- Israel, located in the mysterious Middle East, is uncharted territory compared to more mature travel destinations like Southeast Asia, Europe and America. Many cite “security risk” as the misconception for not traveling to the destination.
- The Ministry of Tourism, Israel is a tourism promotion agency established under the Israeli government to attract more Chinese tourists to visit Israel. Its China office establishes this through a series of sustained, strategic and targeted promotional activities. Research shows that Chinese tourists from China’s first- and second-tier cities with a certain level of purchasing power choose Israel as their preferred long-distance overseas tourist destination.
- Rebrand Israel as a truly safe destination through a series of public relation communications, showcasing the unique and exciting Israeli experiences along with premium and high-quality products. All while guiding consumers and the media to understand the destination and its beauty which in turn stimulates an increase in travel interest and hype.
- Define the target market with stronger purchasing power in China’s 1st and 2nd tier cities. Individuals should also ideally enjoy luxury travel and adventure.