Spotlight on Israel

From archaeological and biblical sites to culinary delights, Israel Day 2016 took place in Toronto last night (May 16) with presentations by the likes of food columnist Bonnie Stern.

Put on by The Israel Ministry of Tourism, the evening featured 33 industry partners, including tour operators, hoteliers and representatives from local tourism offices and historical sites.

“It’s about recruiting new travel agents to sell Israel, to consider Israel, learn about Israel from the trade side and understand what Israel can offer them,” Jerry Adler, director of the Israel Ministry of Tourism, Canada, told PressToday. “It’s the front line – people to help build demand and ultimately know the product because we know that Israel is not necessarily a product people will book online. They need someone who knows what Israel has to offer them.”

The Toronto date, which consisted of a trade show, presentations and dinner, kicked off the first of five events in North America – and the only Canadian date – for the show.

Adler says an average of 70,000-75,000 Canadians visit Israel per year, and travellers stem from across the country, including Toronto, Montreal, Calgary, Edmonton and Winnipeg, with a high percentage of repeat visitors.

“The Canadian market is on the rise – January, February, March for example our numbers were up 9% and 10% over last year leading to again a record year and hopefully surpassing any expectations that we’ve had,” he says. “It’s different markets, not just leisure markets. The group market for the faith-based market is growing. Pastors and other clergies taking their churches and other members of their community to experience the Holy Land – journeys of faith.”

Pictured at the event are Ellen Melman and Adler of the The Israel Ministry of Tourism.