PRESS CONFERENCE ITB BERLIN 2014 Israel Government Tourist Office in Germany

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1 PRESS CONFERENCE ITB BERLIN 2014 Israel Government Tourist Office in Germany Director: Uri Sharon PR: Henriette Pansold 1

2 Objectives for 2014 Israel as a Top 10 middle length destination for Germans An increase of 5% - 7% of German tourists in 2014 (without cruise passengers) Due to `open sky` agreement: Increase in the numbers of flights per week to more than 60 Increase in the number of Low-cost carriers flying Germany-Israel Engagement with 2,000,000 Germans through our Web 1.0 and Web 2.0 tools 2

3 Objectives for 2014 A 2 way engagement with the German tourism industry through personal, Web 1.0 and Web 2.0 tools, including offering new online tools for direct marketing and sale of packages Co-branding with German companies and organization of launch of German products and events in Israel Specific marketing campaigns for Active and Bike tourism and for the pilgrim market segment Promotion of international events in Israel Jerusalem Marathon, La Traviata in Masada and other 3

4 World Tourists to Israel Excluding Cruise Passengers Last years development Source: Israel Ministry of Tourism

5 World Tourists to Israel Including Cruise Passengers Last years development Source: Israel Ministry of Tourism

6 German Tourism to Israel Excluding Cruise Passengers - 5.5% -7.6% +1% Source: Israel Ministry of Tourism

7 German Tourism to Israel Including Cruise Passengers % +8.6% +6% Source: Israel Ministry of Tourism

8 German Tourism to Israel by Month (without cruises and day visitors) Total Tourists Total Tourists Total ,154 Tourists Total ,991 Tourists Total ,465 Tourists Jan' Feb' March Apr' May June July Source: Israel Ministry of Tourism 2012 Aug' Sep' Oct' Nov' Dec' 8

9 German Tourism to Israel - Religion Source: Israel Ministry of Tourism

10 German Tourism to Israel by Age Groups Source: Israel Ministry of Tourism

11 German Tourism to Israel By Purpose of Visit 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% half 2013 Business/Gov ernment VFR Pilgrimage Touring Leisure Source: Israel Ministry of Tourism

12 German Tourism to Israel Areas Visited Source: Israel Ministry of Tourism

13 German Tourism to Israel By First or Return Visit 64% 44% 56% 49% 51% 53% 47% 36% 57% 43% 53% 47% half 2013 First Visit Return Visit Source: Israel Ministry of Tourism

14 German Tourism to Israel By Travel Organization 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% half 2013 Source: Israel Ministry of Tourism 2013 FIT Package Deal Organized Tour 14

15 German Tourism to Israel Getting the Information about the Trip (in %) Source: Israel Ministry of Tourism

16 Summary of the German Tourist to Israel Christian Mostly years old Average- Income Visits mostly Jerusalem, Tel Aviv & the Dead Sea, but also the rest of the country Stays mostly in medium-level hotels Many FITs Returns to Israel within a few years Average stay in Israel 9.3 nights Average expenditure in Israel 1355$ (exc. Flight) Source: Israel Ministry of Tourism

17 IGTO s Targeted Activities Fairs 2014 Participation in 8 major tourism fairs and in professional conferences 17

18 New Travel Products 9 new operators joined the market to Israel in from Beside the classical roundtrips there is a growing offer in special trips for groups and individuals exciting products such as: Beauty and Wellness Walking Tours Active Vacation Ornithology Horseback Tours Eco-Tourism Luxury Tourism 18

19 Google AdWords and Landingpages 6 Landingpages More than 300,000 users (OCT 2013 FEB 2014) Visit Israel Visit Jerusalem Visit Tel Aviv Visit Dead Sea Catholic Pilgrimage Protestant Pilgrimage 19

20 Google AdWords and Landingpages Landingpage e.g. Visit Jerusalem Travel Offers Tour Operators City-Trip Infos Info material Social Media Facebook You Tube Land/ City Maps Jerusalem City Break 20

21 Online Training goisrael.de Amadeus Campaign Feb 2014 Booking Portal 500 new registered User 21

22 Facebook Campaign more than 100,000 likes 8 facebook pages Besuch Israel Besuch Jerusalem Besuch Tel Aviv Besuch Totes Meer Totes Meer Kur Pilgern im heiligen Land Auf Jesu Spuren im Heiligen Land (15.000) (20.000) ( 8.000) (13.000) (18.000) (15.000) (16.000) Israel für Touristiker (805) 22

23 Facebook Campaign Competition 1 week trip to Israel Trip to CSD Pride Parade 23

24 YouTube Channel 24

25 IGTO s Targeted Activities Events Promoting Special Events in Israel in 2014 Cultural Events The Israel Festival Jerusalem 29th May till 14th June Jerusalem Festival of Lights Jerusalem 11th till 19th June Jerusalem Arts & Crafts Fair Jerusalem 11th till 23rd August White City Tel Aviv Tel Aviv Sport Events Jerusalem Marathon Jerusalem 21st March Show Racing Formula 1 Jerusalem 3rd & 4th July International Gran Fondo Jerusalem October 2014 KIA Epic Israel Multi-Stage Galiläa 18th till 20th September 2014 Mountain Bike Eilat Triathlon Eilat 21st & 22nd November Music Events Sounds of the Old City Festival Jerusalem 31st March till 3rd April Opera Festival Massada Dead Sea 12th till 17th June Red Sea International Jazz Festival Eilat 24th till 28th August Justin Timberlake Tel Aviv 25

26 IGTO s Targeted Activities Events Nature Events Bird Watching Festival Eilat 23rd till 31st March Underwater Image festival Eilat 8th till 13th September Diverse Events Wine festival Beer Festival Cirque du Soleil Eilat Jerusalem Tel Aviv 26

27 Thanks Contact information: Henriette Pansold PR/Reisebüro/Event Staatliches Israelisches Verkehrsbüro Tel: Fax: Friedrichstraße 95, Berlin 27