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how to sell Israel By Natasha Blair I
srael is a destination that everyone thinks they know, but in reality it is relatively unknown, contends Naama Oryan-Kaplan, Director, UK & Ireland for the Israel Government Tourist Offi ce. “Our main barrier is someone's perception – until they realise the reality is different,” she says.
Why sell it
Israel is a small country so getting around is easy and quick, meaning visitors can see a lot in a short time. Standards are high and hotel standards are on par with the usual expected international levels. Culturally, it is a rich and diverse country:
people have settled in Israel from all over the world, bringing with them their own culinary infl uences, this is refl ected in the street food and cuisine offered in restaurants.
What to sell
Tel-Aviv, a city by the sea with long stretches of sandy beach, is promoted as a 24-hour destination – but Jerusalem is catching up fast. The city is investing in its attractions to
encourage visitors arriving for religious and historical reasons to enjoy other city aspects. This includes shopping, nightlife, markets and monthly high-profi le events. Both Tel Aviv and Jerusalem have fl ourished in the past two years with new developments, including a trend towards boutique hotels. 'Hidden gems' include hiking, cycling, wine tasting, and unique local food, combined with classic religious sightseeing.
Whom to sell to
Israel really does have something for everyone – from a beach holiday in the Red Sea to iconic sites such as Jerusalem’s Dome of the Rock (Golden Temple), Mount of Olives, The Dead Sea, and Bethlehem to the party vibe of Tel Aviv's rocking nightlife. Culture vultures are well served too: Beit Guvrin-Maresha National Park, south west of Jerusalem, has become Israel’s eighth World Heritage site. Situated on the trade routes to
Israel essentials
TIME ZONE: GMT +2 VISAS: UK visitors do not need a visa to enter Israel as a tourist. CAPITAL: Jerusalem LANGUAGE: Hebrew and Arabic,– although English is widely spoken CURRENCY: The shekel SEE:
goisrael.com
BOOK IT: Mosaic Holidays (208 574 4000) has a eight-day Highlights Tour in Tel Aviv, Galilee and two nights in Jerusalem.
mosaicholidays.co.uk
OTHER OPERATORS:
travel.saga.co.uk titantravel.co.uk cyplon.co.uk discoverisrael.co.uk greatrail.com uncovertheworld.com
A cable car descends in the antique fortress Masada, captuing the vast horizon of Israel. BELOW:
Baha'i gardens and temple, a UNESCO World Heritage Site, sit on the slopes of Carmel Mountain in Hafi a. It is also known as the 'Hanging Gardens of Haifa'
Mesopotamia and Eygpt the site contains 3,500 historic underground chambers that served as oil presses, baths and stables. Concerts by international artists are held throughout the year in various spots around the country.
When to sell
Israel is a year-round destination with mild, short winters and long hot summers. Clients wanting to explore should avoid the
peak summer months as “it’s just too hot,” but look out for events to link visits with, including a two-day car race in July and the annual Beer Festival being held in August at Independance Park.
What’s new
Israel has seen a rise in the opening of boutique hotels. Consider the retro-designed 30-bedroom Brown Beach House (
rowntlv.com) in Tel Aviv (a member of Design Hotels.) The 44-bedroom Market House in Jaffa (atlas.
co.il) Tel Aviv, where guests can see the remains of a Byzantine chapel through the glass fl oor of the lobby. The luxury-252 bedroom Herods Herzliya Hotel (
attal-hotels.com), is Israel’s only hotel on an offshore island - in Herzliya marina, you can sail your yacht up to the front door. The 95-bedroom Elma Arts Complex Luxury
Hotel (
elma-hotel.com) at Zichron Ya’akov is located in the hills between Tel Aviv and Jerusalem. The hotel encourages artistic expression with two concert halls, galleries for artistic work, and artists’ studios.
sellingtravel.co.uk
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