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This Israeli village on the Lebanon border was isolated for decades. Now it’s a tourist hotspot.
GHAJAR, Israel (JTA) – A group of 40 tourists filed into Khateb Sweets on a recent Sunday afternoon, bringing chatter — and their cash and credit cards — to what had been a quiet cafe in this equally sedate village in the Golan Heights.
They left after consuming pastries and hot tea spiced with ginger, anise and cinnamon, whereupon an Israeli Jewish couple came in, then an Israeli Arab family and three Canadians.
The steady foot traffic typifies the wave of tourists that since last fall has hit this community of 2,900 people, nearly all Alawites, an Islamic sect.
Ghajar (pronounced RA-zhar) had for decades been unusually cut off from the rest of Israel. Residents could come and go, but outsiders could visit only through prior arrangement with the Israel Defense Forces, which considered the village within a closed military area where Lebanon and Israel’s Galilee and Golan Heights regions intersect.
The IDF’s lifting of the restriction without explanation on Sept. 8 led to an immediate rush of visitors eager to explore Ghajar.
How immediate? Ahmad Khateb, a pastry chef who owns the eponymous cafe, was working that day at his consultancy job at a hotel in the Galilee town of Tzfat, when his employee called to report an unusual stream of tourists entering the shop. The following morning, Khateb resigned to work at his café full time.
People enjoy a food truck in a plaza in Ghajar, Oct. 14, 2022. (Yossi Aloni/Flash90)
Approximately 4,000 people visited Ghajar the day the town opened, he said. Another 6,000 visited the following day — briefly tripling the number of people in town. For day three, a Saturday, Ghajar turned a soccer field into a parking lot.
“It’s like a gift that fell from the sky,” Khateb said of the village’s opening and his subsequent increase in sales. He’s now considering expansion to other locations.
Ghajar possesses a Forbidden City-like attraction for Israelis, who travel extensively inside their own country because it requires a flight to visit others.
“You know why we came here? Because there aren’t a lot of places [in Israel] we haven’t been,” said Shmuel Browns, a Jerusalem-based tour guide accompanying his brother and sister-in-law visiting from his native Toronto. “We wanted to get a sense of what makes this village unique.”
It is also notable as the only Israeli community of Alawites, a Syria-based ethnic minority best known as the group that the country’s dictatorial rulers for the past 52 years — current president Bashar al-Assad and his late father, Hafez — are descended from. Bilal Khatib, who is Ghajar’s accountant and spokesman, said Alawites tend to be secular people who value a person’s character and are respectful of other Muslim sects and different religions. Ghajar contains no mosques, since, except on holy days, people pray individually at home.
People gather in front of a shop in Ghajar, Oct. 14, 2022. (Yossi Aloni/Flash90)
“It’s a way of life,” Khatib said. “We respect people as people. Our religion is to be a good person, love everyone and hold no hatred against anyone, be they Druze, Jew, Christian or Circassian.”
But most unusual is Ghajar’s provenance, on which outsiders tend to stumble. “Ghajar was part of Lebanon, right?” the Israeli couple at the cafe asked Khateb.
No, he responded.
So began a short primer that residents are wont to recite to visitors — a timeline of a village of just one-fifth of a square mile. (The fields on Ghajar’s outskirts constitute an additional five square miles, on which the village plans to expand.)
Israel captured the Golan Heights, including Ghajar, from Syria during 1967’s Six-Day War and officially annexed it in 1981. After Israel ended its 18-year war in Lebanon in 2000, the United Nations certified the IDF’s withdrawal and established the two countries’ border going through, rather than around, Ghajar. Israel later announced plans to withdraw below the U.N. line. That would have split the village into northern and southern sections. Residents protested, preferring to remain under Israeli sovereignty rather than be divided. Ultimately, Israel didn’t erect a barrier inside the village.
A man drives a golf kart in Ghajar, Sept. 7, 2022. (Jalaa Marey/AFP via Getty Images)
“It’s a headache,” Jamal Khatib, a physical education teacher at the village’s lone high school, said of the chronology.
Orna Mizrahi, an analyst at the Tel Aviv-based Institute for National Security Studies, agrees with that characterization. As a member of the National Security Council, she briefed then-Prime Minister Ariel Sharon on Ghajar at what proved to be his last Cabinet meeting hours before he suffered a debilitating and ultimately fatal stroke in 2006.
As to why the IDF recently opened the town, Mizrahi cited the completion of a security fence around Ghajar, along with the lessened threat of cross-border attacks by the Hezbollah terrorist organization, due in large part to the recent maritime border agreement between Israel and Lebanon that incentivizes the government in Beirut to restrain Hezbollah.
“The security considerations are different. The situation in Lebanon is different,” she said.
Exactly why the United Nations associated the town with Lebanon, even though most of its residents are from a Syrian sect, is a point of confusion for many who visit. A 1965 Syrian map that Bilal Khatib printed offers an explanation: It shows Ghajar as an enclave completely inside Lebanon except for a narrow sliver connecting it to Syria proper.
Bilal Khatib (he, Jamal Khatib and Ahmad Khateb are unrelated) lives in the northern section and said he would not want his sister, who lives south of the U.N.’s 2000 demarcation, to be inaccessible.
The U.N.’s dividing point, known as the Blue Line, would be “splitting families,” he said. “We have to be united.” In practice, this line exists only on maps and has no impact on the life of Ghajar residents, who are fully under Israeli rule.
Ghajar residents tend to see themselves as Syrians holding Israeli citizenship. It’s a high-achieving population: According to Jamal Khatib, 400 Ghajar residents hold a college degree, making the town far more educated, on average, than Israeli Arabs overall. He said there are 50 physicians, 30 lawyers, 27 dentists and two professors, most commuting to jobs in the Galilee. Until Syria’s civil war began in 2011, Ghajar residents legally crossed at nearby Kuneitra to attend Syrian universities, he said.
An Israeli soldier secures a checkpoint at the entrance of Ghajar, Sept. 7, 2022. (Jalaa Marey/AFP via Getty Images)
“There’s no profession in Israel that’s not represented here,” he said.
Politically, Ghajar stands out for supporting mostly Jewish-majority parties. In the recent election, Benny Gantz’s centrist party got 24% of the 555 citizens who went to the polls in the village. The Arab party Raam got only 14% of the votes and the rest went to other Jewish lists, including the haredi Orthodox Shas party.
Ghajar puts a premium on livability. Fountains, parks and outdoor sculptures abound, landscaping and building façades are colorful and nary a speck of litter is evident. Homes are large and well-kept, on par with other upscale areas in Israel. Motorcycles and the honking of vehicles’ horns are prohibited. Visitors may not enter between 8 p.m. and 8 a.m., Jamal Khatib said, adding that Ghajar has long banned hotels and bed-and-breakfast inns and does not plan to change the rules in response to the flood of visitors.
Some visitors have littered and urinated in public, even entered residents’ homes without knocking, he said.
“A year ago, you wouldn’t have seen that,” said his son, Ryad, who works as Ghajar’s coordinator of volunteers, including handling traffic control on days when tourists abound.
Unlike many small towns in Israel, Ghajar operates its own sanitation service rather than linking up with other municipalities through a regional council. Doing so is an unusual expenditure, but it’s one that means visitors to the town may see Ghajar’s name on a garbage truck — a potentially powerful symbol.
Tourists explore the streets of Ghajar, Oct. 14, 2022. (Yossi Aloni/Flash90)
“We’re doing it not for you, but for ourselves,” Jamal Khatib said of the village’s quality-of-life values. “I like that people come, but they should respect the rules, respect our privacy.”
For its part, Ghajar projects respect for the wider society. Street signs and storefronts appear in Hebrew and Arabic. The Park of Peace includes a statue of the Virgin Mary, a sculpture of an open Koran, an Alawite sword symbol and a menorah.
“You and I believe in one God,” Jamal Khatib said. “Your deeds speak as to who you are.”
From his back porch a few moments later, a donkey’s braying could be clearly heard, hundreds of sheep observed and calls to prayer drifted over from a mosque – all in Aarab el Louaizeh, a village in Lebanon perhaps 100 yards away.
In a ravine below, soldiers of the United Nations and the Lebanese army in their separate posts walked outside. The U.N. soldiers entered two vehicles and began their twice-daily patrol of the border. Alongside the border road is the Hatzbani River, where Khatib fished as a young man. At his property line, a separate fence on Ghajar’s northern perimeter is nearly complete.
But the fence wasn’t erected to divide people or demarcate boundaries: It’s to keep boars, jackals and porcupines from scaling the slope and entering the village, Khatib said. He soon received an alert on his phone.
“The notification says there are cows on the road,” he explained. “It’s dark. Be careful.”
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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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