masada tourism 311.
(photo credit: Ahikam Seri/Bloomberg)
The Tourism Ministry announced on Sunday that it is concluding 2010 with a NIS
40 million advertising campaign geared toward bringing new tourists to
According to its spokeswoman, the ministry will launch
advertising campaigns over several months in target countries for incoming
tourism, including the United States, Russia, Germany, France and the
Additionally, “The campaign will run alongside
marketing activities in new countries that are showing an interest in Israel as
a tourism destination, including South Korea, Poland and Ukraine,” she
The new campaign will highlight the branding of Israel as the Holy
Land with Jerusalem at its center, and with a significant, targeted approach to
the evangelical communities in the US and other countries. “The Tourism Ministry
is working hard to increase the number of tourists from the evangelical
community, given its large and as-yet unrealized potential according to ministry
estimates,” said the spokeswoman.
The winter campaign will also include
activities to increase the number of tourism wholesalers marketing Israel,
generate additional seat capacity and frequency on flights to Israel, and will
encourage new air routes into the country.
“The success of the marketing
activities and the increase in incoming tourism during the winter season is very
important in leveraging the tourism industry in 2011,” said Tourism Minister
Stas Meseznikov. “We are working to bring another million tourists to Israel by
2012 and five million tourists by 2015. As the Israeli winter is an attraction
for tourists from many countries around the world, we are working to ensure that
the winter season will become a significant part of Israel’s tourism product,”
According to the Tourism Ministry’s figures, 2.2 million
tourists visited Israel between January and August 2010. Of the top 10
locations, 480,000 tourists came from North America (17 percent more than the
same period in 2009); 330,000 tourists arrived from Russia representing a 55%
increase; 200,000 from France, 113,000 from Germany, 120,000 from England,
106,000 from Italy; 86,000 from Poland; 52,000 from the Ukraine and 30,000 from
South Korea (an increase of 111%).
Israeli tourism professionals welcomed
the marketing initiative.
Yossi Weiss, chairman of the Israeli Tour
Guides Association, said that any investment in marketing budgets lead
increase in the number of tourists who arrive in Israel and increases
of jobs in the tourism industry as a whole and especially in Israel’s