News Opinion

Marketing Bethlehem; A Palestinian Success

Alexander Hamilton, United Kingdom, Wednesday 26 December 2007

For Christians, the very name of Bethlehem is synonymous with the story of Jesus Christ and the nativity. Whilst Muslims travel to Mecca for the Hajj, many Christians view Bethlehem at Christmas as a similar form pilgrimage. Situated in the hills of the West Bank, it is a curious irony of history that the birthplace of a man revered for his message of peace and love for humanity, would now form the backdrop for one of the most bitterly divided regions on earth. As with any Christmas tale however, the story of Bethlehem in 2007 holds a certain ray of hope for all.

With 70,000 tourists (from all denominations) expected to visit Bethlehem over the Christmas period, culminating in over 650,000 for the year, interest not only reflects Christian fervour, but also international confidence in the domestic security situation of Palestine; emphasised by a visit by Middle East Peace Envoy Tony Blair only last week. Placed in the context of political economy, such endorsement cannot be over stated. Accounting for a fifth of the Palestinian economy, the success of the tourism industry in Palestine is very much an indicator of the viability of Palestinians to manage an independent economy.

The relationship between maintaining domestic security and economic prosperity is at the heart of Palestinian statehood. The success of Bethlehem’s attraction for visitors in 2007 is a microcosm for the political landscape as a whole. Only in 2000 the second Palestinian uprising effectively destroyed tourism in the region adversely affecting many of the inhabitants. The scene of the nativity has massive international significance. As a response to an Israeli incursion in 2002, 39 Palestinian gunmen took refuge in the Church of nativity exemplifying how the bitter hostilities of the region were corrupting the most elemental symbols of peace.

Juxtaposed against Israel’s 24 foot West Bank barrier designed as a response to protecting Israeli interests from Palestinian extremists, many tourists travelling from Jerusalem to Bethlehem would be forgiven for thinking they were entering a maximum security prison rather than the birthplace of Jesus Christ. It is therefore remarkable testimony to the versatility of the Palestinian people to continually reinvent their economy that so many people choose to visit Bethlehem.

Surrounded by violence and hostility, Bethlehem in the 21st century should be seen beyond a Christmas pilgrimage and more as a celebration of the human spirit, which may see the Palestinians achieve their dream of self-determination.