Following last month’s Operation Pillar of Defense, which severely harmed tourism, the Tourism Ministry announces it is investing NIS 15 million in a new campaign overseas as well as one in Israel to promote tourism to South.
El Al airplanes sit on the runway Photo: Ronen Zvulun / Reuters
According to the World Travel & Tourism Council, a record one billion people
will cross an international border as a tourist in 2012. That’s almost one in
seven people on the planet.
The reasons in the upswing in tourism – until
recently considered an indulgence of the wealthy – range from prosperity in
developing countries such as China to a perception of a more peaceful world, the
Is Israel getting its fair share of tourists? The answer is
affirmative, but there is room for improvement. Following last month’s Operation
Pillar of Defense, which severely harmed tourism, the Tourism Ministry announced
last week that it is investing NIS 15 million in a new campaign overseas as well
as one in Israel to promote domestic tourism to the South.
restoring stability and security to the South, now is the time to rehabilitate
tourism to Israel and return to the upward trend from before the operation,”
outgoing Tourism Minister Stas Meseznikov said.
The ministry said it was
expanding its marketing activities in the United States, Canada and Russia,
targeting Christian communities and offering attractive vacation packages in the
Holy Land for the winter season, alongside the spiritual experience of a visit
The campaign in the US and Canada, in both English and
Spanish, includes advertising in the mainstream and Christian print media,
billboards, TV and radio stations, digital and social media, under the slogan:
“Visit Israel. You’ll never be the same.”
In July, which saw a
record 296,000 tourists visit the country, almost 70,000 came from the US,
followed by 30,000 from Russia and 14,000 from the UK.
Israel is also
seeing an increase in tourism from emerging markets such as Brazil, India and
The ministry recently launched a campaign to rehabilitate
domestic tourism to the Southern region under the slogan, “It’s so good you’ve
The campaign invites Israelis to visit sites in the South
and acquaint themselves with the wide range of attractions there. The NIS
300,000 campaign will continue for two weeks on the Internet and in radio
The number of tourists to Israel reached an 11-month figure
of 3.3 million in November, 600,000 more than in all of 2009. Figures show that
tourism is bringing in a whopping NIS 18 billion a year to the
Meseznikov said the cost of holidaying in Israel is being
reduced as the ministry implements the recommendations of its Committee to
Reduce the Cost of Vacations, primarily an expansion in the number of hotel
“Given the constant increase in demand, there is an urgent need
for more hotel rooms that will increase competition in the industry and lead to
a decrease in the cost of accommodation for both tourists and Israelis,” he
The Tourism Ministry has in the past year allocated grants for the
construction of 18 hotels (with more than 2,000 rooms). The country plans to
build another 9,000 hotel rooms by 2015, the ministry said.
expected to alleviate the stress on service at hotels, whose level has fallen as
a result of an upswing in tourism, according to industry professionals. Hotels
face large fines if they accept groups they end up not being able to
Now that Israel is a member of the OECD, it is officially
regarded as a developed country, which are said to attract more tourists. But,
of course, much depends on the security situation being stable.
dipped dramatically during the eight days of Operation Pillar of Defense, but is
said to be recovering rapidly. Before the hostilities with Hamas erupted in
mid-November, the country was recording the entry of almost 9,800 tourists a
day, but this went down to 5,600 on average in the second half of the month. (A
cease-fire was declared on November 21.) It is our hope that for the sake of the
tourism industry, the security situation in Israel remains quiet despite the
turmoil in some neighboring states, especially Syria and Egypt.
astounding that most of the world’s Jews, not to mention Christians, Muslims and
others, have never come to the Holy Land. We can only echo the words of the
Tourism Ministry and urge them to consider visiting Israel during their next