Israel Plans “Active & Committed Return” to Global Tourism Stage

The Israel Ministry of Tourism (IMOT) announced a new tourism campaign at a conference in New York City this week. 

Introduced by actor, comedian and Israel advocate Michael Rapaport, IMOT Director General Michael Izhakov was the keynote speaker at the Jerusalem Post Conference, where tourism officials discussed the country’s tourism recovery strategy and the future of travel to the country. 

Set to launch across North America on June 5, the new campaign dubbed “I Am Israel” is a $10 million initiative designed to reconnect travellers to Israel through authentic storytelling. 

Departing from traditional destination marketing, the campaign spotlights real people, culture, food and music across three targeted video series: one for the general leisure traveller, one for the Jewish market, and one for the Christian market, with a particular focus on Christian communities. 

The campaign will run across major digital platforms including Amazon, FOX, and Paramount, and social media channels throughout North America. You can watch the campaign video here.

“We chose to tell Israel’s story not only through its landscapes and landmarks, but through its people — through authentic moments, vibrant culture, unforgettable cuisine, music and the joyful spirit that defines everyday life in Israel,” said Izhakov. 

“The campaign is designed to reconnect people with the heart and soul of the country, reminding travellers around the world that Israel is not only a place of deep history and beauty, but also a welcoming destination whose tourism experiences are safe, open, and ready to be discovered once again.”

IMOT also highlighted broader structural investments supporting tourism’s long-term recovery, including new hotel development reforms, allowing up to 49% additional land use in hotel-designated zones, and the launch of Lighthouse, a dedicated government unit providing end-to-end guidance for hospitality developers. 

“Together, the campaign launch and these industry reforms reflect IMOT’s position that tourism is not merely a commercial sector, but a strategic national asset central to Israel’s economic resilience and global standing,” IMOT said in a press release.

For more information about Israel’s tourism offerings, click here.