The Tourism Ministry is hosting journalists from around the world to cover the Holon Fashion Week in a bid to brand Israel
as a young and fashionable country, creative and an important player in the international fashion industry.
The Holon Fashion Week is an international event which attracts participation from leading fashion industry representatives from around the world, including BioCouture founder Suzanne lee, CuteCircuit designers Francesca Rozella and Ryan Genz, H&M's creative director Margareta Van Den Bosch and former Elle Sweden editor and current H&M fashion department head Catarina Midby.
Also this week, the Tourism Ministry is cooperating with the StandWithUs
project Once in a Lifetime HD
– an initiative that hosts bloggers and Instagram photographers in Israel, exposing Israel via their lens to the world.
Within the framework of the initiative, 10 of the top American and European Instagram photographers (each with over three million followers) are touring Israel's historical sites, flying over the landscape in hot air balloons, riding camels, planting trees in KKL forests and enjoying the Israeli cultural experience and night life of Tel Aviv.
In real time, they update their followers with images and videos that document their experiences and encounters in Israel.
As part of the Taste of Israel 2013 project, the ministry is hosting eight leading international bloggers - writers and photographers - with significant influence in the culinary, touring and leisure field on a unique culinary tour of Israel.
The hosted bloggers, who have millions of followers and readers overseas, will visit restaurants, food markets, wineries and agricultural farms, cheese makers and participate in cooking workshops.
StandWithUs is a prestigious Israeli student leadership program that deals with public diplomacy and advocacy for Israel, working in cooperation with the Ministry of Foreign Affairs and the Israel Student Union. The cooperation between the organization and the Tourism Ministry is aimed at promoting Israel as an attractive tourism destination via informal communication.
The combination of the financial and marketing abilities of the ministry and the significant contacts that the organization is developing with leading opinion-formers around the world makes a significant contribution to Israel's exposure around the world.
According to Tourism Minister Dr. Uzi Landau, "In a world that is becoming more and more technological, we must reach out to audiences using relevant means.
"Bloggers and stars of YouTube and Instagram transmit the image of the real Israel, in real time, to millions of followers around the world. They allow their followers to see, first-hand, that Israel is a first-class tourist destination, a safe and stable place, rich in landscapes, attractive tourist sites and warm people."