The Ministry of Tourism is updating its 2030 strategy in light of COVID-19. An updated set of goals for 2030 and intermediate goals for 2022-2025 is being formed.
The Ministry is developing new sub-products in rural areas, alongside wine tourism and adventure tourism, focusing on programs that will bring a more diverse and customized product. Current activities are based on the understanding that tourists are looking for more sustainable products outdoors and outside of cities.
The Ministries of Tourism, Health, Foreign Affairs and Transport have helped coordinate tourism-related policies and actions during the pandemic. After the COVID-19 outbreak, the Ministry of Tourism cooperated with the Ministry of Health to maximize the potential for the recovery and expansion of tourism activities.
In 2021, a pilot project for incoming tourist groups was launched in coordination with the airport administration and the Ministry of Health and Transport. This allowed a small number of fully vaccinated tourist groups to enter Israel and tour the country. This program was canceled after all restrictions were lifted in March 2022.
The Ministry is in constant contact with other relevant ministries and the tourism sector for contingency planning should COVID-19 or other sources of danger require the re-imposition of restrictions. The Ministry also participates in the Israeli government’s preparedness planning for future health and security threats, including earthquakes and other emergencies and response planning.
The Ministry of Tourism has now redefined its crisis management, recovery and operations goals to include:
Preservation of infrastructure and human capital: The Ministry has invested in developing public tourism infrastructure and increasing the supply of accommodation in Israel, while facilitating additional investments from other government agencies and the private sector. To minimize damage to the infrastructure and protect the tourism workforce during the pandemic, the Ministry has allocated funding to assist hotels, tour services, increase domestic tourism, assist inbound tour operators, marketing activities abroad, business support, and work to open international routes for tourists.
Preparing to overcome the crisis and return inbound tourism: The Ministry is implementing action plans to restore inbound tourism as soon as possible. The plan includes actions on three levels: 1) increasing demand among potential target audiences abroad by planning online and digital campaigns and strengthening PR operations, 2) developing marketing channels with agents and wholesalers abroad and with online travel agencies, and 3) resuming cooperation with airlines and encouraging them to open new routes. The Ministry has also introduced a joint recruitment platform, backed by a marketing plan, with the hotel sector and the Israeli airport authority. The goal is to overcome the acute shortage of human capital in airports and hotels.
Developing and improving tourism products for the well-being of the tourist: activities include developing public tourism infrastructure to increase tourist flow, encouraging new and diversified tourist accommodation, promoting improved services to tourist destinations, promoting strategic plans for tourism, and creating new and diverse tourism products.
