Israel Returns to the Small Screen

After a hiatus of six months, the Israel Ministry of Tourism has resumed its nationwide advertising campaign, says Arie Sommer, Israel Tourism Commissioner for North and South America. By now, readers and hopefully their clients have seen the splashy, friendly images from the $6.5 million campaign on their television sets in the New York, Los Angeles and Miami metropolitan areas, print advertising in national travel magazines and newspaper advertising in New York, Chicago, Los Angeles and Miami. A parallel TV, radio and print campaign is also running in the national Christian media, as well as an expansion of public relations efforts across the country.
"Last year was the best year ever for American tourism to Israel," observes Sommer, "and the first half of 2008 is showing an increase of more than 25%, so our advertising campaign is designed to maintain the momentum into 2009."
One outstanding factor in the upswing of tourism to Israel is that prices in Israel are generally lower than in many European countries. "The U.S. dollar has not suffered nearly as dramatically against the Israeli Shekel as it has against the Pound and the Euro," says Sommer, "which is why we have been gratified to see this year the entry to the Israel market of some major new U.S. tour operators."
Additionally, U.S. Airways recently announced it will launch daily service from Philadelphia to Tel Aviv in 2009, adding to the four daily USA-Israel flights operated by Continental and Delta, in addition to the 3-5 daily flights offered by Israel’s national carrier, El Al Israel Airlines.

Targeting Your Clients
The general audience campaign was designed to expand upon the 'You'll love Israel from the first "Shalom,"' theme first introduced in color print advertisements in 2007.
"A series of four 30-second color TV commercials has been created with the 'first "Shalom"' theme by our New York advertising agency Bodden Partners," says Sommer, "and they are without doubt the most appealing TV commercials ever created to promote tourism to Israel."
The advertising specifically for Christian media has been formulated by the Ministry of Tourism's Christian marketing agency, Pittsburgh-based Infinity Concepts. "Infinity created the "Israel. You'll Never be the Same" theme in 2006 and it has been one of the most popular campaigns we have ever mounted," says Sommer.
"One of the reasons for the record tourism numbers is the 60th anniversary of the State of Israel, celebrated this year," says Sommer, "and we expect the excitement to continue in 2009 as we mark the 100th anniversary of Tel Aviv."
Nighttime Touring in the Old City
Two new tours have been developed to encourage visitors to sightsee at night in the Old City. Clients can select from "The Storytelling Tour," featuring encounters with characters from the city's past and present, such as a British soldier and his followers; and "The City & A Song," a musical tour of the Old City including visits to the Cardo and Tiferet Yisrael Synagogue. Each tour culminates with a special musical performance with acts ranging in style from New Orleans jazz and Turkish folk to traditional Jewish and Arab songs.
"This is the very first time this kind of nighttime activity is taking place in the Old City," says Jerusalem Development Authority Director Reuven Pinsky. "I have no doubt that the awareness of the Old City as a place that can be enjoyed after dark will grow, bringing in many more visitors each and every day."
"Autumn Evenings in the Old City" is an initiative of the Jerusalem Development Authority in cooperation with the Jerusalem Municipality, the Ministry of Tourism and the Ariel Company. The tours begin at 6:30 p.m., free of charge. Visit www.tour.jerusalem.muni.il

For Modern Pilgrims
Israel has inaugurated the new 'Pilgrim's Route,' a trail enabling travelers to hike to its Christian holy places. Along the route leading from Jerusalem to the Dead Sea, tourists can visit the site that recalls the New Testament parable of the Good Samaritan, the Qumran caves and the point in the Jordan River believed to be where Jesus was baptized by John the Baptist.
The Good Samaritan site, located just off the highway leading from Jerusalem to the Dead Sea, is home to a Byzantine church built approximately 1,700 years ago. The mosaic floor of the church was recently reconstructed by archaeologists. In addition, the baptismal site, located near Jericho, is considered the third most important site for Christian pilgrims to the Holy Land, and also holds significance in the Jewish tradition as the place where the Children of Israel crossed the Jordan River when they entered Canaan.
"The new 'Pilgrim's Route' will add some additional inspiration for Christian visitors to Israel," says Sommer. "With tourism to Israel at an all-time high in 2008, we can anticipate an even greater influx of visitors hoping to follow this historic trail."
The first stage of the baptismal site's development includes shaded areas that were recently made wheelchair-accessible.
The North American headquarters of the Israel Ministry of Tourism are based in New York, with regional Israel Government Tourist Offices in Atlanta, Chicago, Los Angeles, New York, Sao Paulo and Toronto.
For more information, contact the Israel Ministry of Tourism at 888-77-ISRAEL; www.goisrael.com

September 2008 Feature

Haifa Recognized for its Past and its Future

Tourism to Israel in the first two months of 2008 rose a whopping 51% over the first two months of 2007, according to Arie Sommer, Israel Tourism Commissioner for North and South America. The first two months of 2008 were 34% up over the same months of 2006. "This is very encouraging," said Sommer, "especially as 2007 was the best year ever for American tourism to Israel." Some three million visitors are expected to visit in 2008; Israel marked its 60th anniversary in May.

UNESCO Spotlight on Haifa
Last month, the UNESCO World Heritage Committee designated the Baha'i holy sites in Haifa and Western Galilee as an official World Heritage site, the 9th location in Israel to be recognized said Sommer.
The Baha'i holy sites, which include the Baha'i Gardens on both Mt. Carmel in Haifa and near Acre (Akko) on Israel's northern coast, were placed on the list that already includes the Old City of Jerusalem, Tel Aviv's "White City," Masada, the Old City of Acre (Akko), the Incense Route in the Negev and the Biblical Tels of Megiddo, Hazor and Beersheba.
Baha'i Gardens, Haifa Haifa's Baha'i Gardens, the most visited of the Baha'i holy sites, is considered a modern wonder of the world. The gardens comprise a network of nineteen terraces that course up the slope of Mount Carmel. The terraces are intricately planted with flowers, topiary, lawns and blossoming bushes and are connected by creamy stone staircases, pillared balustrades, gurgling water channels and ornamental fountains."The Shrine of the Báb" is located halfway up the Carmel slope: its gold dome is Haifa's most instantly recognizable landmark.
"We are thrilled with the UNESCO recognition that highlights the importance of the Baha'i sites as one of the world's most majestic locations," says Haifa Mayor Yona Yahav. In a recent survey, 43% of last year's 600,000 visitors to Haifa said that the Baha'i Gardens were the main reason for going to the city. As tourism to Haifa continues to grow, the city's officials are preparing zoning for 10 new hotels that would increase the number of available rooms to 3,000 in order to accommodate the influx of visitors to the Galilee region.

Dan’s Accolades
For the third year in a row, Dan Hotels won the Best Service Provider in Israel award in an independent survey conducted by The Marker, Israel's top business newspaper. The Dan Hotel Chain scored the highest point total in all categories including service, food, value, and return visits, confirming the elite level of customer satisfaction offered by Israel's largest luxury chain of hotels. "We know what we've got, and of course we're delighted that so many of our guests enjoy and appreciate what the Dans stand for," said Dan Hotels President Ami Hirschstein. "The Dan Hotels Corporation works hard to consistently provide the very high service standard we have set ourselves and to surpass our guests' expectations."
In other news, remarkable renovations have taken place at the Dan Tel Aviv. Opened in 1953 as the first luxury hotel in Israel, it now counts 150 guestrooms and 18 suites that have been totally redecorated and refurnished.
Set on the Mediterranean, the Dan Tel Aviv is classified as a Super Deluxe 286-room hotel is well-located for business travelers and vacationers with inviting sandy beaches on one side and a short walk from the city’s business center and Tel Aviv’s nightlife on the other. The new rooms are enhanced with state-of-the-art technology such as LCD screens in the bedrooms and bathrooms, WiFi and iPod connections, and modern appliances. With the completion of these renovations, all rooms at Dan Tel Aviv have now been renovated to the highest standards of “Leading Hotels” worldwide.
Jacob Sudri, General Manager of the Dan Tel Aviv said, “We’re very proud of our new deluxe guestrooms as they encompass all the elegance, comfort and modern technologies that our guests enjoy and expect...these investments will enhance the completion of our new and renovated Lobby that situated frontal to the sea. Call 800-223-7773; www.danhotels.com
Visitors to Israel's largest metropolitan area now have a new resource, City Guide TEL AVIV. An updated and expanded edition of the book originally published in 2006 by Israeli editor, Dalit Nemirovsky, the new version, with introductions by Lisa Goldman and journalist Gal Uchovsky, is 206 pages of seductive color devoted to the delights of one of the world's hippest cities. Published by Crossfields TLV, City Guide TEL AVIV is available at U.S. bookstores, from amazon.com, or online at www.cityguidetelaviv.com.

Hotspot for Wine Connoisseurs
Tiberias has been central to the wine industry in Israel since biblical times, indeed, 2000 years ago, wine production in the Galilee region was the mainstay of Israel's economy. Fast-forward to the 21st century: Israel has concentrated on utilizing the rich soil of the Galilee, the Golan, the Plain of Sharon and the Judean Hills, developing world-class wineries that have attracted praise from wine experts around the world.
To capture the Galilee's natural mystique and rich history, Tiberias' Scots Hotel, originally established in 1894 as a hospital, is now offering a collection of boutique wines grown locally including selections from Chateau Golan, Dalton, and Tabor and Golan Wineries. Special to the region, the wines are stored in a one-of-a-kind underground wine cellar and preserved at precise temperature and humidity.
The hotel's wine cellar previously served as a hospital storeroom. The underground space is tunnel-shaped and its 19th century basalt stone dates from the hotel's construction in 1894 and is used as a dining room for private parties, wine workshops and tastings. "The Galilee region is home to some of the best wines in Israel," said Sommer, "The unique selection preserved in the Scots' underground wine cellar provides visitors with a true taste of the Galilee." Visit www.goisrael.com

Taking Off News
EL AL, Israel’s national airline, is replacing its nonstop flights from Miami with new EL AL/American Airlines code share flights. Starting September 2, 2008, EL AL passengers departing Miami can travel on American Airlines to New York (JFK/Newark) or via a few European cities and connect to a nonstop EL AL flight to Israel. The same options are available on return flights from Israel to Miami.
The new code share agreement allows EL AL passengers traveling from the Southeast region of the U.S.A. when choosing their flight dates and times as there are numerous American and nonstop EL AL flights which easily connect. Other benefits include excellent airfares, automatic luggage transfer to the connecting flight, and the ability to earn EL AL Matmid frequent flyer points on American Airlines code share flights (in addition to the EL AL flights). The existing thrice weekly nonstop flights between Miami and Tel Aviv continue through September 1, 2008. Call 800-223-6700; www.elal.com
Iberia’s Merger Talks and Boost to Israel from U.S.
Another member of the oneworld alliance that includes American Airlines, British Airways, Cathay Pacific, Finnair, JAL, LAN, Malev, Qantas and Royal Jordanian is boosting its capacity to Israel.
Spanish carrier, Iberia Airlines, which recently announced merger plans with British Airways, in what would be the first major alliance between European carriers since the surge in oil prices have pushed fuel prices to record levels, has added 13% more seats on its routes connecting the U.S. with Israel via Madrid. The increased supply is especially important to the U.S. market, since last year 12.3% of Iberia’s Israel-bound passengers began or finished their journeys with the Spanish airline in Boston, Chicago, Miami, New York, or Washington DC. Other points of origin for Iberia passengers to Tel Aviv were Buenos Aires, São Paulo, Mexico City, and Rio de Janeiro.
The passenger count – more than 169,000 that flew to Israel with Iberia in 2007 – represents a 19.2% increase from 2006, with average cabin occupancy reaching 82%.
Iberia’s A340s, used primarily on Iberia’s intercontinental flights, will operate between Madrid and Tel Aviv on Mondays and Saturdays. Call 800-772-4642; www.iberia.com

The Coolest City of Israel
The New York Times travel section called it "The capital of Mediterranean cool." July's Travel+Leisure magazine put it this way: "An influx of wealth, progressive culture, and world-class cuisine is reshaping this resilient Mediterranean metropolis." The city is, Tel Aviv, which is about to turn its 100 years old in 20092009. Year-long celebrations will kickoff April 4, 2009 with a massive concert in Rabin Square, complete with multi-media experiences and performances by international stars, the New Israeli Opera and the Israel Philharmonic Orchestra conducted by Zubin Mehta.
An updated and expanded edition of the guidebook, City Guide TEL AVIV, by Israeli editor, Dalit Nemirovsky, is now available to Americans. On-line it describes Tel Aviv: "It goes with the flow, each morning, it decides anew what is interesting, what is annoying and where it is going. Something always happens here. And with a little luck, it will happen to you." Visit www.cityguidetelaviv.com
Founded in 1909 on sand dunes as a garden suburb of ancient Jaffa, Tel Aviv quickly burgeoned into a metropolis, styling itself as 'the first Hebrew city in two millennia.' By the 1930's, architects escaping the Nazis were creating the wealth of Bauhaus buildings which gave Tel Aviv its unique look and which caused its "White City" to be designated a UNESCO World Heritage Site. By the turn of the 21st century the city had become home to dozens of world-class restaurants, a fashion scene that combines Milan, Tokyo and New York and a wealth of world-class cultural institutions.
Visit www.goisrael.com

 

June 2008 Feature

Sweet Secrets of Israel

The recent Oscar-nominated movie, “In the Valley of Elah,” starring Tommy Lee Jones and Charlize Theron, may have done more for its name recognition than David’s epic battle against Goliath, which raged here, but this region, flanked by the gently rolling hills of Judea, still remains one of the Holy Land’s less frequented gems.
Set just 45 minutes southwest of Jerusalem, the Valley of Elah remains one of Israel’s most tightly held secrets: Minutes after exiting Highway 1 linking Israel’s two major cities of Jerusalem and Tel Aviv, the verdant approach to the Valley of Elah gives way to secluded monasteries and vineyards where Israelis and more and more travelers come to sample the rising stars in Israeli wines. The region surrounding the Valley of Elah is one of the hotspots of Israeli viniculture. Wine exports from the country have doubled since 2001 with France the number two importer of Israeli wine after the United States.
Top 10 Israeli Vineyards
Near the gates of the Dir a-Rafat Monastery, wine fans come to taste the Moni Winery’s signature Estate Reserve. This family-run operation established in 2001 and perched high above kibbutz Tzora and the larger Efrat Winery produces upwards of 40,000 bottles annually. More boutique wineries pepper the valley and Rogov’s 2008 Guide to Israeli Wines ranks Ella Valley, at Kibbutz Nativ HaLamed Heh, in the top 10 of Israel’s wineries. Tours here include demonstrations of the latest in winemaking technology as well as how some methods from antiquity are still practiced today.
Monks and Pottery
Nearby, down a gently winding road, Israel’s first meteorological station still functions and is maintained by monks within the confines of the Beit Jamal Monastery. During visiting hours, visitors admire the remains of a mosaic from a 5th-century Byzantine church that occupied the site until the Persian invasion of 614. A more modern structure erected by Salesian monks in the 1800’s stands today, as well as a second church for the 32 Sisters of Bethlehem, who are sworn to a vow of silence. This idyllic setting is often the venue for concerts and a favorite pit stop for cyclists. Even when there are no performances, the nuns wordlessly sell charming, hand-painted pottery.
Goliath’s Come-Uppance
Hiking amid the remains of ancient towns like Azeka and King Hezekiah’s Sokho help conjure up the epic biblical battle between David and Goliath, which the Bible tells us took place here. Ancient wine presses dot the ruins, attesting to the valley’s winemaking importance over the millennia. In summer, hikers and bikers bask in the shade of forested Britannia Park and along the banks of Nahal Sorek, one of Israel’s longest watercourses. When it’s time to eat, a plethora of charming country restaurants serve up an array of culinary treats. One such spot, Pa’amon, is nestled among the vines of a local vineyard and offers a selection of local wines and rustic cooking. A little farther afield, off one of the back roads, Jerusalemites come for a traditional Saturday afternoon Cholent (from the French “chaud, lent,” referring to its overnight recipe) at the pastoral Bar BaHar restaurant near Moshav Bar Giora. Tucked away in the Eshtaol Forest, Tavlin’s menu uses herbs and spices native to the area and specializes in locally produced cheeses, and yet more boutique wines. A fragrant spice market is attached.
The Underground City of Beit Guvrin
At the southern end of Route 38, which leads from the main Jerusalem-Tel Aviv highway to the Valley of Ellah, stands the biblical town and now national park of Beit Guvrin. Originally a Jewish settlement dating back at least 3,000 years, the sprawling city over time became home to Byzantine Christians and later Muslims. Impressive bell-shaped caves and underground chambers were hollowed by hand out of the soft chalk creating an entire underground city. In the park, which stretches over 1,000 acres, visitors clamber through the subterranean columbaria where carrier pigeons were raised, and see mosaics, ancient churches and Byzantine tombs. During Chanukah, Beit Guvrin’s caves serve as a popular candle-lit venue for concerts.
Intimate Stays
The Valley of Elah is an easy daytrip from either Jerusalem or Tel Aviv - less than 45 minutes from either. Those wishing to sleep over can choose from an assortment of bed and breakfasts and even monasteries, and at Neve Shalom-Wahat A-Salam, a Jewish-Christian-Muslim community established by a Jewish-born Dominican monk from Egypt, there is a comfortable guesthouse.
Pink Floyd bassist Roger Waters played here in 2006; fans clambering to catch a glimpse of him caused one of the worst traffic jams in Israel‘s history.
For details on the region including accommodations and more attractions, download www.touryoav.org.il/english.pdf; For general information on Israel, visit www.goisrael.com

March 2008 Issue

Eilat in Winter: Busy, Brash and Fun

By Ben G. Frank

Eilat lives up to its travel posters. That’s why they come by the tens and twenties and hundreds, each winter day, these tall, Swedish, Norwegian, Finnish, Danish, young Europeans seeking the warm sun of Israel’s resort getaway, this glitzy playground of sun worshippers who bathe in the deep purple blue of the Red Sea.
Though busy and a bit brash, Eilat flaunts itself as a happy vacationland, with sandy beaches, pear-shaped pools and romantic lounges. “It’s definitely a place to hang out,” says tour guide Mike Ben Avi. “It’s always been a place for those who like to hike, scuba dive, snorkel; even snorkeling with dolphins.”
Even the birds come here. When winter arrives in Europe, a mass immigration of storks descends on the Holy Land. This area is a birders paradise, as it is positioned as the land bridge between Asia and Africa, making it one of the world’s most important bird migratory routes.
Even the French come here, thus making it not only a provincial resort, but cosmopolitan. So many Parisians have been buying condos in Eilat that real estate agents are now distributing handouts in French.
Even bike races end in this exciting place, a place where you can always expect exciting events to occur. In May of this year, for example, Israel’s 60th anniversary, the International Harley Davidson Motorcycle trip from the north will end here.
Then there’s the natural beauty of coral reefs, the quiet of the Red Sea, the peaceful desert surrounding the city, that forces you to relax.
One way to break the calmness is to walk along the North Beach sea promenade. People-watch and stop at the kiosks along the way. Dine at delicious fish restaurants and munch at snack bars.
At the end of the boardwalk is a shopping mall packed with tourists, travelers and soldiers on leave. The beach is right there for a quick dip.
Tired of sun and sand, spend time in “Kings City, ” a Biblical castle, carnival-theme park atmosphere.
Visit www.kingscity.co.il

Families Crowd the Pool
Lots of fun for families that crowd these opulent and palatial, waterfront hotels, such as Dan Eilat and Herods. Head for the underwater museum as well as Coral World and its beautiful aquariums.
A bit north of the city is the Timna Copper Mines Park and the Hai Bar Nature Reserve. Visit both in a day-trip. At the Hai Bar Nature Reserve the animals live outside. You’re inside the car traveling through the reserve. Try to be at the reserve early in the morning when the animals are out and about.
With its approximately 75,000 inhabitants, Eilat is a relatively new city that was once considered the dead end of the world. The city’s past stretches back to Biblical times. Eilat is the modern spelling for the Biblical town of Elath, which is first mentioned in Exodus when the Israelites wandered the desert. Sometimes, it is identified with Biblical Ezion-geber, which was situated at the head of the Gulf of Aqaba. Here Solomon based his Red Sea merchant fleet. Some even go as far as to say that the Israelites stopped here during the Exodus from Egypt into the Promised Land. Later Uzziah (Azariah) king of Judah (785-733 BC), rebuilt Eilat, restoring it as the port of Judah on the Red Sea. A Jewish community probably existed here until the middle of the 10th century, and possibly until the crusader period. By the 14th century, the town was almost completely destroyed and later only under Turkish rule was an attempt made to develop it.
Modern Eilat stands on the site of a one-time wasteland, which bore the Arabic name “Umm Rashrash.” Captured by Israeli forces on March 13, 1949 in Operation Uvdah (Established Fact), it was the last military move in the War of Israeli Independence. In December, 1948, a kibbutz was set up and in the next few years a few buildings were erected. By 1956, 1,000 called Eilat their home.

The Greening of Eilat
Stop at Kibbutz Lotan, located 45 minutes north of Eilat . Worth a visit, for this kibbutz encourages holistic and ecological tourism. This collective recycles organic waste, re-uses solid waste and conducts alternative building from tires, clay mud and straw bales. Except for a dairy unit, Lotan makes its money from eco-tourism.
Boasting an eco-park including a heated, crystal-clear Watsu pool for the healing powers of water and desert through water massage treatments, Lotan makes no pretensions that its facilities rate a five-star luxury-hotel. The kibbutz does contain country lodging suited for families, youth groups and individuals. Management says three-stars fit their more than 20 air-conditioned guest rooms with kitchenettes, bathrooms and a kosher kitchen.
Since Eilat is surrounded by desert formations, wide spaces with amazing geological shapes and ancient archaeological sites, as well as beautifully colored cliffs, one can enjoy driving or hiking. Observe the range of shades from sandy beige to rich red and dusky black. And oh, those red-tinted mountains of Edom and deep canyons. Highly recommended is a jeep safari. Sitting around a small camp fire, baking fresh pita bread; smearing it with thick chocolate and washing it all down with hot mint tea: a desert experience that lingers.
One thing I would strongly recommend is that agents organizing independent tours, hire the professional services of guide Mike Ben-Avi, call 011-972-52-286-9928; E-mail gampamike@yahoo.com
American Tourism to Israel
Eilat will certainly benefit from the influx of tourists that are expected this year as Israel celebrates its 60th anniversary. Indeed, in what may be a harbinger for 2008, more Americans visited Israel in 2007 than in any other year since the State of Israel was established in 1948, according to Arie Sommer, Israel’s Tourism Commissioner for North and South America.
“We expect the flow of visitors to continue to increase in the year ahead,” he added.“
Some 25% of all tourists to Israel come from the U.S., with more than a half-million Americans visiting Israel in 2007. The previous record year was 1999.
“The burgeoning tourism figures reflect a growing awareness amongst Americans that Israel is a destination that is safe, and that is ideal for rewarding, inspiring and multi-faceted vacations,” he added.
In March 2008, Delta Airlines will add a second daily flight from the U.S. to Israel. Continental Airlines operates two daily flights from New York to Tel Aviv. El Al Israel Airlines offers as many as six daily flights between the U.S. and Israel, and Israel carrier, Israir, offers up to five weekly flights from JFK to Tel Aviv.In the summer of 2007, the Israel Ministry of Tourism launched its largest ever advertising campaign. “This is a three-year effort to double tourism to Israel by 2010, said Sommer.
For more information, contact the Israel Ministry of Tourism, 888-77-ISRAEL; www.goisrael.com

January 2008 COVER feature

ISRAEL: Way Beyond the Bible Belt

By Jad Davenport

It’s just past sunrise and together with a hundred other tourists I’m perched on the crest of the Mount of Olives overlooking Jerusalem. We’ve come to this panoramic point for the spectacular morning view that underscores why this small nation – which turns 60 in 2008 – draws religious travelers like none other.
Buttery light illuminates the onion-shaped domes of the Russian Orthodox Church of St. Mary Magdalene in the foreground before melting through a Jewish cemetery below the Roman walls, and eventually creeping up the gilded Dome of the Rock–a Muslim shrine. Unlike most of the other tourists here, however, Jerusalem is just a sidebar on my visit. I’m only spending three days of my 10-day Israel journey on the classic holy pilgrimage that takes in the Golden City, the legendary lands of the Galilee and the mystical ramparts of Masada. Why? Because I’ve discovered something innovative travel agents already know. There’s much more to Israel beyond the Bible Belt.
The Negev, Flower in the Desert
Heading south from Tel Aviv a few days later, it’s obvious there’s no escaping that this sliver of land wedged at the crossroads of Europe, Asia and Africa is mostly desert. I’m bound for the Red Sea town of Eilat, about a four hour drive south, but first I must cross the Negev Desert (Hebrew for “parched”). Israel’s largest desert, it occupies more than 60 percent of the country from Tel Aviv and Jerusalem in the north to the resort town of Eilat on the Red Sea in the South.
Beyond the dramatic landscape of Navajo-red stone towers and shaded canyons, the biggest draw are the Bedouin people. Beersheva, a Bedouin town of 200,000 just two hours south of Tel Aviv has colorful markets complete with camels and souvenir shopping opportunities. The markets, only held on Thursday mornings, offer a fascinating glimpse into this mysterious culture and a people who have long survived in a harsh land. There’s no market today, so I hook up with Adam Sela, owner of Challenging Experience (www.adamsela.com), one of several dozen operators who offer Bedouin cultural tours.
Sela shakes his head when I describe what I envision–robed men sipping tea in goat-hair tents, tasseled camels hitched to palm trees. “That’s Hollywood,” he laughs as we pull into a modern Bedouin community. The tents are prefabricated homes, the camels have been swapped for Toyota Land Cruisers and the patriarch has traded his traditional black robe for jeans and a T-shirt. We sip coffee made from beans pounded in an old howitzer shell casing while our host shares stories of the Bedouin’s culture and history. For a more photogenic – and less genuine – experience, says Sela, visitors can seek out special tourist camps where the Bedouin wear costumes, live in tents and camels are abundant.
Around lunchtime we stop off at Sde Boker site of David Ben-Gurion’s home and grave, now a museum which charts the birth of the modern state of Israel, and drive down into Maktesh Ramon, a massive crater, where Sela takes me on a short geologic hike up a dry wadi. Far above, I can see tourists on an adventure day tour rappelling down the sheer sides of the crater rim.
Sun, Salt, Sand and Seas
Eilat is a purpose-built resort town on Israel’s five-mile slice of coastline on the Red Sea. Israel technically boasts coastlines along four seas – The Galilee, and the famous trio of the Dead, the Med (Mediterranean) and the Red. While the other three have their own charms, for a taste of tropical water and sandy beaches, none can match the Red Sea.
The hub of seaside tourism, the town of Eilat is a jumbled affair of high-rise Las Vegas-inspired hotels and shopping malls. The deluxe Dan Eilat Hotel, is a quiet oasis with its own private beach access. Doubles start at $298. Call 800-223-7773; www.danhotels.com
While often overshadowed by the spectacular diving further south on the Sinai in Egypt, Israel’s diving in this section of the Red Sea – the Gulf of Aqaba – is mellower. There are virtually no currents and every dive is just a Frisbee toss from the beach. Safety standards at local dive shops are also far more stringent here than across the border. Snorkelers and divers will find easy beach-access to almost all the dozen marked dive sites between Eilat and the Egyptian border crossing.
Together with The Dolphin Reef Eilat (www.dolphinreef.co.il) dive shop, I spend two days exploring small bommies covered with soft corals and clouded with schools of fairy basslets. We even dive the wreck of a Russian missile boat, one of several accessible wrecks just offshore. Divers and nondivers alike will enjoy a visit to the Underwater Observatory Marine Park (www.coralworld.com), an aquarium which looks straight out into the Red Sea from a subaquatic tower.
Deep Diving
I dive even deeper at my next stop, the Dead Sea. At 1,300 feet below sea level, this is the lowest dry-land point on the planet. It also happens to be one of the country’s leading health retreats. Most of the resorts are gathered around Ein Bokek near the southern arm of the sea and are only a 30-minute drive from Masada (or an hour and a half from Jerusalem). Built on the ruins of an ancient Roman fortress between the rugged Judean Desert and the hazy blue of the Dead Sea, Ein Bokek has a pleasant resort atmosphere with palm-lined streets, shopping malls, and more than a dozen high-rise hotels many with prime sandy beachfront on the sea.
Locals and tourists flock to these waters for their reputed healing powers. The brine supposedly draws out impurities from the body and the high concentrations of bromine are supposed to ease anxiety and leave the bather with a feeling of deep relaxation. Even King Herod and Cleopatra are said to have soaked in the warm water.
The Golden Tulip Inn an all-inclusive resort, is one of the nicer properties in the area and has prime beachfront. When I slip into the warm water, I’m surprised at how buoyant I am (the sea is 10 times saltier than the ocean), able to float easily on my back with my hands and feet out of the water.
Doubles start at $198. Visit www.fattal-hotels-israel.com/golden_tulip.htm
Later that afternoon I head to the resort’s spa where Eastern European clinicians happily slather me up with dark chocolate mud and leave me to sweat out any impurities. The wrap is followed by a quick, chilly rinse and then another warm soak in the Dead Sea.
From April to October the weather can be scorching, so your clients will probably spend most of their time enjoying spa treatments or cooling off in the sea. For more intrepid travelers hotels can arrange jeep trips to the nearby Flour Cave (so called for the white dusting left on visitors).
The North Coast: Caesarea
Caesarea, a former Roman colony and Crusader port roughly halfway between Tel Aviv and Haifa on the Mediterranean coast,has some of the finest – and least visited – archaeological ruins in the Middle East.
The only luxury hotel of note in the area is the Dan Caesarea it has the added benefit of an 18-hole golf course. Doubles start at $226. Call 800-223-7773; www.danhotels.com
I forego golf but spend a leisurely half day wandering the 13th-century Crusader city. Across a deep moat, through a stone gatehouse and behind massive fortress walls built by King Louis IX of France is a maze of narrow streets and markets punctuated by keeps and towers. The ancient lives that once played out here are brought to life for me later in the afternoon at the refurbished Time Tower on the main pier. There, in a museum, hologram characters detail their port’s history as part of an interactive display.
Hidden beneath the glassy green water of the harbor are the ruins of Herod’s ancient port which collapsed and sank from repeated earthquakes. On my last morning there, I strap on a pair of fins, don a mask and pop a snorkel in my mouth and set off to visit this miniature Atlantis by following along shallow marked underwater trails leading to piles of collapsed Roman columns, half-buried cobbled breakwaters and even ancient Phoenician anchors.
That evening, I wander out along the breakwater where men are setting up their fishing poles. Through the dark water I can barely make out the jumbled Roman pillars of the ancient sunken port I snorkeled earlier in the day. Back toward shore a sweeping amphitheatre built by Herod the Great in 22 BC faces the sea. It’s not quite the stunning panorama that greeted me from the Mount of Olives – but it’s a glimpse of another side of Israel just as ancient and intriguing. And best of all, I have the view all to myself.
Getting There
Delta began nonstop daily flights from Atlanta last year and will operate new nonstop daily service from JFK in March, 2008. El Al has just announced a codeshare with American Airlines, Continental and Israir For more information, contact the Israel Ministry of Tourism, 888-774-7723; www.goisrael.com

Exclusive Interview with Offer Gat , CEO of El Al North America

EL AL’s Premium Service

By Maria Lisella

Offer Gat is a lucky man, a fact that is not lost on him. Recently named CEO of EL AL in North America, he realizes he has arrived at an opportune time.
“The past three years have been an exciting time for us - we have just accepted two new Boeing 777 aircraft into our fleet, and we entirely renovated our First and Platinum Business Class Lounges at JFK, we created a state-of-the-art business center in tandem with Bank Leumi there as well,” he said.
At presstime, EL AL announced that it had applied to the Israeli Ministry of Transportation for authorization to begin a codesharing agreement with American Airlines, while American Airlines has simultaneously applied to the U.S. Department of Transportation (DOT). EL AL’s codeshare with Delta ended but the carrier maintains interline agreements with United and Continental.
Prior to the announcement, EL AL reported that its revenues had increased by a record 27% in the third quarter of 2007, totaling about $567 million compared to $447 million in the same quarter last year. Further the carrier reported its net profit rose to $41.2 million this quarter, compared to a net profit of $1.4 million in the third quarter of 2006.
Impact of Privatization
Back in 2003, EL AL ventured on the road to privatization, a move that was both controversial and necessary to compete in the global marketplace. On a strategic level, Gat explained, “It forced us to decide what kind of airline we really wanted to be and we concluded: we want to be a premium carrier like Singapore Airlines, for example.”
The decision affected other aspects of the carrier namely the level of service it would necessarily have to promise and deliver, the types of aircraft to acquire, the need for a superior call center and on board service such as the food and beverage department have all been upgraded. With a large investment going into training and retraining, Gat feels certain that privatization raised morale in a way that enabled its 3,000-plus employees to renew their pride in the carrier’s image.
“We went from serviceable to extremely comfortable and the changes are not just in the front cabins --First and Business Classes, but includes the comfort of the passengers in the back of the plane as well.”
Among the newest services is the door-to-door luggage and check-in service from travelers’ homes to the terminal, a service that is currently only available in Israel; “We plan to extend this service in the U.S. as well,” Gat said.
At this time, EL AL plans to retain its First Class cabin, although there is a trend among many carriers to retain two-class service.
Codeshare Advantages
Upon approval of the codesharing agreement EL AL and American Airlines passengers in North America will have many more options to fly to/from Israel, with added convenience and flexibility.
The codeshare is the most comprehensive and broadest agreement between EL AL and any other carrier and the move further signifies just how important the North American market is to the carrier and to the destination.
American and EL AL already have a frequent flyer program relationship. American's AAdvantage members may earn or redeem AAdvantage miles on EL AL flights.
Under the proposed codeshare, American would place its AA designator code on EL AL flights to Tel Aviv from New York John F. Kennedy Airport (JFK), Los Angeles, Miami and Newark, as well as on EL AL fights to Tel Aviv from European gateways in London Heathrow, Paris, Madrid, Zurich and Rome.
In turn, EL AL would place its LY designator code on certain American Airlines domestic flights out of EL AL's North American gateways -- JFK, Miami, Los Angeles, Newark and Toronto. El Al would also codeshare on American's flights between the U.S. and London Heathrow, Paris, Madrid, Zurich and Rome.
Additional Cities
From North America, EL AL passengers can fly nonstop to Israel from five airports which are New York (JFK/Newark), Los Angeles, Miami and Toronto. With the new codesharing agreement, EL AL and American Airlines passengers will have the option to depart from 23 additional destinations throughout North America, making it much easier to connect to their nonstop EL AL flight to/from Israel. These additional codesharing cities include Atlanta, Boston, Charlotte, Chicago, Cleveland, Dallas/Ft Worth, Denver, Honolulu, Las Vegas, Memphis, Montreal, Orlando, Pittsburg, Portland (Oregon), Raleigh/Durham, San Diego, San Francisco, San Jose (CA), Seattle, St. Louis, Tampa, Vancouver and Washington, D.C.
The codeshare will also enable EL AL passengers to fly to or from Israel nonstop, one way, and choose a stopover in one of the many EL AL European gateway cities in the other direction.
Call 800-223-6700; www.elal.com