‘It’s beyond tourism, everyone who boards a plane to the Jewish state is helping us heal’

So far approximately 70,000 visitors from the UK alone have visited Israel this year, and the vast majority of them have been from the Jewish community.

Considering the challenging times, it’s an impressive number and it is of course more than a  number. It’s a meaningful message. Visiting Israel in the wake of October 7 is a statement of solidarity and a strengthening of the bond between the Jewish state and the diaspora.

And as Israeli, I want you to know that your presence is not taken for granted. In fact, I feel a profound need to thank everyone who has come in this challenging time. Every visitor is not merely a guest, or a tourist, but also an active partner in the shared effort to heal and shore up Israeli society. Put another way, is more than a personal experience, it’s a message of solidarity, of family connection.

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t is also true to say that your visit helps economic life here.  Economically, small business owners, communities dependent on tourism, tour guides, hotel staff, taxi drivers and all communities dependent on tourism feel the support immediately.

And for British Jews, it’s also an opportunity to discover new places in Israel, like the Negev, perhaps, which makes up 60 per cent of Israel’s land mass and which is filled with amazing hiking trails, nature reserves, wineries, unique agriculture, and small creative businesses. It also includes sites such as Ramon Crater in Mitzpe Ramon, the Dead Sea, Masada, Timna Park and the town of Eilat, of course. Come and connect with the people here, learn their stories. 

Having said all this, please know that I am aware of the practical challenges people may face. Some might find it difficult to obtain travel insurance. One possible solution is to obtain it from Israeli companies that offer coverage specifically within Israel.  We are working closely with local insurance companies on this. 

What’s more, the airline Israir has this week launched a new daily flight route from Luton to Israel, a move that will hopefully reduce overall ticket prices down the line. And we hope, of course, that other airlines will resume flights to Israel in April. Here at the tourism office we will certainly be doing all we can to encourage this.

And if you’re debating whether now is the right time to visit Israel, well, yes, we understand that we are in a dynamic situation and you need to feel safe. And when you do come, we’ll be here, waiting with open arms, eager to share everything Israel has to offer.