Holy Land visits on the rise
By Sheila Dabu Nonato, The Catholic Register
Toronto - Despite the ongoing Israeli-Palestinian conflict, more than 77,000 Canadian pilgrims and three million people worldwide visited the Holy Land last year.That is a single-year record, according to the Israeli government, and reflects the success of recent policies to attract more visitors to the birthplace of Christianity.
Increasing tourism is an investment in improving the lives of both Israelis and Palestinians, said Haim Gutin, Israel’s Consul and Commissioner for North and South America. Speaking at a Jan. 18 press conference, Gutin said pilgrims appear to have a heightened understanding that terrorism is a “global problem,” not just an issue for the Holy Land.
“(Terrorism) happens everywhere. It happened last week in Arizona,” he said, referring to the Jan. 8 attempted assassination of American Congresswoman Gabrielle Giffords and the killing of six people.
“We don’t ignore political issues, but that’s for politicians,” Gutin said.
The goal is to promote the positive aspects of a pilgrimage in Israel, he added. To that end, the Israeli tourism ministry is ramping up its marketing campaign to reach out to Christian tourists.
There has been a spike in visits from various religious groups, including Jewish, Evangelical and Catholic pilgrims. For Canadians, numbers have risen steadily, from less than 30,000 in 2002 to about 60,000 in 2007. There was a slight decrease 2009 due to the recession but almost 80,000 Canadians visited Israel in 2010.
Israel plans a $12-million advertising campaign this year in North America, with a majority going to the U.S. market. But Israel’s tourism ministry won’t ignore Montreal or Toronto, Haim said.
The campaign’s new slogan is: “There is a little bit of Israel in all of us. Come find Israel in you.”
Ads are focusing on the holy sites of Israel.
“Anywhere else, this would just be a lake. But this is the Sea of Galilee,” says one ad.
The campaign will include a grassroots component to encourage church congregations to visit the Holy Land.
“The tourists who come to visit us will be our best ambassadors,” Gutin said.
In February, Israel’s Minister of Tourism is expected to visit Toronto and Montreal as part of a North American tour.
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