| Dead Sea area next focus of IGTO |
| Written by Atara Beck | |
| Wednesday, 18 November 2009 | |
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TORONTO – The Israel Government Tourist Office (IGTO) recently began focusing on developing a greater awareness of the Dead Sea/Tamar region, which, with its unique healing properties and magnificent surroundings, has attracted visitors for thousands of years. At a recent breakfast hosted by the IGTO, Jerry Adler, manager, marketing and PR, told journalists that Israel’s ministry of tourism would conduct a public relations campaign for this initiative.The successful Dead Sea Scrolls exhibit at the Royal Ontario Museum (ROM) has certainly helped in this regard, said Oded Grofman, Israel’s consul for tourism in Canada. Since its launch on June 27, more than 200,000 visitors have gone to see it, thus learning about the rich historic and cultural aspects of the region. Most recently, IGTO Canada launched the Dead Sea Scrolls Contest (deadseacontest.ca), in partnership with Tour East Holidays and EL AL Israel Airlines, as a benefit exclusive to ROM members. The contest, which got about 2,000 entries within the first two hours of its posting, offers the chance to win a ‘Best of Israel’ trip to the Holy Land and will run until the close of the current ROM exhibit. The Dead Sea – at more than 1,300 feet below sea level, it is the lowest point on earth – is now one of 28 finalists in the ‘New Seven Wonders of Nature,’ an international online competition grading the seven natural wonders of the world. The contest, in which more than a billion people are expected to participate, will continue through 2011, until the winner is announced that year. Voting can be done at new7wonders.com or through a link on goisrael.com, the Israeli ministry’s web site. The remarkable beauty of the desert region of the Dead Sea, facing the Judean hills, is praised in biblical literature, including the Song of Songs. Very close to the famous Masada fortress and the Qumran caves where the Dead Sea Scrolls were discovered, as well as the exquisite Ein Gedi oasis, the Dead Sea area is the largest natural health facility in the world. It boasts the unique Ein Bokek complex of luxurious therapeutic clinics and spa hotels and is a chosen destination not only for tourists, but also for Israelis seeking the ultimate in indulgence and relaxation. The Dead Sea Hotel Association and the Tamar Regional Council, in cooperation with the Israeli ministry of tourism and EL AL, is sponsoring ‘Dead Sea – Art of Nature,’ which takes place from Dec. 3-6. Also named the ‘7th Dead Sea International Marketing Weekend,’ the program will highlight different vacation packages exploring cultural tourism, desert adventure and the wellness market. In celebration of its 25th anniversary, Israeli Opera will present a special weekend in the Dead Sea area, June 3-5, 2010. The highlight will be a production of Nabucco – Giuseppe Verdi’s ‘Jewish opera’ about the exiled Jews of Babylon – at the footsteps of Masada, an important symbol of the Jewish people’s courage and longing for freedom and independence. “As an archaeologist, I can say Israel is one of the best places to visit,” said Pnina Shor of the Israel Antiquities Authority (IAA), in charge of conservation and preservation of the Dead Sea Scrolls on loan to the ROM. As for the Dead Sea region, “I’ve travelled around the world. I don’t think there’s anything like it…. If anyone here has not seen the [ROM] exhibit, it’s a must.” “Introducing new people to Israel is very rewarding for EL AL,” Dinah Kutner, EL AL’s manager for Canada, told the crowd. It’s an “eye-opening experience,” enthused Annie Tsu, director and executive vice-president of Tour East Holidays. – Atara Beck |
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| Last Updated ( Wednesday, 25 November 2009 ) |