Uzi Gafni
Israel is at the dawn of a new era in tourism, with visitor figures from the UK creeping close to the numbers recorded in 1999, before the start of the Intifada in 2000.
Overnight in 2000, tourism to the country came to a halt, only starting to come back as tensions between the Israelis and Palestinians eased in 2004. The easing of tensions continued into 2005, helped by the summer withdrawal of settlers from Gaza. From January to July this year, Israel welcomed 90,000 British visitors, a 10% increase on the same period in 2004. The number is expected to have reached 170,000 by the end of the year, a 15% increase on the 148,000 who visited in 2004.
Numbers are just as good from other countries and Israel Government Tourist Office UK director Uzi Gafni is optimistic the upward momentum will continue. He said: “As long as we keep the relative peace and quiet of the past few months, I believe we can attract 250,000 visitors a year from the UK and Ireland.”
Optimism
His optimism is echoed throughout Israel. Dan Hotels vice-president sales and marketing Rafi Baeri said the number of guests staying at the group’s properties dropped from almost three million a year before the troubles started to 800,000, but they are picking up fast.
“In 2004 we had 50% growth and this year we will add another 500,000. We are still down, but the progress is rapid,” he said. Importantly, around 60% of guests are tourists, as was the case before the troubles, rather than being predominately Jewish visitors.
Sheraton Israel Hotels spokesperson Ariela Mader added: “Things are definitely getting better. More tourists are coming, the UK is starting to pick up. The mood is much more optimistic.”
That optimism has encouraged investors to look at opening new hotels and refurbishing those that need a facelift (see Hotel update, p32).
Gafni, who took over as head of the London office in August, acknowledges he has a big job to put Israel back on the map after a near-five-year absence from the market, but he has been given a helping hand by the Ministry of Tourism in Israel, which has increased the London office budget to £1.5 million this year – enough to pay for a media campaign that will include TV advertising for the first time in many years – and by the UK’s tour operators.
First Choice is going back to Eilat this winter after a five-year absence, Panorama has launched its debut programme to the Red Sea resort, and Cadogan is offering the country for the first time, focusing on Tel Aviv, Jerusalem and an Israel tour.
They join Longwood and Superstar Holidays, which have stuck with Israel through thick and thin and are now starting to reap the rewards.
Longwood managing director Rafi Caplin said: “We have had some tough years but there is a much more positive attitude now. The non-Jewish agent market is coming back. Things are moving in the right direction.”
The right time Cadogan managing director Gary David said he has considered featuring Israel for many years, but held back because of the instability in the country.
He added: “With the recent talks of peace we are confident that now is the right time to enter into the market. Although current visitor numbers are small, our research shows that Israel is on the up and we see a real opportunity to capture the market in Tel Aviv and Jerusalem.”
Gafni said: “Agents have not been exposed to Israel for five years so there is a lack of knowledge about what it has to offer. We’ll be doing fam trips and seminars to remind them what the country has to offer.”
That offer includes activities and centuries of history, but Gafni’s prime focus this winter is Eilat and Tel Aviv, which have good beaches, upmarket restaurants, warm weather in winter and are easily accessible from the UK, and the Dead Sea, which has excellent spa hotels and is just two and a half hours from Eilat.
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