Given the special geo-political situation that has created a new opportunity to increase the numbers of incoming tourists from Russia, the Tourism Ministry is continuing the campaign it began in September 2015. The Tourism Minister Yariv Levin instructed the ministry to provide solutions to Russian tour operators and airlines who are currently moving away from Turkey and Egypt, and to transform Israel into a worthwhile and attractive travel destination for the Russian public. Among others, the marketing team at the ministry is working to adapt the Israel tourism product to the Russian tourism sector which, until now, had chosen to vacation in neighboring countries in the region.

The Tourism Ministry is dealing with the main obstacle – the prevailing economic crisis in Russia. In addition, vacation costs in Israel are higher than the competition on neighboring countries and the ministry is helping by creating packages that are suitable for the Russian tourist’s budget. Within this framework, tour operators were challenged to create vacation packages in Israel priced at $350 for a 3-4 night stay on a B&B basis. About ten tour operators met the challenge and their referral details are included in the new campaign.

In addition, tourism officials in Jerusalem, Tel Aviv and the Dead Sea have prepared a range of benefits and discounts for tourists staying in their area, including free tours, and discounts to tourist sites and restaurants. The Tourism Ministry is also working with the hotels in Eilat to meet the needs of the Russian tourist, including, among others, offering all-inclusive hospitality packages.

Within the framework of the NIS 8million campaign that is currently being launched, giant billboards will be erected in Moscow measuring 10 x 90 meters, located in central and heavily-trafficked areas with at least one million people passing by.

During his recent visit to Moscow, the Tourism Minister Director-General Amir Halevi met with tour operators and airline companies including, among others, Pegas, Biblio Globus Coral Travel and Nathalie Tours. In addition, Halevi also participated in a joint event to promote tourism to Tel Aviv-Jaffa, a sister city to Moscow. He participated in a press conference together with the Israeli Ambassador to Moscow Tzvi Chafetz, Tel Aviv-Jaffa Deputy Mayor Meital Lahavi and representatives of Moscow city council, in which Tel Aviv was presented as a Smart City and as a preferred low-cost destination with a wide variety of flight and hospitality options.

The most recent campaign in Russia, which has just ended, had a NIS 15.5 million budget. Unlike in previous years, when the continuation of the campaign occurs in the spring, the follow-up NIS 8million campaign is being launched now in order to increase interest in Eilat as a result of the Tourism Ministry incentive of 45 Euro per tourist for airline companies. The budget will be allocated to online and offline activities, supported by seminars for travel agents and participation in tourism fairs.

(YWN – Israel Desk, Jerusalem)