Israel is setting its sights on Canadian travelers with a new strategy to boost tourism by 2027. The Israel Ministry of Tourism (IMOT) is launching a major North American marketing campaign, restoring airline capacity, and re-engaging travel advisors to revive interest in the country. This full approach aims to address the decline in tourism caused by recent global events and reposition Israel as a must-visit destination for Canadians. By focusing on both traditional and digital marketing channels, the IMOT seeks to create a balanced narrative that highlights Israel’s safety, cultural richness, and diverse attractions.
At a recent press conference in Toronto, IMOT officials outlined their plan to rekindle Canadian interest in Israel. Jerry Adler, Deputy Director and Communications Director, introduced Taimur Mansour, the new Consul–Director for Canada, who previewed the upcoming I Am Israel campaign. The event, held at the Consulate General of Israel, brought together travel trade media, tour operators, and local travel professionals, all eager to learn how the Ministry plans to overcome recent challenges and promote Israel as a welcoming destination. Adler emphasized that Israel has remained open for business, and the focus now is on rebuilding direct airline connections, which are key for Canadian travelers.
Airlines Signal Confidence in Israel’s Recovery
A key part of the strategy is restoring direct flights between Canada and Israel. Yoram Elgrabli, Consul and Commissioner for North America, shared encouraging news about airline service from the U.S. United Airlines and Delta Airlines have resumed flights, and additional routes from cities like New York, Chicago, and Washington are expected to follow. These developments reflect growing confidence in Israel’s recovery as a travel destination. Elgrabli highlighted that the resumption of flights from major U.S. hubs not only benefits American travelers but also provides convenient connections for Canadians, particularly those in eastern Canada.
Elgrabli expressed hope that Air Canada will restart nonstop service in January 2027. Mansour emphasized the significance of airline service, stating, “If there’s a flight coming, then it’s safe.” He argued that airlines wouldn’t resume operations if they didn’t believe the destination was secure and ready for visitors. The return of direct flights is seen as a critical step in rebuilding traveler confidence and making Israel more accessible to Canadian tourists. Mansour also noted that the presence of major airlines in Israel serves as a powerful endorsement of the country’s safety and operational readiness.
Showcasing Israel’s Classics and Contemporary Appeal
The IMOT’s approach focuses on promoting Israel’s classic attractions, such as Jerusalem and the Sea of Galilee, while also highlighting its contemporary offerings. Mansour aims to broaden the appeal beyond pilgrimage and historical sites, emphasizing Israel’s diverse experiences, including wineries, cuisine, and lively cities like Tel Aviv. This dual focus is designed to cater to a wide range of traveler interests, from those seeking spiritual and historical enrichment to those interested in modern culture and lifestyle experiences. By presenting Israel as a destination that seamlessly blends the ancient and the modern, the IMOT hopes to attract a broader spectrum of Canadian travelers.
Mansour believes this combination of classic and modern attractions will resonate with Canadian travelers seeking meaningful experiences. He advises travel advisors to start with the classics, particularly for faith and heritage travelers, while gradually introducing the country’s lesser-known aspects. This strategy allows advisors to build trust and familiarity with clients before expanding their understanding of Israel’s full potential. Mansour also stressed the importance of personalizing travel experiences, encouraging advisors to tailor itineraries to individual interests and preferences, whether they involve exploring ancient ruins, enjoying gourmet cuisine, or experiencing lively nightlife.
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The challenge, according to Mansour, is overcoming negative perceptions shaped by media headlines. He asserts that Israel is more than what’s portrayed in the news, stating, “Israel is different than what you see.” The IMOT’s strategy aims to shift the focus back to the travel experience, showcasing the country’s diversity and appeal. To achieve this, the Ministry is investing in grassroots efforts to engage directly with Canadian travelers, including hosting cultural events, food festivals, and virtual tours that provide authentic glimpses into Israeli life. By supporting a more subtle understanding of Israel, the IMOT hopes to counteract media-driven stereotypes and inspire Canadians to visit the country firsthand.
Digital Campaign Features Real Visitor Experiences
The I Am Israel campaign, set to launch in Canada soon, is a digital initiative featuring short-form videos of real visitor experiences. Instead of relying solely on traditional destination imagery, the campaign highlights what travelers actually encounter in Israel. This approach is intended to build authenticity and trust, allowing potential visitors to see Israel through the eyes of real people. The campaign’s focus on user-generated content and personal stories aims to create a more relatable and engaging narrative that resonates with Canadian audiences.
The campaign will target Jewish, Christian/evangelical, and general audiences through platforms like YouTube, Google, TikTok, and Meta. Three primary videos and approximately 30 shorter experience-led clips will be available to the travel trade, providing advisors with fresh material to engage clients. These resources are designed to equip advisors with compelling content that showcases the diversity of Israeli experiences, from spiritual journeys to culinary adventures and urban exploration. Adler noted that the videos are available to the travel trade upon request, offering a valuable tool for advisors looking to inspire and inform their clients.
Mansour is confident that there’s already pent-up demand for travel to Israel among Canadians with connections to the country through faith, heritage, or previous visits. He believes that once advisors start actively selling Israel again, demand will follow. The IMOT plans to support advisors with webinars, training, and itinerary resources to facilitate this process. These initiatives are part of a broader effort to rebuild industry relationships and provide advisors with the knowledge and tools they need to effectively promote Israel. Mansour emphasized that the Ministry’s support extends beyond marketing materials, including personalized assistance and collaborative planning to help advisors create tailored travel experiences for their clients.
Elgrabli emphasized the importance of partnership with Canadian tourism professionals, stating, “We are counting on you to rebuild together with Israel tourism for Canada and travel agents.” As Israel works to regain its footing in the Canadian market, the focus remains on showcasing the country’s unique blend of history, culture, and contemporary appeal. By supporting strong partnerships with travel advisors and leveraging innovative marketing strategies, the IMOT aims to position Israel as a top destination for Canadian travelers in the years to come. Elgrabli’s message showed the collaborative nature of the effort, highlighting the shared responsibility of both the Ministry and Canadian tourism professionals in revitalizing travel to Israel.