All things considered Israel had a heartening 2026 third quarter, with arrivals rising to 8.6 percent from the U.S. and Canada compared to the same period last year. In all, the country welcomed 154,200 visitors: 127,200 U.S. and 27,000 from Canada.
‘I Am Israel’ Campaign
The boost in numbers can be attributed to increased airlift and the Israel Ministry of Tourism’s (IMOT) $2.8 million “I Am Israel” campaign. “designed to reconnect travelers with the country’s people, culture and experiences through authentic storytelling and immersive consumer engagement,” tourism officials said.
“Since launching on June 5 on major digital and streaming platforms, the campaign has generated 319 million campaign impressions, reaching 105,7000 viewers across the country, underscoring IMOT’s investment in strengthening Israel’s presence in one of its most important international tourism markets,” the officials added.
‘Taste of Israel’ Initiative
Yoash Ben Izhak, IMOT’s vice president of marketing, underscored the campaign’s success in driving business. “From reaching millions of travelers through compelling storytelling to bringing our culture to life through immersive experiences like our ‘Taste of Israel’ food truck, we are creating opportunities for audiences to discover the people, traditions and experiences that make our country so extraordinary,” he said.
“The enthusiasm and engagement we have seen across these initiatives reinforce the power of authentic connections to inspire curiosity, reshape perceptions and ultimately encourage more travelers to experience Israel firsthand,” Izhak added. “We are excited to build on this momentum as we continue strengthening Israel’s tourism presence across North America.”
In other promotional developments, IMOT introduced its inaugural culinary road show last week, which attracted 1,400 attendees in Miami, Atlanta, Nashville and Dallas.
Expanded Flight Options Boost Connectivity
The jump in tourism numbers was also boosted by United Airlines’ resumption of service from Chicago on Oct. 24 and Washington, D.C. on Oct. 25, and El Al’s service from San Francisco on Oct. 25.
“The increase in arrivals from the United States and Canada is a positive indicator of Israel’s tourism recovery and the continued importance of the North American market,” said Yoram Elgrabli, tourism commissioner for North America at the Israel Ministry of Tourism. “With air connectivity continuing to expand, including service from key U.S. gateways such as New York, Boston, Miami, Los Angeles, Chicago, Washington, D.C., San Francisco and Atlanta, Israel is becoming increasingly accessible to North American travelers.”
Strengthening Trade Partnerships
Going forward, Elgrabli noted Israel would continue to foster its trade partnerships. “We remain committed to working closely with airline partners, travel advisors and industry stakeholders to build on this momentum, inspire future visitation and strengthen Israel’s position as a leading international destination,” he said.
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