Israel wins using “marketing revolution”

How did Israel achieve a 25% increase in visitors in 2017?

In 2017, 3,611,800 overnight visitors entered Israel in 2017, up 25% on the year before. The figure rises to 3,861,300 including one-day visitors.

“2017 was a historic turning point for incoming tourism to Israel,” claims Tourism Minister Yariv Levin. “More than 3.6 million tourists arrived here during the year, an increase of 700,000 tourists on last year. This is, of course, an all-time record – we have never before crossed the 3 million threshold.”

Levin explained the figures as “a direct outcome of an all-encompassing revolution in marketing policy that we have implemented over the last two years”.

This “innovative marketing strategy” offers incentives to airlines to open new routes with significant incoming tourism potential and collaborations created for the first time with the world’s biggest online travel agencies.

“The revolution in tourism in 2017 has made a huge contribution to Israel’s economy,” he added.

For the first time, revenues from incoming tourism passed the NIS 20 billion (€4.76 billion) threshold, he said, while creating about 25,000 new jobs.

Where from?
The United States remains the largest source country for incoming tourists, with 778,800 tourist entries in 2017, 20% more than 2016. The second biggest is Russia (331,500), followed by France (308,600), Germany (218,100) and the UK (198,500).

The biggest increases were from Poland (89%) and China (45%), while Germany was up 33%. All are countries where the ministry says it has concentrated significant marketing investment.

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