The Ministry of Tourism is in the process of updating its 2030 strategy in light of COVID‑19. An updated set of 2030 targets and intermediate objectives for 2022‑25 are being formulated.
The Ministry is developing new sub-products in rural areas, alongside Wine Tourism and Adventure Tourism, focusing on programmes that will bring a more diverse and customised product. Current activities are based on the understanding that tourists are looking for more sustainable products in the open air and outside cities.
The Ministries of Tourism, Health, Foreign Affairs and Transportation helped co‑ordinate tourism-related policy and action during the pandemic. Upon the outbreak of COVID‑19, the Ministry of Tourism liaised with the Ministry of Health to maximise the potential for resuming and expanding tourism activities.
In 2021, a pilot for inbound tourist groups was initiated in co‑ordination with the Airport Authorities and the Ministries of Health and Transportation. This allowed a small number of fully vaccinated tourist groups to enter Israel and tour the country. This programme was cancelled after all limitations were lifted in March 2022.
The Ministry is in continued contact with other relevant Ministries and the tourism sector for contingency planning, should COVID‑19 or other sources of danger require the reintroduction of limitations. The Ministry is also part of the Israeli Governmental preparedness planning for future health and safety threats, including earthquake and other emergency mitigation and response planning.
The Ministry of Tourism has now redefined its goals for crisis management, recovery, and activity 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, aided by additional investment from other public bodies and the private sector. To minimise the damage to infrastructure and protect the tourism workforce throughout the pandemic, the Ministry allocated funding for assistance to hotels, guided tours, increasing domestic tourism, assisting inbound tour operators, marketing activities abroad, business support and working to open up international routes for tourists.
Preparation for recovery from the crisis and return of inbound tourism: the Ministry is executing its action plans for a speedy recovery of inbound tourism traffic. The plan includes action 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) restoring collaborations 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 Israel Airport Authority. The objective is to alleviate the acute human capital shortages at airports and hotels.
Development and improvement of tourist products for the well-being of the tourist: activities include the development of public tourism infrastructure to generate tourism traffic, encouraging new and diversified tourist accommodation, promoting the improvement of maintenance at tourist sites, promoting strategic plans for tourism and building new and diverse tourism products.
