Israel Showcases Tourism at World Travel Market
The Israeli Ministry of Tourism presented 23 exhibitors at a 400-square-meter pavilion during the London trade show.
Updated on Nov. 9, 2026 in Middle East
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The Israeli Ministry of Tourism presented Israeli travel offerings at the World Travel Market in London from November 3 to 5. The pavilion, held under the banner "I AM ISRAEL," hosted 23 exhibitors including tour operators, hotel chains, airlines, and regional tourism associations.
Why it matters
The participation aims to strengthen international tourism ties and encourage visitors to return to Israel after a sharp decline in tourism since the October 7, 2023 Hamas attack. For international travelers and the travel trade, it signals Israel's effort to re-establish its presence in global tourism markets.
The pavilion hosted 23 Israeli exhibitors across 400 square meters at the three-day event. The source does not report resulting bookings or visitor figures from the presentation.
The players
Israeli Ministry of Tourism
The Israeli government agency responsible for promoting inbound tourism and representing the country's travel sector abroad.
World Travel Market
A major annual London trade show for the global travel and tourism industry, where businesses and destinations meet buyers.
Kibbutz Lotan
A kibbutz in Israel's Arava region known for sustainable living and ecological tourism programs.
Rom Farm
A Galilee farm offering sustainable tourism accommodations combined with farm-to-table culinary experiences.
The details
The pavilion featured an orange tree installation representing Israeli agriculture, an interactive art wall, and a promotional video from the "I AM ISRAEL" campaign. Kibbutz Lotan presented a natural earth-construction model, while Rom Farm showcased lightweight accommodations paired with farm-to-table dining.
Timeline
October 7, 2023: Hamas attack triggers a sharp decline in Israeli tourism.
November 3-5, 2026: Israeli pavilion presented at World Travel Market in London.
Big Picture
The pavilion's outreach echoes Israel's earlier efforts to rebuild inbound tourism after the Second Intifada, when visitor numbers fell sharply before recovering. The current push extends that pattern, aiming to restore international visitor flows after the post-October 2023 decline.
Travelers considering Israel may find the trade show's emphasis on sustainable and agricultural tourism offers a useful lens for trip planning. Current booking conditions and travel advisories are not addressed in the source and should be checked directly before travel.
The takeaway
Israel's presence at WTM London signals a deliberate effort to reconnect with international travel buyers after a period of steep decline. For travelers, the showcase highlights sustainable and farm-based experiences that may appeal to those seeking alternatives to conventional city stays.
Further reading
Explore more on Middle East travel destinations and the region's tourism trends.
Source note: This article includes information reported by All Israel News.
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