Dragon Trail to Speak at IMTM in Tel Aviv

Event details

Date: February 7, 2018

Time: 11:30

Tel Aviv

Type of Event: Speaking

Speaker: Roy Graff

Dragon Trail Interactive’s Managing Director – EMEA, Roy Graff, will speak about marketing to Chinese tourists and the travel industry at the 24th annual International Tourism Exhibition IMTM – International Mediterranean Tourism Market, in Tel Aviv, on February 7, 2018.

IMTM is the flagship event for the Israeli tourism industry, receiving around 20,000 visitors each year, including destinations, suppliers, buyers, businesspeople and consumers. The exhibition is complemented by a lineup of speaking events and networking opportunities.

Roy’s presentation at IMTM will cover both B2C and B2B marketing for Chinese outbound tourism, including WeChat strategies, video marketing, working with influencers, creating websites for the Chinese market, attending travel events in China, and organizing FAM tours. He will be joined on the China panel by Prof. Dr. Wolfgang Georg Arlt, director of COTRI (China Outbound Tourism Research Institute), who will give a market overview and discuss how to localize tourism products for Chinese consumers. The panel will be introduced and moderated by Pini Shani, Senior Deputy Director General, Tourism Experience Administration for the Israel Ministry of Tourism.

China is Israel’s fastest growing inbound tourism market, and over 113,000 Chinese traveled to Israel in 2017, representing 41% year-on-year growth. The Israel Ministry of Tourism has invested significantly in marketing to Chinese tourists in recent years and making sure that the Israeli tourism industry is China-ready. At the same time, changes to Israel’s visa policies for Chinese citizens and the introduction of direct flights between China and Israel from 2016 has led to a surge in Chinese tourism numbers. The most popular destinations within Israel for Chinese tourists are Jerusalem, Tel Aviv and the Dead Sea.