The annual conference of the Incoming Tour Operators Association in Israel was held in the old reception hall at Ben Gurion Airport (Terminal 1), under the title “A year of challenges and hope for inbound tourism” and served as a platform for an in-depth discussion on the state of the industry, the difficulties it faces, and the strategies required for its rehabilitation.

The inbound tourism industry has experienced an approximately 80% decrease in the number of inbound tourists and economic losses estimated at approximately 1 billion USD. Meanwhile, tourism businesses in the periphery, where the industry is responsible for approximately 35% of jobs, are dealing with economic uncertainty and complete dependence on the industry’s recovery.

Despite the challenges, a possible end to the fighting in the region poses a unique opportunity to revitalize the industry. Many tourism organizers, who are in constant contact with their partners abroad, testify that the demand to return to Israel certainly exists. According to them, potential tourists are waiting to return, including Christian pilgrims and Israel fans, for whom a visit to Israel is a journey of profound significance. To realize this potential, the state is required to invest significant efforts in developing infrastructure, building marketing plans, and strengthening trust among international markets in Israel as a safe and attractive destination.

The conference was attended by Tourism Minister – Haim Katz, whose presence emphasized his commitment to the industry and his perception that the industry is essential for the restoration of Israel’s economy and, at the same time, will serve as a significant diplomatic tool to strengthen Israel’s position in the international arena.

A central part of the conference was a professional panel moderated by the consumer, aviation and tourism editor at Channel 13, journalist Noga Nir Neeman, which was attended by senior figures from the aviation world, including: Hila Hermolin-Ronen – VP of Marketing and Sales at Israir, Avner Gordon – former CEO of Swiss, Ephraim Fortis – Co-Owner & CEO of Open-Sky, Joel Feldsho – former CEO of El Al, Yossi Fatael – CEO of the Incoming Tour Operators Association.

The panel addressed the critical role of the aviation industry as the lifeblood of inbound tourism, while emphasizing the importance of foreign airlines in the restoration of the industry. Participants discussed ways in which action can and should be taken to prevent the next crisis, including close cooperation between the aviation industry and the tourism industry, restoring the trust of international tourists, and implementing innovative solutions for advanced tourism experiences.