Champions of Change Award
Muna Haddad
Amman, Jordan
The woman on a mission to make tourism a force for good
An entrepreneur with deep roots in Jordan's tourism sector, Muna Haddad has spent nearly two decades pioneering a model of sustainable travel that places local communities at its heart.
Drawing on her experience with the Jordan Tourism Board and her commitment to regenerative growth she founded Baraka in 2012, a consultancy that specialises in sustainable tourism development and master planning of secondary destinations, before expanding her impact in 2015, with Baraka Destinations, which promotes purpose-driven tourism across Jordan's lesser-known regions.
She has built a portfolio of authentic stays and experiences that celebrate Jordan's landscape and heritage while generating meaningful livelihoods for residents. Her initiatives have directly benefitted more than 150 local families across rural Jordan, creating a model that bridges the gap between travellers and the communities that host them.
She also served as the founding president of the Jordan Trail Association in 2015, helping develop the 650km trail that links villages from north to south. In 2022, Muna partnered with chef Karmah Tabbaa to revive Jasmine House, a story driven restaurant and cultural space in Amman celebrating local produce and unsung heroes.
The village of Umm Qais holds special significance in Haddad's journey as the first community where her vision came to life. There, she established Beit Al Baraka (House of Blessings), a bed and breakfast created with local families, which transformed a modest village home into a welcoming stay, immersing visitors in local life through over 40 community owned experiences such as olive harvesting, foraging, cooking and storytelling.
She has since expanded this model to Pella, establishing Beit al Fannan (House of the Artist), working with residents to design art inspired guest stays and nature-based experiences, such as hiking, beekeeping and artisan workshops rooted in local heritage. Baraka Destinations is launching their version of an Amman walking tour, rich in never-before heard stories that have been collected from over 40 residents and celebrates the capital in its rich history and pluralistic society.
Working alongside local families, Haddad introduced programmes that ensure more than 70 per cent of tourism income remains within the community. Each initiative begins with training, mentorship and investment in hospitality, food safety and business management, equipping residents with the tools to build and sustain their own enterprises.
Through this approach, Baraka Destinations has successfully created over 150 new jobs through localised supply chains, with women and youth now owning two-thirds of the participating businesses. Over time, these initiatives have evolved into community-owned businesses that celebrate Jordan's landscapes, culture and crafts while creating lasting livelihoods.
The Champions of Change Award recognises and celebrates unsung heroes of the hospitality sector who are driving positive action in their communities and creating blueprints for a more inclusive society.
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