How challenging has it been since you took up your post as Director of Tourism for Israel in August 2023?
I am married with two boys, and we have been in London since I took the role. I arrived with a lot of dreams, plans and a strategy to execute the responsibilities of my role and to work with the UK market to promote Israel as one of the top travel destinations that everybody should visit.
Then, of course, October 7 changed the lives of all Israelis, and of course the outlook for my position here. The situation in Israel immediately became tough, but equally it is also not easy for an Israeli to be living in London while your country is struggling with a very difficult situation.
Some of my friends were killed on October 7 and others then joined the army.
Even my wife, who is a cardiologist, went back to Israel to serve the army for two months. Everyone tried, and is still trying, to help as much as they can.
What impact is the current situation in Israel having on tourism and those who work in the industry?
About 10%-15% of people in Israel work in the tourism industry or associated industries. Obviously, I want to help them by bringing more people to Israel but that is difficult when your country is a war zone. At first (after October 7) all the flights were cancelled and the situation for encouraging visitors just seemed impossible.
But then we realised that we have a large Jewish community in the UK that is looking for ways to show their support of the country and will still travel to Israel.
The best way to show support is by visiting Israel and to be with the people to help the economy, the community…all the people working in this industry, to give them some hope and to tell them they are not alone.
We are also working with the Christian community and are saying to them “Come to Israel” as an expression of thought.
Last year, Israel had 80,000 UK visitors, which is a huge number in the circumstances and an amazing expression of support.
Is it difficult to stay positive when the situation in the middle east seems no nearer a clearer solution?
Of course, but I am optimistic and have a positive view of the future.
Unfortunately, Israel is used to recovering from crises and we have the experience of dealing with situations such as this – and have always shown resilience in doing so.
When the situation allows it, we will rebuild ourselves and will rebuild those relationships.
We are looking forward to once again showcasing the beauty of Israel to the world.
There have been some positive moves already. We have seen almost all airlines resume their flights to Israel, including British Airways this month (April) and easyJet will resume flights to Tel Aviv from June 1.
El Air and Wizz Air also fly there, as does Israir (an Israeli airline), and we are hopeful of having our full aviation capacity back soon.
Of course, in general, we are also looking forward to a quieter general situation and being able to host people from all over the world and show them the beauty of the country.
How are you getting prepared for that time when Israel’s tourism industry is ready again to go out to that general audience?
Being prepared and ready to hit the “go” button is all we can do.
We appreciate that there are limitations as to how we can promote the country, and how that message might be received by some right now – and we respect that.
I know that right now UK tour operators and agents are not selling Israel, but I want them to know we are here to work closely with them, whenever they are ready to do that,
if they want to, or immediately after the current situation stabilises.
The message to the UK trade is to stick with us right now, bear with us, talk to us and we hope you will be ready to more fully engage with us when the situation stabilises.
Israel has a lot to offer and is a small country that packs in a lot of attractions. Tell us some of the highlights, your personal favourites and those “must visits” for tourists.
The diversity on offer in Israel is quite amazing.
Of course, the main draws are Tel Aviv and Jerusalem, but the southern part of the country is dominated by beautiful desert – yet on the same day you can also take in the northern part of the country, which has a totally different landscape, spirit and atmosphere.
As the country’s tourism director, I can’t have “favourites” but as I have spent most of my life in the Israeli desert that is the one place I really like to visit. The Negev (or ‘Negeb’) is a large desert region that is one of most beautiful parts of Israel.
Its main city is Be’er Sheva. Here, the Old City is home to the Negev Museum of Art, with contemporary Israeli and international exhibitions.
Nearby is Abraham’s Well, a cultural centre with interactive exhibits about the story of Abraham. East of the city, Tel Be’er Sheva is a prehistoric settlement mound with ruins, plus a lookout tower with desert views.
The Negev is also near to the Dead Sea, so you can easily combine the desert with the Dead Sea.
Elsewhere in the county, we have four seas… the Mediterranean, Dead Sea, Sea of Galilee (OK, which is really a kind of lake!) and the Red Sea, which is in the southern part of Israel and, to me, is the most beautiful sea in the world. Eilat is down there, with its colourful marine life.
Also, when you sit on the beach there and in front of you are the mountains and Jordan. It is a beautiful sight. I always recommend that visitors spend time in Southern Israel.
Would you agree that Israel’s two main cities, Tel Aviv and Jerusalem, offer a striking contrast and in their own different ways showcase Israel as both a modern, forward-thinking nation but also one that is hugely important from a multitude of cultural and religious perspectives?
You know Israel well!
I do agree. I would recommend a stay in both cities and, as they are just 40 minutes apart, they can be easily combined.
As a combination, they provide huge and fascinating contrasts. Tel Aviv is cosmopolitan, modern and with an attractive beach and seafront that looks out onto the Mediterranean, while Jerusalem has its obvious historical and religious landmarks but, like Tel Aviv, also offers plenty of choice for fine dining experiences.
Which city you prefer can often depend on your mood when you visit, but both are unmissable.
Talking of food, I must confess that one of the joys of being in the UK is the Indian restaurants! But Israeli food is one of the world’s top cuisines.
Jewish people from the diaspora come from all over thew world. For example, my parents are from Morocco and the parents of my wife from Greece, but just like the Israeli nation itself together they created something special.
Because Israel is made up of some many nations and backgrounds, there is a fusion of spirit and creativeness that is hard to match.
This is evidenced in the country’s cuisine but also in so many other ways.
Do you have a message of encouragement for travel agents wondering how/if they should be discussing Israel with their clients?
There is one final thing I would like to say, and that is that when many people think about Israel they probably have an instant image of the country that has been shaped by the media. But I would say to them please come and see the country for yourself because usually the difference between what you think and what you will actually experience once you experience Israel is very big.
That is, there is a huge disconnect between perceptions – and especially those forged by the media – and the experience itself.
