Muna Haddad is the founder and managing director of BARAKA, a company specialized is sustainable tourism development. She led ecotourism master planning and community based tourism development in Jordan, Morocco, Tunisia, Lebanon, Palestine, France, and Italy. She founded Baraka Destinations, a subsidiary of BARAKA as a business to demonstrate the financial viability of innovative tourism models that contribute to poverty alleviation, 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.

She is considered a contributor on sustainable tourism and speaks at universities and international conferences on topics related to transformative travel, adventure tourism, community based tourism, destination marketing and has recently been addressing defensive marketing and the impacts of political crisis on the region.