Israel Exactly Like Nowhere Else
Israel is back and in 2023, it’s planning to be out front with its message to the travel trade and their customers, making it abundantly clear that Israel is a destination that’s like nowhere else.
The Commissioner for North America for the Israel Ministry of Tourism, Eyal Carlin told a briefing in Toronto yesterday (March 20) that while it has been a ‘rough couple of years,’ Israel is now seeing the Canadian market back at 2019 levels which is quite an achievement considering that El Al pulled its service from Canada, reducing the destination’s lift from this market.
Carlin made it clear that he’s “excited about the prospects” for Canada, announcing that this month (March) Israel will be launching a new education program – essentially and Israel Specialist program – and a new website for travel advisors to educate them on Israel’s ‘hidden gems.’
Israel’s North American boss said that the “focus in 2023 is creating resources for both the travel trade and the traveller” and the launch of the new ‘Israel Exactly Like Nowhere Else’ campaign – which rolls out in Canada this month – will achieve the goal of having much more presence in the marketplace.
Israel will also be working with both tour operators and agents on educational trips to the destination, but the focus of those trips will be on the diversity experiences that Israel offers its visitors.
“We want people to come for the first time and come back a second time to see what they missed the first time,” said Carlin.
In this respect, Gal Hana, Consul for Tourism, Director for Canada for the Israel Ministry of Tourism (IMOT) pointed out that the destination has many new things to offer its visitors, including cruising from Haifa, along with new Air Canada flights that are starting out of Montreal in May.
Hana also pointed to Israel’s initiatives with other destinations like Greece, Portugal and Dubai, observing that he believes that “regionality and collaboration is the way to go.”
In fact, those kinds of initiatives emphasize what both Carlin and Hana point out about Israel – that it is both Mediterranean and Middle Eastern.
As for the new Israel education program for agents, it will feature five modules, the first a general, overview module and then four additional modules focused on faith-based travel; multi-generational travel and heritage travel; outdoor and active travel; and food, wine and culture.
The point of all of this, both Carlin and Hana agree, is make it clear that there’s “always something else to discover in Israel.”
In the photo
Israel’s Gal Hana and Eyal Carlin