Resilient Israel Sees 8.6% Increase in North American Visitors in Q3
by Bruce Parkinson
The Israel Ministry of Tourism has launched a new campaign to encourage visitors to return.
Israel tourism is nothing if not resilient. North American travel to the destination climbed in the third quarter of 2026, with the country welcoming 154,200 visitors from the United States and Canada between July and September, an 8.6% increase over the same period in 2025.
The total included 127,200 U.S. visitors and 27,000 Canadians, reflecting renewed interest in the destination as international air connectivity continues to rebuild.
The growth comes as the Israel Ministry of Tourism (IMOT) builds momentum for its North American brand campaign, “I Am Israel,” a $2.8 million initiative designed to reconnect travellers with the country’s people, culture and experiences through authentic storytelling and immersive consumer engagement.
Since launching on June 5 on major digital and streaming platforms, the campaign has generated 319 million campaign impressions, reaching 105,7000 viewers, underscoring IMOT’s investment in strengthening Israel’s presence in one of its most important international tourism markets.
“The success of our ‘I Am Israel’ campaign reflects the strong appetite among North American audiences to connect with Israel once again,” said Yoash Ben Izhak, VP of Marketing, Israel Ministry of Tourism.
“The enthusiasm and engagement we have seen across these initiatives reinforce the power of authentic connections to inspire curiosity, reshape perceptions and ultimately encourage more travelers to experience Israel firsthand. We are excited to build on this momentum as we continue strengthening Israel’s tourism presence across North America.”
Supporting the Next Chapter of Israel Tourism
The campaign is part of IMOT’s broader commitment to strengthening Israel’s tourism industry and enhancing the visitor experience. Alongside its investment in destination marketing, the Ministry is advancing initiatives to support hospitality development, improve tourism infrastructure and expand the range of experiences available to international visitors.
Air connectivity between North America and Israel continues to return, marked by the recent resumption of United Airlines service from Chicago on Oct. 24 and Washington, D.C. on Oct. 25, as well as EL AL service from San Francisco on Oct. 25.
Air Canada is planning to resume four-times weekly nonstop flights between Toronto Pearson (YYZ) and Tel Aviv (TLV) on November 30. The date has been a moving target due to the fluid situation in the region, where Israel and the U.S. remain at war with Iran.
“The increase in arrivals from the United States and Canada is a positive indicator of Israel’s tourism recovery and the continued importance of the North American market,” said Yoram Elgrabli, Tourism Commissioner for North America at the Israel Ministry of Tourism.
“With air connectivity continuing to expand, including service from key U.S. gateways such as New York, Boston, Miami, Los Angeles, Chicago, Washington, D.C., San Francisco and Atlanta, Israel is becoming increasingly accessible to North American travellers. We remain committed to working closely with airline partners, travel advisors and industry stakeholders to build on this momentum, inspire future visitation and strengthen Israel’s position as a leading international destination,” Elgrabli added.
