The Tourism Ministry has launched a NIS 2 million advertising campaign in Poland, the largest ever in that country. The campaign, entitled “A vacation in the Holy Land,” will not only appeal to the pilgrimage market, but will also emphasize Israel’s vacation, culture and leisure benefits.
The potential in Poland is great, based on past experience. In 2008, after intensive marketing and PR activities by the Tourism Ministry, a record of 155,000 Polish tourists visited Israel, making Poland the fifth largest source country for incoming tourism. Last year, however, due to the global economic crisis, the numbers were down sharply.
This year, with Poland’s economic recovery, more than 100,000 Poles have already visited Israel, as of September of this year. The figures are 38% more than the same period in 2009, but 16% less than the same period in 2008.
The new campaign, which will be launched in the coming days and will run to the end of February, will target the cities of greatest potential and demand for tourism to Israel: Warsaw, Lodz, Katowice, Cracow and their environs. It will run in print, radio, posters and the electronic media, in cooperation with the Israel Government Advertising Agency and a Polish advertising agency.
Tourism Minister Stas Misezhnikov said the new campaign is part of the Tourism Ministry’s two-year work plan. “The marketing activities in Poland, as a new market for incoming tourism, have generated an increase in tourism over the last two years,” he said, “and, over the next few years, we will work to make Poland one of the main source countries for incoming tourism.”
The Tourism Ministry, together with local wholesalers and airlines, will run workshops this month for travel agents in the main six cities in Poland. The workshops will feature the varied aspects of the Israeli tourism product, including business travel.