JERUSALEM is getting a higher profile in city-break brochures as operators look to establish themselves there in time for 2000.
All of Israel, branded “The destination for the millennium” by the tourist office, is expected to sell well next year as people travel to the birthplace of Christianity.
However, Jerusalem and nearby Bethlehem will be key places, encouraging Inghams and the Magic Travel Group to add the city to their choice of destinations this year.
“We launched Jerusalem with one eye on the millennium,” said Magic Travel marketing manager, partnerships and development, Richard Hume.
“We believe it will be popular in 2000 and having it this year establishes us in the city.”
Tours are also expected to be particularly popular this year and into 2000 as they take in the leading sites of Galilee, Nazareth, Jerusalem, Bethlehem and the Dead Sea.
These are offered by all the specialist operators, including Peltours, which features the seven-night Classical and Holy Land tours, and Pullman Holidays, as well as others including Cox and Kings andCosmos.
The Imaginative Traveller is offering a special 11-night millennium tour combining Egypt and Israel.
While the religious and historical sites have traditionally been the main selling points of northern Israel, Longwood Holidays is continuing to push the concept it launched last year of Israel as a Mediterranean destination.
“The north needs to be promoted as an alternative Mediterranean destination,” explained managing director Rafi Caplin.
“We are trying, but we can’t do it on our own. We need the hotels to operate as resort properties and they are not prepared to do that yet.”
Longwood’s brochure, valid until February 2000 and labelling Israel as a “new Mediterranean experience”, features a palm tree hotel grading system put together by the operator to replace the star rating abolished six years ago in Israel.
“It was a mistake to get rid of the grading system. People want to know the relative quality of a hotel,” said Caplin.
Of the specialists, only Superstar has opted for a build-up approach to 2000, with millennium branding inside and on the back of the operator’s new programme.
“We are trying to position the country more as a Mediterranean destination that has cultural sites, rather than the other way around,” said manager Lee Silverman.
Superstar’s brochure runs until November 15. A new edition with prices relevant to April 2000 will be out in July.