotel chains are
local agencies have won international work in the country’s favour. investing in Amman, Aqaba and
awards outside of Jordan – in Dubai, the Dead Sea area and the Saraya
Turkey and Egypt, for example.” “Jordan is a liberal market and Aqaba project in the Gulf of Aqaba
has signed international copyright – a self-contained city consisting of
Sports marketing is another avenue agreements with the United States and luxury residential units, hotels, shops,
to be explored. Jordan is hosting the Europe,” says Murad. “In addition, there restaurants, a water park and a beach
FIFA U-17 Women’s World Cup 2016 in is solid infrastructure and strong financial club – proves that investors are bullish
September, becoming the first country and banking support, plus English about the country.
in the region to host an international is widely spoken.” Jarad adds that
women’s football tournament. Mara- Amman is a hub for companies that are “What makes us unique is that we
thons, cycling and 4x4 events are targeting or operating in the Levant areas are a very hospitable nation and we
also popular. (countries including Cyprus, Lebanon, are open to all nationalities,” notes
Palestine and Syria), so investing in El Ahmad.
DOING BUSINESS Jordan can give one privileged access
Doing business in Jordan has much in to a number of markets. Fiona Zerbst has
its favour, despite the country ranking a worked as a journalist
modest 113th out of 189 on the World Tourism remains a lure, even though and editor for 20 years
Bank’s Doing Business 2016 index – visitor numbers are down. The Martian, and has freelanced for
six places down from 2015. a 2015 Hollywood science fiction film five years. She writes
starring Matt Damon, was partly shot primarily about finance,
A stable currency (the Jordanian dinar), in the dunes of Wadi Rum (a 720 km² business and the
strong property rights and low taxation valley cut into the sandstone and arts for newspapers,
on individuals and companies are all granite rock of southern Jordan) and magazines and clients in South Africa,
pluses, along with moderate inflation. has been part of a marketing drive to Nigeria, Botswana, Finland and the UK.
Free-trade zones, freedom from customs promote the region. She is also a published poet.

August–September 2016 strategicmarketing 55