For Alex Sharpe, a recent trip to Israel was more than just a vacation. As the CEO of Signature Travel Network, his goal was to show support for Israel as a tourist destination and to dispel misconceptions surrounding travel to the region. Sharpe believes that educating customers is key, as social media and various media outlets can often cloud perceptions and realities.
Experiencing Israel
During their three-day visit, Sharpe and his team met with members of the travel industry, explored ancient sites like the recently excavated Pilgrimage Road in Jerusalem, and visited the new home of the National Library. They also ventured to popular spots such as Jerusalem’s Old City, the Galilee region, the Golan Heights, and Tel Aviv. The warm welcome they received from locals left a lasting impression on the group.
The group noted that the Old City was less crowded during their visit, making it an exceptional time to explore the historic site without the usual crowds and lines. Tel Aviv, on the other hand, was bustling and had returned to a sense of normalcy. Despite this, Sharpe and his team believe that restoring airlift is crucial for the return of tourism to Israel.
Sharpe highlighted the need for comprehensive travel insurance coverage and urged advisors to become ambassadors for Israel. By visiting the country firsthand, advisors can provide valuable insights to customers and help ease any concerns they may have about traveling to Israel. Additionally, Sharpe and his team expressed optimism about educational trips for advisors in the near future.
Bryan Leibman, CEO of Frosch, echoed Sharpe’s sentiments about supporting the travel industry in Israel. Leibman emphasized the importance of leading by example and showing solidarity with DMC partners, guides, and hotel partners in the region. He compared his visit to Israel to previous experiences in places like Maui and Paris, emphasizing the importance of learning and growing from such experiences.
Both Sharpe and Leibman emphasized that Israel feels safe for travelers, with Leibman even bringing his son on the trip. They encouraged advisors not to cancel bookings for late 2024 and 2025, but to approach promotion of Israel cautiously to avoid political conversations that could deter potential customers. However, they believe there are still opportunities for advisors who understand their clients’ risk tolerance.
The journey through Israel undertaken by Sharpe and his team was not only an exploration of a vibrant and historic destination but also a testament to the power of education and support in the travel industry. By sharing their experiences and insights, they hope to pave the way for a brighter future for tourism in Israel.