YOUNG Jordanian Rabee Zureikat, who is using travel and tourism to help the poorest of his countrymen, will be at WTM to receive a global award nominated by TTN.
Zureikat launched Zikra in 2007 introducing a new model of exchange tourism which bridges social gaps between inhabitants of cities and ethnic minorities residing in rural areas. For Zikra, exchange denotes an equal relationship between both parties and, through exchange tourism activities, citizens interact and exchange resources and experiences shattering stereotypes on both sides and easing ethnic and social friction.
Zikra organises trips for city inhabitants to visit the remote countryside where they can connect to their roots and history as they learn traditional skills and crafts. Income generated is channeled into micro-loans in the villages encouraging the establishment of small businesses.
The exchange also brings the problems of the rural areas to the visitors’ attention, pushing them to come up with solutions.
Through Zikra, exchange tourism replaces traditional core-periphery interaction, such as philanthropy directed from rich to poor citizens, by highlighting both parties’ assets and building capacity in rural areas which have traditionally been kept dependent.
Currently 18 families have sustainable income from businesses they have started thanks to participants in the exchange tourism activities, with two university scholarships and Zureikat has plans for future expansion.
As a WTM media partner TTN has the opportunity to nominate a recipient for the global awards – an individual or company which has demonstrated commitment, innovation or out-of-the-ordinary creativity to have an exceptional impact on the travel and tourism industry either locally, nationally or globally.
Editor Liz O’Reilly said: “When we reported on Zikra back in January, I was very impressed at the work Rabee Zureikat is doing. There will, no doubt, be some very large national organisations receiving awards but, for me, both he and Zikra demonstrate just how much our industry can achieve at a grass roots level and I’m delighted we were able to put him forward for this award.”