Faith-based travelers key to Israel’s post-crisis comeback

Sunday, February 4, 2024

Strolling through the expansive entrance of Tel Aviv’s David InterContinental hotel brought back memories of my visit during the challenging times of the COVID-19 pandemic. The lobby, once bustling with guests, now had few visible visitors. The reception had just one attendant, the opulent Concierge lounge remained dim, and its doors were securely locked. However, amidst this seemingly desolate atmosphere, a glimmer of optimism prevailed.

Welcoming me with a confident smile, General Manager Franco Vella and I ventured towards the vast convention floor, the sole venue hosting an event under his supervision. The heads of the Tourism and Hotels division of the Kinneret Academic College were conducting a mini-convention with 200 participants, analyzing the prospective recovery of Israel’s tourism. Reflecting on the situation, I couldn’t help but think, “In times of crisis, seek the Professor’s compass,” as I joined the audience to gain insights into what might reignite Israel’s tourism momentum.

Professor Alon Galbman, the head of the International Master’s Program, shared his perspective: “History teaches us that after wars and crises in Israel, there is always a growth and a return of demand.” He highlighted sparks in domestic tourism, initially driven by family and community tourism, often enriched with cultural experiences. However, challenges persisted for guests grappling with the psychological barrier of vacationing during uncertain times. Anticipating the return of incoming tourism, Galbman outlined two phases: the first involving Israel’s hard market segments, such as businessmen, VFR tourism, solidarity groups, and volunteer tourism. The second phase, encompassing normal leisure tourism, was expected to take longer, with the pace contingent on the success of the initial phase.

Predicting imminent family visits and subsequent arrivals of Jewish community groups from the US, Eran Ketter, head of the Department of Tourism and Hospitality Management, emphasized the role of faith-based travelers in the recovery. He noted that similar to the aftermath of the 2014 Protective Edge Gaza operation, visits from North America played a pivotal role in the resurgence. Despite ongoing challenges, the belief was that this phase would signal to others that it was time to return to Israel.

Examining the global context, the article pointed out that various countries had faced significant challenges in the past decade. Egypt, recovering from the Arab Spring uprisings, terrorist attacks, and internal political tensions, strategically approached tourism, resulting in a 33 percent growth in global tourism share by 2023 compared to 2019. Similarly, Japan rebounded after the 2011 Fukushima disaster, and Thailand successfully navigated multiple crises since 2000, showcasing the resilience of the tourism industry when backed by strategic initiatives.

In conclusion, despite the current struggles, the article highlighted the historical trend of recovery in Israel after crises and drew parallels with other countries that successfully revitalized their tourism sectors through strategic planning and promotional campaigns. The anticipation of positive developments, including the nomination of Eyal Goldberger as the boss of the new InterContinental Jerusalem, added to the confidence in Israel’s significance as a prime travel destination.

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