One on One
State of Change
Arie Sommer, consul commissioner North and South America, Israel Ministry of Tourism, on shifting trends of tourism to the modern and historic country.
What Attracts Luxury Travellers to Israel?
There have been trend changes in the last decade. Previously almost all travelers went to the Holy Land or toured through group travel. Israel was viewed as a pilgrimage for many; some saved all their lives to take the trip. Now, with the development of better hotels, more upscale destinations and restaurants, we have seen a big growth in the number of independent travelers to Israel.
Are Business Travelers Extending Trips for Leisure or Returning for Vacation?
Some travelers are not aware of the beauty and variety the country has to offer outside the major cities of Jerusalem and Tel Aviv, but those in the know do bring their families on trips. Great restaurants have sprung up and, since Jerusalem and Tel Aviv are only 40 miles apart, it is quite feasible to go to either city for dinner. It is easy to move around the country.
In the past five years, we have seen a great deal of growth in travel from the United States to Israel, due to an investment in promotions and advertising. In 2008, we had a record 600,000 American visitors. Additionally, we are seeing renewed interest in carriers that serve Israel, such as Delta Air Lines and US Airways. By 2012, we plan to exceed the 1-million-visitors mark.
What Top Luxiry Resorts and Areas Do You Recommended For The Business/Luxury Traveler?
The Dead Sea is beautiful and is known for its medical tourism due to the climate, sun and salt. All the hotels in the area are licensed with excellent spas. The Dead Sea is only a 90-minute drive from Jerusalem.
The northern part of Galilee has many luxurious spas, both American-style and traditional European. Areas near Galilee are known for bed and breakfasts and small 10- to 12-room properties. There are significant topography changes between the north and south of Israel, and it is quite easy to rent a car and tour this area, which is lush with trees, water and hills.
Tell Our Readers About Your Career in The Tourism Industry.
I started with the Tourism Board in the 1970s after graduating from Hebrew University. I eventually made my way to Atlanta as regional director. I then went back to Israel as the New York commissioner to North and South America.
Some historic events stand out in my career. In 1994, when Israel and Jordan signed a peace treaty, I dealt with tourism issues between the countries and helped negotiate the treaty. And I am proud to have helped plan the millennium visit of Pope John Paul II.
