how to sell
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Israel by Jeannine Williamson
W
ith its ancient history, melting pot of cultures, religious heritage and diverse cities, Israel is a unique destination, says Jeannine Williamson. Why sell it Year-round sunshine and a flight time of less than five hours from the UK are a good start, but now this fascinating cultural destination is even easier to sell with an increase in airlift and the Israel Government Tourist Office’s 'Two Cities. One Break' campaign. The marketing initiative, again showing on UK channels including Sky, offers incentives to see Israel’s contrasting cities on the same twincentre trip: buzzing and cosmopolitan Tel Aviv and historic and cultural Jerusalem. Clients booking at least two nights in selected hotels in both cities receive a benefits card with free entry into top attractions such as the Tel Aviv Museum of Art and Jerusalem’s Israel Museum, the country's largest cultural facility. Israel's unique experiences include wellknown Biblical sites, modern city cultural
TEL AVIV'S GOLDEN BEACH
attractions, beaches and much more. And its small size means you can pack plenty into a short stay. Transfer time between Tel Aviv and Jerusalem is only an hour, and on the way visitors can embark on a 4WD jeep desert adventure or take a dip in the famous Dead Sea.
Who to sell to
A RELIGIOUS SCHOLAR
With more than 3,000 years of history, Jerusalem is the spiritual centre of Judaism, Islam and Christianity. Not surprising then that it is a huge draw for religious travellers. But don't get the impression Israel is a country stuck in the past or transfixed by tales of the Bible – there’s plenty for families, who can enjoy Tel Aviv’s sweeping beachfront and the goodvalue Red Sea holiday resort of Eilat, on the country’s southern tip. Vibrant Tel Aviv, with its 24-hour nightlife and cool UNESCO-listed Bauhaus quarter, will appeal to younger clients. Foodies will also love Israel, known as 'the
Israel Essentials T I M E: +2 GMT V I S A S: None C U R R E N CY: Israeli Shekel LA N G U AG E: Hebrew and Arabic are the official languages and English is widely spoken and used on street signs. F L I G H T T I M E: Five hours
GETTING THERE Flights to Tel Aviv are available from Arkia (arkia.com) from Stansted (starting June 2); British Airways (batraveltrade.com) from Heathrow; easyJet (easyjet. com) from Gatwick, Luton and Manchester; El Al (elal.com) from
Heathrow and Luton, Monarch (monarch.co.uk) from Luton and
Manchester; Wizz Air (wizzair.com) from Luton (starting June 24). OT H E R TO U R O P E RATO R S rivieratravel.co.uk el.com intrepidtravel.com
sellingtravel.co.uk
land of milk and honey'. Its culinary offerings range from colourful street food stalls selling Jaffa orange juice and hummus to gourmet restaurants. And when it’s time for bed there’s a wide choice of accommodation, from laid-back kibbutz communities to upmarket properties in the Dan Hotels portfolio, Israel’s oldest and most prestigious chain.
Top sellers A likely high spot - or to be technically correct, low point – of any trip to Israel is floating in the salty Dead Sea, where it’s impossible to sink. The lowest place on earth, 320ft below sea level, is easily reached on day trips from both Tel Aviv and Jerusalem. Many tours also take in Masada, the impressive ruins of King Herod’s mountaintop fortress. A guided walking tour of Jerusalem is a must, and it’s also the easiest way to navigate the maze of streets making up the three distinctive religious quarters. Spend time at the Western Wall, the most important Jewish shrine where worshippers push prayers written on pieces of paper into cracks. Afterwards drop by at one of the many falafel stalls for a cheap and tasty lunch.
Book it Leger Holidays’ seven-night Highlights of the Holyland escorted tour, visiting Tel Aviv, Caesarea, Nazareth and Jerusalem, is priced from £1,499pp for travel on November 2 2017 and includes half-board accommodation, excursions, flights and transfers. leger.co.uk