TORONTO — Israel is coming off a strong 2013 and hopes the momentum continues through 2014, says the Israel Government Tourist Office – Canada’s public relations and communications director, Jerry Adler.

The number of Canadians who travelled to Israel in 2013 exceeded 72,000 Canadian passport holders, plus Adler estimates there were an additional 15 to 18% of arrivals from Canada by travellers with other passports. Last year also saw some “real record months” from this market, he said. “At the beginning of the year people were hesitant to travel to the Middle East, but their confidence came back.”

The IGTO’s Learning Centre modules, presented in partnership with Travelweek, have helped boost Israel’s profile in the trade and have been a win-win when it comes to showcasing Israel. “We’re attracting new agents, plus many of our loyal long-standing agent partners, our stakeholders, want to learn even more about the destination. The Learning Centre modules aren’t just about facts and figures, they’re about how to sell Israel.”

The modules offer travel ideas for niche markets including groups, health and wellness and culinary tourism. “Israel has evolved. It’s not just a bucket list destination,” he said. New tour operator partners are also helping to round out the product, with everything from adventure to culture-themed trips available, he added.