A billboard displayed in New York’s Times Square declaring that “Jesus is Palestinian” has sparked sharp backlash from tourists, religious groups, and social media users, with critics calling the message divisive, inflammatory, and historically misleading.

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The digital billboard campaign was launched by the American-Arab Anti-Discrimination Committee (ADC) in the days leading up to Christmas. According to the group, the campaign was intended to draw attention to the war in Gaza by highlighting the geographical and cultural origins of Jesus Christ, who Christians believe was born in Bethlehem.

The first message read, “Jesus is Palestinian. Merry Christmas.” A second message featured a passage from the Quran announcing the birth of Jesus, alongside the words “Merry Christmas” written in both Arabic and English.

Bethlehem, where Jesus is traditionally believed to have been born, is today located in the occupied West Bank. However, critics were quick to point out that at the time of Jesus’ birth, the region was under Roman rule and known as Judea, and that Jesus was Jewish by faith and heritage.

Midnight Mass at the Church of the Nativity, followed by a traditional parade along Star Street and gatherings in Manger Square.

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The billboard drew immediate criticism both online and from visitors in Times Square. Many argued that the message injected modern political identity into a religious and historical figure during a season meant to emphasize peace and unity.

“It’s quite a divisive message. If you’re pro-Palestinian, you’d find it OK,” said English tourist Sam Kept, speaking to the New York Post on Christmas Eve. “It’s probably not a good time in the world to have that up. It’s inflammatory.”

His wife described the billboard as an attempt to “stir the pot.”

On social media, reactions were similarly polarized. Some users accused the ADC of political branding, while others challenged the historical framing of the message.

“Jesus was born a Jew in Bethlehem, Judea, long before the term ‘Palestine’ existed,” one user wrote. Another added: “This reflects modern cultural identity, not historical fact.”

According to Christian scripture, Mary and Joseph traveled to Bethlehem for a Roman census, returning to the city because Joseph belonged to the House of David. The Gospels describe Jesus being born in a stable after the couple was unable to find lodging.

Responding to the criticism, ADC National Executive Director Adeb Ayoub said the billboard was not intended to be offensive or divisive. He described the campaign as an effort to highlight shared heritage between Christian, Muslim, and Arab communities in the United States.

“Most Americans are Christian, and the birthplace of Christianity is Palestine,” Ayoub said. “If people want to debate it, that’s fine. At least the conversation is happening.”

When asked whether the billboard was disputing Jesus’ Jewish identity, Ayoub said the issue was “up for interpretation,” adding that “Jesus lives in all of us.”

The display follows an earlier ADC billboard that read, “Jesus would say ‘tear down that wall,’” a reference to former U.S. President Ronald Reagan’s famous Cold War speech.

The controversy unfolded against the backdrop of renewed international focus on Gaza during the Christmas period. During his first Christmas homily, Pope Leo XIV condemned the devastation left by war and specifically referenced the humanitarian crisis in Gaza.

“How can we not think of the tents in Gaza, exposed for weeks to rain, wind, and cold?” the pope said, noting that hundreds of thousands remain displaced.

The United Nations estimates that about 1.3 million people in Gaza are in need of shelter assistance, warning of rising risks of hypothermia as temperatures fall.

Meanwhile, Christmas celebrations continued in Bethlehem, where hundreds of worshippers attended midnight Mass at the Church of the Nativity, followed by a traditional parade along Star Street and gatherings in Manger Square.