Walking into the spacious lobby of the David InterContinental Hotel in Tel Aviv reminded me of my visit there during the COVID-19 pandemic. Guests are barely visible, the front desk is manned by a single host, and the luxurious concierge lounge is dark with its doors locked. But this atmosphere is misleading. The spark of optimism is alive and kicking.
General Manager Franco Villa was waiting for me with a big, confident smile, and together we walked into the huge conference hall for the only event being held under his auspices. The heads of the Department of Tourism and Hotels at Kinneret Academic College held a small conference with 200 participants to analyze what a tourism recovery in Israel would look like. “In times of crisis, look to the professor’s compass,” I told myself and joined the audience to learn more about what might spark tourism in Israel.
“History teaches us that after wars and periods of crises in Israel, we will always see growth and a return in demand,” says Alon Galbman, professor and head of the International Master’s Programme. “Right now we are seeing sparks in domestic tourism. It starts with more family and community tourism, sometimes with a value-added cultural experience. Guests of hotels or short-term rentals are having to deal with the psychological barrier of 'How can I even think about going on vacation?' Vacation on days like these?” What is more important is how the upcoming tourism will return. We expect two phases: the difficult market segments in Israel will be the first. This includes business people, VFR tourism (visiting friends and relatives), solidarity groups and volunteer tourism. The Holy Land brand will play, Which attracts many pilgrims and missionaries, plays an important role. The second pulse, normal leisure tourism will also return, but this is likely to take longer, and of course, the speed of the return depends on the materialization of the first pulse. This first phase is crucial because it will serve as a signal to others that the time has passed. It's time to go back to Israel.
“Family visits are expected to take place soon and will create great momentum, which will be followed by Jewish community groups from the United States. Rising anti-Semitism will fuel visits like Taglit-Birthright Israel, a free 10-day heritage trip to Israel. Evangelical Christians are also expected to make visits to the United States, says Eran Keter, Ph.D., chair of the Department of Tourism and Hospitality Management. “If we point to Operation Protective Edge in Gaza in 2014 as a case study, we will discover that the recovery began largely with visits from North America. This will certainly repeat itself. Currently, Israeli propaganda, understandably, is sending messages focused on The horrors and atrocities of Hamas. He says that travel campaigns to visit Israel that take place at the same time are impossible.
Tourism has not yet recovered, and its absence is damaging the entire industry and causing despair, along with the collapse of companies. The furlough mechanism helps in part to help the hospitality workforce. Faith-based travelers are key to recovery. The Gaza war may now seem disastrous for domestic tourism.
Other countries have felt these problems as well
However, many countries have suffered catastrophic unrest in the past decade. Egypt has suffered from crises due to the Arab Spring revolutions, terrorist attacks, and internal political tensions. The noteworthy performance of the tourism sector is not a coincidence, but rather the result of a strategic approach by the government and private sector stakeholders, recognizing the importance and potential of the tourism industry to the national economy. The results are impressive. According to the Egyptian Minister of Tourism, a record 14.9 million tourists will visit Egypt in 2023, representing a 33 percent growth in the country's share of global tourism compared to 2019.
Tourism rebounded following the Japanese Fukushima nuclear disaster in 2011 4 years later. In 2015, the number of visiting tourists was higher than before the crisis. Japanese authorities have launched campaigns and sent messages that the country is a safe travel destination, except in designated small designated areas. The Kyoto region, the most popular travel destination, whose famous buildings have been declared a World Heritage Site, paid tour operators during the travel crisis 800 euros per group of 20 tourists. This successful campaign alone cost 150,000 euros, said Shigemitsu Tada, head of the regional tourism authority.
Tourism in Thailand has rebounded from several crisis events since 2000. These include natural disasters such as the 2004 Indian Ocean tsunami and widespread flooding in 2011, bouts of political instability, terrorism, and the SARS scare in 2003. “After the structure… Infrastructure and Buildings In the wake of the tsunami, the Thai government was asked to resume tourism activity, restore flight paths and above all re-convince tourists that the danger had passed.” “One of the strategies adopted and funded by the Thai government was a campaign targeting target audiences such as the Australian market, offering holiday packages at very low subsidized prices. Attracting these tourists to book holidays on the island of Phuket was crucial. Attracting tourists with a more adventurous nature was “It was essential, as a positive motivating factor. After they saw that the island was safe, the infrastructure was restored and the hotels were renovated, resulting in an enjoyable holiday at a low cost, tourism began to flourish.”
The recovery in Egypt, Japan and Thailand indicates that there is always light at the end of the tunnel. Wise thinking brings encouraging signs, even for foreign tourism. When Israir Airlines CEO Uri Sarkis revealed in his presentation that during the Gaza war he was focusing on planning a route from Ben Gurion Airport to Mecca in Saudi Arabia, I was truly impressed. He is someone who truly thinks outside the box in times of crisis. He announced during his speech that I do not take anti-hallucinogenic pills, and the astonished participants laughed.
During my coffee break before my departure, I was informed of another encouraging “dessert” for those planning a trip to Israel. InterContinental Hotels Group (IHG), which has more than 6,000 hotels worldwide, has nominated Eyal Goldberger, General Manager of David Castle Hotel Jerusalem, as President of the new InterContinental Jerusalem Hotel. Scheduled to open in early 2025, this luxury hotel features 237 rooms and 34 suites and is located on King George Street, opposite the Grand Synagogue. “This hotel is set to redefine hospitality in the capital. The countdown has begun, and I cannot hide my excitement for this unparalleled addition to Jerusalem’s hospitality scene,” says Goldberger.
Israel's importance as a major travel destination is a beacon of light trusted by the hospitality industry and global brands.
The writer is the publisher of Travel Flash Tips.
