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 East and West
Israel is a 4 hour flight from Europe Ben Gurion International Airport: 146 locations with direct flights 42 locations with daily and direct flights
Jerusalem is the leading destination in Israel OVER 50% TOP 5 80% 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
Mayor Nir Barkat’s vision Creative Class Strategic Plan Artists, Filmmakers, The urban renewal Musicians and other approaches of Professors Porter and Florida Urban Renewal Clusters Make your city a livable city Jerusalem invests in: Bio- Tech, Tourism and Film Invest in your competitive advantage
Tourism in Europe in August 2016 Paris Brussels Amsterdam London -18% -8% -3% -14%
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
Jerusalem in numbers in 2016 (compared to 2015) 32% 16% 10% increase in overnight increase in increase stays for tourist stays hotel conference occupancy attendees
OUR POLICIES #1 No Cancelation (Events, Conferences, Campaigns, etc.)
Case Study: Jerusalem Marathon 2011
No Cancelation Policy 01 02 Never cancel events Never cancel campaigns Canceling advertising Canceling events creates campaigns after terror attacks an atmosphere of fear and shows the city is closed for unpredictability. business. Never cancel events, even Tourism advertising is if security needs to be especially important after beefed up. Often times people show up to “show attacks, to keep the the terrorists they didn’t routine, and signal the city win”. is open for visitors.
OUR POLICIES #2 Building Resilience
Back to Normality Maintaining the fabric of life and a quick return to routine is key to building resilience
02 01 03 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 only civilian police and investigated, cleaned and memorials in scenes of private security are deployed reopened to the public within attacks. on the city streets. hours, not days. Paris – 2 weeks after the attack Brussels – 3 weeks after the attack
OUR POLICIES #3 Target the Right Audience
Case Study: Jerusalem during the 2014 Gaza conflict
Overnight Stays in Hotels in Jerusalem (2000-2016) 1,200.0 1,077.9 995.3 1,000.0 948.0 917.2 898.3 895.5 878.5 875.2 790.5 769.9 800.0 744.6 629.5 589.3 600.0 373.0 400.0 271.4 250.6 200.0 189.1 - 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Second Lebanon War Gaza War Gaza Conflict Intifada of the Individuals Second Intifada Operation Pillar of (Operation Cast (Operation Defense (Amud Anan) Lead) Protective Edge)
Comparing Tourism Trends in Different Countries in the EU (2016-2017) + 66% + 26% 30,000 26,809 26,035 25,000 20,734 + 15% + 44% 20,000 16,504 16,166 + 43% 14,770 14,372 15,000 10,271 9,891 10,000 6,917 5,000 - Russia Germany France UK Italy 2016 2017
Germany, Russia and Italy Tend Not to Cancel 66%+26%+ 30,000 26,809 26,035 25,000 20,734 15%+ 44%+ 20,000 16,504 16,166 43%+ 14,770 14,372 15,000 10,271 9,891 10,000 6,917 5,000 - UK הילטיא Russia Germany France 20162017
OUR POLICIES #4 Setting the Nerative
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 outside 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.
Developing a Toolbox Se Settin ing the nar narrativ ive Social media gives us more control over the conversation about our 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.
Questions? Ilanit Melchior Director of Tourism Jerusalem Development Authority ilanit@jda.gov.il
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