Israel’s Diverse Niches Go Beyond the Biblical

While Israel’s appeal to clients interested in archaeology, biblical studies and Jewish heritage is well known, these are far from the only niches that hold strong sales potential for agents.  

Agents will find a wealth of unique experiences that add new dimensions to faith travel to Israel.

“The market for niche travel to Israel is very strong,” said Dan Manor, spokesman for the Israel Ministry of Tourism, Western Region. “Food and wine, adventure tours, gay and lesbian travel, spas, cycling, even bird watching, are all popular options.”

Religious travel on the upswing
Leading the special-interest lineup by far is religious travel. The genre continues to grow, even with the economic downturn.

A recent Religious Travel Study conducted by TravelStyles and commissioned by Globus indicates that more than 16 million people describe themselves as “potential religious travelers,” an increase over 2007 figures. Not surprisingly, Israel holds the top spot as a desired religious travel destination.  

Christian travel to Israel is a particularly strong subspecialty. But it’s one that requires a bit of background knowledge, said Kevin Wright, director of faith-based tourism and growth markets for NTA.

“The Christian market is split into two slightly different niches. One is the Evangelical Protestant market, the other is the Catholic market. The key for travel agents is to understand both,” said Wright.

Agents interested in the Christian religious travel niche will find a growing array of product to choose from, as more tour operators enter the market.

“Ten years ago, consumers wouldn’t see entire brochures dedicated to the faith-based tours, but that has really changed,” said Wright.

Faith tours with unique experiences
Faith-based tours to Israel can and should provide more than visiting biblical sites, according to Paul Larsen, president of Ed-Ventures

The company offers an “Experiencing the Holy Land Tour” that visits Tel Aviv, Caesarea, Megiddo, Tiberias, Capernaum, Jericho, Jerusalem and Bethlehem. Included are a Shabbat dinner, meetings with Palestinian Christians and even a visit to an agricultural park using ancient cultivation methods.

 “People want unique experiences, even when they’re on a religious pilgrimage to a traditional destination like Israel,” Larsen said. “These trips can be life-changing for clients, and a great specialty for agents.”

Motorcycle pilgrimage
Pairing motorcycle touring with a Christian pilgrimage, Coral Travel & Tours has taken a creative approach to faith travel with its 10-day “Run To the Wall Israel Tour.”

“We took 31 bikers and 40 companions to Israel last year. We shipped their Harley-Davidsons over there in two containers, and it was an exceptional way to experience the country,” said owner Shalom Almog.

The 2012 and 2013 versions of the tour, both in late October, are open to bikers and non-bikers of all Christian denominations. Participants ride from Tel Aviv to the Western Wall in the Old City of Jerusalem on an itinerary that includes sightseeing at biblical and archaeological sites.

“The ‘Run to the Wall’ shows that Israel is a country with such a broad appeal. Travel agents just need to open their eyes, because clients for Israel are all around them,” said Almog.

4,000 years of adventure
With the tag line of “4,000 Years of Adventure,” Israel’s tourism officials have their sights set squarely on the adventure travel niche. It’s a logical fit, given a terrain that includes mountains, valleys, deserts, craters, coastlands, inland seas and the lowest spot on earth, the Dead Sea.

Agents with adventure-loving clients will find plenty of activities to promote in Israel. The country’s limestone cliffs, caves and grottos along the Mediterranean coast are popular spots for repelling and exploring.

Hiking enthusiasts can partake of more than 600 miles of trekking opportunities along the Israel National Trail, which spans the country from the Lebanese border to the Red Sea. Scuba diving opportunities along the Red Sea’s coral reef are world-class.  
 
Ideal for bicycling
Bicycling is another specialty market well-suited to Israel. The country’s diverse topography sets a scenic stage for cyclists of all ability levels. Towns in Israel are relatively close together, making it especially attractive for bicycle touring.

A brochure published by the Ministry of Tourism lists suggested cycling routes that include rides through the Negev or Judean deserts, as well as the shore of the Dead Sea. Agents should know that bike rentals are readily available in Israel. And, some air carriers, El Al Airlines, allow passengers to bring bikes along at no extra charge.

Spas and well-being
Spa and wellness travel is a burgeoning niche world-wide, and one that Israel is promoting with renewed vigor. Health benefits of the country’s many hot springs, mineral baths and sulphur pools have been touted since the Roman era.

Israel tours often feature a day-long visit to a health resort as an itinerary option.  Entire trips directed at health and wellness are becoming more popular, according to the Ministry of Tourism’s Manor.  

Therapeutic resorts abound in the country, with the Dead Sea’s salts, rich mineral content and dry climate a leading attraction. Spa hotels in that region and throughout Israel also feature holistic and alternative treatments such as hydrotherapy and Ayurvedic medicine.  

Culinary melting pot
Israel’s diverse cultural influences – plus its Mediterranean location – have resulted in a culinary melting pot. The country is promoting gastronomic tours that include artisanal olive-oil producers, bread-makers as well as its world-renowned citrus, yoghurt and cheese products.

Israel’s wine scene is also noteworthy, one with deep history and celebratory traditions stemming from ancient times. With over 200 wineries, the wine industry in present-day Israel continues to evolve.  In 2008, Wine Spectator noted that “Israel’s wines are world class.”