Within days of arriving on site in the 1st-century Jewish town of Magdala, located on the Sea of Galilee, I perceived its specialness. Last year more than 70,000 people visited the site, 30 per cent of them local Israelis and the remaining 70 per cent international Christian pilgrims.
Day after day I watched people leave with smiles and joy-filled hearts. One day a new volunteer asked me: “How would you sum up Magdala?” In a split second my mind raced through all the marketing brand messages:
- Magdala is a crossroads of Jewish and Christian history;
- You get to walk where Jesus taught;
- Magdala is a premiere catalyst for worldwide reconciliation and renewal;
- We offer a 1st-century Galilee experience in a welcoming 21st-century environment;
- Our core purpose is to highlight the historical, cultural, and spiritual significance of Magdala, revealing how Jesus engages people and transforms lives.
