TravelPulse Canada had the pleasure of sitting down with 30-year industry professional Hilary Brown to talk about her new role as Marketing and Business Development manager for Visit Israel in Toronto.
Brown has worked in various segments of the travel industry over the years, starting off as a reservations agent for Sunquest. But she has spent the majority of her career – over two decades — with the Globus family of brands.
A familiar view of the Holy City of Jerusalem. (Photo Credit: Bruce Parkinson)
She joins Visit Israel at a time when Middle East conflict has reduced airlift to the bare minimum and tourist traffic to a trickle, as TravelPulse Canada saw firsthand in April. But Brown is confident that one day peace will return, and so will the tourists. Prior to the Hamas attack on Israel October 7, 2023 and the ensuing war in Gaza, Israel tourism was on a post-COVID path toward record levels.
“A friend sent the job posting to me, and when I saw it, I felt it was a sign, that it was time to be where I should be. I am proud to work with the Israel, Ministry of Tourism (IMOT) because I’m driven by a deep passion for Israel,” Brown said.
“This role aligns with my enthusiasm for promoting unique destinations and meaningful experiences, allowing me to use my skills and business development to showcase Israel’s tourism potential to the world.”
Brown says the focus of her work initially will be to keep the trade informed and up to date on Israel tourism, “so that when it’s a go, we hit that green button.”
Yael Golan. (Photo Credit: Israel Ministry of Tourism)
Here in Canada, Brown will work closely with Jerry Adler, Deputy Director/Director of Public Relations for the Israel Ministry of Tourism in Canada, and Yael Golan, IMOT’s Interim Commissioner for North America. The group is tentatively planning a Canadian road show for Q3 or Q4 next year, with hoteliers and other partners travelling overseas for the event
“I work with a great team, and together, we’re looking toward the future. We are committed to showing the world that the ‘land of milk and honey’ endures, with hopes of welcoming tourists back in full force by late 2025 and into 2026. This role connects my personal interest and values with my professional work, making it especially fulfilling for me.”
Jerry Adler (right) with Gal Hana, former Consul and Senior Director, Sales & Business Development for the Israel Ministry of Tourism in Canada, who left the role in June. (Photo Credit: Bruce Parkinson)
Brown says travel professionals can get themselves ready for the return of tourism to Israel by engaging with the Israel Travel Agent Academy to gain valuable insights for promoting this “diverse, historic, and culturally rich destination.”
“That way, they’re ready to hit the button too when travel resumes.
Brown can be reached at [email protected].
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