THE APEX TIMES
The government move includes new branding for a major roadway and is presented as part of a national identity and Bible-themed tourism effort, as critics charge it is tied to a broader effort to reshape public historical narratives.
Israel has launched a new branding initiative for a major stretch of highway known as Route 60, marketing it as the “Biblical Highway,” according to a report published June 17, 2026. The move is intended to connect the road to biblical heritage and to strengthen tourism messaging tied to the country’s identification with religious history.
The branding follows Israel’s decision to place Route 60 under a Bible-focused label aimed at highlighting sites associated with biblical figures and periods along the route. The report describes the effort as government-led and designed to guide how residents and visitors experience the landscape, including through the way the roadway is named and promoted.
Supporters of the initiative portray it as a method of increasing heritage tourism and reinforcing a wider national story centered on the Bible. In the report, the government’s framing emphasizes that the highway’s new identity is meant to communicate a distinct cultural and historical connection for visitors traveling through the area covered by Route 60.
The initiative has also drawn criticism. The same report characterizes the branding as occurring amid a broader campaign that opponents say seeks to diminish or “erase” Jewish historical references in public messaging. The article does not provide additional specific examples within the record summarized here, and the precise scope of critics’ claims is not detailed beyond the report’s characterization.
Public infrastructure branding is typically delivered through a mix of signage, marketing materials, and tourism communications, and the June 2026 announcement places the Route 60 effort in that category. It also underscores how transportation corridors can become part of national identity messaging, not only routes for travel and commerce.
Officials and tourism stakeholders are expected to integrate the “Biblical Highway” label into ongoing visitor-facing material for Route 60. For the broader debate around history and public narrative, the new branding is likely to remain a focal point, since highway naming can affect educational content, tourism perceptions, and how communities understand official priorities in public space.