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Published on : Wednesday, October 19, 2016
India and China are the two emerging tourism marketing destinations for Israeli tourism ministry who are expecting an increase in inbound travelers from these two promising nations this year. 2015 witnessed 40,000 Indian and 47,000 Chinese travelers in Israel creating an overall 10 to 13% increase in their incoming flow of the travelers. To quote Yariv Levin, the Tourism Minister, “Breaking into the large Asian market — in particular China and India — is one of the main objectives set by the Tourism Ministry”. In the month of August, the ministry came up with some catchy campaigning slogans for TV commercials like “On most vacations, you take a trip. But in Israel, you take a journey.”
In the last two months, more than $ 1.6 million has been spent behind social media, broadcast and print highlighting Israel as not just a mere destination but an experience in itself! The ministry is especially targeting the middle class who spend on an average $ 2,208 on services.
Also country’s tourism received a major boost when Bollywood star Sonam Kapoor visited Tel Aviv, Jerusalem and Dead Sea in May 2016. To add to it, Bollywood producer Tanuj Garg and author and journalist Aditi Mathur Kumar visited Israel early this year. To quote Garg, “Israel is quite the haven for vegetarians. Israeli street food is very vegetarian-friendly – falafel, hummus and bourekas (baked pastries stuffed with cheese, mushrooms, potatoes and spinach).” He also added by saying “In Jerusalem, Haifa and Tel Aviv, the three breathtakingly beautiful cities I toured, eateries abound, offering your favorite international fare – Argentinian, Chinese, Mexican, French, Thai, Italian. However, the country has developed a food culture that’s truly unique in its range of flavors, colors, aromas and very delicious choices.”
Late last year, four Chinese chefs were brought to upkeep with the global food tourism trend in Israel. In addition, Hainan Airlines introduced the first direct flight to Israel from China in April this year. Beijing-Tel Aviv route has been designed to further tourism, technology, trade and science between these two nations. Of late, China and Israel has become close friends in academic and high-tech initiatives. Tourist groups from China would be exempted from fees in Israel with a multiple entry visa facility that would be valid for 10 years. To quote Levin, “The approval of the 10-year multiple entry visa and the cancellation of fees for Chinese tourist groups are important steps that join other marketing steps to break into the Chinese market.”