Israel tourism aims to promote the country as a hip and happening destination

Published on : Friday, November 22, 2019

In recent years, model Shir Elmaliach has popped up everywhere with the Israeli Ministry of Tourism aiming to advertise the country as a sought after destination with full of beaches and nightclubs rather than biblical relics.

 

Thanks to US lobbying laws, we know how much the Israeli government spent to target Americans with their “Sunny” soundtrack and other tourism pitches: around $18.4 million in 2018 and more than $14 million so far this year. It’s all part of a major spending boost under Israeli Tourism Minister Yariv Levin.

 

In contrast, Saudi Arabia’s push to attract Western tourists as the kingdom opens up to the world has not been transparent. While breathtaking landscapes have appeared everywhere from Times Square to the pages of the Wall Street Journal to Instagram influencers’ feeds, the cost to the Saudi Commission for Tourism and National Heritage remains unknown.

 

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