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FRIDAY, DECEMBER 16, 1988
Israel ilisavel Fair, Promotions
Push Increased Tourism In '89
I
srael's tourism industry
received needed promo-
tional support last week
as more than 500 people
packed the Israel Travel Fair
'89 at the Jewish Communi-
ty Center in West Bloomfield.
The fair was sponsored by
the Jewish Community Coun-
cil amid concerns over the
sharp decline in travelers
visiting Israel this year. The
number of tourists from
North America is down 25
percent in 1988.
Crowds browsed among 20
exhibits highlighting a varie-
ty of Israel tours. Exhibitors
included the American Israel
Chamber of Commerce of
Michigan, AMIT Women,
Friends of Bar-Ilan Universi-
ty, American Jewish Con-
gress, Na'amat, and the
Zionist Organization of
America.
Many tasted Israeli wines
and sampled Israeli foods
while door-prize winners were
announced.
Jewish Community Council
President Paul D. Borman
told the audience that the
Council is seeking 200 par-
ticipants for its March 2-9
tour of Israel. Borman stress-
ed the trip is open "to all peo-
ple from every age group and
all walks of life!'
Among the first to join Bor-
man on the trip will be Bella
Smith, whose name was
selected during a grand-prize
drawing, capping the even-
ing's festivities.
Smith, a program analyst
from Detroit, exclained, "I
have never won anything in
my life. I just can't believe this
is happening to me. The last
time I was in Israel was in the
'70s, and I know it has really
changed a lot since then. I'm
really looking forward to
this."
Approximately 35 percent
of those attending the fair
declared by a show of hands
that they had never been to
Israel. Communal leaders
estimate that actual figures,
nationally, show 70 percent of
American Jews have never
gone.
Israel Government Iburist
Office spokeswoman Barbara
Bahny said, "The number of
tourists from the United
States visiting Israel in Oc-
tober 1988 was only 20,000,
compared to 28,000 in 1987."
Worldwide, tourist visas
issued to Israeli visitors have
fallen significantly. Final
totals will remain well behind
Paul D. Borman, left, and David Hermelin announce Bella Smith as the
grand prize winner.
last year's record of 1.52
million.
• "I blame the drop in
tourists on the unbalanced
media coverage that Israel
has received during the in-
tifada," said Bahny in New
York. "The coverage has
distorted what traveling and
daily life are really like in
Israel."
Bahny said, "Rioters pose
for cameras and the cameras
wait for the rioters and
Americans sit and watch a lot
of TV. That is the equation
that has hurt tourism this
year."
However, Bahy said, no in-
juries to tourists have been
recorded during the uprising,
which entered its second year
this week. "Israel is univer-
sally recognized for having
excellent security and our
tourism levels will recover
soon," she predicted.
Meanwhile, Igraeli business
is suffering. It was an-
ticipated that more, not fewer,
tourists would come to Israel
during its 40th anniversary.
In Jerusalem alone, some
1,200 hotel employees have
been laid off because of the
tourist drought. The five-star
Hyatt on Mt. Scopus is
scheduled to close its doors,
while Jerusalem's beautiful
Mt. Zion Hotel is for sale.
Some cite last year's
stockmarket crash for the
tourist shortage. Others claim
Israel does not promote itself
adequately in North
America. Observers point to
Europe, which is sending in-
creasing numbers of tourists
to Israel, especially to winter
resort destinations like Eilat
and the Dead Sea. "I think we
have gotten our message
across better to Europeans
than Americans!' admitted
Bahny.
Now, the tourism ministry
is launcing a new campaign
for 1989 called "See Israel:
See For Yourself!'
The theme will emphasize
the diversity of tourist attrac-
tions in Israel. Special events,
such as the first Jerusalem
runners marathon, to be held
in February, have a clear
niche in such a campaign.
Caesarea's unusual 18-hole
golf course with ancient ruins
preserved in the fairways may
also receive added publcity
this year.
Travel agents and airline
representatives at last week's
Travel Fair '89 insisted,
however, that Detroit did not
register a major drop in
tourist departures to Israel.
Therefore, groups like Opera-
tion Independence, formed by
private businessmen and
women after the establish-
ment of the Free Trade Agree-
ment, are watching the
Detroit community's efforts to
increase tourism, with special
interest.
"We hope Detroit's example
will become a model for other
cities in the country to
follow,"said Howard Stone, ex-
ecutive director of Operation
Independence, in New York.
Detroiter David Hermelin,
who chairs the group's na-
tional Task Force on Israeli
Iburism and who emceed last
week's program at the Jewish
Community Center, express-
ed delight at the turn-out for
the Travel Fair.
"We never anticipated that
the event would be this suc-
cessful," Hermelin said. "Peo-
ple are really getting a feel-
ing for traveling!'
"Tourism is Israel's second
largest export, at $1.4 billion.
No other industry contributes
more to the economy because
it brings in pure dollars that