Western Wall at the Dome Of The Rock on the Temple Mount in Jerusalem, Israel
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Israel is a country with a lot of appeal to travelers. Those with an interest in religion will find shrines and buildings built by Christians, Moslems, and Jews alike. The country is also known for its Mediterranean and Red Sea beaches, its world-famous cities of Jerusalem and Tel Aviv, mystical places like Safed and the Galilee, fine dining, museums, national parks like Ein Gedi, the Nova Festival site and Masada, and Israel’s most special resource, its people.
Israel remains a dream destination for millions. The long war Hamas launched on October 7, 2023, has had its impact on travel.
But now, the Israeli Ministry of Tourism (IMOT) is launching a new campaign to show the diversity and beauty of Israel and its people. In addition to stunning visitas of caves, deserts, the sea, and the cities, the new I AM ISRAEL videos brings viewers up close and personal with Israel’s people.
Yoash Ben Izhak, VP of Marketing for the Tourism Ministry, said “Our mission is not to help Israel blend in. It is to ensure that Israel stands out as it has for thousands of years, we’re offering tourism with meaning.”
In New York last month, Michael Izhakov, director-general of the Tourism Ministry, officially launched the North American I AM ISRAEL campaign. The $7 million dollars campaign is designed to ‘reconnect Israel to people’s hearts’ and make it clear that tourist sites are safe and open. Izhakov said, “We chose not to show only landscapes and sites. We chose to show Israel through the people, through real moments, experiences, culture, food, street life, music, and the joyful Israeli spirit.”
Sunrise view of the Sea of Galilee, from Mount Arbel (west side), with winter wildflowers, Northern Israel
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The campaign includes three targeted video series. One is aimed at the general leisure traveler, one is for the Jewish market, and one for the Christian market, with a particular focus on Christian communities. The campaign will run across major digital platforms including Amazon, FOX, and Paramount, as well as North American social media channels.
Israel is populated by attractive people, as anyone who has ever strolled the Tayelet, the continuous boardwalk that connects 14km of Tel Aviv Mediterranean beaches knows. Volleyball, surfing, lazing in the sun and matkot, the local beach version of racquetball, are all pastimes of pretty people. This month Tel Aviv is full of partying for Pride Month, the only city in the Middle East that celebrates gay rights.
Despite such scenic advantages, Israeli tourism has its problems. Like many countries, Israel hits its pre-COVID peak of tourism in 2019, when 4.55 million people visited. Tourism collapsed when world quarantines were imposed for COVID. Tourists began to return in 2022 and hit three million in 2023. But that year Israeli tourism missed its most important quarter, the Jewish holidays and Christmas, after the Hamas attack on October 7 killed or kidnapped more than 1400 people.
Surprisingly, life in Israel continued in a relatively normal fashion, although thousands of reservists were mobilized and visits to missile shelters were frequent. People worked, studied, dined out, went to the beach, and provided hospitality.
The numbers across three Mays tell the story of Israeli tourism.
May 2019 US visitors to Israel: 105,700May 2025 US visitors to Israel: 44,200May 2026 US visitors to Israel: 22,600
An Israeli El Al Airlines Boeing 787-9 Dreamliner aircraft bound for Los Angeles takes off from Israel’s central Ben Gurion Airport on June 25, 2025. (Photo by Jack GUEZ / AFP)
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My wife and I were among the U.S. visitors to Israel in May of 2025. U.S. carriers were not flying there, so we needed to fly to Europe on an international carrier, then fly El Al into and out of Israel. Once there, we felt safe during our ten days there staying in Tel Aviv and Jerusalem and touring the north and south.
After the Iran war, the situation is much the same again, as the only airlines flying direct from North America to Israel are EL Al and Arkia, both Israeli carriers.
Ironically, Israel’s neighbor Egypt also must deal with perceptions of safety, although it was not involved in two and a half years of war. And like Israel, the only airlines flying non-stop to Egypt now is the national airline, EGYPTAIR.
Delta will resume service from JFK to Israel starting on September 6, 2026, and from Atlanta starting December 18, 2026. United has paused all flights to Tel Aviv until September 6. Air Canada suspended flights through September 8, while American Airlines has paused flights until January 2027.
Michael Izhakov, Israel’s Director General of Tourism, says bluntly, “We need flights.”
The situation is better for traveling from Europe and the Middle East. Air France and Austrian Airways recently resumed flights to Tel Aviv. Lufthansa, Wizz Air, Etihad Airways and FlyDubai are also flying to Israel. SWISS and British Airways remain suspended but are expected to resume flights this summer.
The Israel Ministry of Tourism launches the new I AM ISRAEL tourism campaign, New York, Nork May 2026.
Israel Ministry of Tourism
“The last few years have been very challenging,” said Izhakov. “Tourism can recover very quickly, but it depends on flights. We need an end to the war. But it will be. The travel agents want to come.”
Outbound flights from various countries are also important for tourism. As Izhakhov says, “Israelis are very good travelers; it is very profitable for international airlines and destinations. As soon as we have stability tourism will come back. But it is not like pushing a button.”
The Israeli Ministry of Tourism is also working to support hospitality infrastructure development, such as new hotels and other structural investments supporting tourism’s long-term recovery.
“In wartime we invest in infrastructure,” says Izhakhov. “Building hotel is risky, not like making a pizza.” Some Israeli hotel chains, like Isrotel (I stayed in three different Isrotel properties in Israel last year) and the Leonardo Group, which has approximately two hundred hotels in Europe, are quite successful.
Izhakhov also points to the arrival of hotel brands like the Waldorf Astoria Jerusalem, Ritz Carlton Herzlia, and The David Kempinski Tel Aviv as a vote of confidence in the luxury market. “We have international chains and we want more.”
Tel Aviv Mediterranean beach with people vacationing. Distant view of Tel Aviv high rises and residential buildings. Tel Aviv. Israel. July.
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Israel’s tourist industry has a lot to deal with. Obviously, driving a tourism recovery after a sharp drop in visitors since October 2023 is Job #1. But for that to happen, the Travel Ministry recognizes it will need to rebuild trust with potential visitors amid ongoing regional conflicts, differentiate Israel from other destinations by focusing on authenticity and emotional connection, and position Israel as a welcoming, safe, and vibrant destination.
Izakhov says, “We see all the votes our artists get in the Eurovision song competition. The numbers show people love Israel. The sea, the beach, ancient Jerusalem, home of the pilgrims. Hot people with warm hospitality. The tourist sites are safe and 88% of visitors say Israel has been a great experience.”
He added, “Now we need you. Stand with us. Come when you can.”