CNT: The Jordan River Foundation, which you started, is preserving the cultural heritage, including bedouin traditions, and fighting poverty.

Queen Rania: The basic premise is to empower communities through sustainable income-generating projects. We provide thousands of people with the tools to make the most of their potential—from women mastering weaving skills to young men learning management and administration skills at bee-keeping projects. The Bani-Hamida scheme, which revived traditional weaving in rural parts of Jordan, now employs more than 500 women.

CNT: Is tradition an obstacle?

Queen Rania: The traditions of the mother as the main caretaker and the "family glue" are deeply entrenched, so sometimes women face pressure to stay at home rather than go out to work. Some women were chaperoned to the training centers by male family members. But gradually trust was built up. Now, many of the same men benefit from the added income, so they've become some of our biggest supporters.

CNT: As an inspiration and an advocate for women, what are your challenges today?

Queen Rania: Where I can, I encourage women to balance both a home life and a career. As someone who juggles those tricky balls, I can tell you it isn't easy, but it is possible and it is very rewarding. I am proud that Jordan frequently serves as a model for positive change in the region. Girls actually outnumber boys at university. Our challenge is getting these women into the labor force after university and keeping them there.

CNT: In May, in Amsterdam, you spoke about the importance of sustainability, and launched the Arab Sustainability Leadership Group. Tell us more about your motivation for doing that.

Queen Rania: Until recently, corporate sustainability was, to a large extent, synonymous with environmental protection. And there is no doubt that shielding our environment is critical, integral to social equity, and must remain high on the agenda...but in the Arab world, we desperately need to focus our energies on creating equal opportunity—jobs—for all, particularly our young people. And, increasingly, companies in the region are making that an integral part of the way they do business.

Each one of us has the power to make a small difference. And there are countless ways to do well by doing good, especially in the tourist industry. In Jordan, we're employing people from local communities to be tourist guides, drivers, designers, cooks, administrators etc.; we're paying employees competitive wages; we're building fuel efficient hotels/guesthouses that use solar power; we're using materials from the local community to cut down on transportation costs and enhance authenticity; and we're educating people about the importance of nurturing their environment and the resources in their local community.