Israel is inviting Indian travellers to discover a destination rich in history, culture, culinary experiences and contemporary attractions.
At the Israel Tourism Roadshow held at Taj MG Road, Bengaluru, on October 14, Voyager’s World spoke to Galit Hoffman, Consul – Tourism Affairs for India, Israel Ministry of Tourism, in an exclusive interview about Israel’s tourism revival, efforts to rebuild traveller confidence, strengthening India–Israel connectivity and the destination’s growing potential across leisure, pilgrimage and MICE tourism.
What is the objective of the Israel Tourism Roadshow in Bengaluru, and what can the local travel trade expect from the event?
We are delighted to be in Bengaluru as part of our three-city roadshow, which also includes Delhi and Mumbai. We have not conducted a roadshow for the local travel trade since before the COVID-19 pandemic, so we are excited to reconnect with travel professionals in person.
The primary objective is to meet the travel trade, provide updated information about Israel and generate renewed interest in the destination. We want to give Indian travel professionals a glimpse of what Israel has to offer and rebuild their confidence in promoting the destination. The roadshow also provides an opportunity to address their queries about visas, culinary experiences, hotels, hospitality and the overall travel experience. We are also looking forward to engaging with the media and local stakeholders.
How is the tourism situation in Israel at present? Are international visitors, particularly Indian travellers, returning to the destination?
Tourist numbers are gradually increasing from across the world, although they are still below our expectations. We consider this a year of recovery, following the period of conflict, and we are encouraged by the gradual return of international travellers. Air India has announced that it will resume direct flights to Israel from December 1, 2026. This is an important development for us and reflects renewed confidence in the destination.
India has consistently been among Israel’s top 10 source markets and has been our leading source market in Asia. Before the pandemic, we welcomed approximately 70,000 Indian travellers annually, and that remains an important benchmark for us. We want to rebuild those numbers and strengthen Israel’s position among Indian travellers as the market recovers.
How is Israel positioning itself to attract the MICE segment from India?
MICE is certainly one of the important segments we are focusing on for the coming year. Israel has a strong offering for conferences, business events and industry gatherings, particularly in technology and innovation. We host major conferences such as Cybertec, which focuses on cybersecurity, and events related to water technology and other emerging sectors. Our message is simple: come for the conference and stay to explore the destination.
Business travellers can discover Israel’s start-up ecosystem, meet technology companies and experience the country’s cultural and historical attractions. In my earlier role with the Ministry of Defence, I witnessed large Indian delegations attending Cybertec and defence trade shows. We would like these visitors to extend their stays and explore destinations such as Jerusalem, Tel Aviv and the Dead Sea. This would allow business travellers to combine professional engagements with leisure experiences.
What are the key challenges Israel faces in promoting tourism, particularly in the Indian market?
The biggest challenge is the perception that Israel is not a safe destination to visit. We understand these concerns, but we believe that the gradual return of travellers and international airlines demonstrates growing confidence. The situation has stabilised, and tourist numbers are increasing. We want to address concerns through accurate information and direct engagement with the travel trade. Visa-related apprehensions are another challenge. Travellers sometimes assume that obtaining an Israeli visa is complicated. However, the process is straightforward when applicants follow the prescribed instructions and submit the required documents. Israel introduced an electronic visa process last year, with India becoming the first country worldwide to receive access to this facility. This is an important step towards making travel more convenient.
We also want to dispel misconceptions about food. Israel offers a diverse culinary scene, with plenty of vegetarian and vegan options. By addressing these concerns directly, we hope to encourage travel professionals to present a more comprehensive and accurate picture of the destination.
Looking ahead, how does Israel envision the future of its travel, tourism, aviation, hospitality and MICE sectors?
Many people know Israel primarily as the Holy Land, but the destination offers much more. While religious tourism and pilgrimage remain important, we want to showcase Israel as a well-rounded leisure destination. The country combines history, archaeology and spirituality with beaches, nightlife in Tel Aviv, culinary experiences, wineries, nature and adventure activities. These attractions appeal to different traveller segments, including families and multigenerational groups.
Alongside leisure and pilgrimage, we will continue to focus on MICE and business travel. Our aim is to broaden awareness of Israel’s diverse experiences and encourage Indian travellers to discover the destination beyond its traditional image. We believe that a combination of these segments will be important in strengthening tourism ties between India and Israel in the years ahead.