The article investigates the symbolic construction of the Galilee as a rural place, as portrayed by the websites of leisure resorts seeking urban middle-class customers. The article argues that the Galilee is constructed as a symbolic, post-rural place by them, and that this process expresses a change in the construction of rural place and place in general as well as collective identity in Jewish Israeli society. Data was obtained from marketing websites of 50 leisure resorts in the Galilee. Findings indicate that the post-rural Galilee is composed mainly of four symbolic universes: rural style and atmosphere, agriculture and country gourmet, the experience of nature, and authenticity of place. This construction of rural place represents the voice of the urban middle class in the dynamics of place and collective identity in Jewish Israeli society.