By Mohammad Nour Ahmad Al-Shreideh
Tourism content creation today is no longer merely about photographing a site or conveying a beautiful scene. Rather, it has become an important tool for introducing tourist destinations, highlighting their stories, and conveying an image of Jordan to the world in a new language that reaches millions of viewers.
From this perspective, His Royal Highness Crown Prince Al Hussein bin Abdullah II’s interest in tourism content creation, and in young people working in the fields of tourism, exploration, and the environment, stands out.
During a special session that brought him together with content creator Joe Hattab, there was a particular focus on discussing Jordan and its tourism potential, leading to His Royal Highness the Crown Prince’s recommendation that Joe Hattab’s next destination during the spring season be the north of the Kingdom; the region where nature reaches the peak of its beauty, and where its forests, valleys, and plains turn into an open green canvas for visitors and content creators.
For me, this recommendation carries more than simply choosing a tourist destination. It highlights an area that possesses great potential for creating an integrated tourism experience, and a season that may be one of the most beautiful seasons of the year to discover northern Jordan.
Northern Jordan During the Peak Season of Beauty
Spring in northern Jordan is different.
The forests are covered in greenery, the valleys and springs regain their presence, and the waterfalls are at their most beautiful, while the moderate weather helps with hiking, exploration, and adventures in nature.
It is a season in which a journey can turn into a complete visual story combining nature, geology, history, agriculture, heritage, and adventure.
And this is exactly where Joe Hattab’s upcoming journey could be different.
Instead of visiting only the well-known sites, the journey could begin from places that carry stories that still need to reach the public.
From Barqash Cave, the Story Begins
Among these places, Barqash Cave, located in the Barqash Forest area, stands out.
A cave with geological and natural value, containing rock formations that were formed over long periods of time, it can present, through Joe Hattab’s lens, a different story about Jordan; a story that begins deep beneath the earth and then emerges into the forest and nature.
From there, the journey could extend to the Barqash Forests and Wadi Bira, Al-Zalaqmah Waterfalls, the Ain Trail, the Cave of Jesus Christ, the old stone presses, the ancient olive trees of Al-Mihraas, the Sun Viewpoint in Rakhim, and Wadi Al-Rayyan.
Each of these destinations carries a different story, and each story can become part of a larger narrative about northern Jordan.
Joe Hattab… When the Journey Becomes a Story
The importance of having a content creator like Joe Hattab lies not only in the size of the audience he reaches, but also in his ability to transform a place into an experience and a story.
The viewer does not simply want to see the forest; they want to know its story.
They do not simply want to see the cave; they want to know what its rocks conceal.
And they do not simply want to see the olive trees; they want to know how the Jordanian people have lived alongside them for thousands of years.
Here, tourism content creation becomes a true partner in introducing the destination.
An Invitation to Invest in the Crown Prince’s Recommendation
From here, I believe that His Royal Highness the Crown Prince’s recommendation that Joe Hattab’s next destination be in the north of the Kingdom during the spring season can be transformed into an important opportunity to reintroduce the region in a new way.
Through Al-Himmah for Tourism and Environment Development, a non-profit organization, and with the participation of Dr. Ahmad Al-Shreideh, we are working on a vision for an integrated program for this journey, bringing together natural, heritage, and geological sites, and offering a different experience for both the content creator and the viewer at the same time.
The idea is not simply to take Joe Hattab to a group of sites.
Rather, it is to take him to a story.
A story that begins in a cave millions of years old, extends through the Barqash forests, Al-Zalaqmah Waterfalls, and the trails of northern Jordan, passing through the history of olive trees and ancient presses, and ends before one of the most beautiful scenes of nature in the region.
The Jordan That Has Not Yet Been Told
I believe that Jordan does not always need to search for new places as much as it needs to tell the stories of the places that already exist in new ways.
Northern Jordan possesses enough stories to create an entire season of tourism content.
Therefore, spring 2027 could be an opportunity to open a new window onto northern Jordan, make use of its most beautiful natural season, and transform the Crown Prince’s recommendation into a tourism and media experience that carries its image to the world.
For spring in northern Jordan is not merely a season… it is a season in which the land waits for its story to be told.
And Joe Hattab, perhaps your next destination is there.
* Director General of Al-Himmah for Tourism and Environment Development
