Israel’s once-thriving tourism industry has been battered by pandemic shutdowns, geopolitical instability and war. But with a fragile calm setting in, officials are working to rebuild both infrastructure and international trust. “We’re not where we were,” said Hassan Madah, international marketing director at the Ministry of Tourism, “but we’re not giving up.”
Israel’s tourism industry is clawing its way back after years of crises — from Covid to war. “We had 4.5 million tourists in 2019,” said Hassan Madah on The Jerusalem Post Podcast. “Now it’s under 1 million. That’s a huge blow.”
Madah, a member of Israel’s Druze community, sees tourism not just as an economic driver, but as a national mission. “We offer something unique — heritage, spirituality, diversity,” he said. But getting that message across, especially after the October 7 attack, is a challenge.
The ministry is focusing on core audiences like Christian and Jewish pilgrims, while also aiming to attract luxury travelers who “can afford to come even when prices are high.” Still, perceptions of safety — especially among visitors from Gulf states — remain a hurdle.
Optimistic change
Flights are operating, but high prices are limiting growth. Madah is hopeful that competition from budget airlines like Wizz Air will help. Meanwhile, the ministry is investing in sustainability and encouraging new, creative tourism packages that go beyond the traditional pilgrimage routes.
Asked for his personal recommendation, Madah didn’t hesitate: “Burrekas. Especially the cheese ones.” And his dream getaway? “The Dead Sea — the air alone is enough to relax you.”