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Israelis flock to this tiny town in Peru for vacation — and psychedelic spirituality
PISAC, Peru (JTA) — About 20 miles northeast of the tourist capital of Cusco, the small Peruvian town of Pisac sits nestled among the verdant Andes Mountains. Lined with cobblestone streets and two-story adobe houses, the town offers a distinct blend of ancient Incan culture and breathtaking landscapes.
Pisac’s main square, Plaza de Armas, is often filled with Indigenous women pulling alpacas, local art dealers selling their handmade artisanal wares and kids playing soccer — nothing out of the ordinary for a tourist town in the Andes. But directly across from the plaza’s church, a recent addition to the square stands out.
A yellow flag with a blue crown is draped over the bannister of one of the two-story buildings flanking the square, reading “Mashiach” — “Messiah” in Hebrew.
The flag marks the building as an outpost of the Hasidic Chabad-Lubavitch movement, which has placed emissaries in dozens of countries. Opened in April, the Pisac outpost is Chabad’s third in Peru, after Lima and Cusco. Leaders of Chabad Cusco decided to send an emissary to open a branch in Pisac because of a trend that locals here have noticed over the past few years: the town’s popularity with Israeli tourists.
In Pisac, Hebrew is often heard more consistently on the streets than English or Quechua, the most widely spoken of Peru’s indigenous languages. The local Chabad rabbi said that 50-100 people pack his Shabbat services every week. Multiple restaurants have translated their menus to Hebrew. Dozens of yellow stickers are scattered around the town of around 10,000 featuring the face of the Chabad movement’s former leader, Menachem Mendel Schneerson, commonly known as the Lubavitcher Rebbe.
“I love it here,” said Liad Shor, a 26-year-old Israeli who has been in Pisac for more than a month. “Pisac is a very known place for Israelis to travel, so I wanted to check how it is.”
Pisac sits in the Andes Mountains, 20 miles outside of Cusco. (Jacob Kessler)
The town is increasingly becoming a part of the “Hummus Trail,” an informal route that many young Israelis follow after completing their mandatory army service. Functioning through word of mouth, the Hummus Trail has been used to refer to places in Southeast Asia, but in recent years it has been applied to regions of Latin America, too. Various stops across South America have become so popular with Israelis that locals have started to cater specifically to them.
But Pisac is not only a layover for young Israeli tourists looking for a few days of peace and quiet. Many slightly older Israelis, attracted to the spirituality infused in everyday life in Pisac — often involving locally-grown psychedelic substances — have chosen to call Pisac their permanent home.
Nitzan Levy, a 30-year-old Israeli from the Jerusalem area, is among the dozens of Israelis — possibly hundreds — who have moved to Pisac and the wider Sacred Valley region as an escape from Israeli society.
“I’m making up data, but it’s like 80% of Israelis are living with post-traumatic stress,” Levy told the Jewish Telegraphic Agency. “I mean, it’s a tough environment to live in when you’re constantly in survival mode. So, living in alternative communities like here, or also like in Costa Rica, or in Guatemala, or in Thailand… you can get away from the intensity of it all and find your own healing. Because all of us have experienced war in some way or other and we need to heal as a society, but we cannot do it in Israel yet.”
With a non-Israeli friend, Nitzan Levy opened up Masa Mamita, a small cafe in Pisac. On Saturdays, they serve hummus and she occasionally makes jachnun, a traditional Yemeni-Jewish dish. (Jacob Kessler)
The “healing” Nitzan refers to often comes in the form of what locals label “planta medicina,” or psychedelics such as ayahuasca and San Pedro. For visitors from around the world, not only Israelis, Pisac has become a haven for those who wish to have an encounter with these plants, which can temporarily alter one’s state of reality and heighten one’s senses. It is legal here to partake in plant medicine ceremonies, and many decide to do so to heal childhood trauma, cure deeply-rooted addictions or attempt to have an encounter with the divine.
Aminadav Shvat, a 36-year-old Israeli, also decided to settle in Pisac for the spirituality and plant medicine he found here. He was drawn to San Pedro, a psychedelic cactus indigenous to the Andes. He spoke to JTA while wearing tefillin from inside an Israeli restaurant he opened up in Pisac last year.
“When we try some psychedelics, we actually find a connection very similar to Moshe Rabbeinu with the sneh,” Shvat said, referring to the biblical story of Moses and the burning bush. “We strengthen the connection between humans and God.”
“So I came to the Sacred Valley to try San Pedro but I stayed because there is a community of people working on themselves spiritually,” he added. “There’s a lot of magic here.”
Aminadav Shvat stands outside his restaurant in Pisac, next to an easel advertising some of the Israeli dishes he serves. (Jacob Kessler)
Shvat, who comes from a family of rabbis, decided to settle in Pisac and open a restaurant to serve as a gathering place for Jewish travelers. He organizes Shabbat dinners that are occasionally frequented by non-Jewish locals and last year organized an “alternative” Yom Kippur service complete with a meditation by a river.
Rabbi Ariel Kadosh, the 25-year-old leader of Chabad Pisac and a former student at Chabad Cusco, had originally wanted to open up a branch of Chabad in Morocco with his wife Talia.
“At first, I had never heard of Pisac,” Kadosh said. “But after arriving here, we realized that people come to Pisac for spiritual experiences…so I think it’s a really good place for a Chabad.”
Kadosh disagrees with those who try to connect with spirituality through psychedelic substances, but he does welcome the opportunity to speak with travelers about god and other spiritual topics after they have a psychedelic journey.
He told a story of a spiritual seeker who wrote to the Lubavitcher Rebbe asking about the permissibility of using LSD as a means to connect with god. In response, the Rebbe said that the “Jewish way” is to attain spiritual heights through struggle.
“For me, specifically, I don’t think it’s right,” Kadosh said about the use of psychedelics. “The Rebbe says it is not our way.”
Rabbi Ariel Kadosh and his wife Talia lead the Chabad in Pisac, Peru. (Courtesy of Ariel Kadosh)
Despite the town’s peaceful facade, not everyone is happy with the influx of Israelis. Some locals expressed frustration to JTA with the young Israeli travelers, who they claim try to haggle excessively when buying things. Aminadav pointed to another phenomenon.
“On the corner of the street, I put a sign in Hebrew for my restaurant,” says Aminadav. “And someone put a sticker of the Palestinian flag with the words ‘Israel, killer state.’”
Although the Schneerson stickers outnumber the ones with the Palestinian flag, the latter can also be found throughout the town.
Then last week, reports of a violent attack inside the Chabad house circulated on social media. In a post in a community Facebook group, someone accused a Chabad student of attacking a woman and threatening her with a blade. Comments on this post ranged from disbelief to statements such as: “Isn’t that what they do in Palestine everyday?”
The Chabad leaders claimed that a drunken local couple entered the building at 2 a.m. and started to make antisemitc comments, adding that the student was simply defending himself. Local police said that neither side had reported the incident in the end.
The new Chabad leaders are deterred by the recent tensions. Kadosh said that he plans on teaching Kabbalah classes on the roof of the new Chabad building and also wants to host nigun sessions, which involves chanting spiritual Hasidic melodies.
Kadosh claims that 50-100 show up to his Shabbat meals. (Courtesy of Kadosh)
After working with Israelis for more than 30 years, Sergio Quispe Maita can understand “70 to 80 percent of Hebrew.” He began learning the language while working as a cook at an Israeli restaurant in Cusco called Nargila. He committed to learning three words a day, and now he converses in Hebrew at his very own Israeli restaurant in Pisac called Nafis.
Maita’s restaurant is attached to Colores Hostel, one of the most popular hostels in Pisac for young Israelis — to the extent that some in town have even labeled it the “Israeli hostel.” So the local restaurateur has daily opportunities to practice his Hebrew.
“Thank God, I speak the language, so I understand them,” he said. “And I know that with time, Pisac will be filled with many more Israelis because it is a small town and is very attractive to people looking to enjoy the quiet.”
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The post Israelis flock to this tiny town in Peru for vacation — and psychedelic spirituality appeared first on Jewish Telegraphic Agency.
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Memoir of child of Holocaust survivors takes riveting twists
Book Review by Julie Kirsh (former Sun Media News Research Director)
Exclusive to The Jewish Post
“We used to Dream of Freedom, A Memoir of Family, the Holocaust, and the Stories We Don’t Tell”
By Sam Chaiton (Dundurn Press) 2024
Sam Chaiton’s memoir of growing up with Holocaust survivor parents in downtown Toronto in the 1950s is a compelling read.
Jeanne Beker, a well known Toronto fashion writer, mentions in her praise for “We used to Dream of Freedom” that her survivor parents talked incessantly about their war experiences.
My own parents, both survivors, would drop tidbits of their stories now and again. I learned to be watchful and vigilant for these rare moments of revelation. However, questioning my parents about the Holocaust, would cause them pain. I knew when to stand down.
In his memoir, Sam Chaiton tells the reader that his parents chose to remain completely silent about their wartime experiences. Poignantly their son was left with a silence that he interpreted as huge empty sound. Although the son could understand some Yiddish, his parents turned to Polish in order to keep the “kinder safe”. Outright denial of illness and death was part of his parents’ way of coping.
Born in the 1950s on Palmerston Boulevard in downtown Toronto, Chaiton paints a vivid picture of his youth as the middle son of five boys. He describes the mayhem of a household of barked orders and punishment by his father’s belt. His mother, as with many other survivors, was obsessed with eating and food. Chaiton learned early that rejecting his controlling mother’s food was one of his few weapons. “It’s hard not to do what a Holocaust survivor wants you to”, he says. Chaiton had to stare down two parents both with tattoos.
Dance proved to be a saving grace for Chaiton. On the dance floor, with a partner, the gates of happiness and permission to be oneself, opened. The Toronto Dance Theatre in Yorkville was a salvation and home for Chaiton. Also important to Chaiton was a family – not his troubled blood family but a chosen one – a commune.
In 1973, after a sojourn in New York, Chaiton decided that he was not a performance dancer. Back in Toronto as he pointedly danced with his mother at his brother’s wedding, she told him that he was her favourite child, imposing “the psychological damage that parental favouritism caused”.
Living in a commune with a chosen family afforded Chaiton the freedom to dig deep into his psyche, face his traumatic upbringing and tear down the rigid rules of society and the biological family. At a certain point, for reasons he explains in the book, Chaiton made the decision to vanish from the lives of his parents and brothers.
In 1980 the commune took up the cause of the injustice and illegal jailing of Rubin “Hurricane” Carter. Carter had been exonerated, released from prison and then reconvicted and sent back to prison.
In hindsight Chaiton wonders if his disengagement from his family caused them the same wounds and feelings of emptiness that Carter had to face when he was reincarcerated.
In 1985 while sitting in a New Jersey prison yard with friends and Carter, Chaiton had the riveting vision that he was in a concentration camp, “on a mission to liberate (his) parents – the dream of every Holocaust survivor’s child.”
In the summer of 1985, Chaiton received the news from Toronto that his parents were involved in a fatal car accident. Only after his mother’s death, was Chaiton able to acknowledge that in spite of her smothering, she gave him a sense of self worth and strength.
In 1988 Chaiton co-wrote the story of freeing Carter. One of his brothers saw him on a news broadcast, contacted him and the 20-year silence between Chaiton and his blood family was over.
Riding on the coattails of the successful release of Carter, Chaiton and some friends established an organization that continues to exist today. Innocence Canada has helped wrongfully convicted people like Guy Paul Morin, David Milgaard and Steven Truscott.
In chapter 16, entitled Wierzbnik, Chaiton finally learns about his father’s testimony published in a book, “Remembering Survival”, by a university professor. Reading about his father’s history helped Chaiton to understand the damage done to survivors, his parents’ trauma and why the home that they created for their sons after the war was so fraught.
Chaiton remarks on the interconnectedness of learning about the sufferings of his parents, his own personal struggles and the gift his father left him of being able to tell his own story.
Sam Chaiton’s profound memoir took courage and brutal honesty to write.
His book teaches that the legacy left by Holocaust survivors, along with a deep sadness, is the innate need of the children to persevere and find their own path of survival and growth.
Obituaries
CAROL SLATER (née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kit, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison, Thom and Emeline, Max, Ilai, Emanuelle and Eli. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Livestream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Publish Date: Nov 9, 2024
CAROL SLATER
(née GENSER)
With great courage on Wednesday, November 6, 2024, surrounded by her family.
Treasured daughter of the late Esther and the late Percy. Beloved wife of Ron for 69 years. Loving mother and mother-in-law of Charles and Dina Slater, Erin and Joe Battat, Adam and Kitt, Claudia and the late David. Cherished grandmother of Zach, Robert and Hydi, Ben and Martha, Liam and Addison. Proud great-grandmother of Rafael, Lily, Maya, and Jojo. Special sister and sister-in-law of David and Joan Genser, Roberta and Mayer Lawee; and sister-in-law of Joel and Sheila Slater. Greatly missed by her nieces, nephews, family, friends and by all who knew her.
The family would like to thank Drs. Shamy, Lipes, Chang, the doctors, nurses and staff at the Jewish General Hospital Palliative Care Unit as well as DeyDey, Linette and everyone who took such wonderful care of our Mom.
Funeral service from Paperman & Sons, 3888 Jean Talon St. W., on Sunday, November 10 at 9:30 a.m. Live stream available. Burial in Israel.
Donations in her memory may be made to the “Carol and Ron Scholarship” c/o Mothers Matter Canada 1-604-676-8250
Features
How to Implement a Successful Casino Marketing Strategy
Your casino stands out in your market and attracts interest. But does your audience know that? With effective marketing, you can transform your casino from an average competitor into a top industry player. We will show you proven strategies to boost your business now and in the future. And when you have proven strategies like insights from a High Roller online casinos review in Canada, the possibilities are endless.
1. Improve Visibility
With stiff competition among casinos, being easily found online is crucial. Discoverability measures how simple it is for people to find your casino.
Put yourself in the shoes of one of your guests looking for a casino. How easy is it to find yours? Try searching on different engines, checking reviews on travel sites, and looking for your casino on social media. See how often your casino appears and how well it ranks. Use tools like Moz and SEMrush to get a clear picture of your current visibility.
To increase your casino’s online visibility, there are a number of strategies you can try. First, try to create distinct landing pages for each key amenity at your casino. Incorporate relevant keywords, high-quality images, and engaging headlines.
You can also use search engine ads carefully. Follow Google’s guidelines by targeting approved countries. These include responsible gambling information on your landing pages and avoiding targeting minors. Check local regulations and test ads with relevant keywords.
Don’t forget to set up social media profiles on platforms your audience frequents. Engage in discussions about gaming, your casino, local news, and community events.
Optimize your content with keywords about your amenities, location, unique features, and events. Highlight what sets you apart so visitors can easily find you.
Use beacons or proximity marketing to attract nearby guests, especially when competing with other casinos. This helps target customers in the real world, not just online.
Form partnerships with local businesses, entertainers, event suppliers, and food vendors to boost your visibility and word of mouth.
2. Focus on Events and Group Business
Your casino offers more than gaming. You might have a luxury hotel, advanced technology, event spaces, a spa, and great restaurants. So, think about the whole picture in your marketing.
Casinos are great for big events like weddings, conferences, and reunions. Make sure your marketing targets these opportunities to attract them.
3. Identify the Jobs to Be Done
Marketers used to rely mainly on demographics, like age, income, and education, to predict behavior. Understanding audience behavior based on demographics is useful. For example, Anderson Digital notes that Boomers and Gen Xers spend 80% of their casino money on gaming and 20% on food and entertainment. In contrast, Millennials spend 30% on gaming and 70% on food, entertainment, and other services. To attract Millennial and Gen Z customers, focus on better entertainment, food options, online game components, and mobile marketing.
However, demographics alone don’t tell the whole story. For instance, knowing a group of women outside your casino are in their late 20s, college-educated, and have high-paying jobs is helpful. But, it doesn’t reveal their reasons for being there.
These women might be on a business trip with some free time, in town for a family reunion, or celebrating a bachelorette party. With just their demographic info, it’s hard to know their motivations, challenges, or needs.
This framework helps marketers understand why customers choose their products or services. Women at a casino for a bachelorette party are looking for a fun atmosphere with entertainment, food, and drinks. But if they’re there for work, they need a stress-free environment with good Wi-Fi, charging stations, and quiet spaces for meetings.
Understand what your audience wants and how they see your role. This helps you tailor your messaging, marketing, and offerings.
4. Create Positive Feedback Loops
Casinos attract customers with fun experiences like gaming, dining, and entertainment. By enhancing these positive feelings, you can boost your casino’s marketing success and encourage repeat visits.
Feedback loops happen when the result of an action is used to influence the action itself. For example, if a child makes a parent laugh, they’re likely to repeat the funny behavior to get more laughter.
Positive feedback loops make it more likely that the action will be repeated. Negative feedback loops make it less likely. You likely use positive feedback loops in your casino already. Guests who win are happy and want to play again. Those who have a bad experience are less likely to return.
You can enhance marketing by using feedback loops. After a positive experience, like winning or a great meal, encourage guests to refer others or leave reviews. If a guest uses a discount, offer another deal immediately. If your casino has a hotel, send emails encouraging future bookings right after positive experiences, like upgrades or enjoyable events.
Reply to positive feedback and reviews with invitations for future experiences. Make sure to also reward loyal customers with special offers and exclusive perks. Don’t forget to address negative feedback by turning it into a positive experience.
5. Use Social Proof
People usually trust each other more than they trust your brand. They’re more likely to listen to recommendations from friends or online reviews than your own claims.
To build trust, you need endorsements from others. Social proof means people tend to follow the actions of those they admire.
Show positive reviews on your website and social media. Record video testimonials from satisfied guests and winners. Encourage guests to share their experiences online and tag your casino. Keep an eye on reviews and respond to feedback. Set up a photo booth in the casino for guests to take winning photos. Display pictures and videos of recent winners on screens around the casino. Think about your audience’s motivations and where they get their information to find creative ways to use social proof.
6. Keep Up With Gaming Trends
Casinos are changing quickly. Online gaming, e-sports, and new tech like virtual and augmented reality are key. To stay competitive, casinos need to understand and use these trends.
As you create your casino marketing strategy, consider these key trends. E-sports are growing fast, so partnering with teams can help you reach new audiences. Virtual and AR are changing how guests experience gaming, making it more engaging from anywhere. Online casinos are becoming more popular with relaxed regulations. So, keep up with industry changes to stay competitive. Finally, as gaming tastes shift, staying updated on new trends will keep you ahead.
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