Can Amman become a "green" touristic capital?
Jordan/Amman (November, 2010).
Jordan’s rapid economic growth and lack of conventional fossil resources has created an increasingly costly dependency on imported energy. The country imports almost 100% percent of its energy, amounting to average 20% of total imports.
The kingdom relies almost exclusively on fossil energy at approximately 4 tons per person whish is below the world average of 6 tons per person.
Energy insecurity is also a growing threat to Jordan’s economic development. Because of rising oil prices, Jordan has been shifting electricity production from petroleum-based fuels to natural gas. But as natural gas becomes an exportable commodity across the globe gas prices are likely to continue rising.
Recently, the Amman Institute for Urban Development and Jordan Environment Society (JES) have signed an agreement to recycle paper whish is an excellent step. The agreement comes within both parties' efforts to preserve the environment; adhering to standards of environmental, economic, and social sustainability.
''As the situation is rapidly changing, these are promising times in the energy, water, and environment sector in Jordan. There are many actions that Jordan’s private sector can take to enhance environment practices and our Green Caterer certification program is one of them. In the long run, we will seek to play a significant role in the energy, water, and environment hospitality sector. I do believe that environment is a topic that must be part of any businesses operational and marketing practices. Going Green reduces costs and increases business, this is a fact! We fervently believe that Jordan can become a green touristic country but achievements should include reducing waste, water and energy consumption within the hospitality sector, all of which impact positively on the environment. Greening a hotel or a restaurant is more than just good for the environment. It's good for business! As people try to live a more green lifestyle, they want businesses where they spend their money to be more green, too; the additional benefit of greening a business is a healthier place for employees...'' say Areej Yousef, Managing Director of Deyafah Ltd.
Today’s' consumers are having a growing influence on the environmental practice of companies and in response to eco-conscious clients, professionals across the Kingdom should implement green initiatives that cut expenses, reduce their carbon footprint and promote social responsibility.
Consumers, particularly those in the higher income and education demographic, continue to be concerned about the environmental impact of their own behaviour as well as that of the businesses they patronize. This represents an opportunity for hotels that are engaging in green practices to use these aspects of their operations to draw in valuable customers. It also acts a spur to those businesses that do not execute or have suspended eco-practices due to cost sustainability initiatives. For these hotels and restaurants, the first step is to get back into the green game. For those hotels and restaurants that have already gone green, the question becomes how to effectively market that facet of their operations, or how to re-launch a marketing campaign centred on their environmental record.
A Cornell study recommends joining green groups or adhering to guidelines with environmentally friendly goals and best practices. This is an excellent way to align a hotel or restaurant with other like-minded enterprises and to leverage the marketing reach of trade groups without making a sizable investment in an internal campaign.
''Hotels and restaurants should be prepared to deal with solid green practices. It seems clear that consumers are willing to pay a premium to enjoy the fruits of such practices and there is little excuse not to engage in them. From a marketing perspective, green means a viable and profitable differentiating factor...''
The Deyafah Green Caterer certification is a non-profit structure dedicated and rewarded to hospitality establishments who are implementing a minimum of green environmental Practices, Products and/or Services (PPS) in all aspects of their day to day operations. This independent certification is designed to serve hospitality operators and their unique identity, helping them achieving their cost saving & revenue benefits goals while following sustainable eco-environmental rules.
The objectives are: Reinforce the eco-tourism activity by encouraging caterers and food services operators to use more environmental friendly practices and generate funding to support health and environmental project in favour of vulnerable children and exposed populations e.g. children moderate-malnutrition and related disorders or environment and climate change projects including schemes on alternative energy & carbon emissions.
11 Albaddad Holding Complex
Al Madinah Munawarah Street
P.O.Box 2599 Amman 11910 Jordan
Email : email@example.com
Tel : +962.6.554.1538
Twitter : www.twitter.com/Deyafah
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