The Israel Government Tourism Office (IGTO) has appointed Michael Ben-Baruch to run its UK & Ireland office.
Ben-Baruch will be based in London and takes over as director from Sharon Ehrlich Bershadsky, who has held the role for the past six years.
He has worked for Israel Tourism for the past two years as an international department project manager, having previously worked in event management and for a law firm before joining the Israeli government’s ‘cadets for civil service’ programme.
He said: “I am proud to have been appointed UK director at Israel’s Ministry of Tourism, and I am excited to start working with my new colleagues and peers where together we will do our best to help increase exposure for our wonderful country in the UK market.”
The IGTO paid tribute to Ehrlich Bershadsky’s leadership “during the Covid-19 pandemic and other turbulent times”.
She said: “Leading the Israeli Tourist Board for over six years has been an incredible journey and a truly remarkable experience.
“Together with my dedicated team, we proudly took part in the inaugural Wizz Air and Virgin Atlantic flights from the UK to Israel, forged fruitful partnerships with trade and media, and successfully raised awareness for our captivating country.
“Despite navigating challenges like political unrest and the global Covid-19 pandemic, I had the privilege of witnessing Israel’s transformation into a premier holiday destination.”
She added: “Promoting tourism in Israel has been a true labor of love, and I feel deeply honored to have introduced travellers to the wonders of this unique country.
“As I bid farewell, I carry cherished memories and a deep appreciation for the travel industry, becoming a passionate advocate for its resilience and unwavering spirit.”