Israel’s New Tourism Exec Details His Plans

Uri Steinberg’s first priority as new Israel Tourism Commissioner for North America, is to make sure travel to the country makes a strong comeback after a challenging summer this year.

Steinberg has replaced Haim Gutin, who returned to the Jerusalem office of the Ministry of Tourism after a five-year stint in the U.S.

The new commissioner has served in a number of roles with the Ministry since 2005. Most recently, he oversaw marketing efforts for North America.

He spoke with Travel Market Report about current and projected trends for travel to Israel as well as the country’s key niche markets.

What are your main priorities in your new role?
Steinberg:  My first priority is to insure that travel to Israel, post the tough summer we have had bounces back, and that we will continue to see annual growth higher than 10% to Israel from North America.

I intend to develop our digital presence to the highest level possible and make sure we target our message in a way that will fit the needs of each of our potential clients. I plan to continue to develop our product strengths (faith-based audiences and high-end leisure travel), while developing new relevant niche markets.

For seven weeks this summer, the U.S. State Department recommended that Americans consider deferring non-essential travel to Israel. What effect will the political situation in Israel and any ongoing tension have on tourism from North America?
Steinberg:  The effects cannot be underestimated. At the end of the day people are exposed to the evening news at home and they were seeing pictures that scared them, plain and simple.

As many in the travel industry and beyond know, the reality on the ground in Israel is totally different from those images on the news; but it remains a huge challenge to change perceptions of the destination.

In light of the conflicts in the summer, how has North American tourism fared overall in 2014?
Steinberg:  Up until July 2014, tourism to Israel was on track toward a record-breaking year, with impressive increases from all markets.

The military operation during the summer brought the increase to a halt and probably affected traffic to Israel throughout the rest of the year. However, we already see very positive indications towards a return of a normal flow of groups and FIT’s.

What plans and goals have you established to bring those tourism numbers back up in 2015?
Steinberg:  We will be concentrating on various advertising campaigns using digital tools and developing a more personal engagement with our clients through social media. We want to create new significant breakthroughs within the Christian market, both Catholic and Evangelical.

We are working on developing a significant presence within the Hispanic world. And we are also working on more training programs for travel agents.

Do you plan to introduce new marketing initiatives directed at North Americans?
Steinberg:  Yes, but it’s still too early to announce or introduce them. We do see the need to tailor the marketing message specifically to the individual client. We must be very targeted and relevant in order to create the needed engagement.

What are your most important niche markets from North America?
Steinberg:  The most important market, as I see it, is the market of evangelical Christians. For this huge market, Israel is a life-changing experience. We have a significant advantage when addressing this market and I intend to intensify our efforts.

Are you putting efforts into cultivating new or different niche markets?
Steinberg:  Yes we are. I believe Israel has a strong potential in the LGBT community and we intend to invest in this market going forward.

We’d also like to increase our outreach to more culturally-inclined travelers, including opera lovers who would be inspired to travel to Israel to see the incredible Opera at Masada festival which takes place every June.

In addition to your training programs, how do you plan to reach out to North American travel agents and tour operators?
Steinberg:  We wish to assist every agent or operator who’s interested. We intend to go across the country and inform the trade about how exciting and lucrative this destination can be. We have plans to assist agents with marketing funds and other incentives.

What’s the best way for agents who have never sold Israel to educate themselves about the country?
Steinberg:  First of all, they need to go to Israel. It will totally change the way they view the destination. Even before that, we want to offer agents various training courses. Israel often suffers from a bad reputation, but once agents truly discover the destination and its potential, there are no limits.