Some people know Jerusalem as the City of Fire, some know it as the Holy City; however, you want to call it, Israel’s capital is turning into the world’s hottest travel destination for 2018.

According to a newly released London-based Euromonitor (a strategic market research provider) report, Jerusalem is poised to see a 38-percent spike in inbound tourism by the end of the year. Overall, Israel is on-course to welcome 4.8 million visitors by December 31, which represents a 32-percent increase over a record-breaking 2017. The holy city is benefiting from “relative stability and a strong marketing push,” according to the report.

Jerusalem’s gain can be seen in sharp relief to other destinations in the Middle East and Africa, with Tunisian cities such as Jerba and Sousse and Sharm el Sheikh in Egypt, dropping out of the rankings “mainly due to terrorist attacks and subsequent slumping demand.” Cairo, however, is bucking the trend of a drop in tourists in the Middle East and is seeing a resurgence of arrivals.

According to the Central Bureau of Statistics, approximately 389,000 tourist entries were recorded last month in Israel, an increase of 9% in comparison with November 2017 and 35% more than November 2016.

Israel has made a concerted effort over the last few years to undertake a global marketing effort by the Tourism Industry. Tourism Minister Yariv Levin said, “November continued the record-breaking streak in incoming tourism to Israel, with unprecedented achievements in store in numbers of tourists visiting. We are meeting the targets we set, and I believe that we will finish the year with four million tourists, an all-time record. We also learned this week that Jerusalem is the world’s fastest growing city in tourism, with an increase of almost 40% in the number of tourists visiting. We are proving that with hard work and a strong marketing effort, Israel can become an attractive tourist destination, thereby giving the economy a huge forward push,” according to Globes.