Dr. Nidal Al-Majali
Jordan Daily - Every summer, Jerash Festival has been a celebration of art and culture. Yet, in its fortieth season, the story feels different. A festival that has successfully shaped cultural life for four decades has evolved beyond being merely a platform for artistic and cultural performances. Today, it stands as a comprehensive national project with a broader vision and a deeper mission- one that views culture as a driver of development, a contributor to economic growth, a guardian of identity, and a catalyst for revitalizing communities and places.
The launch of the 40th edition of the Jerash Festival under the slogan “A Legacy Endures, Generations Unite” embodies both continuity and renewal. The theme draws upon a rich heritage built by artists, creators, and audiences over forty remarkable seasons. Yet, the significance of this milestone lies not only in the number itself, but in the intellectual and administrative transformation the festival represents- a transformation that reflects a modern understanding of culture’s role in everyday life, in creating opportunities, and in empowering local communities.
The vision guiding this year’s festival extends far beyond the stage. It seeks to establish an integrated model that brings together culture, tourism, economic development, and social impact within a single framework. The festival is increasingly viewed as a platform that showcases the Jordanian way of life, where culture meets heritage, local products connect with visitors, and cities and villages come together to tell the story of a nation to the world.
At a time when the region and the world face significant challenges, Jerash demonstrates that culture is not a luxury to be postponed during difficult times. Rather, it is a powerful force capable of inspiring hope, strengthening resilience, and fostering unity. From the outset, this year’s objectives and messages have been built upon the principle of sustaining impact despite adversity, making art a message of life and culture a space where people gather around shared values of beauty, belonging, and creativity.
What particularly distinguishes this phase- and what I heard firsthand yesterday from the Minister of Culture during an informal meeting attended by the CEO of JETT ( Jordan Express Tourist Transportation Company) and the Executive Director of the Festival- is its alignment with the Ministry of Culture’s broader national vision. This vision aims to establish a unified framework for cultural and tourism events across the Kingdom- one that extends beyond a successful summer season and works toward transforming Jordan into a year-round destination for cultural engagement.
Under this approach, activities and events are distributed across governorates, cities, and towns, ensuring that the benefits of cultural and economic development reach the widest possible segment of society.
This vision recognizes that the stage should not remain in one place, nor opportunities be confined to a single city. The preservation of arts and heritage, support for artisans and local producers, stimulation of tourism, and promotion of the creative economy become far more impactful when they are geographically distributed and embedded within communities across the country.
After forty seasons of cumulative success, the Jerash Festival appears more capable than ever of leading a new chapter in Jordan’s cultural journey. It is a chapter built upon decades of experience, public trust, strong partnerships, and a forward-looking management philosophy. Together, these elements position the festival as a model that can help shape the management of cultural and tourism events throughout the Kingdom.
With the continued support of national institutions and strategic partners, the day may not be far off when the expertise and management model of Jerash contribute to the leadership and coordination of a broad network of cultural events across Jordan throughout the year. Such a vision would further establish culture as a pillar of development, art as a bridge to national identity, and Jordan as an open platform for life, creativity, and innovation.
Thus, Jerash enters its fortieth season not merely as a celebration of past achievements, but as a declaration of a new beginning- a new era founded on the belief that culture creates impact, art builds bridges, and every city and governorate in Jordan deserves to be an open stage for joy, creativity, and shared national pride.
