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As Israel opens for tourism, the Holy Land lights up Piccadilly Circus
To mark the reopening of borders to vaccinated travellers, Israel has launched a new advertising campaign to promote Covid-safe holidays in the Holy Land.
It is focusing on promoting inbound tourism from countries with a high vaccination rate with billboards showcased in London’s Piccadilly Circus, as well as New York’s Times Square, and a first ever campaign in Dubai.
Last month, the Minister of Tourism Orit Farkash-Hacohen and Minister of Health Yuli Edelstein agreed on a framework for the opening of Israel to vaccinated groups of foreign tourists.
Starting 23 May 2021, Israel will open to foreigners after a gap of more than a year.
In the pilot stage, groups will be allowed in under guidelines to be published by the Ministries.
By July, there is hope that it will open to independent vaccinated travellers, without the need to come as part of a group.
London’s iconic Piccadilly Circus was selected because it is the largest advertising display in Europe, located in the heart of London’s West End.
As part of a bold advertising campaign, the tagline ‘2020: Holy Moses, 2021: Holy Land’ draws a contrast between the turbulent year of 2020 and the excitement and hope of 2021.
The advertising campaign will run until Sunday 9 May 2021.
"The UK and US have always been large markets for inbound tourism. I have no doubt, we will see many tourists from all three countries within a short period of time," said Farkash-Hacohen.
Israel is also promoting a number of large international events, including the upcoming Pride Parade in Tel Aviv, which is likely to be the only one held physically this year.
Farkash-Hacohen also announced the ministry would reinstate a directive incentivising foreign airlines to operate flights to the Ramon Airport located outside of Eilat.
The incentive, which was in place before the Covid pandemic and is now being budgeted at a cap of 25 million NIS, will enable foreign carriers to receive financial incentives for every tourist they bring to Israel.
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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