OP-ED
November 2024
language and more. So out of the three thousand who were here, two thousand left because they could no longer wait. The remaining thousand, we keep in the
come out of security crises to restore tourism It doesn’t exist. We have a plan that
of improving the wounded image of the State of Israel in the world, and for this it is more important than ever to recruit opinion leaders and network influencers. Due to the budget limitations and the need for wide circulation, I would abandon the traditional advertising on the walls of the subway and invest budgets in collaborations with first-class influencers, paid and hosted, friends of Israel, the gay community and of course Jews. At the same time, it
“The relevant authorities in Israel must examine mechanisms to preserve these infrastructures, most of which, after such a long period of crisis lasting almost a year, directed resources to other destinations and countries, some of which did not survive the crisis” The return of the airlines is the fundamental and most important basis for the restoration of incoming tourism. Douk continues and says: “The crisis in incoming tourism caused a lot of damage to many tourist infrastructures, both in Israel and in the world. Infrastructures built over responsible parties in the country must act on several levels. Action should be taken as much as possible to return flights to Israel. With the outbreak of the crisis, many airlines stopped flying to Israel and as the security threat increased, more companies joined the circle. The effort to bring them back should focus on flights from North America as an important destination country and Central Europe.
“Bringing back tourism to Israel is essential not only as oxygen for the industry, but also as part of a broad process of improving the wounded image of the State of Israel in the world” offices without actually doing anything, only that they can return the day after, and even there we will have a serious problem of personnel. So even when we start working, there will be many operational problems concerning tourism and hotels in Israel”. How will you bring back tourism to Israel? “Israel needs to be rebranded. It is impossible to come back after such a crisis with the sediments we left, and come back with the same messages and the same slogan, etc. We need something that takes into account what that happened, and still calls for some kind of re- discovery. From studies that we have read all over the world, it is very important for all countries that have
Yael Biedermann - VP of International Marketing Brown Hotels
we intend to submit to the Ministry of Tourism. We need to sit down from morning to evening and think about other marketing, of course. And at the same time, we are thinking and working, for example, to receive incoming tourism. The day after is a day of war, which should be prepared for now. People in the world think that you are sitting at home and shooting missiles at you all day. If there was a strategic decision that tourism in general and tourism in particular was needed, then we would sit down now”. Yael Biedermann - VP of International Marketing Brown Hotels: “Bringing back tourism to Israel is essential not only as oxygen for the industry, but also as part of a broad process
Haim Douk, Director of Marketing and Sales - Prima Hotels
produces content with and without the influencers, videos for social media and invests budgets in their promotion”. Haim Douk, Director of Marketing and Sales - Prima Hotels: “The crisis in tourism entering Israel is the largest and longest ever. The rehabilitation of tourism entering Israel will take a long time after the war ends, until then the
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