Photo: Shutterstock The Ministry of Tourism and Passport Group are collaborating to promote domestic tourism.
As part of this important and exciting project, Passport Group is launching today, March 27, a new dedicated content section on the PassportNews website, which will also be published on the group's social media, featuring in-depth articles on the most fascinating tourist spots in Israel. From recommended hiking trails and natural gems for the whole family, to attractions in the sea and air for adrenaline enthusiasts, and farmer's markets and culinary journeys for lovers of authentic cuisine. Accessible tourism will also be highlighted. Travelers who follow the recommendations and share their experiences on their social media will enjoy benefits at some sites.
Currently, the Ministry of Tourism is investing about 2.5 million shekels in collaborations with media platforms and opinion leaders: Passport, The Pipe, Israel Entertainment, and the Israel Football Association - a move expected to generate tens of millions of exposures that will encourage action and motivate residents of Israel to prefer vacations in Israel.
According to ministry data, domestic tourism in Israel represents a significant component of the economy, with a turnover of approximately 20 billion new shekels annually. The initiative led by the Ministry of Tourism aims to expose Israelis to a variety of tourism experiences across the country and help the local tourism industry, which has been significantly impacted by the decline in incoming tourism and the drop in domestic tourism in the north and south and in central cities due to the war.
Hila Gur, Director of Domestic Tourism at the Ministry of Tourism: "As part of the 'Going for Israel' campaign, the Ministry of Tourism invites the public to choose a vacation in Israel, disconnect from routine, and reconnect with the land through meaningful tourism experiences. This is an opportunity for direct encounters with the landscapes, sites, and people of Israel, offering not only refreshment but also a renewed connection to our identity as Israelis."
Photo: PrivateEfrat Doron, CEO of Passport Group: "I commend the launch of the Ministry of Tourism campaign in partnership with Passport, the largest tourism media in Israel. This is an important and exciting collaboration aimed at emphasizing the significance of domestic tourism, which is a critical element for the economic growth of the sector, allowing for the strengthening of the local economy, creating job opportunities, and getting to know the country in a deeper way. We are proud to be part of this effort and look forward to continuing to strengthen collaborations with key bodies to enhance local tourism and provide special experiences to the Israeli public."
Photo: Sivan Farji