Participants of ABT-ACTE Russia seminar raised glasses to the magnificence of «the eternal city»

For many centuries of its history Jerusalem has been conquered and destroyed a good many time, but it revived again and again in the name of faith, as grand and astonishingly attractive as before. Stones of this ancient city keep memories of saints and sinners, heroes and common herd, pernicious feuds and providential mercy, rises and oblivion. It is depicted on the famous map of the Renaissance époque as the centre of the world — the heart of a clover where its symbolic petals of continents meet.

Thanks to the main holy places of Judaism, Christianity and Islam, nowadays Jerusalem is in the first place a pilgrimage destination for all the worshippers from all over the world. But on this motley blanket of this multifaced city there is room not only for mythological and Biblical stories that become real here, but also for bustling manifestations of the present. Numerous festivals, daily theatre shows, live music, light shows, restaurants to cater for all tastes, hotels and congress centres — in short, there is everything in Jerusalem not only to arouse interest, but also to surprise the most sophisticated and satiated with impressions MICE experts. What to do in order not to get lost in the variety of «the city of many names» and to arrange a top level corporate event was the topic of ABT-ACTE seminar «MICE Geography: Jerusalem» that took place on December 12th in the Savoy. Partners of the business breakfast were Jerusalem’s official tourist website I Travel Jerusalem and El Al airline.

In order to attract corporate buyers The Jerusalem Development Authority has launched a special bonus program that was presented at the seminar by Marina Ionko. This is a state grant of 50-75 thousand new shekels (NIS) that is offered to groups of 400 persons on condition that the booking period is not less than three nights. Event budget does not matter. An additional financial stimulus is 100 NIS per participant per night.

If we speak about group accommodation options, the expert noted that at present capacity of all Jerusalem hotels amounts to 15 thousand rooms. The most famous hotels of the city are Mamilla, Mount Zion, Inbal, King David and luxurious Waldorf Astoria that was opened only in 2014 but has gained popularity among tourists and business travellers.

As for conference venues, congress and gala events, Ms Ionko paid special attention to the International Convention Centre Binuaney Hauma built in 1956 in Givat Ram not far from the government quarter. The largest conference hall of the complex can hold up to 3000 persons.

The speaker recommended those who are fond of antiquity and national color to hold corporate events in one of numerous historical venues of the city. Thus, the Tower of David Museum located near Jaffo Gate that once was a protective construction offers not only a wide choice of constantly changing exhibitions, but also MICE facilities for a group of 500 persons. Here unique light and sound open-air shows are held, during which fascinated audience can see the whole history of the city literally in 30 minutes. And on the site of a stone quarry that was used for construction of the Temple and the city of Jerusalem nowadays there is the well-known Zedekiah`s Cave where you can hold an event for up to 350 participants. Such places as the Museum of Israel or the Sultan’s Pool by the walls of the Old City will be suitable for the most large-scale events.

The tiny territory of Jerusalem, the recognized culture and art center of Israel, includes more than 150 museums and galleries, and festivals are held literally one after another. A wine festival, concerts of church music, an art festival, jousting contests, art and craft fairs, the international Open Houses Festival are far not the full list of cultural events that MICE group participants can attend absolutely free of charge.

Thus organizers can be sure that one of the main requirements of corporate buyers, safety of participants, will be observed at any event. Ms. Ionko noted that even small thefts in tourist districts of Jerusalem, for example, the Old City, are investigated literally within several minutes due to the video observation system. Even Russian colleagues who took part in the preparation for the Olympic Games in Sochi went there to get acquainted with this unique experience. You can feel unprecedented security measures that are strictly adhered to on the whole territory of Israel already in Moscow, right in Domodedovo airport.

«I recommend you treating with understanding the fact that you may be invited to a personal conversation during which the most unexpected and even inconvenient questions are possible, and you should answer them honestly. And then your luggage will be taken to a special office for examination», Tatyana Tokarenko, head of sales department of Israel’s national airline El Al commented. «We do it in order to provide as much safety to our passengers as we can».

«At the same time, only three passengers have been taken off Moscow flights for 13 years of my work in El Al», the speaker calmed the guests of the seminar.

The expert also told participants that during the flight the luggage compartment is separated from the main cabin with a thick steel sheet, there is an armed security guard in plain clothes on board, and the cabin of the pilot will be totally closed even from stewards who have mastered close fighting, by the way.

«Despite obvious difficulties, it is my true belief that you should go to Israel only with its national carrier!» Mrs. Tokarenko declared. «After all, El Al is more than an airline, it is an air bridge connecting the promised land with the rest of the world».

El Al, a coeval of the new state of Israel (established in the autumn of 1948) has been making flights to Russia since 1991 when diplomatic relations between the countries were restored. Now the airline offers its passengers three regular flights from Moscow to Tel Aviv in summer, and two flights in its winter schedule. Ms. Tokarenko noted that unfortunately, starting from 2015 flights from St. Petersburg to Tel Aviv are cancelled.

Head of VIP customer group of MICE department of Zelenski Corporate Travel Solutions Anastasia Izmaylova also told seminar participants, that even very large groups shouldn’t worry about preflight formalities, although it is better to arrive at the airport in advance. The expert noted, that due to cooperation with the Israeli Ministry of Foreign Affairs it is possible to organize not only express check-in, but even group service in a separate wing of the airport — although, it is true only for Ben Gurion Airport, but not for Moscow air hubs.

«Everyone knows his business perfectly well in Israel — hotels, congress venues, DMCs. Yes, there are certain safety issues or difficulties connected with the Sabbath, but all problems can be solved, event organizers only have to be the most attentive», Ms. Izmaylova commented.

The speaker told the guests of the business breakfast about her experience in arranging MICE events for ZCTS customers in Jerusalem and noted that the company took groups of 200 to 1400 persons there.

«Israel offers vast opportunities for corporate incentive and business trips. For example, there are lots of active rest facilities for those who visit the country. They include jeep driving in the desert, a sunrise on top of Masada, surfing, bathing in the Dead Sea, and even tours to ski resorts in winter», the expert said.

Jerusalem Guests can participate in social teambuilding as well: plant a tree under the program of the State Jewish Fund or get acquainted with traditional ways of house construction of organic materials — soil and clay. An excursion to Jerusalem Botanical Garden will also be interesting; the garden is divided into thematic zones of different continents: you can visit not only a tropical greenhouse, but also a spice garden. And those who are fond of exciting quests could listen to Ms. Izmaylova`s story about ZCTS group participants who became apprentices of a well-known chef for one day. He took them to a local market early in the morning to buy the freshest products for an exquisite dinner.

The gastronomic topic was continued at the seminar by the director of the International Center of Wine and Gastronomy Leonid Gelibterman who acquainted ABT-ACTE Russia guests with the history of Israeli winemaking and even offered them wine tasting.

«Wine has a sacral meaning in the Jewish culture. Wines of ancient Judea, dense and saturated, were delivered to the household of Egyptian Pharaohs, and the grapevine is even depicted in the emblem of Israel» — the expert said. According to him, local farmers grow a variety of grapes, and this, as well as small production amounts, to world measures, are the main features of local wine production. But today Israeli wines have drawn attention of international critics and have become a real passion at home and an element of culture of high society.

Guests of ABT-ACTE Russia seminar tasted two wine brands: white Recanati Yasmin Chardonnay, made of grapes gathered in 2013 in the vineyards of Galilee, and red Recanati Cabernet Sauvignon gathered in 2012 in the same region. Thus white wine was not only kosher, but also mevushal, that is made of pasteurized grape juice. It is necessary in order to guarantee drink purity in case it is distilled by a non-Jew. The red wine was included into top 100 wines according to the rating of the authoritative Wine Spectator magazine.

ABT-ACTE Russia session ended with a lottery where prizes provided by the partners of the seminar were raffled off: two vouchers for a business breakfast in the Savoy and souvenirs with the hotel logo, Israeli wine provided by Aquavita and a ticket «Moscow — Tel Aviv — Moscow» from El Al.

«No matter where in Israel you will hold your event, Jerusalem is a place every traveler must visit!» — Anastasia Izmaylova summed up the results of the seminar.