Tourism Ministry to invest NIS 40 m. in global marketing

Campaign will highlight sites in Jerusalem, the Dead Sea, Tel Aviv and Eilat, as well as tourist areas in the Galilee and the Negev.

September 18, 2011 23:24
1 minute read.
Tel Aviv tayelet

Tayelet Tel Aviv beach hotels_311. (photo credit: Thinkstock/Imagebank)


Dear Reader,
As you can imagine, more people are reading The Jerusalem Post than ever before. Nevertheless, traditional business models are no longer sustainable and high-quality publications, like ours, are being forced to look for new ways to keep going. Unlike many other news organizations, we have not put up a paywall. We want to keep our journalism open and accessible and be able to keep providing you with news and analyses from the frontlines of Israel, the Middle East and the Jewish World.

As one of our loyal readers, we ask you to be our partner.

For $5 a month you will receive access to the following:

  • A user uxperience almost completely free of ads
  • Access to our Premium Section and our monthly magazine to learn Hebrew, Ivrit
  • Content from the award-winning Jerusalem Repor
  • A brand new ePaper featuring the daily newspaper as it appears in print in Israel

Help us grow and continue telling Israel’s story to the world.

Thank you,

Ronit Hasin-Hochman, CEO, Jerusalem Post Group
Yaakov Katz, Editor-in-Chief

UPGRADE YOUR JPOST EXPERIENCE FOR 5$ PER MONTH Show me later Don't show it again

The Tourism Ministry is getting ready for the fall-winter season by investing NIS 40 million in marketing Israel abroad as an attractive tourist location from September through December.

The ministry stressed that this is not a response to political events in the region, but a previously planned publicity campaign as part of the ministry’s 2011 annual work plan, which has an overall budget of NIS 260 million.

Be the first to know - Join our Facebook page.

The 2011 fall-winter campaign includes advertising through billboards, print media, tourism magazines, radio and TV stations, web sites and social networks in ten countries: the US, Russia, Germany, France, Italy, Spain, and Scandinavian countries, as well as “new” countries that have expressed interest in Israeli tourism, such as Poland and Brazil.

The campaign will present all the possibilities available for touring in Israel: recreational activities and leisure time, as well as showing Israel as the “Holy Land” with its plethora of religious, historical and cultural sites.

The campaign will highlight sites in Jerusalem, the Dead Sea, Tel Aviv and Eilat, as well as tourist areas in the Galilee and the Negev.

The Tourism Ministry will work directly with local industries in the above-mentioned countries, including participating in fairs, seminars and the recruitment of new travel agencies, etc.

Tourism Minister Stas Misezhnikov said on Sunday, “The fall season is the most attractive season for tourism in Israel, and Tourism Ministry’s offices around the world are working intensively to create more interest in visiting Israel. The stability of incoming tourism to Israel, despite the economic and political events in the region and in the world, is an important economic anchor that contributes to the country’s economy by bringing in revenue and by providing jobs.” According to Tourism Ministry statistics, from the beginning of the year through August, 2.2 million tourists have visited Israel – down 2% compared with the same period last year.

However, revenue related to incoming tourism (not including flights) in the first half of the year rose 15% to NIS 8.2 billion, as compared to NIS 7.1 billion in the same period in the year before.

Related Content

The Teva Pharmaceutical Industries
April 30, 2015
Teva doubles down on Mylan, despite rejection