Israel Looks to Food Tourism to Attract a Different Kind of Visitor
Photo Credit: Chef Michael Solomonov, pictured here, will be the face of Israel Ministry of Tourism's new campaign to promote its food offerings to the U.S. market. Flickr / Penn State
Skift Take
Israel doesn’t really have a problem bringing in visitors. But bringing visitors who are not driven by religious beliefs is a challenge. Diversifying the country through food could help convince some travelers that a trip here is worth it.
Israel's Ministry of Tourism understands that for decades many of its tourists have visited the country for religious pilgrimages of one kind or another.
But Israeli tourism officials also want to tell a new story and encourage visitors to indulge in the culinary offerings of this Middle Eastern nation.
And Chef Michael Solomonov, executive chef and co-owner of Philadelphia's Zahav restaurant, is someone that the Ministry of Tourism feels will help tourists – particularly Americans – discover more of Israel's must-eat foods and restaurants.
Israel and Chef Solomonov launched a partnership last week to bring American journalists to the country for a taste of its various dishes during two press trips guided by Solomonov. The trips will show journalists a behind-the-scenes look at the many of Solomonov's favorite restaurants around the country and that also highlight w
