TreadRight launches newest video highlighting Jordanian People project

The TreadRight Foundation has unveiled its newest video highlighting the organization’s recently added People project in Jordan; the Iraq al-Amir Women’s Cooperative.

The TreadRight led experience was hosted by TreadRight Ambassador Céline Cousteau, who was joined by a group of influential storytellers on a journey of exploration and discovery in Jordan. The central goal of their trip was to gain a greater appreciation for and understanding of the Iraq al-Amir Women’s Cooperative’s important work and future goals, as well as the struggles they might face as they look to achieve them.  

READ MORE: “It’s about protecting our communities and the planet:” TreadRight celebrates 10 years of making travel matter

Helping women succeed

Unemployment for women in Jordan is at around 33% in urban areas and even higher than that in rural areas. The cooperative was founded in 1993 with the goal of making the women in the region financially independent as well as raise their standard of living by increasing their income and preserving local heritage.

Managed and run by local women, Iraq al-Amir has provided training projects on a variety of heritage handicrafts for more than 150 women from all villages of the Wadi Seer district of Jordan. The products are then also sold in the gift shop, as well as online.

“As an organization and with the support of the TTC family of brands, we are working to make travel matter. The Iraq al-Amir Women’s Cooperative is a perfect example of the kind of initiative that can harness the power of travel and tourism and use it to make real, sustainable positive changes in people’s lives,” says Shannon Guihan, program director, The TreadRight Foundation. “It was a privilege to be so warmly welcomed at the cooperative and to hear the women’s incredible and powerful stories of lives transformed for the better through Iraq al-Amir. Now TTC has the honour of introducing our audiences to those stories through our new video and by taking guests to visit the cooperative in Jordan.”

The TreadRight Foundation’s People pillar encourages the cultures, traditions and arts of the communities TTC visits, seeking to enable these communities to experience the true benefit of travel and tourism through economic empowerment. This is achieved through support of micro-enterprises and community-based travel and tourism initiatives that build a positive future for community members and their families.

TreadRight looks forward to helping TTC’s family of brands continue to make travel matter, working with influential storytellers, aligning with sustainability leaders, and partnering with meaningful projects across the planet.