Israel is betting on Christian pilgrims, faith-based Holy Land travelers, and Jewish communities to serve as a springboard to kickstart the recovery of a tourism industry ravaged by two years of war and held back by the ongoing geopolitical uncertainty.

The Tourism Ministry said Tuesday that it is allocating more than NIS 20 million ($6.5 million) to a digital campaign focused on North America.

“The uncertainty and travel warnings have hurt tourism activity, but with the improvement in flight availability in 2026, there is reason for optimism that the seeds of a recovery are already here,” said Tourism Minister Haim Katz at the International Mediterranean Tourism Market fair in Tel Aviv.

“Hence, we are increasing our investment in marketing and will soon launch a new flagship campaign in the US named ‘I AM ISRAEL’ to appeal to audiences that are Israel supporters, Evangelicals, and Jewish communities.”

The two-day international tourism exhibition, which is expected to be attended by about 12,000 visitors, features over 180 exhibitors. Among the countries that set up pavilions are Greece, China, Vietnam, Georgia, Canada, Slovakia, Hungary, Taiwan, and Azerbaijan.

Speaking to The Times of Israel, Tourism Ministry Director General Michael Izhakov said that the ministry’s campaign aims to show life in Israel after two years of war with Hamas, Iran and Iran’s regional proxies, which has deterred foreign tourists. Many have also stayed away due to rising anti-Israel sentiment around the globe, fueled by anger over the country’s conduct during the war in Gaza and images of Palestinian suffering.

While the war in Gaza wound down following a ceasefire agreement signed in October, current tensions over a potential US attack on Iran are stoking uncertainty over the security situation. Tehran........

© The Times of Israel