Last updated: 9:00 PM ET, Wed June 24, 2026
WHY IT RATES: The Israel Ministry of Tourism launched the "I AM ISRAEL" campaign in NYC, targeting American tourists by showcasing Israel's culture, lifestyle and people through videos aimed at general travelers and specific groups, boosting tourism recovery efforts. —Janeen Christoff, TravelPulse Executive Editor
The Israel Ministry of Tourism launched "I AM ISRAEL," a new multi-platform campaign for American audiences, at the Jerusalem Post Conference in New York City this week. The campaign tells Israel's story through the people who live there — their everyday lives, culture, cuisine, and authentic experiences — and is aimed at reconnecting American travelers with Israel as the country's tourism sector moves toward recovery.
The campaign features three video series tailored to distinct American audiences: general leisure travelers, the Jewish market, and the Christian market. The launch in New York City brought together opinion leaders and leaders of Jewish and Christian communities from across the country.
The initiative, representing an investment of NIS 20 million, will include video promotion, content collaborations with media outlets, influencer activity on social media, and PR events. The campaign will run across major digital platforms including Hulu, Disney+, YouTube, Meta, iHeartRadio, and leading content and lifestyle websites throughout North America. The series includes three videos and more than 30 short videos for social media.
The United States is the largest source market of tourism to Israel. In 2025, approximately 400,000 tourists from the United States visited Israel, comprising roughly one third of all visitors to Israel that year. In 2019, before the COVID-19 pandemic, close to one million Americans arrived in Israel - a record that was surpassed in 2023 with more than one million arrivals.
Minister of Tourism, Haim Katz: "As Israel's tourism sector looks toward recovery, we are launching a campaign in the USA, the primary source market of inbound tourism to Israel, which in normal times accounts for approximately 25% of all visitors. We conducted in-depth research and refined the content into a personal message that drives action, moving away from a single uniform film for everyone. In parallel, we continue to strengthen the local industry with dedicated grants and are working to increase the number of flights and hotel rooms - both critical to Israel's long-term tourism recovery, economic growth, and prosperity."
Director-General of the Ministry of Tourism, Michael Izhakov: "At a time when Israel is seen in the world primarily through the lens of the news, it is important to launch a campaign that presents a different reality - of life, of people, of culture and of connection. The campaign creates a personal and emotional connection - a powerful force for bringing tourism back to Israel. The tourism industry is a significant economic engine, and every tourist who comes to Israel becomes an ambassador for Israel."
The campaign launch is part of a working visit by an IMOT delegation headed by the Director-General, conducting professional meetings across the United States with senior tourism industry figures, travel agents, investors, media, and opinion leaders.
SOURCE: Israel Ministry of Tourism press release
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