With the number of Christian tourists to Israel on the rise, it makes sense that leaders of the National Religious Broadcasters (NRB), the largest organization of Christian media in the world, have chosen to hold its June convention in the Holy Land.

According to the Israeli Tourism Ministry, 3.45 million tourists visited Israel in 2010, of whom about 70 percent were Christians.

At a recent NRB convention in the US, the Israel Ministry of Tourism hosted a Discover Israel breakfast. Close to 1,000 delegates turned up to hear about the different options related to touring the country.

Senior Deputy Director-General Oren Drori was at the convention to promote cooperation with tourism representatives and leading opinion-formers in the Christian world in order to increase incoming Christian tourism to Israel.