If all goes well, between now and the end of the year Israel's Tourism Ministry will have spent more than NIS 40 million on marketing the nation abroad.
Israel's “autumn flush” is being seen as an investment in the country's economy, with an eye toward creating continuity in marketing activities abroad.
The outreach to potential tourists and building an increase in tourism traffic to the Jewish State, while establishing the country as an attractive tourism destination, is part of the ministry's 2011 work plan, according to a statement issued Sunday.
The ministry has budgeted some NIS 260 million for marketing activities alone, a smart investment when one considers the return.
From January to August of this year, 2.2 million tourists have visited Israel, just two percent fewer than last year in the same period.
Income from incoming tourism alone during the first half of the year has increased by 15 percent, to some NIS 8.2 billion, as compared to NIS 7.1 billion for the same period a year earlier. This figure does not include income from flights.
Countries being targeted in the current campaign include the United States, followed by Russia, Germany, France, Italy, Spain and Scandinavian nations, in conjunction with marketing activities in countries that have recently become interested in Israel, such as Poland and Brazil.
“The autumn tourism season is an attractive time of year to travel to Israel, and the Ministry of Tourism's offices abroad are working toward increasing demand to visit Israel,” noted Tourism Minister Stas Misezhnikov.
“The stability of incoming tourism, despite economic and political events, both regionally and internationally, presents an important economic anchor contributing to the Israeli economy both in income and employment.”