Photo: Private For years, Russell Lord, a veteran Israeli tourism figure, has been considered one of the leaders of gay tourism in the world. This year, as part of the ITB tourism fair held this week in Berlin, he will also be recognized for his work in the global gay tourism organization IGLTA with a special personal award that will be presented to him at the fair for years of promoting LGBT tourism: "ITB LGBTQ+ Pioneer."
Speaking to PassportNews ahead of the tourism fair, where the Pride Pavilion will grow significantly this year (thanks in part to Booking.com's participation in the pavilion's activities), Lord says that this recognition reflects the efforts he has invested over nearly 40 years in developing relationships with similar entities from neighboring countries, while maintaining a separation between politics and professionalism.
Photo: Private“We promote the beauty, culture, cuisine and people of each country,” he says. “The shared aspiration to work collaboratively and respectfully is what I think led ITB to give me this award.”
It is impossible to ignore the fact that you are receiving this international award, as an Israeli, during a time of war, and after more than two years of a complex and challenging reality.
"For years, there were those who tried to exclude Israel from the industry. From tourism, from culture, from music, from sports. Since October 7, 2023, the challenges have only increased. That is why this recognition from ITB is even more meaningful to me. I am grateful for the appreciation and support it symbolizes, and it strengthens my belief that there are many good people in the world, and many of them are professionals in the field of tourism."
One of Lord's ambitions, some might say fantasies, is to promote proud tourism in the Middle East. "Tourism in the Middle East is not just a profession for me. It is a true passion. You can talk for hours about the region, which is an open museum full of history, archaeology, architecture, fashion and culinary experiences. From Saudi Arabia and Jordan to the Negev, or a journey following Moses from Egypt along the region towards the Promised Land. Bathing in the waters of the Dead Sea, observing the skyscrapers in Dubai, shopping in the lively markets in Damascus and dancing in the clubs of Tel Aviv and Beirut, all of these are within reach! Tourism professionals strive to make the experience accessible and unforgettable, and maybe one day it will happen."
The Pride Parade in Tel Aviv. Photo: Guy YehieliAnd if we go back to Earth for a moment, when do you think we will be able to start seeing tourists returning to Israel, given the recent developments?
"The events are severely affecting Israel and tourism in the region, and the task of bringing tourists back to the country is very big."
For those who are unaware, tell us about the importance of the gay community to the tourism industry.
"The LGBT community is a significant and influential segment of the global tourism market. For over 30 years, I have been promoting pride tourism. These are travelers who deeply value local customs, seek fascinating cultural and historical experiences, enjoy exceptional cuisine, and rely on tourism professionals to put together quality trips. Their choices have a significant impact on the economy, making the community a key leader in tourism growth and innovation."
And what awaits us at ITB this year?
"This year at IGLTA, we will promote international business and initiatives, among other things, through networking events, where tourism professionals will be able to make connections with their peers, journalists, and potential partners. The organization will also be active in educational discussions, both at their booth and during various events within the framework of ITB ."
Photo: ITB BERLIN