Mirosh To Promote Israel In India

Neeti Chopra - New Delhi

Israel ranks as one of the newest markets positioning itself for Indian outbound tourists seeking variety. In order to facilitate all aspects of trade and tourism between Israel and India, Mirosh, a company based in Israel which plays the role of consultant, facilitator and promoter of trade and tourism between the two countries will be opening an office in India by September 2005. The company will focus on providing cross-cultural expertise, legal advice, tour services, both inbound and outbound, and information services for both countries.

Roley Horowitz, director, Mirosh, who is planning to relocate to New Delhi within the next few months, believes that the potential for growth in the areas of trade and tourism is enormous, but sees the need for a local on-hand source to facilitate companies and individuals in India. Said Horowitz, "Mirosh is looking at taking over Israel's tourism representation in India. India's burgeoning middle-class, eager to see the world, is flooding Asia's tourist spots. Relaxed regulations, rising income levels and increased leisure time have produced a boom in the Indian travel industry. Considering India's population, Israel hasn't yet received its fair share from the sub-continent. Although the tourist arrival figures from India to Israel have gone up by 50 per cent last year, the market will have to be cultivated. Since this year will be the beginning of our initiatives, we are expecting the tourist arrivals from India to double next year."

The major world markets that have emerged as important key source markets for Israel are Europe, Africa, Nigeria and US. As regards India, Mirosh will be tapping pilgrims, luxury health and beauty market, honeymooners, families, business, corporate and incentives, schools and Bollywood, in particular. "People need exposure and awareness of conventions, meetings and seminars in Israel. And people need the knowledge of possible leisure and MICE destinations. This is where we come in. We will be providing relevant and timely information to tap this potential market," Horowitz concluded.