WELCOME
November 2026
Shalom, As we prepare for another World Travel Market here in London, I find myself reflecting on the challenges of the past three years, but also on the resilience, dedication and commitment of the people who make up our tourism industry. It has certainly not been an easy period. The challenges facing tourism to Israel remain significant, and we know that rebuilding confidence and bringing visitors back will take time. Yet, as we look towards 2027, I feel a genuine sense of cautious optimism. Over the past year, we have been working closely with our partners across the British travel industry, maintaining existing relationships, building new ones and exploring opportunities to bring Israel back into the conversation. What has been particularly encouraging is the willingness of so many partners to remain engaged, even during difficult times. Travel agents, tour operators, airlines and media partners continue to show interest in Israel, and we are seeing opportunities to turn these conversations into meaningful cooperation. Of course, interest does not always translate immediately into bookings. We remain realistic about the challenges ahead, but we also recognise the importance of laying the groundwork now for the recovery we all hope to see. This year’s World Travel Market, taking place from 3 to 5 November, offers another important opportunity. Together with our colleagues and partners from Israel, we will be showcasing our country, reconnecting with industry professionals and creating new business opportunities, with a clear focus on strengthening confidence in Israel as a travel destination. Beyond WTM, we are developing new media partnerships, engaging with travel professionals and preparing familiarisation visits and industry initiatives that will allow people to experience Israel firsthand. We believe there is no substitute for seeing Israel with your own eyes, meeting its people and experiencing the country beyond the headlines. This belief continues to guide much of our work. I would also like to take this opportunity to express my sincere appreciation to our friends and partners, both in Israel and here in the UK. To our colleagues in Israel, who have shown remarkable dedication throughout these challenging years, and to our British partners, many of whom have continued to support Israel and maintain their commitment to the destination — thank you. Your friendship, professionalism and continued support mean a great deal to us and play an important role in moving our industry forward. As we approach 2027, I am hopeful about the opportunities ahead and confident in what we can achieve by continuing to work together. The road to recovery may still be long, but we are moving forward together. I look forward to seeing many of you at WTM and continuing our shared efforts to bring visitors back to Israel. Warm regards,
Michael Ben-Baruch Director, UK & Ireland Israel Government Tourist Office
4 • www.itn.co.il
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