How important is the Philippine source market to Israel?
Philippines is a key market in Asia as it is the only Christian country in the region. Philippines is among the top five source markets for incoming tourism to Israel from Asia.

What is the estimated increase in Filipino tourist arrivals to Israel (percentage and numbers)?
Israel recorded a growth of 26% from 2017 versus 2018 where approximately 30,000 Filipinos visited Israel in 2018 versus 23,500 in 2017. For 2019, we anticipate around 40,000 Filipinos will travel to Israel. Through May 2019, Israel has welcomed 12,900 Filipino tourists, resulting in a 5% increase over the same period last year.

Why is Israel becoming popular among Filipino tourists? What are the segments you are trageting from Philippines? What initiatives are you introducing to boost the market?
Pilgrimage/ holy land/ religious travel is the largest tourism segment from the Philippines to Israel however, we have seen a rise in other segments including LGBTQ+ and leisure visitors.

We are working to increase the contribution of leisure segment, including honeymoon or family travel, experiential and adventure tourism from Philippines while maintaining our growth in outgoing travelers to Israel.

Increasing connectivity between Philippines and Israel is a priority for the Ministry. To support the increase in travel between the countries, we need to ensure an increase in the capacity while reducing the travel time connecting Israel and Philippines.

Philippine Airlines has expressed interest in starting direct flights from Manila to Tel Aviv which will increase the capacity and the connectivity between the countries as well as reduce travel time, which will influence outbound travel to Israel. Israel has given the airline the go ahead and they are now working on procedures and other formalities to before announcing the new route.

What are your strategies in Philippines?
We are focusing our efforts to generate demand on Israel not as only a pilgrimage but also must-see destination by putting emphasis on the leisure part. We are keen in promoting by doing activities such as travel epos, PR activities and inviting celebrities to feature Israel as a destination. Aside from that, we are also inviting the film directors and producers to see the place and maybe to do a movie.

Which destinations do Filipino tourists visit in Israel? How many nights do they usually spend in Israel?
Filipino tourists usually spend eight to ten days in Israel and visit different sites in Jerusalem, Bethlehem, the Galilee Region including the Yardenit (Baptismal site), Nazareth and Masada in the Dead Sea region, covering the holy land/pilgrimage trail. We are seeing a change to this trend however, with different cities like Tel Aviv-Jaffa being included to the itineraries. Tel Aviv-Jaffa includes a mix of pilgrimage and activities which allows for some leisure tourism as well.

Any initiatives being done by the tourism ministry to entice travel agents especially in the Philippines to promote Israel?
The Israel Government Tourism Office in Manila currently conducts trade events such as roadshows, workshops and seminars in three key cities in Philippines which are tManila, Cebu and Davao. We also participate in the biggest travel and trade shows in the country, PTAA Expo (Philippine Travel Agents Association Expo).

Also, we send familiarization trips for both travel agents, media and influencers, including celebrities. Israel has also been featured in many travel shows and has been featured in cover stories in magazines.

How effective are these initiatives?
We opened the IGTO office in Manila in 2016 and since then our numbers have grown an average of 38% (from 2016 through 2018) breaking tourism records to Israel from the Philippines. Connectivity to Tel Aviv is improving with airlines like Cathay Pacific servicing the sector via Hong Kong and Turkish Airlines via Istanbul. We hope to see a further increase soon, once Philippine Airlines begins direct flights to Tel Aviv.

Let’s get a bit more personal because we would like to hear about your personal travels and insights about travel. Government policies and tourism strategies aside, which destinations in Israel are your personal favorites? Which are the places you would love to take Filipino friends to, if you could, and why?
One of my favourite places in Israel, and in the world, is Jerusalem. When you’re in the Holy City you can see, smell and taste the spirituality of the past, which has intertwined with the present and guides us in to the future. The culture and way of life in Jerusalem is special and unique. You can experience centuries-old customs projected in a way that the children of tomorrow will carry with them. The lifestyle in the city is very modern and yet, each citizen embraces their heritage and shares their culture with everyone they interact with, locals and tourists alike. The Dead Sea is another place I enjoy visiting. Not only is it a unique attraction that every person must experience at least once in their life, it is a place of wonder filled with hidden sweet-water pools which are very calming and relaxing, especially because of the healing minerals in the air. Hula Valley as it is a stopping point for birds during migration season. Ornithologists from all over the world visit the region for migration to witness the different species of birds that move through here. While spending time in the cities and regions I enjoy eating street food. Falafel, shawarma, borekas, kebabs, hummus, sabich are just some of the different foods I eat when I travel in Israel as, every city and region boasts a different flavor for the same food. It is the different family traditions that are passed down through the generations that give each dish a familiar and yet different flavor. I enjoy outdoor activities as well, something that is a part of the Israeli lifestyle. River rafting on the Jordan River, swimming in the Mediterranean Sea, diving and snorkeling in the Red Sea, skiing in the Hermon Mountains, hiking on the many different trails in the Galilee Region and the Negev Desert are some of the other things I enjoy doing in my free time.

Given your assignment in the Philippines, is this the first time you have been delegated to this venue? What places in the Philippines do you love best and what places here are you most interested to discover?
This is my first posting in the Philippines and so far it has exceeded all expectations that I had from the country. So far I have only visited Manila and in the short time I have been here I have had a warm welcome from every person that I have meet. I am excited to visit the different islands and discover the natural landscape and hidden gems.

Describe yourself as a traveler. What kind of traveler are you? Are you one who prefers to go at it alone? Do you prefer company or traveling in groups? Are you tech-savvy or old fashioned? Do you prefer staycations or an adventure? Do you plan everything ahead or wing it while you’re on the road?
I think that over time I have evolved as a traveler. When I was younger, I enjoyed solo travel or traveling with friends, staying in hostels and traveling on budget with no planned itinerary, just exploring the world. As a traveler today, though I still enjoy the simple comforts of life, I prefer planned and structured travel and staying in hotels.

I enjoy being outdoors so I like going out and exploring the place when I am travelling, and I definitely use my mobile phone to look up recommendations for places to visit, eat and navigate my way through the city/region.

Israel’s roots on spirituality run deep and it is mostly known as a place for pilgrimage. Have you been to all of Israel’s famous holy sites, particularly those mentioned in the Bible? How was your experience? What did it feel like going to these places?
Jerusalem is the birthplace of three monotheistic religions – Christianity, Judaism and Islam; so living in one of the most spiritual places in the world gives you a feeling of peace and belongingness, even if you are not religious. Many assume that the holy sites are only meant for the religious or pilgrims but I believe that all travelers to Israel must visit the sites as they can feel the spirituality around them while they learn the history that has influenced the present world.

We are sure that aside form these holy sites, there’s more to Israel than spirituality. Personally, what places would you suggest Filipinos to check out should they feel like simply relaxing, and enjoying food and recreation, while in Israel?
They can be at the Dead Sea, Tel Aviv, Acre, Caesarea, Eilat, Akko and Haifa. Enjoy the clean air with a good vibe and excellent food.