Israel took part in the World Travel Market (WTM) in London from November 3 to 5, 2026, featuring 23 private tourism exhibitors within a 400-square-meter pavilion branded “I AM ISRAEL.”
Tourism Offerings Highlight Diverse Landscapes and Culture
The Israeli pavilion spotlighted tourism offerings spanning beaches, desert landscapes, historical landmarks, religious sites, and cultural attractions. These presentations aimed to support Israel’s efforts in recovering international tourism following a sharp decline after the October 7, 2023 Hamas attack.
Pavilion Features Emphasize Agriculture and Visitor Engagement
A prominent orange tree installation representing Israel’s agriculture, growth, and renewal was a central feature of the pavilion. Additional attractions included a large interactive art wall allowing visitors to write, draw, and contribute creatively. Visitors also viewed a promotional video from the “I AM ISRAEL” campaign showcasing the nation’s tourism experiences.
Private Sector Exhibitors and Sustainable Tourism Models
The 23 exhibitors included incoming tour operators, hotel chains, airlines,
and regional tourism associations. Among them, Kibbutz Lotan from the southern Arava presented sustainable tourism through natural earth construction techniques, while Rom Farm in the Galilee promoted its “People-Nature-Community” model, combining lightweight lodging constructions with farm-to-table cuisine.
Michael Izhakov, director-general of the Israel Ministry of Tourism, stated Israel’s participation in WTM was an excellent opportunity to present the country’s tourism variety to the global industry and to remind international partners of the rich, diverse, and vibrant tourism options available.
The ministry held meetings with travel agents, airlines, and industry leaders during the event to strengthen business ties, expand cooperation, and
prepare for the return of tourists to Israel.
