Israel showcases tourism offerings at major London travel expo

The Israeli Ministry of Tourism presented Israel’s tourism offerings at the World Travel Market (WTM) in London from Nov. 3-5, hosting 23 Israeli exhibitors in a 400-square-meter pavilion under the banner “I AM ISRAEL.”

WTM London is one of the world’s largest trade shows for the travel and tourism industry.

The Israeli pavilion aimed to showcase “Israel’s diverse tourism offerings, from its beaches and desert landscapes to its historical, religious and cultural sites.” The ministry said its participation was highly successful, saying it was part of its efforts “to strengthen international tourism ties and encourage the return of visitors to Israel” following the sharp decline in tourism since the Oct. 7, 2023, Hamas attack.

The pavilion featured a prominent orange tree installation representing Israeli agriculture, growth and renewal, alongside photographs of landscapes and major tourist attractions across the country. Visitors were also invited to participate in a large interactive art wall, where they could write, draw and color as part of a shared creative activity.

The pavilion also screened a promotional video from the “I AM ISRAEL” campaign, highlighting tourism experiences.

The 23 exhibitors represented private tourism businesses, including incoming tour operators, hotel chains, airlines and regional tourism associations. They held meetings with international tourism professionals to strengthen existing business relationships and explore opportunities for cooperation.

Sustainable tourism was also among the topics presented at the exhibition. Representatives from Kibbutz Lotan, in the southern Arava region, introduced a model based on natural construction techniques and the use of earth as a building material. Rom Farm, in the Galilee, presented its “People-Nature-Community” approach, combining accommodations built using lightweight construction methods with farm-to-table culinary experiences.

“Israel’s participation in WTM is 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,” said Michael Izhakov, director-general of the Israel Ministry of Tourism.

“The new pavilion presented Israel as a tourism destination that is rich, diverse and full of life. Alongside engaging with visitors, we held meetings to strengthen ties with travel agents, airlines and leading industry stakeholders, with the aim of expanding cooperation and preparing for the return of tourists to Israel.”