Israel, February 2, 2026 – For the first time since 2019, representatives from the 17 worldwide Israel Government Tourist Offices (IGTO) gathered in Israel for a multi-day meeting to discuss the strategic direction of international tourism to Israel and to generate creative impulses.

Directors, marketing and PR professionals, and PR representatives from the Israel Ministry of Tourism's worldwide foreign offices convened for the four-day meeting in Tel Aviv and Jerusalem. This was the first meeting of its kind since 2019, setting an important tone for the restart of tourism in Israel during challenging times. In total, around 50 tourism experts from 17 nations participated, with the common goal of setting the course for future international tourism efforts and bringing Israel back into focus as a multifaceted travel destination.

The summit focused on global strategy and coordination rounds for the coming months. How can Israel be positioned internationally in the current climate? Which messages build trust, provide orientation, and inspire a desire to travel? And how can the country's diversity, from culture to cuisine to urban lifestyle, be communicated creatively and in a contemporary manner? Inspiring expert presentations provided concrete impulses for modern, creative marketing and differentiated PR work.

The program was rounded off by breakout sessions and workshops for individual departments – including PR, marketing, and the international office teams. This allowed participants to exchange best practices, discuss content and campaign approaches, and reflect on country-specific communication challenges. The goal was to more closely integrate the Ministry's global activities, set priorities, and at the same time allow room for local market requirements.

In addition to the conference formats, the meeting deliberately focused on on-site insights. Through discussions with inbound tourism partners and encounters within the country, delegation members gained a transparent impression of the current situation. They also got to know Israel better through tours, including in Tel Aviv and Jerusalem. This allowed them to experience the tourist offerings firsthand and to work with current, authentic impressions in their markets in the future.

The highlight of the week was a symbolic reception at the President's Residence in Jerusalem with President Isaac Herzog. This is a clear sign of the national importance of international tourism and the shared confidence in welcoming guests from all over the world again.

Michael Izhakov, Director General of the Israel Ministry of Tourism, emphasized the importance of the meeting: “I am proud of our international teams. Direct exchange with local partners and the immediate experience of the reality in the country are crucial for building trust. Those who experience Israel understand the 'true story' beyond the headlines – and can convey it to the world with conviction.”

With this summit, the Israel Ministry of Tourism underscores its commitment to working in an internationally coordinated, creative, and future-oriented manner, and to actively shaping the next phase of tourism development together with partners.

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About the Israel Government Tourist Office in Germany:

Whether round trips, city breaks, bathing, wellness, active and cultural trips, car rentals or family holidays: The Israel Government Tourist Office provides information about the various regions, cities and sights in the Holy Land. Israel is located in the Eastern Mediterranean and is no more than a four-hour flight from most parts of Europe. The country offers a sunny climate, a wide variety of historical, archaeological and religious sites, and a captivating contrast between ancient and modern. In Israel, visitors are welcomed with traditional hospitality that dates back to biblical times. goisrael.com

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