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JERUSALEM: A UNIQUE GLOBAL DESTINATION
Culture History Religion Facilities Location
TOURISM AND SECURITY Life in the Crisis Lane Case Study of - - PowerPoint PPT Presentation
TOURISM AND SECURITY Life in the Crisis Lane Case Study of - - PowerPoint PPT Presentation
TOURISM AND SECURITY Life in the Crisis Lane Case Study of Jerusalem JERUSALEM: A UNIQUE GLOBAL DESTINATION History Culture Religion Location Facilities Jerusalem is the Central Meeting Point of the World A A Tru rue Ble lend of
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Jerusalem is the Central Meeting Point of the World
A A Tru rue Ble lend of East and West
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Israel is a 4 hour flight from Europe Ben Gurion International Airport: 146 locations with direct flights 42 locations with daily and direct flights
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Jerusalem is the leading destination in Israel
80% TOP 5
OVER 50%
Of all international Of the most visited sites Of all hotel stays by tourists to Israel visit in Israel are in Jerusalem tourists are in Jerusalem Jerusalem
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Mayor Nir Barkat’s vision
Strategic Plan
The urban renewal approaches of Professors Porter and Florida
Urban Renewal
Make your city a livable city Invest in your competitive advantage
Creative Class
Artists, Filmmakers, Musicians and other
Clusters
Jerusalem invests in: Bio- Tech, Tourism and Film
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Paris Brussels Amsterdam London
- 14%
- 18%
- 8%
- 3%
Tourism in Europe in August 2016
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IT DOES NOT HAVE TO BE THIS WAY
“The Chinese use two brush strokes to write the word 'crisis.' One brush stroke stands for danger; the other for opportunity. In a crisis, be aware of the danger - but recognize the opportunity.” John F. Kennedy
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Jerusalem in numbers in 2016 (compared to 2015)
32% increase in tourist stays
10% increase in overnight stays for conference attendees
16% increase hotel
- ccupancy
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#1 No Cancelation (Events, Conferences, Campaigns, etc.)
OUR POLICIES
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Case Study: Jerusalem Marathon 2011
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No Cancelation Policy
Never cancel events Never cancel campaigns
Canceling events creates an atmosphere of fear and unpredictability. Never cancel events, even if security needs to be beefed up. Often times people show up to “show the terrorists they didn’t win”. Canceling advertising campaigns after terror attacks shows the city is closed for business. Tourism advertising is especially important after attacks, to keep the routine, and signal the city is open for visitors.
01 02
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#2 Building Resilience
OUR POLICIES
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Back to Normality
Maintaining the fabric of life and a quick return to routine is key to building resilience
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Return to routine No improvised memorials Police, not military
Corporate with As part of maintaining To maintain safety while police force, to ensure any A normal life, the city avoids preserving the fabric of life, attack scene will be creation of impromptu
- nly civilian police and
investigated, cleaned and memorials in scenes of private security are deployed reopened to the public within attacks.
- n the city streets.
hours, not days.
Paris – 2 weeks after the attack Brussels – 3 weeks after the attack
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#3 Target the Right Audience
OUR POLICIES
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Case Study: Jerusalem during the 2014 Gaza conflict
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Overnight Stays in Hotels in Jerusalem (2000-2016)
895.5 271.4 189.1 250.6 373.0 589.3 629.5 875.2 1,077.9 769.9 995.3 948.0 917.2 898.3 878.5 744.6 790.5
- 200.0
400.0 600.0 800.0 1,000.0 1,200.0 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Second Intifada Second Lebanon War Gaza War (Operation Cast Lead) Operation Pillar of Defense (Amud Anan) Gaza Conflict (Operation Protective Edge) Intifada of the Individuals
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Comparing Tourism Trends in Different Countries in the EU (2016-2017)
10,271 16,166 20,734 14,372 6,917 14,770 26,809 26,035 16,504 9,891
- 5,000
10,000 15,000 20,000 25,000 30,000 Russia Germany France UK Italy 2016 2017
44% + 66% + 26% + 15% + 43% +
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Germany, Russia and Italy Tend Not to Cancel
10,271 16,166 20,734 14,372 6,917 14,770 26,809 26,035 16,504 9,891
- 5,000
10,000 15,000 20,000 25,000 30,000 Russia Germany France UKהילטיא 20162017
44%+ 66%+26%+ 15%+ 43%+
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#4 Setting the Nerative
OUR POLICIES
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Using social media
Social media can provide an alternative outlook at the situation. Harnessing social media to present a lively city can counter bad press.
Correcting locations
Insisting media coverage identifies locations correctly. if an occurrence is
- utside the city and is reported as happening in Jerusalem, proactively work with
media to issue corrections.
Hosting bloggers
Our strongest advocates are those who have visited. Support initiatives to bring travel bloggers and social media stars to the city.
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Developing a Toolbox
Se Settin ing the nar narrativ ive
Social media gives us more control over the conversation about
- ur city.
Aud Audience seg egmentation Different audiences respond differently to security issues. Knowing your audience helps better address their concerns. Cr Creatin ing a a safety ne net The JCVB (Jerusalem Conventions & Visitors Bureau) helps attract conferences to town, to create a baseline of visitors. The national government guarantees conferences, with a full investment return insurance in case of cancellations due to security reasons.
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Ilanit Melchior
Director of Tourism Jerusalem Development Authority