The target audience is America's estimated 98 million evangelicals, but especially a subset of that group, Christian Zionists. These Christians believe that Jews are God's chosen people, with a divine deed to their contested land, in accordance with a covenant described in the first book of the Bible.
But Christian Zionism is about more than private belief. Its "anything for Israel" theology has the potential to affect American foreign policy in the same way that the Christian right has influenced domestic issues through political pressure. "If I felt the administration or anyone in Congress was moving away from support of Israel, believe me, I'd encourage people to pick up the phone and tell their legislators, `Don't you dare!'" said Janet Parshall, who hosts a weekday show syndicated on evangelical radio stations across the country.
One intriguing question, posed frequently in Israeli government and American evangelical circles, is whether President Bush, who has been outspoken in his evangelical beliefs, privately holds Christian Zionist views. "It's one of the common explanations (of) ... why and how Bush is sympathetic to Israel and its cause," said Moshe Fox, Israel's Washington-based minister of public affairs. "I haven't had a chance to talk to the president about this, but that view is out there and it is quite common."
White House spokesman Ken Lisaius would not comment on whether Bush's religious beliefs might affect his actions toward Israel. "The president makes policy decisions based on policy factors," Lisaius said.
It is clear, however, that Israel considers American evangelicals a vital constituency. "Are we increasing our efforts this year? Yes," said Rami Levi, Israel's New York City-based tourism commissioner for North America. "But we've been increasing our efforts for many years. What we know is evangelicals are very supportive of Israel. They see all of Israel -- not just our tourism, but our economy, our national interest -- as a love. It's their spiritual belief that that is the way it has to be. We can always rely on them."
"The idea is to sell the sellers," said TouchPoint President Butch Maltby, adding that the multimillion-dollar marketing plan has been agreed upon in principle, with certain aspects dependent on funding by the Knesset, the Israeli parliament. Maltby described tourism as more than an economic matter. "It's also a political tool. Every person that comes to Israel becomes an ambassador to Israel. Every tourist becomes a public relations person."
The blurring of the lines among piety, politics and public relations was evident at a Jan. 8 meeting at the Israeli Embassy in Washington. Two representatives from the Christian Coalition were among 18 evangelical leaders attending. Each participant received "Why Christians Should Support Israel," written by Richard Booker, a Texas-based Christian minister. The booklet quotes Genesis 17:7-8 in its argument that God made an eternal covenant in which he gave "the land in which you are a stranger," modern-day Israel, to Abraham and his descendants.
Jews and Muslims both see Abraham as their patriarch. But Christian Zionists contend that Muslims are the descendants of Abraham's illegitimate son, Ishmael, who doesn't share in the promise of land. Jews are seen as the descendants of Isaac, Abraham's legitimate son. Thus, only Jews are regarded as holding a rightful claim to the land that has been a source of international conflict ever since Israel became a state in 1948.
The embassy called the gathering the first "American-Christian grass-roots networks briefing and strategy discussion." Plans call for similar discussions monthly. During the meeting, Shari Dollinger, the embassy's officer for interreligious affairs, led a discussion of how Christian college students could lead pro-Israel events on campuses. She said she also sees Israel reaching out more than ever in the United States. "There's a new realization that we can activate the Christian grass roots," she said.