Israel’s Record-Breaking Tourism

Tourism to Israel hit its third record-breaking year in 2012 despite shaky global economies and political upheaval in the Middle East.

Haim Gutin, Israel Tourism Commissioner for North and South America, attributes those impressive results to his ministry’s robust consumer marketing and Israel’s distinct tourism profile combining ancient history, culture, high-end lodging and a strong infrastructure.

Gutin called the period from 2009 through 2012 the best for tourism in the 65-year-old country’s history.

For 2012, he reported 3.5 million arrivals worldwide; 700,000 from North America. For the first six months of 2013, the country welcomed 1.7 million visitors, a 1% increase over the same period in 2012. That bodes well for another strong year, Gutin said.

This year agents can opt to become Israel Specialists. Also, through an Open Skies Agreement with the EU, clients will gain more affordable access to Israel via European hubs.

Travel Market Report spoke with Gutin about Israel’s primary markets, its work with U.S. travel agents and why agents should sell Israel.

To what do you attribute Israel’s continued strong showing?
Gutin: People are returning to travel as they used to. There has been an uptick in the U.S. economy, and Israel and the Eastern Mediterranean have become very attractive destinations.

Our marketing strategies are focused: For the general public, the Christian markets, and trade activities, in particular, teaching travel agents that Israel is a lucrative destination to sell.

Two years ago Israel became a member of Virtuoso and we are in the midst of negotiations with it to choose Israel in 2015 for its annual meeting. While a deep investment, it has been a great partnership. We also work with American Express, Signature and Ensemble.

How is Israel dealing with political changes in the region?
Gutin:  Israel’s profile is distinct from that of its neighbors and travelers understand this. The internal issues of the Arab Spring in Egypt, Libya and Tunisia do not have any impact on Israel because we are a democratic nation.

Is the Christian market growing?
Gutin: The Christian market comprises almost 60% of U.S. traffic. We are expanding this platform by reaching out to the largest U.S. denominations, which total 350,000 churches, and we are creating links with Hispanic faith-based networks.

Three years ago I initiated relationships with the 65 main Christian denominations in the U.S. such as the Assembly of God with 12,000 churches and the Southern Baptist Church with 48,000 parishes, with this message: It is essential for every newly-ordained minister to walk in the footsteps of Jesus through the Holy Land.

We are working with the Reverend Luis Cortés, Jr., president of Esperanza USA, one of the largest Hispanic faith-based evangelical networks in the U.S., with 12,000 clergy and community leaders, to encourage Hispanic evangelicals to visit Israel.

What about other special interest or niche markets?
Gutin: The incentive market is very sensitive and profitable and we will be dedicating some of our new budget to address incentive houses in the US.

Additionally, the Ministry has been investing in new infrastructure such as the Israel Trail which runs north to south for hiking and biking.

Do you have any new incentives for promoting Israel to travel agents?
Gutin: This past summer Minister of Tourism Uzi Landau launched the Israel Specialist Program which is being conducted with Travalliance. Within a few days of the announcement, 100 agents registered for the course.

The online course is free and will reach more home-based agents. Comprised of four segments, agents must pass exams for each before progressing to the next [segment] to be certified. Our goal is to certify 1,500 agents by the end of 2014.

Once agents are educated about Israel, we will offer them a special incentive to visit Israel for first-hand experience a year after completion. Certified agents will appear on referral lists on our website.

Tell us about Israel’s Open Skies Agreement with the EU.
Gutin: The agreement will allow more flights between Israel and Europe, including low-cost flights. That will effectively bring down prices of flights to Israel from the U.S. as clients will have cheaper options to fly through European hubs to Israel.

Do you know if any companies are developing land programs to reflect the new air access?
Gutin: We know agents and tour operators including Isram and Frosch Touristik [a German travel company] are creating new product lines based on these options.

Among the companies that have already developed new tour products combining France, Germany and Turkey with Israel are Vered Hasharon Travel & Tours, ARZA World and Momentum Tours and Travel.

USTOA members visited Israel and we are now discussing marketing agreements with its members to develop new products that agents can sell.

Are you planning new marketing plans with any other countries?
Gutin: We have already completed educational activities for travel agents with the tourism boards of France and Germany and we plan to expand those cooperative programs as well as initiate others with other European destinations.   

Israel has attracted many celebrity performers and visitors. Who has visited recently?
Gutin: Alicia Keys, Barbara Streisand and Pitbull just gave a concerts while Sharon Stone and Robert de Niro were recent guests. We cannot disclose celebrity plans for 2014 yet.