Israel welcomed 104,100 visitors from the UK in 2025, making Britain the country’s third-largest source market worldwide, according to figures released as tourism leaders gathered at IMTM 2026 in Tel Aviv.

The data shows that 1.318 million international tourists visited Israel in 2025, up from 962,000 in 2024, marking a 37 percent year-on-year increase. Despite the rise, visitor numbers remain well below pre-pandemic and pre-war levels.

Only the United States (447,100) visitors and France (176,100) recorded higher arrival numbers than the UK, underlining the continued strength of travel links between Britain and Israel.

Tourism officials said the recovery has been uneven, with demand strongest among visitors with family, religious and community ties to Israel – particularly from Jewish and Christian communities in the UK.

Much of the continued UK travel has centred on longstanding religious and historic sites, including Jerusalem’s Old City, the Western Wall, the Church of the Holy Sepulchre, and destinations such as Masada, the Dead Sea, and city tourism in Tel Aviv and Jaffa.

Michael Ben Baruch, Director of the UK Ministry of Tourism, said: “Israel’s appeal as a travel destination is undeniable and unbreakable. Many travelers 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 travelers 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.”

Tourism revenue reflected the rise in arrivals. The Ministry of Tourism estimates that inbound tourism generated approximately 7.8 billion shekels in 2025, based on survey data from the first half of the year. Visitors spent an average of £1,254 ($1,711) per stay, excluding flights.

The figures also highlight the scale of the downturn following October 2023. By September 2023, Israel had been on track to approach pre-Covid levels, comparable with the 4.55 million tourists recorded in 2019. However, 2024 saw an approximate 68 percent drop in arrivals compared with 2023, with just 962,000 visitors, including 79,000 from the UK.

Monthly data shows that recovery remained inconsistent throughout 2025. Around 139,000 tourists arrived in December, up from December 2024, though still significantly below historic norms.

Speaking at IMTM 2026, Tourism Minister Haim Katz acknowledged the challenges facing the sector, 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”.

Photo: Annabel Sinclair