More than a place of pilgrimage

Hainan Airlines' Beijing-to-Tel Aviv route became the first direct flight between the two countries operated by a Chinese airline in 2016. Their direct flights now connect Tel Aviv to Shanghai, Shenzhen and Beijing.

China and Israel signed an agreement to allow reciprocal 10-year multiple-entry visas in 2016. China is the first country to have such an arrangement with Israel.

Israel's tourism bureau recently invited representatives of Sina Weibo and Chinese travel agencies to share their insights about the Chinese market with local tour operators.

"The key is to raise the awareness of Israeli tour operators about the potential of the Chinese market," Melchior says.

"They are used to offering tourists only tour packages-for example, a seven-day trip that combines Israel with Jordan. It's important to change that situation and prolong the overnight stays of Chinese tourists and attract them to do in-depth travel in Jerusalem."

The bureau is sharing with local tour operators information about what the city offers, such as dining options, themed tours and itineraries.

The city hosts activities throughout the year, such as the Israel Festival, a multidisciplinary arts celebration, running from May 30 to June 15 this year.

The Jerusalem Marathon is staged every March. Racers from all over the world join the course that passes through such landmarks as Israel's parliament and Mount Scopus.

Over 300 Chinese joined the more than 40,000 runners this year, Melchior says.

"I'm sure we can have more of them in the future-like 1,000-when more Chinese know about the event," she says.

Over 130,000 Chinese traveled to Jerusalem last year. She hopes the number will reach 1 million within five years.