Humanizing A Destination


The Holy Land Inbound Tour Operators Association (HLITOA) faced several challenges in increasing tourism in the West Bank, especially perceived security issues.


We know that travelers warm to a destination through getting to know the people who live there.


We developed a brand for Palestine Tourism, embracing the area’s historic name and heritage. We created a series of communication materials that featured various people who live in several cities, thus helping to humanize the destination, and make it feel less threatening.

The campaign has been met with favor from Palestinian tour operators and other stakeholders. It is expected to launch in 2017.