Rome Hotelier Proposes Overhaul of Israeli Public Diplomacy

Two Israeli entrepreneurs based in Rome, Alex Zarfati and Yechiel Tzobari, are advocating for a significant shift in Israel's public diplomacy strategy, particularly in the wake of the October 7th events. Zarfati, a hotelier and social entrepreneur within Rome's Jewish community, believes the current approach, often focused on political debates, is insufficient.

Zarfati, who manages four hotels in Rome and previously advised major international corporations and embassies, stated he is not seeking personal gain but rather the "power and tools" to achieve tangible results. He argues that the current wave of antisemitism in Europe, while exacerbated by social media, has deeper roots. He emphasizes the strategic importance of Italy in the Mediterranean and the need to actively engage its population.

Tzobari, an architect and entrepreneur who navigates between Israel and Italy, suggests that the automatic reaction to perceived attacks should move beyond anger and debate. He proposes focusing on shared cultural elements like food, music, and art to foster connection and understanding, thereby changing perceptions of Israel.

Zarfati outlined a concrete plan: inviting influential Italian figures from fields such as culinary arts, fashion, and music, not politicians, to experience Israel firsthand. He believes that by exposing these opinion leaders to the real Israel, their reach can influence millions of followers, creating a broader impact than traditional diplomatic methods. The core message is that outdated public diplomacy tools are failing in the fast-paced digital age, and a new strategy focusing on cultural connection and authentic experiences is needed.