The Israel Ministry of Tourism participated in the World Travel Market (WTM) held in London, United Kingdom, from November 3 to 5, 2026, featuring a 400-square-meter pavilion hosting 23 Israeli exhibitors under the banner “I AM ISRAEL”.
The pavilion showcased Israel’s diverse tourism offerings, including beaches, desert landscapes, historical, religious, and cultural sites. An orange tree installation symbolized Israeli agriculture, growth, and renewal, while visitors engaged with an interactive art wall to write, draw, and color. A promotional video from the “I AM ISRAEL” campaign was also screened.
The 23 exhibitors represented private tourism businesses such as incoming tour operators,
hotel chains, airlines, and regional tourism associations. Meetings with international tourism professionals were held to strengthen business relationships and explore cooperation opportunities.
Sustainable Tourism Presentations
Sustainable tourism was emphasized through presentations by Kibbutz Lotan from the southern Arava region, which demonstrated natural construction techniques using earth as a building material. Rom Farm in the Galilee region introduced its “People-Nature-Community” approach, combining lightweight accommodations with farm-to-table culinary experiences.
Post-2023 Tourism Recovery Efforts
Michael Izhakov, director-general of the Israel Ministry of Tourism, said Israel’s participation in WTM is an excellent opportunity to present the country to the global tourism industry and remind partners abroad of “the enormous range of
tourism experiences our country has to offer.” He emphasized the pavilion’s role in presenting Israel as a rich, diverse, and lively destination, and the importance of strengthening ties with travel agents, airlines, and industry stakeholders in preparation for the return of tourists after a sharp decline following the October 7, 2023 Hamas attack.
