The Israel Ministry of Tourism took part in the World Travel Market (WTM) held in London, United Kingdom, from November 3 to 5, 2026. Israel hosted 23 private tourism exhibitors within a 400-square-meter pavilion branded under the “I AM ISRAEL” campaign, aiming to present a wide array of the country’s tourism destinations.
Pavilion Features Showcase Israel’s Tourism Range
The pavilion displayed an orange tree installation symbolizing Israeli agriculture, growth, and renewal. Visitors engaged with a large interactive art wall where they could write, draw and color. Additionally, a promotional video from the “I AM ISRAEL” campaign was screened, highlighting the country’s beaches, desert landscapes, historical, religious,
and cultural sites.
Exhibitors and Business Engagements
The 23 exhibitors represented diverse private sector tourism entities, including incoming tour operators, hotel chains, airlines, and regional tourism bodies. Throughout the event, these representatives conducted meetings with international tourism professionals aiming to strengthen existing business relationships and initiate new cooperative ventures.
Sustainable Tourism Models from Kibbutz Lotan and Rom Farm
Kibbutz Lotan, located in Israel’s southern Arava region, showcased sustainable tourism based on natural construction techniques using earth as a building material. Rom Farm, situated in Galilee, presented a “People-Nature-Community” model integrating eco-friendly accommodations with farm-to-table dining experiences, emphasizing lightweight building methods and regional cuisine.
Michael Izhakov, director-general of the Israel Ministry of Tourism, stated
that Israel’s presence at WTM offered an excellent platform to present the country’s vast range of tourism options to global industry partners. He noted the pavilion portrayed Israel as a vibrant and diverse destination and underlined efforts to expand cooperation to prepare for the return of tourists.
This participation followed a significant downturn in tourism caused by the October 7, 2023, Hamas attack. The Ministry’s objective was to rebuild international tourism connections and encourage renewed visitation to Israel.
WTM London is one of the world’s leading trade shows for the travel and tourism sector, providing Israel an opportunity to engage
directly with industry professionals to promote its tourism products and strengthen international ties.
