Jerusalem is a city rich with culture and diversity, yet the continuing conflict has been detrimental to the city and its businesses. The cultural life in the city is vanishing and businesses are suffering from lack of sales.

According to the above, for the second year in a row,  the project aimed to help reinvigorate local businesses and expose the hidden value of its history, diversity and culture. The bridge between culture, identity and tourism is vital to enhance the tourism offer and experience in Jerusalem. The various sites, spaces and institutions along the street was open to the public to explore. Some of these locations hosted a number of exhibits, displays, performances and installations. As this road is one of the more important streets in East Jerusalem and as it connects the Old city from Damascus Gate towards the north, this project also created an opportunity to further enrich the area around the Old City hence, improving the overall visiting experience.

The project that was implemented through TAJ and partners team in 3 days, was a real success and paves the road into another projects that will aim to achieve same goals and outcomes. In 3 days more than 45 thousands visitor participated in more than 30 events that took place in the city.