The Ministry of Tourism has increased its marketing efforts worldwide in preparation of the winter season in the United States, Canada and Brazil, investing over 10 million NIS. The winter campaign, totaling 40 million NIS, is aimed at continuing existing marketing efforts while promoting Israel this season as an attractive tourism destination to potential tourists. The annual marketing budget for 2011 is 260 million NIS.

The winter campaign in America includes advertising in print media as well as trade publications, industry magazines, billboard advertising, radio and television advertising campaigns and various internet and social media initiatives. Advertising will focus on attracting tourists from destination countries in America including the United States, Canada and Brazil. Within the framework of the winter campaign, Israel will be presented as a destination offering various forms of activities, leisure and entertainment, as well as the central positioning of Israel as the Holy Land with Jerusalem at its center.

The campaign is aimed at those seeking a vacation with elements of religion, history and culture, highlighting various sites in Israel such as Jerusalem, the Dead Sea, Tel Aviv and Eilat, as well as sites in the Galilee and the Negev. The campaign is also aimed at other various groups including religious and niche tourism such as gourmet wine, spa, extreme sports and more.

Additional marketing efforts include working with the local tourism industries to promote Israel in fairs and seminars, public relations activities, recruiting new tour operators and expanding existing local marketing sources, expanding flight capacities and more.

Minister of Tourism, Stas Misezhnikov: “The Fall-Winter season is the most attractive time of year for tourism to Israel and the Israel Government Tourism Offices abroad are maximizing resources in order to increase demand. The stability of incoming tourism to Israel, despite regional and international economic and political events, is a significant achievement, serving as an important economic anchor for the economy providing sources of income, employment and a positive image for Israel abroad.”

Since the beginning of the year and through October, 2.8 million visitors arrived in Israel, 600,000 from the United States, Canada and Brazil (approximately half a million from the United States alone – the largest source country for incoming tourism to Israel).

Revenue from incoming tourism (not including domestic or outbound tourism) since the beginning of the year through October, has reached 12 billion NIS – a 10% increase compared to the same period last year (not including flights(

(YWN – Israel Desk, Jerusalem)