Jerusalem mayor: I want 10 million tourists a year
Barkat, who surrounds himself with young aides because older employees 'don't understand' him, says he wants to bring 10 million tourists to capital every year. 'When you mention Jerusalem anywhere in the world, people's eyes light up,' he says
In January 2003, after an impressive career as a hi-tech entrepreneur, Nir Barkat decided to quit the business world ("I retired at the age of 42") and focus his efforts on trying to conquer the Jerusalem municipality.
His first attempt fared reasonably well, but it wasn't enough to land him the coveted position of mayor. The former race car driver embraced his new role as opposition leader, and began working to strengthen the bond between local youngsters and their city. Then he came up with a brilliant idea: Turn Jerusalem into a start up project.
It may sound pretentious, but even today, at the age of 50, Barkat talks about Jerusalem using terms from the high-tech industry and employs methods drawn from the start up world in his day-to-day work.
In November 2008, following a sweeping campaign, Barkat was elected mayor of Jerusalem. A year-and-a-half after replacing Uri Lupolianski, Barkat decided to turn the Holy City into a bustling tourist hub. He invested funds, revamped Sultan's Pool, brought festivals to the capital, helped local hotels and initiated street parties.
He also promoted an international marathon, which will be held in the city next year, and launched the "Take Two Days for Jerusalem" campaign, aimed at encouraging Israelis to travel to the capital and stay overnight.
"Jerusalem has a tremendous advantage in the fields of culture and tourism, but this advantage has yet to be exploited," he says.
What is your final objective?
"I want to bring 10 million tourists a year. Currently we have only two million. As a high-tech entrepreneur I know how to do it."
Don't you think this may be too ambitious?
"When you set the bar high you make everyone think big. My job is to cause the local market to think big, because the name Jerusalem is a 3,000-year-old brand. When you mention Jerusalem anywhere in the world, people's eyes light up. I have no doubt that the desire to visit Jerusalem exists all over the world; all we have to do is give people the motivation. Notice how the pubs here are so full of life."
Do you sometimes go out for drinks after work?
"Yes, many times."
And are you able to detach yourself from work entirely?
"Yes, just as I'm doing now."
Now? You're completely into your work.
"Listen, my hobby is also my job. I enjoy talking about these things. The real detachment as far as I'm concerned takes place at home on the weekend, with my wife and two daughters."
Barkat surrounds himself with 10 young aides who accompany him 24 hours a day. "At City Hall we are known as 'Barkat's boys', one of them says. "Nir says a part-time job consists of 12 hours work, and we work full time."
The mayor says he enjoys working with young people because he "wants to develop a new DNA in the city."
"I need to build the city with an entirely different mindset. I find it very difficult to work with veteran employees. They don’t understand what I want from them, because their way of thinking is old-fashioned. Young people get what I'm saying in a second," Barkat says.
Does the prime minister understand you as well? What is your relationship with him?
"He's too busy. Our relationship is very polite, but it's fine. I'm mainly in touch with his office."
Would you describe yourself as a traditional person?
"No."
Asked whether he believes in G-d, Barkat nods yes in a rather ambiguous manner.
Your lingo is very high-tech oriented - suited for business administration schools. Do you know how to talk to the ultra-Orthodox as well?
"I'm quickly moving up the learning curve."
Do you think the residents of Jerusalem appreciate what you're doing?
"I don't care what people think; I am interested in what I think about the things I do. In business you have to please the client. As a leader, you know what the right thing to do is – even if there is criticism."
