TORONTO — Two thousand and eight is starting just like 2007 ended – at least when it comes to travel to Israel. 

Israel’s Ministry of Tourism reported a record-breaking figure for
travel to Israel in the month of January, as some 182,000 travellers
flocked to the country, a 57 per cent increase over the same period the
year before.

That continues a trend set in 2007, when a record two million tourists visited the Jewish state.

The January figure has Israeli tourism ministry officials smiling and local tourism consul Oded Grofman, above,  confident that a new record for Canadian visitors to Israel can be set in 2008 – helped in part by celebrations of Israel’s 60th birthday.

In a media briefing last week, Grofman said the Israel Government Tourist Office (IGTO) has set a target of 65,000 Canadian visitors for the current year, a figure he called conservative, but which would exceed last year’s record of 60,153.

The 2007 figure counts only those with Canadian passports who visited the Jewish state. If all travellers from Canada were included – including those with other travel documents – the figure would be 20 per cent higher, he suggested.

Grofman attributed the boost in tourism to an improvement in “the geopolitical situation” and to a strong loony, making it more affordable for Canadians to visit Israel.

Research shows Canadians spend an average of 10 nights and $1,355 in Israel, providing a substantial boost to the local economy, he said.

He added that most take a “classical tour,” which includes trips to historic sites in Jerusalem, Haifa, the Dead Sea, Tiberias and Tel Aviv. Most stay in four or five-star hotels as part of organized tours.

While 25 per cent of travellers to Israel are Jewish, the IGTO is hoping to make inroads among Christian pilgrims and “sophisticated travellers,” who might visit Israel for the nightlife, spas, restaurants and wineries.

Grofman said the IGTO is devoting substantial sums to promoting travel to Israel. Last year, its efforts included a $250,000 media campaign that ran from July to November. In addition, Israel hosted 24 journalists and two television crews, sponsored community and trade events, and launched a new website, www.goisrael.ca.

This year the IGTO will continue to cultivate relationships in the travel industry and among tour operators while strengthening its pitch to a number of ethnic communities that are beginning to discover Israel as a travel destination.

Grofman noted that Israel’s image is improving. People who were once concerned about security now see that terrorism can occur anywhere – including New York, London, Madrid or Istanbul, he said.

In addition, Israel has been getting good publicity in various media. One-third of the high selling Sports Illustrated swimsuit issue was shot in Israel, and other publications feature the fun and cultural benefits of visiting the country, he said.

About $12 million has been allocated to the North American market to promote travel to Israel this year, and on March 4, the French-language version of goisrael.ca will be launched.

Two air carriers seem to share Grofman’s optimism for growth. He noted that El Al will offer four weekly flights to Israel in the peak summer months, up from the current three, while Air Canada will increase the frequency of its flights from four to between five and seven.

After severe downturns in the tourism economy due to the Palestinian intifadah, travel to Israel has jumped in recent years.

Suggesting that Israel is enjoying a travel renaissance, Grofman noted that Russia, which used to account for 15,000 to 20,000 visitors per year, many visiting relatives, last year sent more than 100,000 travellers to Israel.

Russia is Israel’s fastest growing tourism market, he added.