18 Friday, May 2, 1986

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in Israel's tourism is permanent.
Francis Goranin, chairman of the
aviation committee of the Ameri-
can Society of Travel Agents,
agrees. "These situations come
and go relatively quickly. Unless
there are repetitions of these in-
cidents, American travelers will
be back."
To help that along, Sharir re-
cently traveled to Washington to
meet with Reagan Administra-
tion officials to find ways to boost
tourism from the United States to
Israel. Among the things dis-
cussed was a change in the law
which would allow a tax deduc-
tion for expenses incurred while
attending conventions in Israel
and a formal agreement on
tourism between the two coun-
tries which would simplify entry
formalities, provide for the shar-
ing of travel statistics and the
like.
But while that may make
things a little easier, Sharir said,
what will bring tourists back to
Israel is Israel itself.
"I have such a wonderful prod-
uct, such a combination of things
that Americans can't afford not to
see it. Israel is such a wonderful
place with wonderful vacation
sites, the sun, hotels, beaches,
restaurants, comparable to any
place in the world. Jerusalem is
the oldest city in the world and
the youngest. It is renewing itself
every day."
And, said Shoshani, it's impor-
tant that Americans see all that
and not just for touristy reasons.
"Yes, it is important eco-
nomically for Americans to come
because the average American
spends $1,500 as opposed to only
about $700 for the average Euro-
pean. But it's also important for
American citizens to see why
their government supports us, to
understand the special relation-
ship between the United States
and Israel. Each visitor comes
back as an ambassador, tells the
story of how our tiny country has
accomplished so much. It's very
important socially and politi-
cally, as well as economically.
Economics is important but the
human being is more important."
And, adds Sharir, Coming to Is-
rael is especially important for
Jews.
In fact, Sharir said, he plans to
use the present situation not only
to give an added push to tourism
but to put "special stress on the
significance of Jewish visits."
Noting that fewer than 20 per-
cent of American Jews have been
to Israel, Sharir said, "I'm baffled
that so few Jews have come. Last
year, more West Germans than
American Jews came to Israel. If
I lived in the United States and
the miracle of Israel happened in
my time, after 2,000 years, I'd
like to see it.
"The problem is to bring people
here. Once they're here, there's
no problem. They fall in love."
Shark said proof of that is that
Israel has one of the highest rates
of repeat visitors in the world.
Forty percent of those who come
to Israel once come back again.
"There are significant ties be-
tween the Jewish people and Is-
rael. We need to create a bridge,
not a gap. We need to secure the

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future of our people. You can't be
a complete Jew if you don't see
Jerusalem. This "is the only place
you can go to drink fully of the
pride of Judaism. If you're a Jew,
Israel speaks to you like no other
place can." Which is why, Sharir
said, it's especially important
that young Jews', Come to Israel.
The American Zionist Youth
Foundation, which coordinates
all American youth programs to
Israel, normally sends about
7,000 kids each summer. Regis-
trations to date are down about
30 percent.
"We don't have enough young
people coming to satisfy the
needs of the Jewish people,"
Sharir said. "It is the duty of
every family to expose Israel to
their children. We must insure
that they remain part of the great
Jewish family."
To get more members of the
family into Israel, Shoshani has
been traveling around the United
States, meeting with leaders of
various Jewish organizations. He
also plans, in May, to resume the
successful "Come to Israel, Come
Stay with Friends," advertisng
campaign, though with a greater
emphasis on Israel as a rec-
reational spot rather than just a
religious and historical one.
There will, however, be no men-
tion of the safety issue. "It's
counter-productive. People know
the situation."
Shoshani has already sent a
mission of rabbis to Israel and
plans to send another, along with
groups of decision-makers and
"influentials," like Frank
Sinatra,.who will come back and
tell the story. There wilLalso be
an increased emphasis on Chris-
tians, who account for 45 percent
of American tourists to Israel and
who have been canceling their
trips at a higher rate than Jews.
A delegation of ministers will
soon be going to Israel and there
will be increased advertising in
Christian media.
The irony of all this, said
Shoshani, is that all the effort
and attention will probably re-
sult in Israel doing a better job
and being more attractive to
tourists than before the terrorists
stepped in. "It's a competitive
market and so the hotels, El Al,
the travel agents are all giving
better service, working harder,
being more responsive."
Another irony, he said, is that
America's action in Libya, while
it may temporarily escalate ten-
sions and increase terrorism, will
probably prove to be the start of
better times for tourism.
"People feel more assured that
America has taken a stand," said
Lavi. "They feel better. Those
who have been' hesitating are
now booking."
Shoshani figures it will take
six months of quiet to "get back
on track again." But; he' said, at
least now, things are ,on the right
road. '
"The United States has finally
started to understand' that ter-
rorism is another kind of
blackmail that won't. stop if you
always give it another piece of
rope. Israel hasn't been suffering
now because we `'took the right
steps so the terrorists can't pene-

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