In a display of unity and support, the Shikma-Bsor Tourism Association is announcing a transformation of this year’s iconic “Darom Adom” (“Red South”) festival. The event will take place under a new name—“South at Heart”—to express solidarity with the families of the hostages and the missing, reflecting the ongoing war in the region.
In close coordination with the families of the hostages and the missing, the decision was made not to hold the festival in its traditional format this year. Instead, it will blend the desire to strengthen the residents of the south with the urgent call for the safe return of loved ones.
“South at Heart” has been developed in partnership with Keren Kayemeth LeIsrael‒Jewish National Fund (KKL-JNF), the central partner of “Darom Adom” over the years.
The initiative will focus on two key goals: supporting local tourism businesses and raising awareness of the urgent need to bring the hostages home. Additionally, activities will take place at KKL-JNF sites and forests in the Western and Northern Negev, serving as a symbol of solidarity with the hostages and their families. Bank Hapoalim has joined as an additional partner.
Doron Ashtan Nachmani, CEO of the Shikma-Bsor Tourism Association, said: “We cannot celebrate or proceed with our traditional festival until all our brothers and sisters are safely returned. Every day that passes only heightens our concern for their well-being, and our unwavering commitment is to do everything in our power to bring them home.”
At the same time, he continued, “it is crucial for us to support Israel’s south, its residents and its businesses during this challenging time. This is why we have developed an alternative program that merges these two vital missions.”
