Israeli connects with Iranian tourism officials at trade show
ITB Berlin tourism and travel trade show allows Israeli executive to approach Iranian Tourism Ministry officials, speak to them about airing episode showcasing their country in Israel; 'Slight embarrassment was noted at first when I told them I was from Israel,' he recounts, adding, 'Tourism can make the connection between our two countries.'
Seemingly never-ending tensions between the Israeli and Iranian governments have certainly not prompted Israelis to mull visiting Tehran and its environs for their next holiday, but starting next month they will nevertheless be able to peek at tourist destinations offered up by the Islamic republic.
An Israeli executive visiting over the weekend the 2018 ITB Berlin conference, the world's largest tourism and travel trade show, obtained a promotional video showcasing Iran and its vistas, and engendered an intriguing new collaboration attempt.
The tourism expo includes hundred of booths every year proudly plying their wares to the world in an effort to convince passersby why their particular destination is worth visiting the most.
The short promotional video Lamberger obtained showed the Islamic republic's tourist destinations and brought him to the realization that ties between countries and between people could be made through tourism, rather than politics.
Slight embarrassment at first meeting
Lamberger approached the Iranian booth and had an open, smiling conversation with a representative of the Iranian Tourism Ministry, as if the two countries were not embroiled in a years' long feud.
"I believe we'll be airing the program in April," the Israeli CEO told Ynet. "I'm waiting to receive certain materials and when we do, we'll be screening them on all of our platforms and creating a special episode for the (lifestyle) channel emphasizing Israelis of Persian origin. It'll be our late Purim present."
"I walked up to them, started chatting and asked to sit down and get to know them," he continued. "I later asked to receive the latest video materials."
When he told the Iranian officials he was from Israel, he recounted, slight embarrassment was noted. He said, "Their representative gulped, I admit, and wasn't really friendly at first. I told her I wanted to show a different Iran and that her country had more than just extremists.
"I added another angle to the conversation by telling her about the many Israelis born in Iran that would love to see their homeland and even return for a visit."
'Tourism can make a connection'
The materials Lamberger was shown proved to him what he already knew about Iran—that it was a fascinating country that would certainly be of interest to the Israeli tourist.
"It's a country steeped in tradition and culture, with markets purveying specialty foods. It's a shame we can't fly there freely to see the other aspects of that country," he lamented.
The Ananey Communications chief claimed this was not the first time he has worked with Iranians and that he boasted several contacts in Tehran, but that ITB Berlin afforded him the opportunity to receive a personal email from an Iranian official for the first time.
"The entire dialogue was interesting in light of the sensitivity with them recently and the prime minister's statements. I think a booth and tourism can do much to connect our two countries."
