K and K Capabilities was assigned by the Private Sector Development Cluster Project to design, manage and implement a Promotional Campaign to market the previously developed Local Tourism Packages for the benefit of the Tourism and Arts Cluster in Jerusalem (TAJ) targeting domestic tourists.

K and K team understands that the domestic tourism is the type of tourism where people vacate within their own country, and as such - in contrast to international tourists - domestic tourists know the destination, its language, its customs, its laws, its climate, its cultural context. As a general rule, domestic tourists are more demanding, especially when it comes to the quality and price of products.

A major factor to promoting local packages to the domestic tourists is the competitive prices as travelling to nearby countries could cost the same price as the local packages since prices in Jerusalem are relatively high at all levels of the tourism chain. Therefore, the promotional campaign touched the target group to stimulate them to act and purchase these local packages.