Israel is on course to have a solid year in tourism, despite the protests and heightened tensions that followed last month’s Israeli raid on a Turkish flotilla bound for Gaza.
Between January and May, Israel welcomed 246,600 U.S. travelers, a 16% increase over the same period in 2009, when Israel welcomed 211,800 U.S. travelers.
The 2010 figure represents a 6% decline from the same period in 2008, Israel’s 60th anniversary year and its record year to date for tourism arrivals, with 262,300 U.S. travelers.
While it might be too soon to say just how much impact the flotilla incident will have on Israel’s year-end figures, Arie Sommer, commissioner for North and South America for the Israel Ministry of Tourism, said Israel was not experiencing "any cancellations or any hesitation from potential tourists to travel."
This is more a political issue rather than a security issue," he said. "The sophisticated travelers, they all will continue to come."
Teri McCulloh, general manager of Ya’lla Tours, a Mediterranean and Israel specialist, said the company had no cancellations as a result of the flotilla incident.
"It was a military action," McCulloh said. "Everyone is well aware that it is political."
McCulloh said that Ya’lla is on course to have its 2010 Israel business increase between 10% and 15% over 2009.
"This could be one of our strongest years in the business," she said. "In '09, with the economy down a little, people were holding off on going. We’re seeing a little bit of relief for people. They feel a little bit more secure."
About half of Ya’lla’s Israel business is group tours, and the other half is FIT.
Of the group tours, McCulloh said 97% are religion-based.
"Israel is a destination of a lifetime for believers," she said. "You’re hearing that from a lot of churches and religious groups in America. People are just feeling that they need to stand with Israel."
Kevin Wright, president of the World Religious Travel Association, said WRTA members were anticipating that 2010 could be one of their best years ever for Holy Land tours.
The flotilla incident notwithstanding, Israel has experienced a period of relative calm in recent years, and according to Sommer, that has fueled its increasing popularity as a destination.
"Israel went through a lot of issues in the past with the Intifada … so people postponed their plans," Sommer said. "Now, they feel they can travel."
He also attributed the rise in U.S. arrivals to the Israel Tourism Ministry’s big marketing and advertising push in the U.S.
Sommer said that over the last three years, Israel has spent between $14 million and $15 million annually in marketing itself in the U.S. The effort included print and television ads plus marketing strongly to the Christian community.
As the tourism market continues to grow in Israel, Sommer said, travelers should expect to find more boutique property development in cities like Jerusalem and Tel Aviv catering to sophisticated travelers.
"Traveling to Israel is more than just a regular destination," said Sommer. "People don’t like to postpone a trip to Israel. People make their plans ahead of time. … Once they make their plans they don’t cancel."
