Muna has been committed to utilizing tourism as a tool for validating people, creating meaningful experiences, and generating economic opportunities in rural areas. She recently joined the government of Jordan at the Prime Minister's Delivery Unit as Tourism Lead.

Muna Haddad is the founder of BARAKA, a consulting company established in 2011 that is specialized in sustainable tourism development. She led ecotourism master planning and community-based tourism development in several countries in the Middle East and North Africa. She founded Baraka Destinations, a subsidiary of BARAKA as a lab to demonstrate the financial viability of innovative tourism models that contribute to poverty alleviation through job creation, cultural preservation and nature conservation. She developed and obtained international certification for training curriculums that contribute to the preservation of ecosystems through tourism. She is also the Founding President of the Jordan Trail Association, an NGO tasked with developing and managing a 650 km hiking trail traversing Jordan from north to south, and contributing to creating tourism jobs in poverty pockets and under developed areas of the country. In 2021, she joined Jordan’s Prime Minister’s Delivery Unit as the Tourism Priority Lead focused on a sustainable tourism recovery post-pandemic.