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Marketing, promotion & branding
Positioning Western Negev agritourism as an attractive destination for visitors from Israel and around the world.
Agritourism · Western Negev
A Merage Foundation Israel initiative
Agritourism
in the Western Negev
Transform the Western Negev into an international agritourism destination to promote demographic growth, economic prosperity and job creation.
Merage Foundation Israel
Long-term investment in the Negev — continuing Ben-Gurion's vision.
The Merage Foundation Israel is a private philanthropic foundation established by David and Laura Merage. Inspired by David Ben Gurion, since 1998, the Merage Foundation builds on the pioneering spirit, ingenuity, and unity of Israelis to ignite and scale a wide range of transformational programs in the areas of Negev Development, Aliya and Social Resilience.
Following the events of October 7, the Foundation decided to advance agritourism in the Western Negev as a sustainable economic sector and a source of quality employment for local residents.
Our goal
Generate economic tourism momentum for agritourism sites in the Western Negev.
We focus on two complementary strategies — marketing and branding on one hand, and elevating the agritourism product on the other.
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Elevating the tourism product
Professionalizing local businesses and training farmer-hosts to international standards.
So how do we do it?
Five complementary lines of action.
A community of agritourism hosts
Building a professional community across the Western Negev with ongoing mentorship.
Training & business support
Study tours, workshops and a continuous learning process, alongside strengthening the managerial, operational and business capacity of local ventures.
Infrastructure & signage
Supporting infrastructure, road signage and deepening the visitor experience.
Pooling resources
Connecting all regional stakeholders under one long-term umbrella.
Marketing & distribution
Setting up sales channels for the independent and organized markets.
Marketing & distribution channels
Reaching every audience — in the way that fits them.
Independent market
- Exposure tours for influencers, journalists and digital content creators
- Building digital platforms to promote agritourism
- Road signage and wayfinding for ventures that meet quality standards
- Membership cards and discounted entry benefits
Organized market
- Exposure tours for organizers, agents and producers
- Exposure tours for licensed tour guides
- Exposure tours for welfare and HR managers
- Sales promotion to the organized market via a dedicated professional
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