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Sunday, March 29, 2015
FOR THE FIRST TIME: TOURISM MINISTRY OPENS CHINESE LANGUAGE COURSE FOR ISRAELI TOUR GUIDES

FOR THE FIRST TIME: TOURISM MINISTRY OPENS CHINESE LANGUAGE COURSE FOR
ISRAELI TOUR GUIDES

Jerusalem, March 29, 2015 - For the first time, the Tourism Ministry has
opened a Chinese language course for Israeli tour guides. This, given the
increase in incoming tourism from China, the importance of China as an
emerging market for incoming tourism and the need to adapt the tourism
infrastructure to meet the specific needs of the Chinese tourist.

The course, which is intended for Tourism Ministry- licensed Israeli tour
guides, includes spoken Chinese at a conversational level with an extensive
vocabulary. The course will also include an introduction to Chinese culture
and customs. The ten-month course, which is being held in cooperation with
the Asian Institute, will be given by experienced and licensed native
Chinese speaking tutors.

This, in addition to another, ongoing initiative by the Tourism Ministry to
increase the numbers of Chinese-speaking tour guides required to deal with
the expected increases in Chinese tourists over the coming years. Tens of
Chinese-speaking Israelis and Chinese nationals living in Israel are
currently studying to be Tourism Ministry-licensed tour guides.

Tourism Ministry Director of Professional Training and responsible for tour
guide accreditation Mina Genem: "The tourism ministry attaches great
importance to increasing the numbers of Israeli Chinese-speaking tour guides
and is making great efforts to ensure this."

Tourism from China has grown in recent years. In 2014, about 35,000 visited
Israel from China, 35% increase on 2013. China has become the largest
market in the world for outbound tourism with over 100 million tourists a
year.

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