Israel is hoping to attract as many as 230,000 Brits to the destination next year, having predicted a record-breaking 200,000 will visit this year.
Oren Drori, the deputy director general and head of marketing administration at the Israel ministry of tourism, said the numbers made the UK the fourth largest source market for the destination and had come about for a number of reasons.
He said the growth, which was a 25% increase on last year, was done to Israel going through a period of peace but also thanks to the aggressive marketing of the destination.
“This environment allows us to bring in more tour operators and more airlines and we are introducing the concept of the low-cost carrier to the destination,” Drori said. “2011 is going to be even better.”
He said the destination had also been helped as Israel broadens its appeal from the family and friends and religious tourism which has long been its bread and butter.
Drori is also confident next year’s growth will be driven by greater trade support, adding: “The time is right; we were always interested in travel agents but they were not interested in us, now it seems to be mutual.”
To help drive trade growth, the destination has teamed up with five tour operators, including Cox& Kings, Longwood Holidays and Explore to put out a mini-brochure featuring the best the destination has to offer.
- More from World Travel Market at travelweekly.co.uk/wtm2010