DRMumbai: Having witnessed close to 60,000 Indian tourists visiting Israel last year, a record growth of 31 per cent, Israel Ministry of Tourism office in India is confident of achieving its target of one lakh Indian tourist visitors this year. To support the projected growth, the Ministry has launched its summer campaign in India to attract the April – June peak holiday season.
The advertising campaign incorporates varied media platforms, including television, print and digital spaces. The integrated advertising campaign – ‘Begin your journey to Israel’- includes the television commercial (TVC) showcasing Israel’s famous cities Jerusalem and Tel Aviv. The TVC shows the various facets of these two cities and their diversity.
About the advertising campaign and the investments made in the Indian market, Hassan Madah, Director, Israel Ministry of Tourism – India & Philippines, said, “Over the past three years, Israel has recorded a robust double-digit growth in tourist arrivals from India. In January to March 2018, we have recorded a growth of 15 per cent in Indian arrivals compared to the same period last year.”
“To keep this momentum going and to tap into the upcoming summer holiday season, we have launched our advertising campaign which highlights the reasons why Indian travellers should choose Israel as their next holiday destination. It showcases beaches, desert experiences, different cuisines (including vegan food) to wine tours, adventure activities, historic monuments and much more.”
