Israel Tourism appoints new UK & Ireland director
Michael Ben-Baruch to succeed Sharon Ehrlich Bershadsky
Koichiko
The Israel Government Tourism Office (IGTO) has appointed Michael Ben-Baruch to run its UK & Ireland office.
Ben-Baruch will be based in London and takes over as director from Sharon Ehrlich Bershadsky, who has held the role for the past six years.
He has worked for Israel Tourism for the past two years as an international department project manager, having previously worked in event management and for a law firm before joining the Israeli government’s ‘cadets for civil service’ programme.
He said: “I am proud to have been appointed UK director at Israel’s Ministry of Tourism, and I am excited to start working with my new colleagues and peers where together we will do our best to help increase exposure for our wonderful country in the UK market.”
The IGTO paid tribute to Ehrlich Bershadsky’s leadership “during the Covid-19 pandemic and other turbulent times”. She added: “We have persevered, adapted, and continued to showcase the beauty and allure of Israel.”
