Tourism Ministry doubles international marketing fund
Following severe blow to tourism as a result of Gaza conflict and cancellations into early 2015, ministry decides not to wait for government decision related to compensation formats for industry.
The ministry decided not to wait for a government decision related to compensation formats for the industry.
In a letter sent Sunday to Israel Incoming Tour Operators Association Chairman Shmuel Marom, Tourism Ministry Director-General Amir Halevi wrote: "In the light of Operation Protective Edge and its impact on the tourism industry, the Tourism Ministry intends to take a number of immediate measures in order to create a higher degree of certainty for you, the incoming tour operators, related to the anticipated government assistance in order to increase activities in the field for your members."
The letter also stated that in order not to delay matters and alongside procedures related to compensation formats and assistance, it is the Tourism Ministry's intention to act immediately on an internal decision that does not require the approval of the Finance Ministry, within the existing frameworks:
- Doubling the international marketing fund for Israel from NIS 5 to 10 million through the end of 2014.
- Allocating NIS 10 million for the marketing fund for 2014-2015.
- Reducing 25% for tourism industry representatives in the cost of participating in the Israel Tourism Ministry stand at tourism exhibitions during the winter season 2014-2015.
Halevi noted in his letter that "in keeping with the developments in the field and the industry needs, we will investigate additional tools, as well as possible changes and adaptations to existing ones, in order to assist as much as we can.
"I believe that these immediate measures will help incoming tour operators deal with the crisis, reduce the levels of uncertainty and facilitate increased marketing activity that will, at the end of the day, lead to a recovery in the numbers of incoming tourists after Operation Protective Edge and a swift return to record tourism numbers."
Tourism Minister Dr. Uzi Landau commented, "Given the statistics showing a decrease in incoming tourism, we decided to take a number of measures, of which the main one is to invest in the marketing budget in an understanding that marketing tools contribute significantly to an increase in incoming tourism."
