Israel Tourism Spotlights The Country And Its People In New Campaign

Israel’s Ministry of Tourism (IMOT) has unveiled the *I AM ISRAEL* campaign, a $7 million effort to rebrand the country as a vibrant, safe destination for travelers. The initiative focuses on highlighting Israel’s diverse landscapes—from Mediterranean beaches to deserts and historic sites like Masada—while centering the experiences of its people. Three video series target general tourists, Jewish visitors, and Christian communities, airing on platforms like Amazon, FOX, and North American social media. The campaign was officially launched in New York by Michael Izhakov, director-general of IMOT, who stated the goal is to ‘reconnect Israel to people’s hearts.’ Yoash Ben Izhak, VP of Marketing for IMOT, emphasized the mission to make Israel ‘stand out’ through meaningful tourism, showcasing daily life, street culture, and local traditions. Unlike previous promotions, the campaign avoids generic landscapes, instead featuring real moments like food, music, and beach activities in Tel Aviv. Tourism in Israel peaked in 2019 with 4.55 million visitors but collapsed during COVID-19 and further declined after Hamas’s October 7, 2023, attack, which killed or kidnapped over 1,400 people. U.S. visitors dropped from 105,700 in May 2019 to 44,200 in May 2025 and are projected to fall to 22,600 by May 2026. Despite the conflict, daily life in Israel has remained relatively stable, with businesses, schools, and cultural events continuing, including Pride Month celebrations in Tel Aviv. The campaign aims to counteract perceptions of danger, with Izhakov noting that tourist sites remain open and secure. However, logistical challenges persist, such as the absence of direct U.S. carrier flights, requiring travelers to connect through Europe. The ministry’s strategy combines emotional storytelling with practical reassurance, hoping to restore Israel’s reputation as a dynamic and inclusive destination.