After a 31 percent drop in tourism during the war with Lebanon in July and August, the Israel Ministry of Tourism (IMOT) is launching a major marketing campaign to bring tourists back to the state. Prior to the conflict, the ministry had estimated that more than 2.7 million people would visit Israel in 2006. Now, tourism executives hope to at least reach the 2 million mark.
"The tourism industry has suffered a major setback," says Herzog. "We're trying to recover in crisis management mode."
The Israeli government has set up an emergency fund, allocating 40 million shekels (approximately $9.3 million) this year and 100 million shekels ($23.2 million) for 2007.
To reassure tourists that
The TV campaign targets the sophisticated traveler—one of
three markets the ministry is focusing on. The IMOT is also reaching out to the
American Jewish community during Jewish holidays, placing fliers in synagogues.
A campaign is also being created for the evangelical Christian community with
testimonials from major leaders.