It might seem an odd proposition at an odd time given that major airlines have suspended flights to Israel amid the flare-up in violence and while the spread of coronavirus remains a threat.

But at Dubai's Arabian Travel Market, billed as the first travel and tourism event to happen in person since the global coronavirus outbreak, a small Israeli booth - tucked behind Slovenia's- marketed the country as the "Land of Creation."

Promotional videos advertised Israel's vegan culinary scene, its beaches and urged: "Book Your Trip Now" to Tel Aviv.

And the devastating air strikes on Gaza leading the world's television news?

"We were not talking about it. We are talking about the future. We are talking about what we can do to bring tourism to Israel," said Ksenia Kobiakov, director of new markets development at the Israeli Tourism Ministry.

The presence of Israel at the travel and tourism event in Dubai highlights the United Arab Emirates' business-first approach and demonstrates how rapidly ties with Israel have developed since the UAE and Israel signed an accord to formalise ties in September.

It also signals how even the most brutal conflicts between Israel and the Palestinians are no longer viewed by some Gulf Arab leaders through a prism of Muslim or Arab solidarity, but as part of a wider calculation in a region gripped by multiple threats.

Israel's tourism minister was scheduled to attend a panel at the conference on Gulf-Israeli tourism, but the panel was quietly renamed and her visit to Dubai did not transpire.

Israeli tourism officials say the minister's visit was never approved by the prime minister and the cancellation had nothing to do with the current fighting.

The first plane of Israeli tourists to the UAE landed in November. Since then, the UAE has welcomed tens of thousands of Israelis to its sandy beaches and marbled malls, with most flocking to Dubai.

Kobiakov said the hope is that Emirati citizens and foreign residents of the UAE will visit Israel in return and help its tourism sector rebound when the country is open again to tourists.

"We came here to show Israel as a new destination for the UAE and Gulf countries, as a very colourful, exciting destination that is open," Kobiakov said.

In all her discussions with tour operators, airlines and others in Dubai on Sunday, the focus was on tourism and not politics, she said. There was no discussion of the current flare-up in violence in Israel and the Palestinian territories.

On the sprawling premises of Dubai's tourism event, Kobiakov's schedule of back-to-back meetings affirmed the long-view, business-first approach to bilateral ties the UAE and Israel have taken.

"People don't feel safe to travel now to Israel. It's understandable. But this escalation, it will finish one day," she said. "We know that all the conflicts are coming and they are going. Tourism is staying forever," she added.

Australian Associated Press