After years of COVID-19 pandemic and war disruption, Israel is once again poised to welcome tourists. According to recent figures revealed at the International Mediterranean Tourism Market (IMTM) 2026 in Tel Aviv, around 1.3 million international tourists have taken the plunge. This represents a 37 percent increase on the previous year, yet still well below pre-pandemic levels.

Visitors hailed from the United States (447,100), followed by France (176,100) and the rest (104,000) from the UK, generating approximately 7.8 billion shekels (£1,852,875.68) in 2025. Bolstered by this, many airlines are flying to Tel Aviv’s Ben Gurion airport again, including Wizz Air, Virgin, Swiss, Delta, United and American Airlines.

This prompted Tourism Minister Haim Katz to open IMTM saying:

“Uncertainty and travel warnings have impacted tourism activity. However, with improvements in flight availability expected in 2026, there is a reason for optimism that the first signs of recovery are already here.”

The two main reasons for the increase are to visit family or for religious reasons, mainly from Jewish and Christian communities. Jerusalem’s Old City, the Western Wall and the Church of the Holy Sepulchre were high on the list, as well as Tel Aviv/Jaffa as a coastal city break.

The Dead Sea, Lowest Point on Earth

Some chose to go to Masada and the Dead Sea, the lowest point on earth, while these bucket list destinations remain uncrowded.

For 2026, the newly opened City of David is likely to be a compelling pull for tourism. This is an active archaeological site just outside the Old City walls, offering a 3,000-year-old glimpse into biblical history. 

There are plans in place to build more hotels to cater for increased arrivals and at the same time lower room rates. Baruch, Director of the UK Ministry of Tourism, said:

“Israel’s appeal as a travel destination is undeniable and unbreakable. Many travellers in the UK, particularly from the Jewish and Christian communities, have shown their solidarity with Israel and made a visit in 2025, attracted by its unique sites, incredible hospitality as well as friend and family connections.

 

“These figures demonstrate the enduring appeal of Israel to British travellers and reflect growing confidence in the destination. As we enter 2026, the substantial hotel investment pipeline and the positivity of the tourism industry position Israel well to accommodate continued growth from the UK market.”

Surveys by Israel’s Ministry of Tourism (IMOT) showed that 88 percent of international visitors expressed high satisfaction, and 83% said they would recommend Israel as a destination to others.