Israel has launched a strategic campaign to entice tourists to return as the country prepares to reopen its borders.
Signs will be unveiled in three cities – Dubai, New York and London – with the message ‘Book your flight to Israel’.
Foreign carriers will be financially rewarded for each tourist they bring to the country’s Ramon Airport, near Eilat.
More than £5.5m has been set aside by the country to incentivise airlines to return to Israel. The scheme was in place before the Covid-19 pandemic prompted a tourism decline in the country.
The country’s government is also supporting international events to help keep “Israel in the hearts and minds of strategic groups of tourists”, Israel’s ministry of tourism said.
These include Pride Parade in Tel Aviv; a music festival at Timna Park, near Eilat; and Abraham Cycling Cup tour in Dubai.
Speaking at a press conference in Tel Aviv, tourism minister Orit Farkash-Hacohen said: “Israel today is a world leader in safety and health, and we will make sure every potential tourist knows this when planning their summer or winter vacation.
“We cannot miss this opportunity and, as minister of tourism, I won’t.”
She also added: “The UK and US have always been large markets for inbound tourism.”
Israel is set to welcome vaccinated tourists next month before allowing anyone to return in July.
Tourists will have to take a test before and after travelling to Israel before July – even if they have been vaccinated.
“We are gradually reopening tourism to Israel, to ensure we protect the health and wellbeing of all Israelis, while enabling those in the tourism sector to return to work and rebuild – and welcoming back the many people yearning to return,” Farkash-Hacohen said.