FROM being a small feature of dedicated Israel brochures just four years ago, the Dead Sea has become an important part of the major specialists’ programmes.
Its growth in brochures mirrors the development of the Dead Sea region as spa holidays with mud and massage treatments have become more popular.
Initially attracting a handful of hotels, it is now one of the most sought-after locations in Israel by the international hotel groups. Hyatt and Holiday Inn have both opened deluxe spa resorts here in the past 18 months and the Golden Tulip chain is scheduled to open a property next month.
The area has about 2,500 rooms, and Israel Government Tourist Office UK director Eliezer Hod said the aim is to increase this to 7,000 over the next few years.
The key selling point of the Dead Sea is that the area is a healthy place to be. Because it is 1,300ft below sea level, the sun’s harmful rays are filtered, and the minerals in the Dead Sea and Dead Sea mud – bromide, iodine and magnesium, as well as the salt that gives it its buoyancy – are very good for the skin.
It has been promoted as “Nature’s Own Health Farm” but, so far, has failed to woo many British travellers.
“There has been more interest but I can’t honestly say we are selling more,” admitted Superstar manager Lee Silverman. “However, we have changed the brochure this year to show the cost of spa treatments at each hotel and I’m sure that will help.”
Silverman believes growth is hampered by the high cost of taxi transfers from the airport, at ú97 per person one way.
“The Dead Sea is aimed at the ‘pampered’ market and it is cheap compared to health farms in the UK, but the transfers add considerably to the price,” said Silverman.
Peltours, Pullman Holidays and AMG are among operators featuring the area. Longwood Holidays has the Dead Sea in its main Israel programme and Eilat brochure, along with health and beauty packages.
Managing director Rafi Caplin said the Dead Sea sells very nicely, with people going for two to three weeks at a time.
However, most clients are those who suffer from skin problems or who are asthmatic and benefit from the minerals and oxygen-rich air.
“Numbers are not in the thousands, but they are growing all the time,” said Caplin. “A week enjoying the massage and beauty treatments wouldn’t do anyone any harm.”