Israel’s Ministry of Tourism is continuing to court U.S. travel agents with more educational training courses and fam trips.
According to Haim Gutin, the Ministry of Tourism’s commissioner for the Americas, the goal is to show that the country remains a fascinating and safe destination not only for travelers on religious pilgrimages but also for tourists interested in the vibrant nightlife and culture of Tel Aviv as well as outdoor activities found across Israel.
Tensions with Iran may depress tourism arrivals this year, Gutin said, but Israel’s tourism industry is remaining optimistic and expecting 3.5 million visitors in 2012, the same number as in 2010. In 2011, there was a 4% decrease in tourism from North America, with 638,000 visitors, a result of the conflicts in the region during the Arab Spring and economic conditions in the U.S., Gutin said.
“On the books, 2012 looks good, but what will materialize is difficult to say,” he said. “We hear from tour operators and travel agencies that their bookings are up.”
According to the ministry of tourism, about 50% of Americans visiting Israel are on religious pilgrimages, mostly Roman Catholics and evangelicals. The remaining 50% are Jewish travelers and others who travel to Israel for history and other interests.
“We are looking to increase the Christian market and also to increase the number of other types of travelers,” he said. “These may be sophisticated travelers, interested in history and activities such as hiking and biking.”
Helping boost tourism is the attraction of Tel Aviv, which is being called the “Rio de Janeiro of the Mediterranean” for its hopping dance clubs, nightlife scene and large variety of excellent restaurants, Gutin said.
“Tel Aviv is booming,” he said. “Our hotels have 100% occupancy. We have a lot of tourism from young people in Europe. And there are a lot of new boutique hotels opening along the Mediterranean shore.”
The ministry of tourism’s New York office is planning webinars for agents in the coming months to focus on what’s new in the country and to answer questions agents may have about travel to the region. The ministry continues to offer an Israel specialist training course. Some 1,000 agents in the U.S. have completed the training.
“And we suggest that travel agents visit Israel,” Gutin said. “We have several fam trips planned. Come and see Israel for yourself and enjoy.”
For more, see the Travel Trade section of www.goisrael.com.