• June 19, 2012

The Israel Ministry of Tourism is mounting an advertising campaign directed at North American Christians this summer, as part of its ongoing effort to increase the number of visitors to the land that is uniquely both "The Holy Land" as well as "The Jewish State."

The $1.5 million campaign will include print, radio and Internet messages in a variety of media reaching specific niche markets that include Evangelical Christians and Roman Catholics. Separate advertising messages will be directed to Hispanic audiences. In Canada, advertising will also appear on cable television in specific markets.

"Tourism to Israel is breaking all records," says Haim Gutin, Israel Tourism Commissioner for North and South America, in a statement. He said 2009, 2010 and 2011 were the best years ever for travel to Israel, with 2012 projected to show an additional 5% increase.

The organization said estimates are that 40% of American tourists to Israel are Christian travelers touring the Holy Land. The advertising messages will underscore the Ministry of Tourism's campaign theme "Visit Israel. You'll never be the same."