Tourism: growth beyond belief

How Israel’s clever marketing strategy is attracting record numbers of visitors. Interview with Yael Golan, Director, Southern Region, Israel Ministry of Tourism. Israel didn’t need much marketing to attract world tourism. It is the Holy Land, the land of the Bible, the “Tierra Santa”. An inconspicuous advertisement now and then would have been enough to keep the country on the radar of pilgrims and civilization-history buffs who will always go to great lengths to visit the country. But Israel didn’t leave tourism to faith only. It is now being promoted as a land “Beyond Belief,” and the results have been astonishing: Israel received a record 4.5 million tourists in 2019, a figure that climbed from 2.9 million just in 2017. […]

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