Israel\'s Tourism Ministry increases its marketing efforts in China, as a reform in visa for Chinese visitors to Israel is put into effect. Israeli Tourism Minister Uzi Landau announced the new campaign on Tuesday. \"China is a leading destination in the campaign of the Israeli Tourism Ministry for emerging markets,\" Landau said to Xinhua. \"We will work to increase the number of tourists from China to Israel over the next few years,\" Landau added. \"The two countries are rich in ancient history and heritage and I am sure Chinese tourists would find Israel a source of inspiration,\" said Landau. On Monday, the Israel Government Tourist Office in China opened a week-long seminars in Beijing, Shanghai and Guangzhou. The event includes 500 leading Chinese travel agents, some of them being specialists in the Middle East market, and the event aimed to introduce Israeli tourism to the travel agents. The seminar, which is accompanied by extensive advertising in the trade and mainstream media, includes a series of round-table meetings between Israeli and Chinese tour operators to encourage cooperation. It also features attractions such as Israeli food and Dead Sea mud treatments. In order to make Israel more accessible to the Chinese tourists, Israel Embassy in Beijing recently announced the implementation of a reform in issuing entry visa for Chinese visitors. It includes a simpler procedure for issuing business visa to Israel and an option for a visa for independent travelers without the need for assistance from a local tour operators. According to Israel\'s Central Bureau of Statistics, the number of Chinese visitors to Israel increased by 27 percent during the first five months of 2013 versus the same period last year. In 2012, more than 20,000 visitors from China arrived in Israel.