Israel participated in the World Travel Market (WTM) in London from November 3 to 5, 2026, displaying a 400-square-meter pavilion hosting 23 Israeli exhibitors. The event aimed to present Israel’s varied tourism sector to international industry professionals and rebuild tourism following the downturn after the October 7, 2023 Hamas attack.
Israeli Pavilion Features Agriculture and Cultural Attractions
Branded under the banner “I AM ISRAEL,” the pavilion showcased the country’s tourism spectrum including beaches, desert landscapes, and historical, religious, and cultural sites. A prominent orange tree installation symbolized Israeli agriculture, growth, and renewal. A large interactive art wall invited visitor participation, and a promotional video from the campaign
was screened to highlight Israel’s tourism experiences.
Exhibitors from Private Sector and Regional Tourism Entities
The 23 exhibitors included private tourism businesses such as tour operators, hotel chains, airlines, and regional tourism associations, who conducted meetings with international tourism professionals to strengthen partnerships and explore cooperation opportunities. These efforts aimed to enhance global interest and prepare for the tourism sector’s recovery in Israel.
Sustainable Tourism Highlighted by Kibbutz Lotan and Rom Farm
Sustainable tourism was prominently featured: Kibbutz Lotan from the southern Arava region presented natural building techniques using earth as a construction material. Rom Farm in the Galilee showcased a model combining lightweight accommodations with a farm-to-table culinary approach, reflecting a “People-Nature-Community” philosophy.
The Israeli Ministry
of Tourism’s participation in WTM is part of a strategy to rebuild international tourism ties after a significant decline following the Hamas attack in October 2023.
Michael Izhakov, director-general of the Israel Ministry of Tourism, said Israel’s involvement in WTM offers an opportunity to present the country’s broad tourism attractions to the global industry and reconnect with international partners. He emphasized the pavilion’s goal to expand cooperation and prepare for tourists’ return.
