The Israeli Ministry of Tourism showcased the country’s tourism offerings at the World Travel Market (WTM) in London from November 3 to 5, 2026. Israel’s presence included 23 exhibitors within a 400-square-meter pavilion branded “I AM ISRAEL.” WTM London ranks among the world’s largest travel and tourism trade shows.
Pavilion Features and Visual Attractions
The Israeli pavilion highlighted the nation’s varied tourism assets, including beaches, desert landscapes, and historical, religious, and cultural sites. A prominent orange tree installation symbolizing Israeli agriculture and renewal was prominently displayed. Attendees engaged with an interactive art wall designed for visitor participation. Additionally, the pavilion screened a promotional video from
the “I AM ISRAEL” campaign emphasizing tourism experiences across Israel.
Exhibitors and Business Engagements
The 23 exhibitors represented a mix of private tourism enterprises such as incoming tour operators, hotel chains, airlines, and regional tourism associations. These participants held meetings with global tourism professionals aiming to build business connections and explore cooperation opportunities.
Sustainable Tourism Showcased by Kibbutz Lotan and Rom Farm
Kibbutz Lotan from the southern Arava region presented sustainable tourism models focused on natural construction methods and earth-building materials. Rom Farm from the Galilee promoted a “People-Nature-Community” concept, integrating lightweight accommodation construction with farm-to-table dining experiences.
Michael Izhakov, director-general of the Israel Ministry of Tourism, described Israel’s participation as “an excellent
opportunity to present the country to the global tourism industry and remind our partners abroad of the enormous range of tourism experiences our country has to offer.” He added that the new pavilion depicted Israel as a “rich, diverse and lively” destination while facilitating meetings to strengthen ties with travel agents, airlines, and industry stakeholders in preparation for the return of tourists.
The Ministry aims to “strengthen international tourism ties and encourage the return of visitors to Israel” following a sharp decline due to the October 7, 2023 Hamas attack.
WTM London serves as a major global platform for travel
industry professionals. Israel’s exhibition at the event supports efforts to expand international cooperation and restore inbound tourism following disruptions in recent years.
