Israel Exhibits at the World's Largest Tourism Fair, WTM in London

Working for the return of incoming tourism: The Ministry of Tourism is participating again this year in the WTM (World Travel Market) international tourism fair, one of the world's leading tourism industry fairs, taking place November 3–5 in London. The fair serves as a meeting hub for tens of thousands of professionals and decision-makers from the global tourism industry. As part of the fair, the Ministry launched a newly designed Israeli pavilion, intended to reveal the variety of tourism experiences in Israel.

Michael Itzhakov, Director General of the Ministry of Tourism: "Israel's participation in the WTM fair is an excellent opportunity to present the country to the global tourism industry and to remind our partners abroad of the vast variety of tourism experiences our country has to offer. The new pavilion presents Israel as a rich, diverse, and vibrant tourist destination. Alongside the exposure to visitors, we are holding meetings to strengthen ties with travel agents, airlines, and leading industry figures, in order to expand collaborations and prepare for the return of tourists to Israel."

The Israeli pavilion, which covers an area of about 400 square meters, was redesigned this year with an emphasis on the visitor experience and active participation of fair attendees. At its center stands a unique orange tree exhibit, symbolizing Israeli agriculture, growth, and blossoming. Alongside it, images of the country's landscapes and leading tourist sites are displayed, reflecting the range of experiences Israel has to offer, from beaches and the desert to historical, religious, and cultural sites.

One of the main attractions at the pavilion is a giant interactive creativity wall, which invites visitors to take part in a shared experience through writing, drawing, and coloring. Additionally, the international campaign video of the Ministry of Tourism, "I AM ISRAEL," which presents Israel and the unique experiences it offers, is being screened at the pavilion.

This year, 23 leading exhibitors from the tourism industry are participating in the Israeli pavilion, including incoming tour operators, hotel chain representatives, airlines, and regional tourism associations. Participants are holding business meetings during the fair with the aim of strengthening existing ties and creating collaborations with international tourism industry entities.

Alongside the exhibitors, two businesses that won the "Minister's Award" competition initiated by Tourism Minister Haim Katz are also participating in the pavilion. This award honors outstanding initiatives in sustainable tourism. The businesses are Kibbutz Lotan in the Arava, which presents a unique tourism model based on natural construction and the use of earth as a raw material, and Rom Farm in the Galilee, which offers a "man-nature-community" experience through special light-construction accommodation and "farm-to-table" culinary offerings. Their participation is intended to expose the international audience to Israeli activity in the field and promote responsible and sustainable tourism.

The WTM fair takes place in London every year and is considered one of the most important business tourism events in the world. In the previous fair, held in 2025, approximately 46,500 visitors and professionals participated from 182 countries. Israel has participated in the fair for four decades, and its presence is a central pillar of the Ministry of Tourism's activities to maintain marketing ties with the international market, promote incoming tourism, and strengthen Israel's status as a leading tourism destination.

(Photo: Daniel Jacont)