CNT: As part of your push for sustainability, is ecotourism a growing industry in Jordan?

Queen Rania: We are working hard to save and nurture our natural environment. The Royal Society for the Conservation of Nature develops and promotes nature reserves, guided wilderness treks, and sustainable development projects. Responsible tourism, devoted to preserving our pristine natural areas, creates jobs and opportunities. In all the nature reserves, walks are guided by locals, meals are cooked by local people often with local products, and, wherever possible, furnishings are made by local craftspeople. It's symbiosis at its best: Visitors receive an authentic experience, and local people make a living and preserve their environment and traditions. It always makes me feel better knowing that something I do on holiday is helping someone in the community, enabling them to cover school fees or to buy a goat or some chickens. In our part of the world, sustainability is not yet a culture. We have a long way to go before it is embedded in our companies' DNA, before mind-sets have changed.

But there are some encouraging signs that it's taking root in our region's business and social landscape.

The Arab Sustainability Leadership Group will scale up existing sustainability efforts throughout Jordan, and our region, and across all sectors by advocating for more sustainable practices, liaising with business and tourism leaders, and NGOs, offering support, sharing ideas, and showcasing successes.

CNT: What is your favorite place in Jordan?

Queen Rania: Choosing a favorite is impossible! From the lush carob and pistachio woodlands of Ajloun Nature Reserve and the calm shores of the Dead Sea, to Dana's dramatic canyons and the serene, starry skies of Wadi Rum—they are all memorable. And farther on over the mountains, there's Petra. Carved into towering rose red rock, this Nabatean city is spectacular by day but especially breathtaking by night. The magic and mystery of the Siq gorge is unforgettable. The shadows cast by candles and moonlight on the ancient walls magnify the awesome wonders of geology through the ages.

CNT: But surely you have some favorite spot.

Queen Rania: Aqaba, Jordan's southern port city, is a regular and much loved holiday destination of ours. It's our weekend escape from the hustle and bustle of Amman. I love the sunsets—the way the light reflects off the rusty red mountains and bathes the city in a smoldering flush. Aqaba is where we wind down and hang out as a family.

CNT: Does tourism promote cultural understanding?

Queen Rania: Without a doubt, yes. As a Muslim and an Arab, I'm deeply concerned about the tension and misunderstanding between East and West. It's alarming how much misinformation is out there. Travel is a powerful antidote. When people meet, share a coffee, and talk about their country or their experience, differences often melt away. Tourists are the best ambassadors for tolerance. Every holiday snap, every e-mail home, turns them into digital diplomats. There is no doubt in my mind that travel fosters tolerance, promotes knowledge, and encourages harmony between people of different cultures and religions.