Israel is embarking on an advertising campaign to ensure it is the tourism ‘destination of choice’ in 2021.
The global push comes as the country prepares to reopen to vaccinated tourists from May 23.
The tagline ‘2020: Holy Moses, 2021: Holy Land’ draws a contrast between the turbulent year of 2020 and the excitement and hope of 2021.
The Israel Ministry of Tourism has created signs in three major cities, all of which combine the potential to promote inbound tourism from countries with a high vaccination rate.
More: Vaccinations ‘hold key’ to international travel revival
Israel launches campaign to encourage tourists
Israel to allow group travel from May 23
The signs are being displayed in Dubai, New York’s Times Square and Piccadilly Circus in London for a week until May 9.
Combined with compelling visuals, the campaign promotes Israel as a tourist destination rich with history and natural splendour.
Travel from the UK will be dependent on which category Israel features in the government’s green, amber or red traffic light system for reopening international travel.
In a pilot stage, Israel will allow groups in under guidelines to be published by the country’s ministries of tourism and health.
Independent vaccinated travellers could then be allowed in by July.
Israel Tourist OfficeUK director Sharon Bershadsky: “After a long, forced break, we are delighted to take the first step in opening our borders to international visitors.
“Israel has been working hard to open its borders for the past few months and is incredibly excited at the prospect of welcoming visitors from the UK after what has been a turbulent year.
“This advertising campaign is a way to encourage our friends in the UK to come visit us in Israel, where they will not only experience the wonder of our country, but also a healthy and safe destination. We look forward to welcoming all visitors to Israel as soon as possible.”
More: Vaccinations ‘hold key’ to international travel revival