The importance of this presence is evident in the international visits and movements of His Majesty the King and His Royal Highness Crown Prince Al Hussein bin Abdullah II, and the opportunities they provide to strengthen political and economic relations and to introduce Jordan as a stable country with promising investment and tourism potential. However, the question we must ask today is: How do we translate this diplomatic capital into economic, tourism, and cultural achievements that directly reflect on the Jordanian domestic scene?
Political diplomacy, despite its importance, is no longer sufficient on its own to achieve national interests in a world where investments, tourism, and cultural exchange have become influential tools in international relations. In fact, the economic, tourism, and cultural dimensions may be on par with the political dimension, and perhaps even exceed it in their direct impact on the citizen's life, job opportunities, and development.
Hence, I see a necessity to develop the concept of Jordanian representation abroad by having an economic advisor, an official specialized in tourism affairs, and a cultural advisor in Jordanian embassies, according to the nature of each country and the importance of its markets, and in coordination between the ministries of Foreign Affairs, Investment, Tourism and Antiquities, Culture, and the relevant economic entities.
The role of the economic advisor should not be limited to introducing investment opportunities, but should extend to communicating with businessmen and major companies, attracting capital, opening markets for Jordanian products, and following up on projects until they transition from the stage of understandings to actual implementation.
As for the tourism official, they bear the responsibility of promoting Jordan with its civilizational, historical, religious, and natural heritage, and building partnerships with tourism and aviation companies and international institutions, which contributes to increasing the number of visitors and stimulating the local economy.
The cultural advisor is no less important than these two roles; culture represents a soft power for the state and a means to enhance its international image, introduce its identity and history, showcase the creativity of its people, and open horizons for cooperation with universities and cultural and academic institutions in host countries.
Here, the importance of a true partnership with Jordanian communities abroad emerges, which include businessmen, academics, experts, and professionals who possess extensive relationships in their societies. These communities are not merely social gatherings to be called upon during national occasions, but human, economic, and cultural energies that should be institutionally involved in serving national interests.
Furthermore, the success of this approach requires the formation of specialized teams to follow up on the results of royal visits at every stop, tasked with inventorying the opportunities presented, communicating with relevant parties, and setting timelines for implementation, so that efforts do not end with the conclusion of the visit or the signing of agreements. Here, the responsibility lies with governments and executive institutions to turn the doors opened by royal diplomacy into actual projects, investments, and job opportunities.
In order for these proposals not to turn into mere job titles and additional financial burdens, clear criteria must be adopted for selecting talent and setting priorities, linking the performance of these positions to measurable indicators, while utilizing existing staff and directing resources toward the markets most important to Jordan.
The responsibility for developing this path lies with the relevant ministries and institutions, primarily the Ministry of Foreign Affairs and Expatriates, in cooperation with the economic, tourism, and cultural ministries. The challenge is no longer just in building international relations, but in the ability to invest in them in an organized and sustainable manner.
In my estimation, the next phase requires moving from being content with the power of political presence to maximizing the national return of this presence. Jordanian diplomacy, which has succeeded in opening the doors of capitals and international decision-making centers, must be accompanied by economic, tourism, and cultural work that is no less present and influential.
Jordan does not need embassies that represent it politically alone, but integrated missions that open the doors to investment, attract tourists, spread Jordanian culture, and build bridges of cooperation with international communities and institutions. When the power of political relations is transformed into projects, job opportunities, and sustainable development, the Jordanian presence abroad becomes a national achievement whose fruits the citizen feels at home.
