employment. Export earnings from international visitors and tourism goods are expected to generate 6.5% of total exports (US$4.8 billion) in 2010. Investment in tourism is estimated at US$2.3 billion or 7.6% of total investment in 2010. The Israel Travel & Tourism economy is ranked number 51 in absolute size worldwide, of the 181 countries estimated by the WTTC. Tourism abroad by Israelis Offsetting the economic contribution by tourists visiting Israel is the larger number of Israelis touring abroad. In 1993, for example, "tourism brought $750 million into the country, but Israeli tourists spent $2 billion abroad." Statistics published a decade later reported "some 2 million Israelis touring the world." International recognition and awards In 2005, Ernst & Young conducted a comprehensive research study on Israeli tourism. The report, entitled "A New Market Strategy for Israeli Tourism" was published in November 2006. The researchers felt that increasing the number of international tourists by 2011 from 1.9 million to 4–5 million was a feasible goal. The report stated that Israel's most attractive feature for international markets was its religious culture and history and the great diversity it offers within a very small country. According to the researchers, Israel's different cultures and religions, its diverse landscapes, the contrasts between cities (Jerusalem, Tel Aviv), and combination of European, North African and Middle Eastern culture produced a "very high density of experience." The report recommended that Israel adopt appropriate marketing strategies to counter any perceived negative imagery associated with political developments. In 2010, Israel won the title of "most outstanding stand" in all categories at the world's largest tourism fair, ITB, held in Berlin. The Israeli stand won the title of "best presenter" in the Near East and Middle East for the third time in a row. Most visited sites Free In 2009, the most visited Jewish religious site in Israel were the Western Wall, and the second-most visited Jewish religious site in Israel was the grave of Rabbi Shimon bar Yochai at Mount Meron. Paid The most popular paid tourist attraction is the Jerusalem Biblical Zoo. The top paid sites of 2012 were listed by Dun & Bradstreet Israel were as follows" Foreign visitor arrivals Total number of tourists in Israel in 2018 was 4,113,100. This was an increase of 14% over the previous year. See also Visa policy of Israel List of caves in Israel Culture of Israel Economy of Israel Notes References