In a brave new attempt at increasing tourism to Israel, the Israel Tourism Ministry has snapped up the legendary Maccabi Netanya soccer coach, World Cup winner Lothar Matthaus to promote Israel at the ITB international tourism fair in Berlin next month.
The ex-Germany captain will present Israel to his fellow countrymen in an attempt to boost the tourism numbers that were so drastically hit during January, largely down to the war in Gaza and the biting credit crisis.
At the fair, emphasis will be placed on the magic of Tel Aviv and its centenary. And Matthaus should be aware that his footballing skills will be in demand, according to Tourism Ministry Director-General Shaul Tzemah:
“We will paint the fair with attractive colors, he will sign soccer balls, make a few kicks to the goal, play with guests in the Israeli booth and talk about how Israel is a safe country”.
Matthaus will receive minimal payment to cover his expenses (€8,000). He will also give an interview to one of Germany’s biggest newspapers informing them of the delights that await German tourists in the Holy Land. This interview is the equivalent in value to a €70,000 advertising campaign.