Daniel Zimet, an expert in branding tourism destinations presents a point of view – Tourism in Israel Post Corona
The tourism industry appears to be a major victim of paralysis imposed on society and the Israeli economy by the invisible malicious virus, which seems to have stopped the earth from going.
Israel's outgoing tourism in recent years has gained unprecedented momentum, thanks in part to the “open sky” policy introduced in Israel over the past decade, and many in Israel, from all sectors of society, have become frequent tourists almost everywhere on the globe. And as a mirror image, tourism to Israel has also grown immeasurably and just over 4 million tourists have long since crossed.
As we are experiencing these days, the Corona crisis interrupted all this goodness with one sharp, painful diagnosis. And when the citizens of Israel and the world are closing in on houses, it seems to him that all that is left for tourism captains in the country to do is to try and estimate the end of the crisis in order to prepare for the good days that they will return.
Incoming tourism in Israel is an unparalleled sector of the economy of Israel, and strengthens the livelihood of hundreds of thousands of workers in a variety of direct and indirect services, responsible for hosting tourists arriving in Israel.
The prevailing opinion among tourism professionals around the world indicates a significant shift in the leisure culture of citizens, businessmen and families around the world, especially those who have lost their jobs, who will be forced to “tighten their belt” in the post-Corona era.
The Israeli Ministry of Tourism in recent years, led by Minister Yariv Levin, has significantly increased the firm's international marketing budget, and implemented advanced advertising strategies, mainly thanks to the use of dedicated digital tools, which have proven effective in motivating tourists from many countries of the world to come to Israel, some for the first time in their lives.
In the nature of things, in the wake of the Corona crisis, the incoming tourism captains in Israel will be required to formulate unique action strategies that can be defined as “thinking outside the box”.
My guess is that a campaign that was successful in the days before the Corona “Two Cities One Break” seeks to encourage tourists Coming to Israel and visiting Tel Aviv and Jerusalem for a long weekend – “two cities at one price” – could lose significantly by gravity in the post-Corona era, for the simple reason that it does not appeal to segmented audiences by age, economic ability, personal preferences or countries of origin.
In the immediate era after the Corona crisis, the main target groups for tourism to Israel may be tourists and interest groups, Passionate Communities, a unique “lifestyle” audience and recreational culture such as challenge tourists, who do not give up hobbies such as hiking and hiking trails, bicycling and jeeps, Mountaineers, divers, birdwatchers, Shanti tourism enthusiasts and wilderness yoga, as well as cultural, heritage and religious tourists who do not miss out on historical sites, archeology enthusiasts, evangelicals and pilgrims who will probably continue to arrive in the Holy Land under the Order of Heaven.
The fact that these target audiences can be marketed directly (targeted) most effectively through social networks is a significant advantage in an era when the marketing and advertising budgets of inbound tourism agents are necessarily reduced.
Facebook, for example, has significantly altered the operation of its app algorithm to upgrade the visibility and prominence of online interest groups, at the expense of the visibility of the posts in Facebook's main news feed.
In order to meet the incoming tourism goals in the expected “lean” era, Israeli tourism leaders will be required to locate and collaborate with interest groups around the world, such as the STRAVA association, which employs 36 million runners and athletes primarily in the United States, the Adventure Travel Trade Association Group, the European ATTA, the European Bird Organization. RSPB and other groups, which thousands of their members regularly call for suggestions on where to spend and challenge off the beaten track in world countries.
As an example, our neighbor Jordan State is educated to partner with interest group ATTA and in exchange for the volume of tourist visits is a significant challenge from the world, especially in exploration in Petra and Wadi Ram.
Last but not least, one can expect and hope that the Jewish tourist will continue to come to Israel, despite the dwindling economic resources in Europe and the United States, which are currently the main victims of the deadly virus crisis.
And on an optimistic note, the hope is that the Zionist Zionist venture, whose 20 years of existence brought over 750,000 Jewish youth to Israel, will continue to be a disappointing source of tourists.
Daniel Zimet, an expert in branding tourism destinations, author of “Facing a State – Image of Cities and Countries in a Competitive World”
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