More than two years of war have severely damaged incoming tourism to Israel, but figures in the sector are now warning of damage that could persist far beyond the duration of the war: The loss of future tourists. At the annual conference of the Israel Incoming Tour Operators Association, which was held on Wednesday, industry leaders called on the government to formulate a national plan to bring tourists back to Israel. They emphasized achieving this not only in the immediate term, but also by re-establishing a connection with the world's younger generation.
According to Yossi Fatael, CEO of the association, incoming tourism served for years as one of Israel's most significant public diplomacy assets. "Millions of people came here, saw Israel with their own eyes, and returned home with a personal experience that no screen and no social network can replace," he said. He added that the danger is that as the situation persists, "we will lose the next generation too, whose familiarity with Israel is being built primarily from afar."
The association points to data that illustrates the gap between Israel's global image and the actual experience of visitors. According to Tourism Ministry surveys, 88% of tourists who visited Israel since October 2023 expressed high satisfaction with their visit, and 83% said they would recommend that others visit Israel.
Initial signs of recovery
At the same time, the industry is identifying initial signs of recovery. According to figures presented at the conference, June 2026 recorded a 48.1% increase in tourist entries compared to June 2025, following the opening of the skies after the ceasefire.
Tourism Ministry Director-General Michael Itzhakov presented a dedicated aid package for incoming tour operators at the conference, noting that approximately NIS 9.8 million was transferred to them in August to help preserve professional manpower in the industry. Itzhakov also presented a new campaign in North America, which he said has already reached 192 million people and is also being displayed on a screen in Times Square in New York.
Industry figures are simultaneously seeking to expand the supply of flights to Israel. Hotel Association Chairman Eli Cohen called on the government to open routes to North America to competition and to allow foreign airlines, including carriers from the United Arab Emirates, to operate direct flights from Israel to North America.
Remarketing Israel
The Incoming Tour Operators Association is seeking to advance a plan combining the remarketing of Israel in key global markets alongside increasing visits by young people through educational and academic institutions, youth organizations, cultural and sports initiatives, and international frameworks.
The industry's message is clear: It is not enough to wait for tourists to return. Action must be taken to lead them to choose Israel again before other destinations take its place, and before an entire generation comes to know the country only through a screen.