All the news about Israeli tourism

The recent Herzliya tourism conference recruited experts from the industry in order to discuss ways of increasing tourist traffic to Israel; the measures are complicated but there is no shortage of diagnoses: Tourist police will be established and hotels will be graded by international organizations according to the principles of consumer protection.

Many tourism bodies devoted a couple of days in order to find solutions on how to leverage the industry and increase the number of tourists visiting Israel. Results are not expected in the near future, but objectives have been identified.  Tourism to the outgoing regions of Israel is relevant only for Israelis and in most cases fails to provide appropriate return on the amount invested.

An additional million tourists in three years is the first goal that the Minister of Tourism has set himself.  This is a commitment by the minister that requires another increase in the round of marketing and the enlisting of international tourism wholesalers, attractive sales promotions by the hotels and specifically investment in order to upgrade the existing tourism infrastructure.

Noaz Bar Nir, director general of the Ministry of Tourism presented the minister with the findings formulated by the think tank at the end of the conference and explained the need to establish a tourism lobbying group in the Knesset that will work to increase the allowances allocated to upgrade the tourism infrastructure. In addition, the setting up of a national training college to provide a professional standard of tourism training with the aim of preparing tourism personnel to work in the outlying regions and to promote the field of tourism to the young.

“We need to examine the issue of hotel ratings as carried out by international associations based on the principles of consumer protection,” said Bar Nir.  “This is necessary in order to upgrade the tourist product.  We will also establish a tourist police force and by next year the Ministry of Tourism will allocate a substantial sum of money on a new campaign that will actually teach Israelis how to be good hosts.”

Bar Nir also believes that resources should be allocated to advertising in order to strengthen the image of Israel as an attractive location for such things as spa, lifestyle, wine and gourmet, cycling and more.

The Herzliya tourism conference will however be remember for the conflict between the hoteliers and the Minister of Tourism.  The Minister criticized the hoteliers for the poor quality of service that they provide and their incorrect marketing strategy as reasons that tourism numbers were not greater.  The hoteliers responded by saying that no level of service could help realize the country’s tourism potential because the security situation meant that Israel’s image always suffered in its attempts to attract tourists.