"While tourism is Jordan’s largest industry, it still lacks proper support from policymakers due to weak recognition of its true value to the economy. The population at large also does not sufficiently recognize the extent of the economic and social benefits tourism has on their own incomes and standard of living. To exacerbate the human resource challenge, employment in the sector is often stigmatized by families deeming it too liberal and not fit for women, or as an industry inferior to other “more prestigious” professions for males. This has resulted in the sector’s inability to attract sufficient talented employees. Often, employment in the sector is the choice of last resort. Accordingly, it is important to work on enhancing the image of the sector." (Chemonics International Inc., 2006)