"The mandatory membership structure at Jordan Restaurant Association, however, caused the association to be less responsive to the specific requirements of its members.
Throughout the past four years, JRA has adopted a reactive approach as opposed to a dynamic proactive approach dedicated to providing quality services for its growing membership base.

Meanwhile, JRA finds itself at a critical juncture. Not only is it expected to upgrade its services to raise the level of Jordan’s restaurant industry, it was also identified along with other tourism stakeholders, as an active partner in the implementation of the National Tourism Strategy (NTS) that aspires to double Jordan’s tourism economy by 2010.

With this challenge, JRA leadership decided to take action and strengthen the institution to enable it to cope with a growing and vigorous tourism industry." (Chemonics International Inc., 2006)