Sustainable development is now widely promoted as a holistic concept that aims to integrate social, economic and cultural policies to ensure high-quality growth in the context to which it is applied. During implementation such programs encounter, however, place-specific institutional and cultural barriers that often go unrecognized. This article presents findings from a 10-year collaboration of the University of Arkansas with Yarmouk University, Jordan, that led to the adoption of a heritage tourism strategy that is both economically and environmentally feasible.
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