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32

Advertising in The Jewish News Gets Results
Place Your Ad Today. Call 354-6060

appointed entertainer
Pat Boone, an Evangel-
ical Christian, to the
position of tourism
ambassador to the
Christian community.
"Israel once was an
untouched market," says
Sheryl Stein, El Al
spokeswoman.
Mr. Ben-David came to
Detroit last month to
speak to a group from the
Association of Retail
Travels Agents. He told
the agents that the num-
ber of tourists is expected
to increase by 15 percent
this year. He also met
with several local minis-
ters, including the Rev. P.
Douglas Chapman from
Berkley Assembly of God.
"Evangelicals are pro-
Israel," says Mr. Ben-
David. "We are emphasiz-
ing the importance of
bringing more Christians
to Israel, but we do not
plan to decrease numbers
of Jewish travelers.
In 1995, the Assemblies
of God will hold its inter-
national conference in
Israel.
"Every church is a
potential group," he says.
Madeleine Cohen, pres-
ident of Bell Wholesale
Travel, a Chicago agency
which exclusively sells
Israel, has studied the
needs of American travel-
ers. Israel, she insists, is
cheaper than any
European vacation.
"The Christian market
has not really been
explored," she says,
adding that tours are
being tailor-made for

these groups.
Mr. Ben-David offers a
bit of.a history lesson for
those selling Israel. In
1948, when Israel became
recognized as a Jewish
country, 4,500 tourists
traveled there. In 1948,
tourism dollars equaled
profits of $500,000.

"It is looking
much more
glamorous."

Elaine Henderson

(

"We'd like to go from
the land of milk and
honey to the land of milk
and money," Mr. Ben-
David says. "Israel is the
only true Holy Land. But
it also is a plate for a
group of scuba divers,
hikers, bird watchers.
You can get the best.
Plus.
"Israel is just 3 1/2
hours from Athens, four
hours from Paris," he
says. "We don't have
security problems. We
have image problems."
Julie Vandersluis, 29,
of Landmark Travel in
Ann Arbor, visited Israel
for the first time last
year. She toured with a
mixed group of
Christians, Jews and
Catholics.
Her interest was "soft
adventure." She wanted
to go hiking and come
home with a bit of
Catholic history.
"I enjoyed seeing all of
it," she says. "It should be
easy to sell to a non-

(