_a.jpg "צילום: רון פלד")
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Tourism minister: Our product is flawed
In exclusive interview to Yedioth Ahronoth, Minister Misezhnikov vows to better tourism situation in Israel, but says Israel does not know how to market itself, offers bad service
Speaking before a tourism convention held in Herzliya on Thursday, Tourism Minister Stas Misezhnikov said the State of Israel is a touristy country, "but our product is flawed, unfinished, not enough is known and even we don't know how to fix up this product and market it."
In an interview to Yedioth Ahronoth, the minister said he plans to remain in his post until the end of the current government's term. "There is much to be done, and I plan to complete all the plans we are building in the ministry."
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When asked about the current status of the tourism industry not being defined as an economic branch, the minister said, "This is a problem. If environmental issues can be defined as an economic branch, tourism must certainly also be defined as an economic branch and as a source for growth. I foresee tourism growing by a million tourists within three years. This would add 40,000 jobs and some two billion shekels to the market. In addition, this will improve the State of Israel's image."
When asked about the marketing of Israel as a tourist site, Misezhnikov said, "Unfortunately, we don't know how to market tourism. But first, we must upgrade the product: It's absurd that when I visit the Tourism Ministry's office at Ben Gurion (airport) I find that the employees sitting there do not speak foreign languages. A group of Russian tourists comes, and not a single ministry representative can speak to them, it's simply unbelievable. This is why I want to set up a tourist police force. Even in the area of infrastructure at historic or cultural sites, there are no proper signs to direct tourists and they can't find their way around."
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Turning his attention to the high hotel rates in Israel Misezhnikov said, "When there are more tourists here and more hotels, the competition will bring down the prices."
Israel has what it takes to be a leading tourism destination: Many historic, religious and archaeological sites, beautiful beaches from the north to Eilat, nature sites and breathtaking landscape. But the Israeli government has never given the tourism industry the proper priority as an economic branch.
In addition, the geopolitical region Israel is located in leads many nations to issue warnings against visiting Israel, and the Israeli defense bodies make headlines about missiles that can reach Tel Aviv.
If that's not enough, the stringent security checks at airports also add to the problem. For example, the security checks a Viennese soccer team playing in Israel had to undergo some two weeks ago left the players swearing that they will never visit the Jewish State again.
