Rome Hotelier Advocates for New Israeli Public Diplomacy Strategy

Two Israeli expatriates in Rome, hotelier Alex Zarfati and entrepreneur Yechiel Tzobari, are proposing a significant shift in Israel's public diplomacy efforts, particularly targeting younger generations. Zarfati, who owns four hotels in Rome and has a background in communications consulting for major international corporations and embassies, feels compelled to act following the October 7th events. He emphasizes that his motivation is not personal gain but a desire for the "power and tools" to achieve tangible results in shaping perceptions.

Zarfati views the current wave of antisemitism in Italy and Europe not as entirely new but as a long-simmering issue exacerbated by superficial social media consumption and intellectual laziness. He stresses the strategic importance of Italy in the Mediterranean and the need to actively engage in this arena. Tzobari, who acts as a cultural bridge, suggests that instead of reacting with anger and debate, the focus should be on connection through shared interests like food, culture, and art, aiming to foster understanding of the "real Israel."

Zarfati outlined a concrete plan: if provided with official support, potentially from the Foreign Ministry's civilian diplomacy division, he would bring Italian influencers from the culinary, fashion, and music worlds to Israel. The idea is that exposing these opinion leaders to the reality of Israel would, in turn, influence their vast online followings. He advocates for a "round table of creators, not politicians," believing that this approach is more effective than traditional methods.

The core message from their discussion in Rome is that outdated public diplomacy tools are insufficient for the fast-paced digital age. Zarfati and Tzobari are seeking backing and resources to engage in a battle for hearts and minds, prioritizing future impact over ceremonial recognition.