Albert Benabou, Director of the Israeli National Tourist Office in Paris

For organisers of incentive operations, Israel can have the image of a "complicated" destination. How do you respond to this?

Albert Benabou - That the rest of the world is complicated too... Beyond this "complication", there is a state of affairs that is much simpler, and any visitor returning from Israel will point this out. You arrive in the country, life is normal, much more so than appears in the press. It's a question of perception, and part of our job is to explain that you are much safer in Israel than in other places. Another thing: we are currently seeing the development of an economic framework in the region, between Israelis, Palestinians, Jordanians... It's inevitable and it goes beyond politics, and that's what's healthy. We cannot avoid this dynamic. In the same way, for my part, if I have to present a trip to Jerusalem, I don't forget to mention the importance of Bethlehem (editor's note: in the West Bank).

Israel also has the image of being an expensive destination compared to other countries around the Mediterranean. Is this justified?

A. B. - The cost of air travel is high and we're working hard to ensure that flying to Israel is no longer a flight... Things are starting to move: we have two new routes opening soon, one from Lyon and the other from Marseille. As far as accommodation is concerned, it's true that we have a lot of hotels built on the North American model. More and more, we are realising that a small, charming boutique hotel can appeal more to Europeans, especially the French. Rates are much more affordable. But let's not exaggerate: the cost of living in Israel is quite reasonable for a business traveller from Europe.

Are you seeing any signs of a revival in the business tourism market?

A. B. - There is interest. There are convention centres in Tel Aviv, Jerusalem, Haifa... And then there's the attraction of a very rich destination. I understand that Jerusalem remains the jewel in the crown, but there's more to it than that. Look at the whole of the Neguev, Ashkelon and its 5,000 years of history, all the incredible festivals that are organised in the area: all these dimensions are still little known. Maybe it's our mistake not to have put these products on the market, but that's exactly what we're doing.