Israel’s campaign to restore tourism figures
With figures of inbound tourists dropping over 30%, Israel’s Tourism Minister has announced marketing strategies to help reverse the trend.
Uzi Landau Pic: Henry Benjamin
Tourism Minister Dr. Uzi Landau: “The figures prove that the format for compensation we submitted to the government beyond the 40 kilometer radius is what is needed. We are investing in marketing in order to increase the numbers of incoming tourists.”
Tourism Ministry Director-General Amir Halevy: “The tremendous blow to tourism suffered by the Israeli economy in all areas of Israel as a result of canceled visits is a factor in the economic slowdown, as shown by Bank of Israel discussions taking place now. The Tourism Ministry is convening this week all the Israel Government Tourist Office (IGTO) directors from around the world to formulate a plan for attracting tourists back to Israel, who provide jobs to 200,000 people in the country. Everyone understands the importance of rehabilitating tourism as an engine for economic growth that injects NIS 40 billion into the economy. Compensation for this industry will generate several times as much in revenue for the economy.”
The Ministry of Tourism is warning about a domino effect: it reports cancellations of visits to Israel in early 2015, too.
The Tourism Ministry is already operating its policies for the “day after” with the objective of shortening the recovery time from Operation Protective Edge and is renewing its campaigns, in the first phase in Russia and Germany and globally via a campaign on Eurosport TV. The ministry is currently running a conference in which all the IGTO directors are discussing marketing strategies to bring back incoming tourism. These steps include focused marketing by city, tourist site and target markets (Christian denominations, niche markets, FITs, City Breaks etc).
According to the Central Bureau of Statistics, 182,000 visitor entries were recorded in Israel in August 2014, 36% less than August 2013. This number is lower than all the August statistics from 2007-2013, but 49% higher than August 2006 (Second Lebanon war, with 122,000 entries) Of these visitor entries, 164,000 were tourists (staying more than one night), 32% less than August 2013, and lower than the August statistics from 2007-2013.
147,000 entries were by air, 31% less than August 2013. 17,000 tourists came through the border crossings,42% less than August 2013; 11,000 came through the border with Jordan (49% decrease) and about 6,000 through Taba to Eilat (19% more than last August).
18,000 entries were recorded by day visitors, 59% less than August 2013. Of these, 500 arrived on cruise ships, 97% less than last August (16,100). 6,000 day visitors arrived by air (73% less than last year) and about 11,000 came via the land crossings (2.5 times more than last year).
013, but an increase compared to all the preceding years. Of these, more than 2 million were tourists, 7% more than 2013 and 6% and 10% more than 2012 and 2011 respectively. 1.8 million entries were by air, 6% and 7% more than the same period in 2013 and 2012. 288,000 entries were by land (14% increase).
225,000 day visitors entered Israel, 44% less than the same period in 2013. Of these, 66,000 arrived on cruise ships (58% decrease); 82,000 came through the border crossings (46% decrease) and about 77,000 entries were by air (17% decrease).
Summer 2014
In the last two months (July-August 2014). about 400,000 visitors entered Israel, 31% less that the same period last year (578,000). The most significant decrease was recorded in cruise ships – 90%.
