The Director General of the Ministry of Tourism, Mr. Amir Halevy, lectured to BA and MA students of the Department of Hotel and Tourism Management at the Guilford Glazer Faculty of Business & Management GGFBM, Ben-Gurion University of the Negev.
Prof. Yaniv Poria, Chair of the Department of Hotel and Tourism Management and Academic Director of the Eilat Campus of the University said, "This is a unique lecture in the presence of the Dean of the Faculty, where you will learn the ins and outs of hotel management and tourism at the highest level." The Dean of the Faculty, Prof. Oded Lowengart addressed the students in his welcoming statement: "We are proud of the achievements of the Department of Hotel and Tourism Management which, among other achievements, is ranked academically high in the Shanghai Ranking. The graduates of the Department are in key positions in the field in Israel and contribute to the growth of the industry in a wide range, such as the beverage industry, aviation, hotels and many other fields, a competitive industry needful of innovation, which they and you have actually learned in your studies here."
Mr. Halevy was chosen as Marketing Person for the Month of June in 2017 by the Israeli Marketing Association, "thanks to the revolutionary changes made in the marketing strategy of the Ministry of Tourism, which led to the all-time record-breaking highs in incoming tourism." The year 2017 ended with more than 3.6 million tourists and an increase of more than 25% from the previous year, meaning Incoming tourism poured NIS 20 billion into the Israeli economy in 2017.
In his lecture to the students, Halevy imparted with the students the marketing strategy of the Ministry, revealing the successes and obstacles he and his team experience. Amir Halevy explained to the students the issues that are unique to the public sector that have implications for the management of a far-reaching advertising campaign, explaining the processes in which they succeeded in identifying the advantages of tourism in Israel and emphasizing them, as well as identifying the target markets. An interesting point made by Halevy was the change in marketing Israel as a place to vacation, and not just as a place for a once-in-a-lifetime religious pilgrimage.
The Department of Hotel and Tourism Management is a core part of the Guilford Glazer Faculty of Business and Management since its establishment at Ben-Gurion University of the Negev. The vanguard of hotel and tourism research and studies in Israel, the Department is the only one offering BA, MA and PhD degrees in this field. The unique curriculum imparts relevant acumen for leaders in the industries of hotel, tourism, aviation, beverage and catering and more. The studies sharpen analytical-business thinking, providing students with experience that prepare them for management, innovation and entrepreneurship in the industries, underscored with leadership, sustainability and social responsibility. The Department has an international reputation for quality research achievements and is ranked among the top 50 in the world by the Shanghai ARWU Global Ranking.
