Zio-tourism: Pro-Israel tourists, arise and embrace the Jewish state - opinion

Last Friday, you could feel the heaviness while shopping along Jerusalem’s charming, historic Emek Refaim Street, chatting with the shopkeepers and restaurateurs. No, it wasn’t about the Iran war… that ended years ago, it seems, as most of us flipped back to normal. But this summer’s cancellations following the 12-Day War, after a 21-month tourist drought, were devastating enough.

Now, they’re lamenting a self-inflicted wound: the city began the unnecessary project of building a light rail to ruin this landmark location – despite its proximity to Derech Hebron’s light rail.

At one recently-opened bake shop closed for Shabbat, I noticed many unsold goodies. I ordered a few to help. When the grateful owner added a free babka, I thought, “here’s a great opportunity for Israel’s friends worldwide to help.”

The UN defines eco-tourism as “nature-based forms of tourism.” We need creative Zio-tourism – Israel-oriented tourism, with tourists supporting the Jewish state – while having fun and meaningful experiences too.

Americans spend $1.35 trillion annually on tourism. That means American Jews – 2.4 percent of the population – spend on average at least $32.4 billion traveling annually.

Zio-tourism starts with Israel trips. American Jews should remember this (Northeast-centered) formula: 2DW = 1IL. Two flashy family trips to Disney World (or the Caribbean) cost the same as a pilgrimage of a lifetime to Israel. Come separately, and as multi-generational family units. And if not, send your kids – or send dozens of other kids by donating to Birthright Israel.

Failing that, take an Israeli friend – or stranger – to lunch, virtually. Set up a standing order with your favorite shopkeeper on Emek Refaim, or in the still-abandoned North or wherever your blue-and-white heart beats fastest. Send meals, wine, desserts, to loved ones regularly, or to recovering soldiers, mourning families, reservists who served hundreds of days, or their spouses and kids.

A hotel can be a “favorite,” even if you never stayed there. Think of Israel’s neglected North – filled with empty hotels, some vandalized by Hezbollah bombardments. Businesses there could also use some standing orders for special deliveries to people in the area, as they return gradually.

Finally, don’t forget our beloved tour guides. Hire them for a virtual tour on Zoom. Sponsor their guest lectures in your community. Or send goodies to them and their families. Keep these wonderful activist-educators well fed until you and your buddies return to Israel.

Additionally, do some soul searching – and cold shouldering. Practice reactive Zio-tourism not just proactive tourism. Is this really the year to visit leading anti-Zionist countries, especially Ireland, Spain, and South Africa?

True, they’re not the only Israel-bashers, but they lead the pack. South Africa initiated the International Court of Justice case against Israel and sloppily spreads the “genocide” accusation, forgetting that Israel is fighting a war of self-defense. Both Ireland and Spain made Bash-Israel-firsting a national sport, trying to abrogate the EU’s trade agreement with Israel – and being so hostile, Ireland’s national basketball players refused to shake hands with Israeli players in February 2024.

I understand. You’re jonesing for a Guinness in Dublin, Paella in Valencia, or a Kruger Park Safari. But there’s a war on! And we’re not just fighting for Israel’s survival but for the West’s safety – and your soul. Deferring those touristy pleasures temporarily will prove very satisfying, especially if it’s part of a coordinated effort.

The Jewish community should go beyond its usual suspects and its constant conversation with itself. Encourage friends worldwide to cancel Spanish, Irish, and South African vacations, until these destinations stop targeting Israel.

In November 1975, when Mexico voted for the UN’s Zionism-is-Racism resolution, Americans, Jewish and non-Jewish, took their Christmas revenge. Within weeks, more than 60,000 tourists canceled Mexican vacations. Flights, which had been full as of November 10, ended up with rows of empty seats. Mexican officials tabulated 100,000 canceled room nights in Acapulco alone – a loss of at least $10 million.

Scrambling, Mexico’s president Luis Echeverria Alvarez insisted that he “in no way” identified Zionism with racism. He hosted delegations of Jewish leaders, hearing their complaints, embracing them warmly. In 1976, Mexico granted landing rights to Israel’s national airline El Al, initiated cultural exchange programs, and supplied Israel with oil while increasing trade.

For decades, and especially since October 7, we’ve seen impressive displays of pro-Israel philanthropy. While appreciating every donation, we all know we need much more: to rebuild the South, the North, and the various hospitals, labs, and apartments Iran’s missiles destroyed.

Maybe we should call it “fulfill-anthropy,” honoring the recipient – and the giver.