According to the statement, Israel's Tourism Ministry worked with Expedia Media Solutions to make Tel Aviv an LGBT destination for clients from the UK and Italy. Expedia then created 140 exclusive deals aimed at that particular audience followed it up with strong campaigns aimed at promoting other Israeli destinations.
The campaign led to an increase in all target markets, including a 23 percent increase from clients in the UK. Israeli society is gay friendly, at least in the Tel Aviv area, and some of the legislation and precedent-setting court rulings on gay rights are groundbreaking. But the progress and prominence of the Israeli LGTB community runs counter to the religious underpinnings of Israeli society and clashes continuously with the dramatic march forward of LGBT rights in the West.
