In advance of World Environment Day (Thursday, 5 June), the Ministry of Tourism's Director-General, Shaul Tzemach stated that "in order to be part of the worldwide trend of developing green tourism, the Ministry of Tourism must adopt principles of sustainable development which will also help improve Israel's image in the world as well as achieve economic goals while preserving natural resources."

The Ministry of Tourism's strategic plan for developing and maintaining sustainable tourism will be incorporated into the 2009 work plans of the ministry's various departments, according to directions issued by Shaul Tzemach, to his administration heads. The Ministry of Tourism's recently approved plan includes an action plan, implementation proposals and targets.

Research conducted around the world reveals that tourists visiting developed destinations clearly prefer to stay in environmentally-friendly hotels � even if the cost is higher. In a survey conducted among American, British and Australian tourists, 70% of respondents stated that they would pay up to $150 more on a two week vacation to stay in an environmentally-friendly hotel. Other surveys found that 87% of the general British public claim as unacceptable, the possibility that their vacation might damage the environment; in Germany, 65% (39 million) tourists expect environmentally-friendly products and 42% (25 million) think it is especially important to find environmentally-friendly accommodation.

The Tourism Ministry's plan is based on the following principles: environmentally-sensitive planning and development; preservation of the cultural and social heritage; developing tourism and new jobs in agricultural areas and the periphery while improving the quality of life for the residents and educating and raising awareness among residents and tourists about the importance of developing sustainable tourism.

The plan will be incorporated into the work plans of all ministry administrations: Development and Investments Administration: promoting standardization in green building; establishing an incentives framework for entrepreneurs based on green tourism criteria; encouraging renovation, rehabilitation and preservation of existing buildings and facilities; developing infrastructure and facilities for pedestrians and cyclists. Marketing Administration: positioning Israel as a country that promotes sustainable tourism, offering tourists the option of a 'green' vacation. Tourist Product Administration: creating a visitor management plan at popular tourist sites; training tour guides in eco-tourism; incorporating green tourism in activities at the tourist information offices as well as in the ministry's inspections.

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Melissa Ramsden Email: melissa@igto.co.uk Tel: 0207 299 1113