The director of the Israeli Tourism Office in the UK and Ireland has hailed the role of travel agents in the recovery of the destination’s tourist trade.
Michael Ben-Baruch told Travel Weekly: “Travel agents are a really, really important part in our recovery and our purpose to showcase the destination – its safety, beauty and diversity.
“There are many experiences, places to visit and so many things to do. The best way to make sure that you don’t miss any experience is to consult with someone who knows the destination, like travel agents.”
He joined the London office in August 2023, shortly before the war in Gaza erupted in October 2023.
Following the ceasefire between Israel and Hamas agreed last month, he is now resuming talks with UK agencies, such as Travel Counsellors and Hays Travel, and tour operators to help rebuild visitor numbers through joint marketing, training and incentives.
It is hoped that a revamped training platform will go live on Travel Uni by April.
Ben-Baruch is also inviting UK agents and operators to attend the International Mediterranean Tourism Market (IMTM) in Tel Aviv in May as part of a wider educational trip to Israel.
More: ‘Cautious optimism’ voiced over Israel tourism recovery
Foreign Office lifts advice against travel to parts of Israel
It follows on from the Israeli Tourism Office taking part in World Travel Market London in November 2024.
“WTM was very successful, to maintain the relationship with our close friends in the industry,” he commented.
He said 2019 was a record year, with 235,000 visitors from the UK market to Israel, adding: “In 2023, after the pandemic, we were on the right track to follow these numbers up until October.
“Even in 2024 during the war, 80,000 travellers came from the UK to Israel…the Jewish market, pilgrims, business travellers or just friends of Israel who want to show support by travelling to Israel.
“Hopefully, I would say in the second part of the year, we will start to see gradually more people from all backgrounds, from the general market – and we will be in a good position by the end of the year and towards 2026 to break the record again.”
Alongside two Israeli carriers linking London with Israel – El Al and Israir – the destination is also served by Wizz Air. British Airways will resume in April, followed by easyJet in June.
Ben-Baruch conceded that Israel is not cheap to visit but added: “Even though it’s a bit expensive, it’s still absolutely great value for money.
“Israel is a safe place, very diverse and fascinating destination. We are really keen to welcome guests.”
He highlighted the wide range of activities and cultural experiences, such as diving in Eilat, skiing at Mount Hormon, historic and religious tours, visiting different communities, and the “amazing” beaches.
Furthermore, he expects to see growth in urban tourism, with Tel Aviv and Jerusalem being just 40 minutes apart.
“Tel Aviv is one of the capital cities for the LGBTQ community and this June, we have the Pride events in Tel Aviv,” he added.
“Hopefully we’ll see a lot of people from the community all over the world coming to celebrate.”