Israel’s Ministry of Tourism (IMOT) reported steady growth in 2025, recording 1.3 million international arrivals despite the lingering effects of regional conflict. The United States continued to lead inbound markets with 400,000 visitors, followed by France with 159,000 and the United Kingdom with 95,000. Together, these three markets accounted for roughly 55 percent of total arrivals. Canada added 28,000 travelers, bringing the combined total from the U.S. and Canada to 428,000. Russia, Germany, Ukraine and Romania followed among secondary source markets.
“With the reduction of travel warnings and the increase in flight availability, 2026 is expected to be a year of recovery,” said Minister of Tourism, Haim Katz, in a press statement. “The tourist arrival data is encouraging, and the demand for Israel among supportive audiences and key countries, primarily the U.S., remains strong. Accordingly, we are preparing to increase investments in marketing activities. In the past year, steps we took to increase the supply and diversity of hotel rooms have progressed and are bringing real improvements to the future of Israeli tourism. We will continue to work on enhancing the tourist experience through smart investments in infrastructure and activities that yield the greatest benefits for tourism growth.”
Rebuilding Israel Tourism From Within and Without
Throughout 2025, IMOT continued its dual focus on rebuilding inbound tourism and sustaining strong domestic travel. Over 13 million hotel nights by Israeli residents were logged by the end of the third quarter, demonstrating a continued appetite for local leisure travel even as international arrivals picked up. Reduced travel advisories and the resumption of airline routes supported this recovery, prompting IMOT to express optimism for 2026.
Survey data from the first half of 2025 reflected notable shifts in visitor profiles. 51 percent identified as Jewish, down from 66 percent in 2024, while the share of pilgrims rose from 5 percent to 9 percent. Average spending per tourist reached $1,622, up from $1,427 in the previous year, excluding airfare. Stays averaged 9.3 nights, slightly shorter than the 11.4-night average in 2024. The leading purpose of travel remained visits to family and friends at 45 percent, followed by business travel at 12 percent and leisure visits at 14 percent. 88 percent of respondents rated their trip highly, and 83 percent indicated they would recommend Israel to others.
“We had to do intense work in crisis management while promoting structural solutions for the future of tourism in Israel,” said Director-General of the Ministry of Tourism, Michael Izhakov, in a press statement. “As expected during a time of war, we invested in strengthening tourism infrastructure, entrepreneurship, planning and maintaining the Ministry’s marketing channels abroad. We continue to collaborate with the industry, with a responsibility for economic growth, employment in the periphery,and restoring confidence in the international market.”
During the same year, the Ministry advanced several strategic initiatives. The most significant was a mixed-use development reform permitting up to a 49 percent residential component in designated hotel zones under specific conditions. The measure aims to balance developer feasibility with the preservation of tourism assets and natural landscapes.
IMOT also approved a public infrastructure investment plan totaling about $55 million (174 million NIS) for projects proposed by local authorities. These projects, some funded through reallocated budgets, are intended to strengthen regional connectivity and modernize public tourism facilities across Israel.
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