The recent trip to Israel by Alex Sharpe along with a small group was not just a leisurely visit, but a strategic move to support the country through tourism. The main goal behind this journey was to demonstrate solidarity with Israel, a significant partner in the travel industry, and to dispel any misconceptions or misinformation circulating about traveling to the region. Rather than persuading travellers to visit, Sharpe emphasized the importance of educating them about the reality on the ground. This proactive approach aimed to inspire and inform customers through firsthand experiences and interactions.
Exploring New and Established Tourist Sites
During the brief 64-hour visit, the group managed to explore a range of tourist spots, from long-standing attractions like Jerusalem’s Old City, the Galilee region, the Golan Heights, to more recent discoveries such as the Pilgrimage Road of ancient Jerusalem and the new National Library. Sharpe was particularly impressed with the National Library, describing it as “absolutely incredible.” The group’s encounters with hotel staff, tour operators, and local residents were met with warmth and positivity, amplifying the significance of their presence in reinforcing support for Israel.
Challenges and Opportunities for Tourism Revival
Sharpe and Bryan Leibman acknowledged that while certain regions like Tel Aviv appeared vibrant and bustling, the full restoration of tourism in Israel hinges on the resumption of airlift services. The recent reopening of flight routes by airlines like Delta and United marked positive steps towards revitalizing tourism. It is crucial for travel advisors to consider factors such as travel insurance coverage, flight accessibility, and evolving safety conditions to make informed recommendations to clients. Establishing a network of ambassadors who can provide firsthand insights into the destination is key to rebuilding trust and interest.
Both Sharpe and Leibman drew parallels between their visit to Israel and previous experiences in destinations recovering from crises or challenges. By focusing on the educational value and growth potential of travel experiences, they aimed to shift the narrative away from political discussions towards meaningful engagement. Leibman emphasized the importance of highlighting Israel’s safety and openness to visitors, dispelling any concerns about travel risks. Encouraging advisors to retain bookings for future travel and emphasizing the value of personal recommendations can pave the way for sustainable growth in Israeli tourism.
Looking ahead, Sharpe emphasized the need for advisors to exercise discretion in promoting travel to Israel, especially considering the current geopolitical climate. While recognizing the opportunities for tailored travel experiences based on client preferences and risk assessments, he advised against excessive promotional efforts that could inadvertently steer conversations towards political sensitivities. By fostering a culture of informed and responsible travel advocacy, advisors can play a pivotal role in shaping the narrative around Israeli tourism and paving the way for sustainable industry recovery.