TORONTO — After a record year, the Israel Ministry of Tourism’s new commissioner for North and South America is very pleased.
Haim Gutin
“It’s become a hot destination,” New York-based Haim Gutin, who has held the position since September 2010, said of Israel.
“I’m happy that this atmosphere is changing,” Gutin, speaking last week at the Park Hyatt in Toronto, added.
“Canadians particularly… are looking for value when it comes to choosing travel destinations,” Jerry Adler, marketing and public relations director for the Israel Government Tourist Office in Toronto, said. “[They’re] looking for something that’s an all-encompassing experience, and that’s something Israel has to offer.”
Israel welcomed 3.4 million tourists in 2010, an increase of 20 per cent over 2009. Of that number, 77,000 came from Canada. The goal for 2011 is to see 100,000 Canadians visitors and four million visitors in total. By 2015, the Tourism Ministry hopes to attract five million tourists every year.
One of the markets the ministry is looking to court is the Christian one, Gutin said.
“In the Canadian market, we are going to invest about $350,000 in… advertising. A good portion of our budget is going to be invested in the Christian market. We have found that [a lot of] tourism in the next few years in Israel is going to be from the Christian market.”
In the Jewish community, the office’s 2010 media campaign – which featured the slogan “There’s a little bit of Israel in all of us” and photos of Israeli attractions – will be used again in 2011, but with different photos and featuring new attractions. The ministry also plans to target Montreal by running the ads in French.
Over the next few years, Gutin noted, a number of luxury hotel chains are coming to Israel. The Waldorf Astoria is opening a location in Jerusalem in 2012, while a Ritz Carlton is slated to open in Herzylia. Kempinski aims to open in Tel Aviv in 2013.
“All those chains that are known all over the world are showing interest to invest money in Israel. That’s a result of the good atmosphere,” Gutin said.
When asked what he thinks accounts for the surge in visitors to Israel, he cited a change in the worldwide atmosphere.
“I think that… people understand that terrorism is a global issue, it’s everywhere… [The 3.4 million people] coming to Israel shows that it is a normal destination.
“I think people understand that Israel… has so much to offer. The added value of it is very high,” he continued.
“Something about people’s perception changes [when they visit Israel]… Once they [come], they’ll never be the same.”
