Israel draws record 3.6m. tourists
Incoming tourism seen to have made NIS 20b. economic contribution
An all-time record 3.6 million tourists visited Israel in 2017, 25% more than in 2016, according to the Tourism Ministry, which estimated that incoming tourism contributed NIS 20 billion to the Israeli economy.
Seventy eight percent of incoming tourists visited Jerusalem, followed by Tel Aviv-Jaffa at 67%, the Dead Sea at 49% and Tiberias and the Galilee region at 35%.
“The all-time record number of tourists visiting Israel this year is no accident; it is the result of a clear policy,” said Tourism Minister Yariv Levin. “The actions taken by my ministry since I took up my position have brought Israel an unprecedented peak in incoming tourism. The number of tourists visiting Israel increased by 700,000, setting a new record for incoming tourism to Israel and adding NIS 20b. to the economy.”
The largest number of tourists, more than 700,000, came from the US, an increase of 21% from last year. Russia was in second place with 307,000 tourists, 26% more than 2016, attributable to an increase in the number of routes and flights from Russia, some of which are run by low-cost airlines, and the exclusion of Turkey from the Russian tourist map in recent years.
France was in third place with 284,000 tourists, 8% more than in 2016, followed by Germany with 202,000 tourists, a 34% increase from last year, and the UK, which supplied 185,000 tourists to Israel, 10% more than in 2016.
Also contributing significantly were Ukraine with 137,000 tourists; China with 105,000 – a country emphasized by the Tourism Ministry because of its enormous potential as a source of tourists; Italy with 93,000; Poland with 85,000; and Canada with 75,000.
Twenty five percent of the tourists described the purpose of their visit as religious, meaning a pilgrimage; 23% as touring and hiking; 10% as entertainment and enjoyment; 24% came to visit relatives and friends; and 11% for business and being an emissary.
Some 59% of the tourists this year were first-time visitors; 30% of came on organized trips, 64% independently and 6% purchased tourist packages.
In terms of accommodations, 63% stayed in hotels; 21% with relatives and friends; 4% in youth hostels; 7% in rented apartments; and 1% in Christian hostels.
The Tourism Ministry had a 2017 marketing budget of NIS 440 million, and included campaigns in Europe, the US, and the Far East, some in cooperation with airlines that started routes to Israel, such as Wizz Air.
In contrast to past years, it did not confine its advertising to the pilgrimage market, also promoting other aspects of Israel, such as night life, culinary spots and sports. The marketing measures included special treatment for the three millionth tourist, who received exposure; the lifeguard shed in Tel Aviv that became a boutique hotel; a social networks campaign in China; and hosting 3,000 opinion-makers from all over the world.
The ministry also gave grants and incentives to airlines that introduced routes to new destinations with incoming tourism potential.
Grants of €250,000 were given for new direct weekly routes landing at Ben-Gurion Airport (up to three flights a week) from a destination from which there were previously no flights to Israel. Eighteen new flight routes to Ben-Gurion were begun this year from destinations in Europe, Miami and Iceland by various airlines, including Wizz Air, Ryanair, LOT and Wow.
Grants for routes landing in Eilat were per ticket, and amounted to €45 per passenger landing at Uvda Airport. There are currently 50 weekly flights operating as part of the winter campaign, in which Eilat hotels are taking part.
Spending per tourist in the first half of 2017 was $1,600 and $162 per day. The main elements of tourist spending were overnights ($617); transportation, tours and sites ($245); food and beverages ($200); and shopping ($168).