Israel Shifts Tourism Focus with "I Am Israel" Campaign
Published June 15, 2026
Israel launches a new North American tourism campaign, "I Am Israel," focusing on cultural and emotional connections to attract visitors amid regional challenges.
New
Israel is launching a significant shift in its tourism marketing with a new North American campaign titled “I Am Israel.” Unveiled at the Jerusalem Post 2026 New York Conference, this initiative, supported by approximately 20 million NIS, aims to present Israel as a lived experience, emphasizing its people, culture, and emotional connections rather than solely its landscapes and landmarks jpost.com.
Campaign Goals and Target Audience
The “I Am Israel” campaign seeks to revive inbound tourism, particularly in the face of regional instability and reputational challenges. The Ministry of Tourism intends to reach Jewish, Christian Evangelical, and pro-Israel audiences with a personalized, emotion-driven message. The United States remains Israel’s largest source of inbound tourists, accounting for over 30% of arrivals in 2025 jpost.com.
Key Takeaways
- Israel is launching the "I Am Israel" tourism campaign in North America.
- The campaign focuses on personal experiences, culture, and emotional connections.
- The initiative is backed by approximately 20 million NIS.
- The campaign aims to attract Jewish, Christian Evangelical, and pro-Israel audiences.
- The U.S. was the largest source of tourists to Israel in 2025.
Sources & further reading
- Beyond the postcard | The Jerusalem Post — jpost.com (June 11, 2026)