ISRAEL
We will shortly be going
live with an e-learning programme for the trade, in order to support it
>
from Tel Aviv to Eilat. On the hotel front, the Dan Hotel Group has acquired the 505-bedroom Regency Hotel in Jerusalem on Mount Scopus. Also in Jerusalem, the newly opened purpose-built 194-bed Mamilla Hotel, part of the Alrov Luxury Hotels Group has added a holistic spa.
Israel Trade Focus
The Israel Government Tourist Office (IGTO) has launched a Hidden Gems campaign using an A5 directory showcasing Israel as a multifaceted destination with a collection of largely unknown experiences to explore. The Hidden Gems are being promoted through its marketing. A £2 million annual marketing campaign for 2010
and 2011 is aimed at attracting the medium and luxury sectors, which includes the Gay and Jewish markets. A new advertising campaign includes the underground; weekend and consumer magazines, and the Jewish and Christian press. The advertising
is taking place in two separate bursts - spring and autumn. Money is also being spent on press educational trips as well as supporting tour operators featuring Israel. This includes travel agent seminars around the country and exhibitions. IGTO is also targeting AITO members with a familiarisation trip planned for early December. IGTO will also be co-operating with retail chains and
tour operators with newsletters to the travel trade and on-line training. There will also be in-house training at retail offices. Gay promotional activities in London, Brighton and Manchester include a Gay Art Exhibition.
tourismtalk
Rafi Shalev, director, UK and Ireland, Israel Government Tourist Office "We are constantly listening to what the market trends are in order to stay one step ahead of what the trade
needs. We will shortly be going live with an e-learning programme for the trade, in order to support it. "And During October and November we will be
delivering a series of seminars in London, Brighton, Portsmouth, Bournemouth, Bristol, Birmingham, Manchester, Leeds, Belfast, Dublin and Cork. We are
Clockwise: Floating in the Dead Sea; regional mosaic; amber hues in Jerusalem; the Dome of the Golden Rock
>
Focus on flights: There are plenty of options with 40 flights a week to Tel
Aviv plus new direct El Al flights from Tel Aviv to Eilat
Insist size matters: Israel is the size of Wales so visitors can travel
aaround the country very easily
Remember: Tel Aviv is one of the 'Gay Tourism' capitals of the world
Rev them up: Driving from Jerusalem to Eilat takes just four hours;
Tel Aviv to Jerusalem 45mins; and Tel Aviv to Galilee two hours
Watch the weather: Eilat is a great winter sun destination
On Site: Israel has several UNESCO World Heritage Sites
www.shortbreaksholidays.com • Autumn 2010 31
israel contact
Israel Government Tourist Office
Tel. 020 7299 1100
www.thinkisrael.com
thedeal seal
WWW.ISTOCKPHOTO.COM
WWW.GOISRAEL.COM
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