Israel Highlights Tourism Recovery at London’s WTM Event

The world is witnessing Israel’s tourism comeback firsthand. At the renowned World Travel Market London (WTM) this week, Israel’s national tourism body took centre stage to highlight the nation’s readiness to welcome visitors once again.

At the opening of Israel’s 400‑square‑metre pavilion, Ministry of Tourism Director‑General Michael Izhakov and Deputy and Acting Ambassador Daniela Grodzki of the UK inaugurated the display alongside hotels, tour operators and airlines. The display spans the country’s key attractions, from the vibrant streets of Tel Aviv and sacred sites of Jerusalem to desert adventures and coastal escapes.

Minister of Tourism Haim Katz described the event as “the right time to act to restore tourism to Israel and to present the beauty of our wonderful country.” He emphasised that returning visitors will act as organic ambassadors, spreading positive messages about Israel’s economic recovery and image refresh.

The UK market is already showing encouraging signs: in September 2025, approximately 8,800 travellers arrived from Britain, bringing the total to more than 75,000 since the start of the year marking a 10 percent increase over the same period in 2024. Most of these were Jewish visitors who came despite the region’s recent difficulties.

With the ceasefire in place, travel advisories lifted and flights from the UK resuming, Israel is redirecting its outreach toward British‑Jewish and Evangelical Christian audiences groups identified as core supporters and enthusiastic travellers. The Ministry plans joint campaigns and media engagements to deepen ties with these communities.

Israel’s participation at WTM carries symbolic meaning as well. After pausing in 2023 during a wartime period, the country’s return to this major global platform signals hope and resurgence.

The message is clear: Israel is open, inviting and ready to share its landscapes, heritage and vibrant culture with the world. As one of the oldest tourism participants at WTM, Israel is leveraging nearly four decades of presence there to rebuild momentum and forge fresh partnerships.

From ancient historic sites to modern urban resorts and natural wonders, visitors are being invited back and to become storytellers of a renewed Israel. Plan your journey, or simply stay tuned for the stories and itineraries emerging from this year’s pavilion.

Israel stands as a place of welcoming, innovation and rich experience. Share this story or subscribe to our newsletter for more updates on Israel’s tourism unfolding.