Another farmer impacted by the business is Um Nidal, a mother of eight living in Balqa Governorate. Through agritours, visitors observe her daily life and chores at her home. Um Nidal sells bread, free-range eggs, buttermilk, goat butter, and other products to guests, and one of the visitors was so impacted by the home visit that they donated the amount of money Um Nidal needed to buy a larger bread-making machine.
Farmers like Um Hassan and Um Nidal — as well as each of the handpicked residents involved in Bookagri’s experiences — have received agritourism training from Haddad and her team. From tips about hygiene and hospitality to creating an experience that is customized to each farm, Haddad says her goal is to enhance what farmers have to offer by giving them the right tools and training to engage travelers. Each host has also received training around gender acceptance, to ensure they are okay with welcoming guests of both sexes into their homes.
Agritourism: a growing opportunity across Jordan:
Haddad has an ambitious vision for Bookagri. First, she plans to apply her agritourism model in other Jordanian governorates, fostering a sustainable tourism sector based not just on archaeological wonders, but rural life, too. “I want to show people across the country that their skills and farms have value and can generate income,” Haddad says passionately. “They do not need professional degrees — this is self-employment.”
Despite ecotourism’s fast-growing popularity and support in Jordan, agritourism is still a novelty. “So far the government in Jordan does not have any rules or regulations around such kinds of tourism,” says Haddad. In summer 2016, Jordan’s tourism ministry referenced agritourism as one of the high-demand areas in which it would focus its efforts over the coming years.
Bookagri has been supported by a partial grant agreement with USAID. The agency is working with Bookagri through a project promoting economic stability in the country through tourism. Financial support from that grant will help Bookagri through its first five years as the concept is rolled out to other parts of Jordan.
Haddad also has her sights set on expanding to other governorates in Jordan and developing Bookagri as a global brand. She has been keeping up with the boom in agritourism across Europe, Tunisia, and Lebanon, and is eyeing the market in India and the Philippines. After its launch in a few weeks, the Bookagri website will be available as a worldwide platform where farmers and agritourism operators can advertise their opportunities under the Bookagri banner.
“People have to invest in their natural resources, and agritourism is a way for more investment in the land, skills, and people,” Haddad says. “Agritourism is really a gold mine if people start it in the right way.” For Haddad, that is in Balqa Governorate today, but tomorrow is a new day and a new opportunity.
Website: www.bookagri.com
Facebook: www.facebook.com/bookagrijo
Photos: Courtesy of Bookagri