Tourism in Jordan has led to environmental and social problems as it has increased rapidly in recent years. Fair Trade Jordan (FTJ) aims to create a certification system to promote sustainable tourism practices that benefit local communities. However, convincing local tour operators to participate may be difficult as they are focused on profits and skeptical about commitments to standards. FTJ hopes to draw on the experience of Fair Trade Tourism South Africa and begin certifying pilot projects in Jordan by 2009. Challenges remain in building awareness, capacity, and financial support to fully establish the certification system.