The Israel Ministry of Tourism has hired Development Counsellors International to bolster the country’s profile as a tourist destination.

Israel, which celebrates its 75th anniversary on April 25, has been rocked by protests for the past four months.

Hundred of thousands of Israelis have demonstrated against the country’s most right-wing and religiously conservative government's bid to revamp the judiciary system.

DCI’s one-year contract, which went into effect on March 15, calls for the Ministry to brief and inform it, in writing, on its objectives and requirements.

The firm, in turn, will make an activity proposal and submit it to the Ministry for approval.

DCI’s Laura Cyrille and Elizabeth Borsting handle the Israel account. Eyal Carlin is the Ministry’s North America commissioner.

DCI also does destination marketing work for Abu Dhabi, Vienna, Brussels, and Scotland.