With the completion of Operation Pillar of Defense and in advance of the winter season, the Tourism Ministry is expanding its marketing activities in the United States, Canada and Russia with a 15 million NIS campaign. The campaign in the United States and Canada, which costs 7 million NIS, will target Christian communities in various cities, offering attractive vacation packages in the Holy Land for the winter season, alongside the spiritual experience of a visit to Israel. The winter campaign in the States and Canada, which appears in both English and Spanish, includes advertising in the mainstream and Christian print media, billboards, TV and radio stations, digital and social media, under the slogan: Visit Israel. You’ll never be the same.”

Two weeks ago, the Tourism Ministry launched a winter campaign in Russia and Ukraine at a cost of 8 million NIS, including advertising in the mainstream, professional and tourist print media, billboards and radio stations, digital and social media. In the campaign, the various vacation options in Israel are presented, including entertainment and leisure, in keeping with the positioning of Israel as “the Holy Land with Jerusalem at its center”. The campaign, which focuses on Yerushalayim, Nazareth and the Galil, is targeted at the religious communities, as well as a wider target group that is interested in vacations with the emphasis on history and culture.

Tourism Minister Stas Misezhnikov: “After restoring stability and security to the south, now is the time to rehabilitate tourism to Israel and return to the upward trend from before the operation. In the last month, the Tourism Ministry has launched large campaigns overseas with a total investment of 15 million NIS that is being expanded to include domestic tourism campaigns.’

In addition to the marketing campaigns, the ministry is engaging in activities with the local tourism industry in the source target countries, including participation in trade fairs and seminars, public relations activities, recruiting new wholesalers, expanding seat capacity etc.

The ministry has also recently launched a campaign to rehabilitate domestic tourism to the Southern region under the slogan “It’s so good you’ve come south”. The campaign invites Israelis to visit the tourism sites in the south and to acquaint themselves with the wide range of attractions. The 300,000 NIS campaign, which has just been launched, will continue for two weeks on the internet and in radio commercials.

(YWN – Israel Desk, Jerusalem)