At the Tourism Fair, the Ministry of Tourism Participates in the World's Largest WTM in London

Today (November 4th), the Director General of the Ministry of Tourism, Michael Izchakoff, inaugurated the Israeli Pavilion, in the presence of the Deputy and Acting Ambassador, Daniela Grodsky. During his stay in London, Director General Izchakoff will be interviewed by leading Jewish media outlets and meet with senior leaders in the Jewish community in Britain, to convey the message of the importance of visiting Israel, especially in these days. The Director General said that against the backdrop of the ceasefire and the return of foreign airlines to Israel, as well as the fact that the travel warning has been removed, the Ministry is prepared for increased activity among potential audiences in Britain.

Haim Katz, Minister of Tourism: "With the ceasefire and the return of airlines to Israel, now is the time to act to restore tourism to Israel and to show, through visitors to Israel, the beauty of our wonderful country. The tourists who return will be ambassadors of a positive message and will help in the economic and reputational rehabilitation of Israel. The importance of the Ministry of Tourism's activities at this time is more important than ever."

This is the 46th year that the tourism fair has been held, and it is attended by thousands of representatives from hundreds of countries, and tens of thousands of people are expected to visit, including thousands of journalists. Israel has participated in the London fair for over 39 years, except in 2023, at the height of the Swords of Iron war. This year, the pavilion covers an area of approximately 400 square meters, and it is designed in accordance with the Ministry's marketing policy - according to regions in the country, beaches and sea, desert, Tel Aviv, Jerusalem, religion, history and culture, and more. The Israeli pavilion includes representatives from the tourism industry in the country, including hotel chains, tourist cities, leading incoming tourism organizers in the industry, the Hotel Association, El Al, and more.

During September 2025, approximately 8,800 visitors from Britain arrived in Israel, and in total, since the beginning of the year, more than 75,000 have arrived - most of them Jews - an increase of more than ten percent compared to last year. In a market analysis conducted by the Ministry during the war, it was found that the Jewish audience continues to visit Israel and is willing to continue doing so, as an expression of support for Israel. Accordingly, it was decided to emphasize the message about the importance of coming to Israel, through cooperation with leading Jewish media outlets, in print and digital, alongside joint initiatives with community organizations and hosting influencers in it.

The Ministry of Tourism is focusing its efforts on audiences with a strong connection to Israel, primarily the Jewish and Evangelical communities in Britain. These are loyal audiences, whose support is evident even in challenging times. Research conducted by the Ministry shows that tourists who return home from Israel become the best and most authentic tourism and advocacy ambassadors, helping in the economic and reputational rehabilitation of Israel.

Photograph = The Israeli Pavilion at the major tourism exhibition in London. Photo courtesy of the Ministry of Tourism