ISRAEL TOURISM
February 2026
Ministry of Tourism aims to rebuild the sector and strengthen ties at London’s World Travel Market UK VISITORS ARE ISRAEL’S ‘BEST AMBASSADORS’
Despite Challenges, the Iconic Program Signals Strong Recovery and Deep Commitment to Supporting Local Communities ISRAEL’S WINTER TOURISM REBOUNDS: 10,000 YOUNG TRAVELERS ARRIVE WITH TAGLIT-BIRTHRIGHT
as 20% grants for eligible projects. Tourism remains a vital engine for the Israeli economy, contributing between 5 and 7% of the GDP and employing over 150,000 people. A major challenge, he noted, is “assuring tourists that Israel is safe”. Izhakov stressed that there is a “huge gap between the true reality in Israel and the way that it’s covered in the newspapers”. He provided a critical fact: “not one tourist was hurt during the war”, a detail the Ministry is working hard to communicate globally. The Director General met with a large delegation of UK Jewish communal leaders at the WTM, including representatives from UJIA, the United Synagogue, The Federation, and the Board of Deputies. The community leaders stressed that solidarity with Israel has only strengthened since 7 October 2023, with an increased demand from the community to return and visit. Joined by the Ministry’s UK director, Michael Ben Baruch, and the CEO of the Israel Hotel Association, Eli Cohen, Izhakov thanked the leaders for their continued support, leading to a commitment from the group to work together to plan and build even stronger ties between the UK Jewish community and Israel Tourism.
an even larger scope, with over 30,000 participants expected to arrive in Israel throughout 2026 across its various programs and tours. Crucially, the organization continues to be an indispensable economic engine for Israeli tourism, particularly in the peripheral areas of the country. A full 50% of the tour time for these participants will be spent in the periphery— specifically the North and the South. This strategic focus aims to directly boost local businesses, reinforce tourism sites, and support communities that are working to recover. In fact, throughout 2025, Taglit- Birthright was responsible for an astonishing 95% of all young group tourism to Israel, underscoring its pivotal role in keeping this sector alive. CEO Gidi Mark emphasizes the program’s enduring strategic importance, especially in shaping global perspectives. “Today, Taglit is often the only connection Israel has to students on North American campuses,” he notes. “Birthright alumni are frequently the only ones equipped to represent Israel in the campus arena-the current major battleground for public opinion.
I srael’s Ministry of Tourism is extending a heartfelt thank you to the UK Jewish community for its steadfast The message comes from Michael Izhakov, the newly appointed Director General of the Ministry, who support, particularly in a challenging period. emphasized the importance of tourist visits in rebuilding the nation’s image and economy. Speaking at the World Travel Market (WTM) at London’s ExCel, Izhakov highlighted the significant role of visitors, stating, “If you want to support Israel, I want to say ‘come to Israel’. You are our best ambassadors”. The UK currently holds the third-largest share of visitor numbers to Israel this year, following the USA and France. Despite an overall 68% reduction in visitor numbers last year compared to 2023, the commitment shown by the UK community has not gone unnoticed. Izhakov’s new mandate includes a significant push for investment in the sector, encouraging the “building of new hotels and new homes” with incentives such
T aglit-Birthright Israel is kicking off its 2025 winter season with a significant and heartwarming influx of visitors, demonstrating a powerful recovery in group tourism to the country. Approximately 10,000 young Jewish adults from over 40 countries, including the USA, Canada, Australia, Argentina, Germany, England, and France, are scheduled to arrive. This major wave of arrivals signals a substantial revival in demand, even amidst the current security and complex geopolitical landscape surrounding Israel’s global image. Participants will engage in a deeply immersive experience that goes beyond standard sightseeing. The winter tours are structured to include in-depth community encounters, hands-on educational activities, and essential volunteer work, ensuring they connect authentically with the local population. Looking ahead, Taglit-Birthright anticipates
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