The numbers are good. Canadian visitors to Israel in February, 2023 were down just 5% from pre-pandemic 2019 figures, despite less non-stop capacity and significantly higher airfares.

“Canada is now back on the horse,” said Eyal Carlin, Israel’s Tourism Commissioner to North America. Making his first visit to Canada in three years, Carlin says he sees “a very great future for Israel from Canada.”

In 2019, about 100,000 Canadians made the trip to the small nation with a huge history and long list of attractions. TravelPulse Canada had the pleasure of visiting earlier this year, getting a taste of the gentle Israeli winter and an update on ongoing tourism developments.

During a meeting at the Israel Government Tourist Office in Toronto, Carlin and Gal Hana, Senior Director of Tourism for Canada, Israel Ministry of Tourism, said the country “will be much more present to Canadian audiences” this year, through marketing and advertising campaigns and new online educational tools.

“We’re focused on putting out resources for 2023,” said Carlin, including two significant tools to educate the market. We’re trying to be everywhere, visible both to the industry and the end client.”

The new resources include a series of over 30 short YouTube videos, each tackling a specific aspect of Israel tourism. Travel advisors will be encouraged to use the videos at no charge to promote the destination to their clients.

There’s also a new Israel Travel Specialist program launching next week, that will enable travel advisors to deepen their Israel knowledge in areas including faith-based travel, multi-generational/heritage travel, outdoor and active travel and food, wine and culture.

“Israel, Exactly Like Nowhere Else” is the tagline for Israel’s latest advertising campaign, which will soon launch in Canada through traditional TV, digital media, podcasts and more. It really is the perfect description of a complex destination that requires a sophisticated sell.

Hana says that while the pandemic reinforced the value of using a travel advisor, other developments, driven by artificial intelligence, have the potential to threaten the livelihood of those selling uncomplicated products like all-inclusive packages.

“If you sell the obvious, the obvious is that you’ll be gone,” Hana said. “You need an agent to sell Israel. So the shout-out is: Sell Israel!”

A new agent-focused website is now available at Agents.Israel.Travel. “This new site offers knowledge, connection and networking opportunities,” Carlin said. “Combined with the specialist education program, we’re offering in-depth destination knowledge and key selling points that set us apart.”

Part Mediterranean, part Middle Eastern, Israel is a destination defined by diversity – in landscape, culture and custom, religion, cuisine, and more. “The Canadian traveller has many options,” said Hana. “But Israel really is exactly like nowhere else.”

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