Identify yourself with Israel

CARL ALPERT SPECIAL TO THE JEWISH BULLETIN

In a country that has no oil, no coal and no minerals, it has been said that Israel's only natural resource is tourism. In normal times (have there indeed been such?) tourism has been a major income-producing factor in the country's economy. However, Arab terrorism and a U.S. State Department travel advisory warning American citizens against visiting Israel has caused a sharp decline in the last few years. Yet it is encouraging to note an upturn. In the first seven months of this year, the number of tourists was up 58 per cent over the same period last year, but still a long way from better years when the number of visitors was close to three million a year.

So, how do we attract tourists from abroad? The current minister of tourism is of the opinion that special attractions must be provided and he is agitating for the opening of a horse-race track and a gambling casino. Opinions differ as to the drawing power of these. After all, Israel has its own unique attractions. The fact that Christians outnumber Jews among the tourists should provide a clue as to where the advertising appeal should be made.

Some years back, when we visited China, we proudly climbed the Great Wall and were presented with a very attractive certificate, in Chinese and English, certifying that we (by name) had "scaled the heights of the Great Wall of China at Badaling Pass, outside Beijing." It was signed by a Chinese witness. That was almost 20 years ago. And now we read that the Israel Ministry of Tourism is to give Christian tourists pilgrimage certificates for their visits to places like Jerusalem, the Via Dolorosa, the Church of the Holy Sepulchre, Nazareth and Bethlehem. If properly executed, this program should attract and encourage more Christian visitors.

But what about the Jews? Does Israel have any special attraction for them as Jews? It has been said that the majority of world Jewry have never visited Israel even once. According to a survey conducted a few years ago by the American Jewish Committee, American Jews, in their identity as Jews, place Holocaust remembrance in first place, followed by celebration of Jewish holidays, Jewish study, synagogue services and Jewish organization activity. Visits to Israel came last. Is this a reflection of the true picture? Considering that the United States is the principal source of tourists to Israel (followed by France, England and Germany), this is a sad statement.

In terms of drawing tourists, France leads all other countries, attracting some 77 million a year. Yet, compare the attractions of France and Israel. Certainly Israel has as much, if not more to offer. And even if we are not comparing historical sights or cultural activities, even if a large minority of tourists to France go there to bask in the sunshine on the southern coast, Israel has that, too. It should be noted that some thousands of our visitors are not attracted by the religious or historic sites, but fly directly to Eilat for the climate and the sports activities there.

Attempts have been made to promote special appeals. Not long ago, Israel published a Guide to Medical Tourism, listing special facilities for cancer patients, plastic surgery, cardiovascular and orthopedic cases. Attention was called to the therapeutic benefits of the Tiberias hot springs and exposure to the waters of the Dead Sea, as well as the climate in the area.

Large numbers of tourists come here as members of organized groups that follow a pre-planned itinerary, taking in the major classical sites. Organizations and institutions of course have the visitors spend time in their special areas of interest, but, occasionally, it is good for individuals to break out on their own.

For those who seek something different, we have a suggestion. If you have an adventurous spirit, devote one day, together with a companion, to go out without a plan and without a guide. Step out of the hotel and walk down the street. Look around you at your leisure. Then another street. Observe. Ask Israelis questions and seek their advice. You will find most of them friendly and co-operative. A knowledge of English will be quite sufficient, but you will also have opportunity to show off the bit of Hebrew that you may have acquired. Explore. With all due caution, in the big cities you will be as safe as you would be at home. You will discover a side of Israel that most tourists never get to see, and you will have stories to tell when you return home. Often the most wonderful adventures are the ones that occur spontaneously.

At a time when criticism of Israel seems to be growing, even in certain Jewish circles, it behooves all who associate themselves with the existence of the Jewish state, at the very least, to visit the country. By so doing they will aid the national economy, give encouragement to the Israelis and, not least, strengthen their own sense of identification with the country.

Carl Alpert is a freelance writer living in Haifa.

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