Room for Optimism: The Ministry of Tourism Summarizes 2025 Activities and Looks Ahead to 2026

The Ministry of Tourism summarizes its activity in 2025, and what is expected in 2026?

• The year 2025 will conclude with 1.3 million tourist entries
• The average expenditure per independent tourist rose to $1,622, compared to $1,427 in 2024 (excluding flights)
• The three main source countries were the United States with 400 thousand tourists, France with 159 thousand, and the United Kingdom with 95 thousand
• The main reasons for visiting were seeing relatives and friends
• Satisfaction with the visit was exceptionally high – 88% expressed high satisfaction, and 83% noted that they would recommend Israel as a destination to visit.

Haim Katz, Minister of Tourism: "With the lowering of travel warnings and the increase in flight supply, 2026 is expected to be a year of recovery. Tourist entry data is encouraging and the demand for Israel among sympathetic audiences and core countries, especially the US, remains strong. Accordingly, we are preparing to increase investment in marketing activities. In the past year, initiatives we promoted to increase the supply and diversification of hotel rooms have matured, bringing a real positive development for the future of Israeli tourism. We will continue to work to improve the tourist experience through smart investment in infrastructure and activities that provide the maximum benefit for tourism growth."

Michael Yitzhakov, Director General of the Ministry of Tourism:"We required intensive work in crisis management alongside promoting structural solutions for the future of tourism in Israel. As required during wartime, we invested in strengthening tourism infrastructure, entrepreneurship, planning, and maintaining the Ministry's marketing pipelines abroad. We continue to work in partnership with the industry, out of responsibility for economic growth, employment in the periphery, and restoring international market confidence."

On the backdrop of a challenging security reality, the year 2025 will conclude with 1.3 million tourists. Against the backdrop of reduced travel warnings and the renewal of flight routes, the Ministry of Tourism is optimistic about 2026, as evidenced by the Ministry's contact with senior agents and tourism officials in Israel's potential markets.

In 2025, the Ministry invested combined efforts in both encouraging inbound tourism and strengthening domestic tourism. Concurrently, the Ministry led extensive investments in infrastructure, promoted significant planning reforms, and deepened support for entrepreneurs and tourism businesses across the country.

Summary of the Year in Numbers:

In 2025, approximately 1.3 million tourists visited Israel. The three main source countries were the United States with 400 thousand tourists, France with 159 thousand, and the UK with 95 thousand. Together, they constitute about 55% of the total incoming tourism to Israel. Following them on the list: Russia (64 thousand), Germany (38 thousand), Ukraine (31 thousand), Canada (28 thousand), and Romania (27 thousand).

Alongside the inbound tourism data, domestic tourism continued to be a central anchor. By the end of the third quarter of the year, over 13 million overnight stays by Israelis in hotels nationwide were recorded, a figure reflecting stable demand.

Inbound Tourism Survey Findings:

A survey conducted by the Ministry among thousands of tourists in the first half of 2025 indicates changes in the identity of visitors and the characteristics of the visit, following the war. 51% of tourists defined themselves as Jewish (compared to 66% in the survey conducted in 2024), while the percentage of pilgrims rose from 5% in 2024 to 9% in the first half of 2025. The average expenditure per independent tourist rose to $1,622, compared to $1,427 in 2024 (excluding flights), and the length of stay was 9.3 nights, compared to 11.4 last year.

The main reasons for visiting were visiting relatives and friends (45%, unchanged compared to last year), business (12% compared to 9% last year), and leisure (14%, similar to last year). Satisfaction with the visit was exceptionally high – 88% expressed high satisfaction, and 83% noted that they would recommend Israel as a destination to visit.

Completion of the Evacuation Operation:

In July this year, the Ministry of Tourism completed the management of the evacuation operation for residents from conflict zones during the "Iron Swords" War. For nearly two years, the Ministry housed over 125 thousand residents in about 670 lodging facilities, while fully addressing their physical needs. This move not only contributed to home front security but also saved the hotel industry from collapse, preserving thousands of jobs, resulting from the payment of approximately 7 billion NIS to hotels for hosting the evacuees. Furthermore, the evacuation operation saved the state approximately 7 billion NIS, which is the difference between the tariff paid to hotels and the rate of the housing grant initiated by Minister Haim Katz.

Mixed-Use Reform:

During the year, the Ministry, together with the Planning Administration, led a planning revolution that allows up to 49% residential addition in areas zoned for hotels, subject to conditions. The reform is intended to ensure economic viability for entrepreneurs, while maintaining the land designation for hotel use and protecting natural and landscape values.

"The Lighthouse" - A New Unit for Entrepreneurship and Barrier Removal:

This year, the Ministry established "The Lighthouse" – a 'One Stop Shop' guidance unit for entrepreneurs. The unit supports hotel projects from the planning stage up to receiving all regulatory approvals, providing digital services, inter-ministerial coordination, and proactive assistance in removing obstacles. The unit serves both new entrepreneurs and veteran players in the industry, reflecting the Ministry's commitment to rapid infrastructure development and strengthening market confidence.

Success of the "Israeli Tourism Month" Project:

In November, the "Israeli Tourism Month" took place for the first time – an initiative by Tourism Minister Haim Katz, designed to encourage domestic tourism between peak seasons. Around 85,000 Israelis participated in hundreds of activities, shows, and tours for 18 NIS, alongside dozens of free activities. Hundreds of tourism businesses joined, offering dedicated benefits, creating a broad sequence of tourism activity across the country. Every weekend, from Wednesday to Saturday, the activities focused on a different area of the country, from Jerusalem and the North to Tel Aviv and the Western Negev. The high response and positive feedback led the Ministry to begin preparations for another Tourism Month in 2026.

Grants for Accommodations Hosting Evacuees:

In order to rehabilitate the accommodations that hosted evacuees for a long period, the Ministry, led by the Minister, secured 175 million NIS for renovating lodging places damaged by the prolonged stay. This is aimed at restoring them to normal tourism activity.

Grants for Entrepreneurs Building Accommodation Units:

This year, the Ministry approved grants to entrepreneurs totaling over 180 million NIS for the construction of 2,050 new hotel rooms. This investment incentive procedure is designed to expand supply and encourage competition.

Public Tourism Infrastructure:

This year, the Ministry approved a budget of approximately 174 million NIS (including a budget diverted from previous years) for dozens of public tourism infrastructure projects submitted by local authorities for construction within their jurisdiction.

Toward 2026:

In addition to ongoing activities, in 2026, the Ministry will deepen its activity in the field of artificial intelligence (AI) and lead the establishment of a technological innovation community in tourism. The platform will connect technological entrepreneurs and startup companies with tourism companies seeking technological solutions. Under the guidance of Minister Haim Katz, the Ministry is leading a historical shift in its conception as an economic ministry, viewing AI as a strategic growth engine and not just another technological tool. Furthermore, the Ministry will increase the use of artificial intelligence in marketing activities.