The Dead Sea—one of the most important natural wonders in the world—has been in a state of neglect and decline for years in its physical and tourist infrastructures. In 2015, the Tamar Regional Council governing the southern and western edge of the Dead Sea made the decision to redefine the tourism product on its shores through realizing the region’s physical and conceptual contiguity from Ein Gedi to Eilat. With Kibbutz Ein Gedi and the natural beach to the north, and the hotel area in the center currently under redevelopment, the council chose to invest and develop another anchor attraction to the south, around the moshavim (rural agricultural communities) Ein Tamar and Neot HaKikar. Work included mapping and leveraging existing tourism assets, including the desert’s rare and spectacular natural resources—streams, springs—and hiking trails, as well as a local and independent tourism product that began to emerge in the southern moshavim. The mapping process included intensive work with tour operators to formulate a complete and cohesive tourism product that led to a branding process based on public and community participation. .