Postwar Mideast, Europe Also ‘On Sale’

“Travel as a Patriot . . . To Israel--Land of the Patriots!” the tour flyer exhorts. “Be Proud. Be Patriotic.”

Seeking to transform a tourism liability into an opportunity, Israeli-owned Isram Travel is aggressively promoting its new “Patriot Israel” excursion. The five-day trip, which costs $1,157 to $1,476, includes visits to the sites of the Patriot missile batteries that shot down incoming Iraqi Scuds as well as to other military locations, Russian absorption centers and medical centers.

Rather than sightseeing, the ad touts the experience as “Life-Seeing.”

Isram’s chutzpah reflects an effort by Middle Eastern and European tourism industries hit hard by the Persian Gulf War--as well as by the U.S. recession--to lure visitors back. The big draw in this counter-offensive, as Americans are already beginning to see and hear in multimedia advertising campaigns, is discounted fares and accommodations.

France, for instance, is featuring its airline, hotel and rent-a-car bargains and promotions in a $4.5-million spring magazine and newspaper ad campaign. Next month, Great Britain plans to promote its discounted hotel rates of up to 50%, as well as deals on restaurants and gala evenings.

“No one will take Europe away from the Americans, not even Saddam Hussein,” vows Michel Bouquier, chairman of the European Travel Commission, which represents 24 nations and plans its own $2.5-million to $3.5-million ad campaign touting transatlantic bargains.

A kind of collateral damage, tourism in January and February was down 30% to 40% in Europe and as much as 75% in Israel, Egypt and elsewhere in the Mideast--largely because of the war and a fear of flying prompted by the threat of terrorism. The five months of heightened tensions leading up to the conflict also took their toll.

In Egypt alone, where tourism has emerged as the leading source of hard currency in recent years, direct losses were estimated at $1 billion. Israel lost $750 million--nearly 50% of the country’s annual tourism income.

“Whew! We could all use a little vacation now,” proclaims a full-page ad for Israel that will appear in major newspapers, including the Los Angeles Times. “We hope to see you soon. Love, Israel.”

U.S.-based tourism promoters for more than half a dozen countries contacted by The Times noted that the slowdown had occurred during off-peak seasons and expressed optimism that their recovery would be quick and dramatic. They generally played down the impact of the national recession--either in the past tourism downturn or in future expectations.

But a recent consumer survey suggests that such enthusiasm may not be warranted.

A poll last month by Arthur D. Little Inc., a Cambridge, Mass.-based management consulting firm, found that 43% of those who had changed their vacation plans did so because of the economy or the weak U.S. dollar. Only 16% of the 1,004 respondents said they had done so because of the war; another 6% said they had done so because of fear of terrorism.

“Despite (fear of) terrorism, the basic and more longterm detriment to travel is really the economy,” says Christopher (Rusty) Tunnard, a senior consultant to Arthur D. Little.

The survey also found, not surprisingly, that lower prices could do as much as peace to bring travelers back in a hurry.

For those traveling to London, the top European destination for Americans, as well as other expensive European capitals, discounts are the front-line force in the new tourism campaign. Virgin Atlantic Airways is offering a special $249 round-trip New York-to-London rate with bookings by March 31 (but it’s $599 from LAX). British Airways is including a $300 discount for any of its land packages between April 1 and Oct. 31, again with bookings by March 31.

At Rank Hotels in London, rates previously set in pounds are offered in U.S. dollars--a savings of nearly 50%. Trusthouse Forte Hotels is cutting its rates by 30% if guests make reservations with a major credit card 30 days in advance. Discounted menus in top restaurants and free wine are also featured in combination hotel and dining packages.

“An upsurge in bookings for the airlines and hotels was noticeable the minute those fares were announced,” says Robin Prestage of the New York City office of the British Tourist Authority. Nevertheless, he acknowledges, “It’s still not going to be an easy year.”

Bouquier of the European Travel Commission says that “Europe is so concerned about the U.S. market that it wants to say: ‘We’re here. We’re still operating and we really want to get you back to Europe.’ ” The tentative theme of the ETC’s ad campaign is: “Let’s go, America. Take advantage of Europe on sale.”

This will include everything from half-price air fares to $60 gift certificates to $30-a-day car rentals. Visitors to France will be offered free museum passes, a fourth night at no cost at some hotels and a hot line for information about discount deals. In addition, magazine and newspaper ads will tout 1991 as “the year of the French festival,” says Bouquier, who is also director-general of the French Government Tourist Office in the United States.

Appeals by Mideast nations plan to emphasize their friendliness, hospitality and tranquillity--an indirect reassurance to potential visitors that safety has been restored.

Israel plans a three-pronged advertising approach targeted to repeat visitors, Christian evangelicals and first-time tourists. This $3-million campaign is nearly twice its normal budget.

“The communications strategy is to rely upon traditional and emotional appeals,” says Raphael Farber, Israel’s North American tourism commissioner. “The campaign will show a variety of scenes and activities in Israel and, by doing so, demonstrate that Israel is an enjoyable and, by implication, safe vacation spot.”

In the second campaign, entertainer Pat Boone, himself an evangelical Christian, will be featured in print ads. Recalling that Jesus walked among the hills of Israel almost 2,000 years ago, Boone is quoted as saying: “There are still small towns and villages where people live much as they did in Biblical times. It’s like wandering through the pages of the Scriptures.”

Greece is tentatively planning a $2.5-million advertising campaign featuring images of Greek gods and heroes--Zeus, Athene and Ulysses, among others--welcoming visitors to various scenic and historic sites. “They will invite friends to the friendly country of Greece,” says Platon Davakis, Western Hemisphere director for the Greek National Tourist Organization.

Egypt, meanwhile, has earmarked $100,000 for an initial magazine and newspaper promotion emphasizing that “now it’s more secure and more inviting for tourists to go to Egypt,” says Mohamed Shirazi, assistant director of the Egyptian Tourist Authority Office in New York City. At the same time, he says the government, which sets hotel prices, opposes discounts because it is concerned that it will be difficult to roll them back once they are offered.

Despite optimism in some quarters--Israel’s Farber says professional tour operators expect Israel to have its “best year ever”--all is not yet back to prewar normality. TWA and Pan Am have not yet resumed flights to the region--including Tel Aviv, Athens and Istanbul--that were suspended in mid-January. Spokesmen for both airlines said they are assessing whether to begin flying to these cities again.

“After half a year of reduced tourism, many of those who delayed and canceled would like to go now,” complains Israel’s Farber. “There’s a bottleneck. People would like to go now, so we would like to give them the flexibility” of the full range of previous flights.

And, for all who visit Israel, a red rose has replaced gas masks as an airport greeting.