(16 Jun 2019) The Trump name graces apartment towers, hotels and golf courses but now it is also the namesake of a twice-failed Israeli settlement in the Golan Heights. Israeli Prime Minister Benjamin Netanyahu's Cabinet convened in this hamlet Sunday to announce the inauguration of a new settlement named after President Donald Trump, scarcely two months after the US leader recognised Israeli sovereignty over the territory.
The settlement isn't exactly new.
Currently known as Bruchim, it is over 30 years old and has a population of 10 people.
Israel is hoping the rebranded "Ramat Trump," Hebrew for "Trump Heights," will encourage a wave of residents to vastly expand it.
Israel captured the Golan Heights from Syria in the 1967 Mideast war and annexed it in 1981. Most of the international community considers the move illegal under international law.
"Few things are more important to the security of the state of Israel than permanent sovereignty over the Golan Heights," said US Ambassador to Israel David Friedman, who accompanied Netanyahu at Sunday's ceremony.
"It is simply obvious, it is indisputable and beyond any reasonable debate."
After the Cabinet decision, Netanyahu and Friedman unveiled a sign trimmed in gold with the name "Trump Heights" and adorned with US and Israeli flags.
Rosa Zhernakov, a resident of Bruchim since 1991, said the community was excited by Sunday's decision.
Vladimir Belotserkovsky, 75, another veteran resident, said he welcomed any move to build up the settlement.
Developing Ramat Trump will not be easy.
Ringed by high yellow grass and landmines, it is roughly 20 kilometres (12 miles) from the Syrian border and a half hour drive from the nearest Israeli town, Kiryat Shmona, a community of about 20,000 people near the Lebanese border.
According to Israeli figures, roughly 50,000 people live in the Golan, about half are Jewish Israelis and the other half Arab Druze residents.
While Israel has encouraged and promoted settlement in the Golan, its remote location, several hours from the economic centre of Tel Aviv, has been an obstacle.
The area is home to small agriculture and tourism sectors but otherwise has little industry.
The eight-year Syrian civil war, which at times has resulted in spillover fire into the Golan, also could present an obstacle to luring new residents.
Syria has demanded a return of the strategic territory, which overlooks northern Israel, as part of any peace deal.
After the devastating civil war in Syria, the prospects of peace talks with Israel anytime soon seem extremely low.
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