Israeli booth at Spain tourism trade show 311.
(photo credit: Courtesy Tourism Ministry)
Israel’s stand tied for first-place honors at the 2010 FITUR tourism trade show
in Madrid over the weekend, along with those of Columbia and Portugal, for being
the most professional, creative and effective stand among the 200 at the
The Israeli booth, which emphasizes Israel’s historic,
cultural and religious significance, highlighting Jerusalem as its tourism
magnet, will feature in all future trade shows this year.
features partitions made up to look like the walls of the Old City in Jerusalem,
artificial olive trees and walls featuring facts about Israel and things to do
in Israel. In one section there is a glass platform covering dirt and stone
brought in from Israel so that visitors are given a chance to walk on holy
The display also includes booths operated by Israeli businesses
like Ahava Dead Sea products, which attracted visitors by handing out samples of
the company’s cosmetics.
The stand was also manned by actors dressed up
in historical outfits, explaining the unique attractions in
Visitors got a chance to meet a pilgrim on horseback, who showed
the passersby the way to Jerusalem or an ancient prophet who took down people’s
prayers, promising to place the notes in the Western Wall on his return to
According to FITUR, selection criteria included the stands’
professionalism (the degree to which they addressed the marketing needs of each
product); communication/ promotion (the stands’ identification with entities’
images and products); and their design (originality and innovation).
[Israel] stand’s image is exquisitely done, with a canopy of hanging, subtly cut
lines which infuse the space with unity and make it appealing to visitors,”
wrote the judges in their decision.
Sara Salansky, director of the Trade
Show Department in the Tourism Ministry, said that the stand, which was designed
by British designer Joe Ashton, attempted to combine both the ancient and modern
attractions of Israel and offered visitors, both industry professionals and
laymen, with a glimpse of what a vacation in Israel would be like.
is the 20th time the Tourism Ministry has participated in this trade show and up
until now, we have never received recognition. We didn’t even know they handed
out awards until we received it yesterday,” said Salansky.
trade show is important because it opens a gateway to all the Spanish- and
Portuguese-speaking countries in Europe and South America,” said
The stand also promoted the Dead Sea as a participant in the
New Seven Wonders of the World contest, allowing people to vote in person or
explaining to them how to vote online.