At the international tourism conference IMTM, held at the Expo Tel Aviv complex, the new tourism initiative “Land of the Bible” was launched, bringing together the central heritage sites of Judea and Samaria under a single brand. The goal of the move is to increase tourism to the region after a long period of stagnation following the war.
The initiative’s founders noted that after nearly two intensive years, during which almost no tourism activity took place in Judea and Samaria, a gradual return of travelers is now evident, both from Israel and from abroad. According to them, thousands of visitors have already toured sites such as Ancient Shiloh, the Herodium, Sartaba, Sebastia, and Ancient Susya.
The “Land of the Bible” brand was launched by the major regional councils in Judea and Samaria, led by the Judea and Samaria Regional Councils Cluster, with the aim of bringing the region’s historical heritage assets together under one umbrella. Tourism operators active in the area explained that the vision is to turn the heritage landscapes of the Jewish people into an international attraction and to make the historical narrative accessible to broad audiences in Israel and around the world.
According to them, the initiative was born at a time when Israeli society is seeking a connection to its roots and identity, crossing municipal boundaries. The shared tourism product is designed to allow travelers to “walk through the pages of the Bible” - from ancient settlement sites to cities of profound historical significance, including Hebron. Alongside the heritage sites, the tourism offering includes additional attractions, nature trails, streams, wineries, and hospitality infrastructure.
Israel Ganz, Chairman of the Yesha Council and Head of the Binyamin Regional Council, said that tourism in Judea and Samaria is, in his view, an expression of national belonging to the region. “When we connect the public from Israel and around the world to journeys along the paths of the Bible, we strengthen the roots of the nation and emphasize our historical story,” he said.
Keren Geffen, CEO of the Judea and Samaria Regional Councils Cluster, added that the cooperation between the councils has given rise to a new tourism product that combines historical depth with advanced infrastructure and is expected to attract visitors to a unique experience in the heart of the country.
The Head of the Gush Etzion Regional Council, Yaron Rosenthal, also addressed the importance of the initiative and noted that Judea and Samaria are the very heart of the Land of the Bible, containing an exceptional concentration of heritage sites of great importance to Jewish history. According to him, the proximity to central Israel and the open landscapes give the region the potential to become one of Israel’s major tourism destinations.
Avi Ro’eh, Chairman of the Judea and Samaria Regional Councils Cluster, concluded that this is a regional move aimed at strengthening the economy and national resilience by connecting the public to heritage assets.
At the same time, the campaign’s initiators acknowledge that they face a significant challenge: Persuading broad audiences, including families with children and tourists from abroad, to visit a region that often makes headlines in the context of security-related events.