WELCOME
November 2025
Shalom,
The world travel market (WTM) is just around the corner. From November 4th to 6th, the tourism world will focus on this prestigious event, which enables buyers and suppliers to meet and create the experiences that drive people to explore the world. We will also be there, determined to continue showcasing Israel’s beauty and the immense tourism potential it holds. When we attended WTM in 2024, the UK Foreign, Commonwealth & Development Office still advised against travel to Israel, and the frequency of flights from the UK was very low. This year, fortunately, most areas of Israel are “green,” meaning they are recommended for tourism, and the flight supply has increased. Participating in WTM provides the Israeli tourism industry with the perfect platform to present the true and beautiful reality of Israel, demonstrating to the tourism sector that we are open for business and happy to assist. Although this last 2 years has not been easy for tourism in Israel, we are witnessing a welcome recovery. Between January and August 2025, there were 814,000 tourist entries - a significant increase of 21% compared to 672,400 entries during the same period in 2024. This positive trend shows that we are on the right path, even though challenges remain ahead. We view our participation in WTM as essential, as it is important to maintain a presence to showcase Israel as a sustainable tourism destination. We continue to see value in building and nurturing connections at WTM to support this gradual growth in tourism, while maintaining existing collaborations and promoting innovative ideas to increase visits, particularly in niche markets that have shown resilience. Furthermore, despite the significant challenges, we continue to develop future partnerships and map out the stakeholders who will be our partners in the “day after” and help us recover from this difficult period. Promoting Israel in the current climate is not simple, but the Israeli Ministry of Tourism team, both here and around the world, is committed to increasing tourist numbers through positive engagement and building collaborations with the tourism sector.
We wish you all a successful WTM!
Michael Ben-Baruch Director UK & Ireland, Israel Government Tourist Office
4 • www.itn.co.il
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