Initially conceived 30 years ago, the Hashemite Kingdom of Jordan has renewed its partnership with round-the-world yachtswoman Tracy Edwards and her iconic boat Maiden.

In 1990, Edwards made history by leading the first all-female crew to the finish line of the Whitbread Round the World Race. Supported by His Majesty King Hussein who believed in Edwards’ vision and displaying the royal crown of the Jordanian family on her sail, Maiden and her 12-strong crew helped to inspire women to take up sailing and challenge the perception of what women were capable of.

In 2017 the yacht will be restored to its former glory, Jordanian colours and all, and will embark on a new venture called The Maiden Factor which will work with and raise funds for charities and sail the globe promoting the agenda of education for girls.

Dr. Abed Al Razzaq Arabiyat, managing director of the Jordan Tourism Board, said: “When Tracy Edwards MBE told us of her new mission we were only too delighted to help. She has helped to inspire so many people and her new vision is something that aligns perfectly with our own in Jordan. Empowering women, championing girl’s education and inspiring a generation is such a powerful message; it is an honour to be involved in her project and we look forward to welcoming Maiden and her inspirational crew to Jordan in 2017.”

In tandem with this the tourism board has also embarked on a new strategy, identifying its key products and redefining them for today’s consumers. Dr. Arabiyat commented: The trends and behaviours of tourists have changed from sightseeing to ‘sightdoing’ - they need to live the experience. We identified the unique and authentic experiences that Jordan can offer to tourists and have redesigned our campaigns accordingly. We believe the UK market to be one of the most important and resilient markets to Jordan.”

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