Staff Reports
Israel has taken a bold step to celebrate its history and faith by moving to brand Highway 60 as the “Biblical Highway” — the Bible Road. This is not just a tourist gimmick. Prime Minister Benjamin Netanyahu and the government are pushing a formal plan to map, sign and market Route 60 as a national heritage corridor that links the stories of the Bible to the modern State of Israel.
What is Route 60 and why it matters
Route 60 is the spine of the country. It runs from the Negev in the south, through Hebron, Gush Etzion and Jerusalem, and all the way north toward Nazareth. For centuries it followed the ancient Way of the Patriarchs. Today it crosses both inside Israel and through the West Bank. That geography makes Route 60 uniquely powerful as a symbol. It ties places from Abraham and the prophets to modern Israeli communities and the Israeli Defense Forces.
The government push to brand the ‘Biblical Highway’
The cabinet has moved to advance a campaign that will give Route 60 an official identity as the “Biblical Highway.” The plan goes beyond a name. Officials want bilingual and multilingual signage, visitor centers, scenic lookouts, printed and digital maps, and an international marketing drive aimed at faith-based and heritage tourism. Heritage Minister Amihai Eliyahu and project organizers, including Yishai Fleisher, have been prominent in promoting the effort.
Film, U.S. backers, and the faith‑tourism angle
The push has a global reach. A documentary called “Route 60: The Biblical Highway” has been rolled out with high-profile conservative backers, including David Friedman and Mike Pompeo, to help sell the idea to evangelical audiences. That kind of outreach matters. Evangelical pilgrims bring spending, political solidarity, and cultural support. If you want more visitors and stronger allies, you market what you have and you don’t apologize for it.
Politics, protests, and practical questions
Yes, this move sits on a fault line. Because Route 60 runs through the West Bank, some will see the branding as a political statement about borders and sovereignty. Critics will raise legal and diplomatic objections. NGOs and heritage professionals will warn about the politicization of archaeology. Those are real arguments. But so is the plain fact that countries promote their history. The smart play is to be transparent about funding, timelines and the cabinet decision so no one can pretend this is a secret land grab wrapped in stone and olive trees.
This project will test the government’s ability to marry heritage and policy without making needless international enemies. Done well, the Biblical Highway brings tourists, cements Israel’s story on the world stage, and gives Americans and Christians a clear reason to visit. Done poorly, it will hand critics cheap headlines. In any case, Israel has the right to celebrate its roots, and political noise shouldn’t stop a people from mapping their own history for future generations.
