Israel’s Ministry of Tourism will invest NIS 11 million ($2.9 million) to promote LGBT tourism to the Jewish state. The campaign will promote Israel as a liberal country that embraces members of the global LGBT community, and is aimed at increasing gay tourism throughout the year, not just during Pride events in June.

“We’re building a plan for a long-term strategy,” said Israel’s Tourism Minister Yariv Levin. “Different organizations that we work with have marked the LGBT community as one that has significant potential for growth, and I certainly want to break into larger numbers than we have today.” Israeli drag queen Arie Oshri was recruited to promote Israel at the world’s largest tourism convention, ITB (Internationale Tourismus-Börse Berlin), which took place in Berlin at the beginning of March. FULL REPORT