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Israel launches 'I Am Israel' campaign to boost tourism through personal connection

From Jerusalem Post · () English

Translated from English, summarized and contextualized by DistantNews.

At a glance

In-depth Named sources New plan
  • Israel's Ministry of Tourism has launched a new North American campaign, 'I Am Israel,' to boost inbound tourism.
  • The campaign aims to reposition Israel as a lived experience focused on people, culture, and emotional connection, moving away from traditional site-focused marketing.
  • Backed by a NIS 20 million investment, the initiative targets Jewish, Christian Evangelical, and pro-Israel audiences with a personal and emotion-oriented message.

Israel's Ministry of Tourism has unveiled an ambitious campaign, titled “I Am Israel,” aimed at revitalizing inbound tourism by presenting the country as an experience to be felt rather than just seen. Launched at the Jerusalem Post 2026 New York Conference, the initiative seeks to counter a period of regional instability and reputational challenges abroad.

Our mission is to ensure Israel stands out as it has for thousands of years.

— Yoash Ben IzhakVice President of Marketing at the Israel Ministry of Tourism, discussing the campaign's goal.

The campaign, supported by an investment of approximately NIS 20 million, represents a deliberate shift from traditional tourism marketing. Instead of focusing solely on landscapes and landmarks, “I Am Israel” emphasizes people, culture, and emotional connections. Actor Michael Rappaport, a proponent of Israel, described his transformative visits and stressed that tourism is about connection, not just logistics like flights and hotels.

Tourism is not just about flights, it’s not just about hotels. Tourism is about connection.

— Michael RappaportActor and Israel advocate emphasizing the personal aspect of travel.

Ministry officials, including Vice President of Marketing Yoash Ben Izhak and Director-General Michael Izhakov, explained the campaign's focus on "gritty authenticity" and the lived texture of Israeli society. They chose to showcase "real moments, experiences, culture, and the joyful Israeli spirit" to create a narrative of lived experience. The campaign is designed to resonate deeply and personally with Jewish, Christian Evangelical, and pro-Israel constituencies, aiming to foster a strong emotional bond with the destination.

We chose not to show only landscapes and sites. We chose to show Israel through the people, through real moments, experiences, culture, and the joyful Israeli spirit.

— Michael IzhakovDirector-general of the Tourism Ministry explaining the campaign's new direction.
DistantNews Editorial

Originally published by Jerusalem Post in English. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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