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HRH Princess Dana Firas talks about cultural heritage as an integral building block of the sustainable development goals. She describes the impact of the cultural education and awareness program that she developed with her team at the Petra National Trust among school age children and youth in Petra specifically, and in Jordan. She speaks of how her experience has shown the links between cultural heritage awareness and improvements in overall educational outcomes, including creativity, innovation and social cohesion. Princess Dana speaks of her efforts as a global advocate and a UNESCO Goodwill Ambassador for Cultural Heritage to instill a sense of identity that is inclusive and rooted in thousands of years of global connection and shared human values. HRH Princess Dana Firas is a global advocate for heritage protection and preservation as a foundation for development, responsible tourism, political identity and participation. Princess Dana was designated a UNESCO Goodwill Ambassador in June 2017 by UNESCO Director-General Irina Bokova in recognition of her outstanding commitment to heritage protection and preservation as pillars for sustainable development, and her contribution to responsible tourism and community participation. Her advocacy for the cause of cultural heritage preservation and awareness resulted in their inclusion in two World Tourism Organization declarations. Her Royal Highness currently serves as President of the Petra National Trust (PNT), Jordan’s oldest national nongovernmental organization in the field of heritage protection and preservation. Established in 1989, PNT advocates for the preservation of cultural heritage in Jordan and internationally, and seeks to protect and preserve the natural, cultural and socio-economic heritage of Jordan’s heritage sites, with particular emphasis on the ancient Nabataean city in southern Jordan and its surrounding region. Since 2008, She has chaired the Board of the Petra National Foundation (PNF), a US-based 501-c3 organization working to promote awareness of the world heritage values of Petra and to support projects and programs that protect and preserve the site. Since the early 1990s, Princess Dana has worked to promote cultural heritage preservation, education and sustainable development in various capacities in the three sectors: private, public and civil society, both in Jordan and in the United States. She worked in the office of HM Queen Noor on projects that promote sustainable development, peace and human rights. She participated in the establishment of a number of non-governmental organizations, locally and internationally, to promote heritage preservation and environmental protection. In 2016 she joined the Board of the Fulbright Commission in Jordan. She also serves as a founding member of the board of the Mohammad and Mahira Abu Ghazaleh Foundation (2016) and Patron of Manar Al Athar at Oxford University (2017). In 2003, Princess Dana co-authored an article entitled “From the Environment and Human Security to Sustainable Security and Development” in the Journal of Human Development. In 2006, she authored an article for the 2007 State of the World Report and participated in the launch of the report in Washington DC. In 2012, she contributed to a publication entitled “Tourism and Archeological Heritage Management at Petra: Driver to Development or Destruction.” The International Institute for Peace Through Tourism recognized Princess Dana as a Global Ambassador of Peace in London in November 2017, and in March of the same year she won the Arab Heritage Person Award for 2018, the first woman and the first Jordanian to be selected for this award. Her Royal Highness holds a BA degree from Boston University in economics and international relations. She also holds an MSc in Development Studies from the London School of Economics and Political Science and an MPA from Harvard University’s Kennedy School of Government focused on sustainable development and environmental policy, where she was a Fulbright Scholar. She is married to HRH Prince Firas bin Raad and has two daughters, Safa (born 2001) and Haya (born 2003), and one son, Hashem (born 2010). This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx