World This Weekend covered Israel’s new marketing push for the holy land in Saturday’s edition of the program. To listen to the report click here.
Reporter Pia Chattopadhyay discussed the Israeli Ministry of Tourism’s efforts to "re-brand Israel," intended to project a positive image of Israel, outside of the Palestinian conflict.
Common misconceptions about Israel noted in the report:
- Israel is a barren country full of deserts and camels
- Israel is a dangerous country rife with guns, bombs, conflict, and religious and ethnic intolerance
To overcome these misconceptions the report noted that new efforts are being put forward to promote Israel’s holy cites, the archeology of the land, the Dead/Red Seas, Mediterranean beaches, and the beautiful women of Israel.