July 2026
corners; at lunch, a massive salad bar awaits; and in the evening, a truly crazy culinary experience. Even in the pastry shop, we made a comprehensive change and went for new things that combine a high kosher standard on one hand, and a strong emphasis on health, seasonal fruits, and the best produce of the Land of Israel on
It is a swift, efficient, and professional business hotel, specifically tailored for short stays and business travelers on the move, and it harmoniously joins our family of active hotels”. The Future of Tourism: “Dispel the Bureaucracy” When do you estimate we will see inbound tourism return in full volume? “We want all audiences and have no preference for one over another. Today, fortunately, there is a certain sigh of relief, and more airlines are returning and arriving in Israel, which is a positive sign. I hope the coming period will lay the proper foundations and tourists will return in droves. We also appeal strongly to the religious experience, such as pilgrims. History proves that after shaking events like COVID or wars, the religious experience takes on a renewed significance and a strong urge for pilgrimage. Tourists want to come, and for that to happen smoothly, the state needs to focus on lowering the obstacles to foreign tourism. When there is relative quiet, it is easy to get tourists onto planes, but first of all, the cumbersome bureaucracy needs to be dispelled. Anyone who deeply understands the processes we are currently undergoing knows in which direction to turn the spotlights in order to steer the ship onto the promising and right path”.
a family-oriented customer experience, understanding that the Israeli public needs an accessible and embracing respite”. How did you navigate the business activity in Nazareth when inbound tourism stopped almost completely? “We turned aggressively to the domestic tourism sector, placing an immense emphasis in Nazareth on conferences, seminars, and events in general. We built a very large complex of halls, the largest of which accommodates about 950 people. Recently, we added another hall with an open front kitchen inside the hall itself, which can serve as both a luxury hospitality venue and a restaurant. We added two more halls of varying sizes with splitting options, allowing us to offer a very wide variety of events and provide a perfect solution for the local business and private market”. The Culinary Revolution and Authentic Connection to the Field The Golden Crown chain operates its spacious flagship hotel on the mountain in Nazareth (near Mount Precipice), alongside the
the other. This connection also corresponds with
special events we promote, such as the
“Golden Crown Old City” boutique hotel located in the heart of the Old City. Schwartz understood that the modern tourist, both Israeli and international, looks for a genuine connection to the unique culture, colors, and flavors of the place.
‘Christmas Market’ on the hotel grounds, which brings the authentic atmosphere of Nazareth directly to the guests”. Body and Mind Wellness: From Nazareth to Herzliya You have also recently renewed yourselves in the field of wellness and in the geographical expansion of the chain outside the North? “True, we realized that people during this period are looking for peace for body and mind, so we opened a spa that provides a complete response to this experience. It offers a very special therapeutic experience, an advanced gym, special decks for yoga and Tai Chi, and an indoor pool where guests can take a dip even at unconventional hours. Concurrently, we stepped outside the borders of the North and opened a 60-room ‘Metro’ hotel in Herzliya.
A complete revolution was made in the chain
regarding food and the local experience. What was the vision behind it? “We placed a very strong emphasis on culinary matters and led many innovations. We harnessed the local Israeli- Nazareth kitchen at the highest level, bringing the environmental experience inside the hotel - from using local vegetables to authentic delicacies from the local and Israeli kitchen. Today, guests encounter this experience throughout the day: already at breakfast, there are special thematic
Israel Travel News • 13
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