Arad is a tourist center - the point of origin for many unique and diverse sites and trails - the Dead Sea to the East, Judean Desert to the North, Negev Mountains to the South and the Yatir Forest to the West.

Since its inception in l996, one of Partnership 2000 stated goals has been to enhance tourism in the Region. The Tourism and Economic Development Subcommittee established by Partnership 2000 is constantly searching for original ways to transform new and original ideas into actual projects. In 2002, a sum total of 100,000NIS were allocated to project that will promote tourism in the Region and encourage related business initiatives. The impact of the efforts conducted by the Arad-Tamar Economic Development Unit, with the full support of the Arad Economic Corporation, are already apparent.

Today, Route 31 from the Lehavim Junction to the Shoket Junction and Arad has become a busy thoroughfare with many visitors making their way to the Region in general and the Dead Sea in particular. Since the beginning of the Intifada, many people perceive the traditional Jerusalem-Dead Sea road as too dangerous making the alternative road that passes through Arad their preferred route. Our goal is to encourage these people to stop and enjoy the scenic views and the many sites that dot the way and those found within the city of Arad. The public relations campaign around Route 31 called "From Forest to Desert" has been launched. The route includes a fascinating drive between magical sites that start at the Yahav Forest, the Shoket Junction and the Yatir Forest, through Tel Arad, Arad and its vicinity and on ward to West Messada. The publicity campaign is aimed at increasing the visitor's understanding that the drive in itself is an enjoyable part of the recreation experience and that the many sites on the way are worthy of a visit. These stops have economic benefits for Arad's businesses (restaurants, gas stations, hotels and b&b facilities, the Mall and many others).

As part of this pubic relations campaign, it was decided that the most effective way to send out the message is by organizing individual and group tours for journalists. Many such tours, with special emphasis on the city of Arad and nearby sites, were organized recently for correspondents and journalists from diverse newspapers and magazines - Haaretz, Globes, Teva Hadvarim, Madrich Mappa, Vesti, Maariv, reporters that provide information to 4WD enthusiasts, etc. These visits of course produced an abundance of articles recommending sites and trails, b&b facilities and tourist sites in Arad.

In addition to the public relations efforts, ads were placed in journals designed for hikers such as "Four Seasons" a supplement in Maariv, Tev Hadvarim Magazine that dedicated an entire issue to the Negev which was mailed to all their subscribers, Eretz Ve'Teva, etc. Great importance is attributed to events that attract large crowds, especially during the Pessach and Succoth vacations. Such events include the Tel Arad Kite Flying Festival, funded by Partnership 2000 and which has become a tradition attracts many visitors. Additional events such as the Hebrew Song Festival, the Biking Race and the Messada March have all been very instrumental in bringing visitors to the Region. And those of you who visited Park Arad last Shabbat to enjoy the sunshine can testify to the numerous families hiking in the Region and 4WD vehicles ready to take on the challenges of the back-roads and trails.

Adar Aleph 5763 - March 2003