Several female tour guides are changing the face of tourism in Jordan by breaking gender stereotypes and offering unique experiences to travelers. One such guide, Fatima Al Nawafleh, dons a full hijab while leading day trips in Petra and emphasizes that Islam does not have to limit one’s ambitions. Despite the conservative beliefs that women should hold more traditional roles, Al Nawafleh is among the few female guides in Jordan’s male-dominated tourism industry. There is also a resistance to female adventure guides in Jordan, as families are wary of their daughters spending time in remote and rough areas away from home. However, the growing demand for female-led travel is motivating women to explore and share the outdoor spaces and historical monuments that Jordan has to offer.
Ayman Abd Alkareem, co-founder and CEO of Experience Jordan, recognized the demand for female-led travel experiences and began recruiting female adventure guides. The company now works with six female adventure guides, each leading trips for women across Jordan. While women in Jordan may be hesitant to sleep outside their homes or stay out late due to cultural concerns, the visibility of female guides is gradually becoming normalized. Female tour groups also help bridge cultural divides by providing access to female-led projects owned and managed by local women, offering insights into their daily lives and culture.
Female guides like Wafa’a El Khativ are carving out space for themselves in an industry dominated by men, facing challenges such as the ‘male ego’ in remote communities. El Khativ highlights the lack of locally-based female guides and the preference for male guides in certain communities as obstacles to greater female representation in the tourism industry. Despite these challenges, she remains determined to pursue her passion for adventure guiding, even if it means camping and hiking in the wild Wadis of Jordan. Although some mothers may still prefer more traditional paths for their daughters, El Khativ finds fulfillment in her work and remains committed to her career.
The growing visibility of female guides in Jordan is challenging traditional norms and expanding opportunities for women in the tourism industry. As the demand for female-led travel experiences increases, more women are venturing into non-traditional roles and exploring the country’s unique landscapes and cultural sites. Female tour guides are not only providing valuable insights into Jordan’s history and heritage but also fostering connections between travelers and local communities. Despite the obstacles faced by female guides, their passion for sharing the wonders of Jordan with visitors is evident in their dedication and commitment to their work.
Overall, the presence of female guides in Jordan is transforming the tourism landscape and offering travelers a new perspective on the country’s rich history and natural beauty. By challenging gender stereotypes and breaking barriers in a male-dominated industry, these women are inspiring others to pursue their passions and explore new opportunities. As the visibility and acceptance of female guides continue to grow, the tourism industry in Jordan is becoming more inclusive and diverse, providing unique experiences for travelers and empowering women to thrive in non-traditional roles.
