Has Birthright become a toxic brand?

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Birthright participants hike in Israel.

Birthright participants hike in Israel. Credit: PR, Shumisat Rasulaev

Once the crown jewel of Israel travel programs, Birthright recently launched a $900 million fundraising campaign. But after the Gaza war, will young Jews make the trip for the sugar-coated version of Israel?

Judy Maltz

11:48 PM • January 11 2026 IST

It was almost a no-brainer: Offer them free trips, and they will come.

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Has Birthright become a toxic brand?

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