Israel to Agents: This Destination Is Hot
by Robin AmsterTourism to Israel has remained impressively strong during the last three years, despite a weak global economy and instability in the Middle East.
The period from 2009 through 2011 was the best for tourism in the country’s 64-year-history, according to Haim Gutin, Israel Tourism Commissioner for North and South America.
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Gutin credits these results to his ministry’s muscular marketing efforts, coupled with a compelling product. Tel Aviv’s emergence as a hot global destination is one example of the good news coming out of Israel’s tourism industry.
Travel Market Report spoke with Gutin about Israel’s primary markets, its work with U.S. travel agents and why agents should sell Israel.
Tourism to Israel has stayed strong in the last three years despite a weak global economy and regional turmoil. Why is that the case?
Gutin: Israel hosted a record 3.4 million visitors in 2011; 650,000 from the U.S. and 70,000 from Canada. We hope to have 800,000 visitors from North America in 2012, and my goal is to have 1 million from North America in 2015.
I think something has changed about Israel as a destination. It has become a hot destination. We offer the full package for sophisticated travelers looking for something different. In addition the value is very, very high versus the price.
And Israel is no longer a war zone. We are on the opposite side of the news; we are mentioned for good news. Tel Aviv, for instance, was voted one of the world’s Top 10 beach resorts by National Geographic Traveler; a top beach destination by Lonely Planet, and the best city in the Middle East by Travel + Leisure.
You focus heavily on the Christian market. What’s new in this area?
Gutin: About 50% of our budget in North America is for the Christian market. This market is responding well to our efforts. We work with Christian organizations like the Southern Baptist Convention. We are bringing its executive committee to Israel by the end of this year.
Our goal is to bring in more Christian groups and denominations. There are about 425,000 churches in the U.S., and that’s about 120 million who believe in the Bible. The Bible is the best GPS; you can read the story and see what’s happening here in Israel.
What other niches are you targeting?
Gutin: Last year, we initiated a special $1 million joint ad campaign with the Jewish National Fund targeting all communities big and small in the U.S.
We have another initiative aimed at getting college kids who’ve been to Israel to have their parents who have never visited go and experience what the kids have.
The Jewish market, however, is integrated into the general market. Jews are not just a niche for us. We look at them as part of one big pot – because how, for instance, do we target unaffiliated Jews? I don’t have a platform to target each and every one of them.
We are also promoting the gay and lesbian market together with tour operators working in this field. These are sophisticated travelers and they love Tel Aviv, its high-end dining, nightlife and cultural scene. Tel Aviv was voted the world’s best gay travel destination for 2011 in an American Airlines poll.
How is Israel working with U.S. travel agents?
Gutin: Our main goal is to educate agents on how to sell Israel. We participate in all major North American travel trade events. Twice a year we sponsor fam trips to Israel. We have $3 million in agreements with tour operators who sell Israel and we’re trying to initiate relationships with new companies.
Five years ago we introduced the Israel specialist program for agents. We currently have 2,000 Israel specialists in the U.S., and we would like to increase that number.
We’re now developing a special webinar for home-based agents. There are about 70,000 of these; the agent market has changed.
Why should travel agents sell Israel? What’s the profit potential?
Gutin: We want agents to know that Israel is a profitable destination for them. With commissions down [elsewhere], Israel is one of the destinations where agents can make money.
They stand to make $1,000 on each traveler, so if they bring a group of 50 to Israel they can potentially make $50,000. To make the same amount selling the Caribbean, an agent would have to sell hundreds of packages.
And high-end clients who have been all over the world, can go to Israel for 35% less than they’d pay at other destinations.
What are the challenges to selling Israel, and how do you overcome them?
Gutin: The main challenge is the perception of Israel; the second is a lack of information. You have to be objective and knowledgeable about every place you go. Israel is not only the war with Lebanon; it is known for innovation, for the Bible, as a great place to live.
The way to deal with this is with information. And one way is to have influential people come to Israel and give testimonials, tweet to their followers.
A lot of celebrities have visited Israel in the last three years, including Martha Stewart and Bono. Martha Stewart, for instance, has 1.8 million followers on Twitter who see her responses and testimonials. These become our best ambassadors.
Madonna, J. Lo and Guns N’ Roses came to Israel as part of their international tours this summer, and the Red Hot Chili Peppers are in Tel Aviv this month.
