Israeli Tourism Ministry Launches 'I Am Israel' Campaign in North America
Israel's Tourism Ministry officially launched a ₪20 million North American marketing campaign called 'I Am Israel' at the Jerusalem Post 2026 New York Conference. The initiative aims to revitalize tourism by showcasing Israeli culture, people, and daily life rather than traditional landscape imagery, emphasizing safety and authenticity. The campaign represents a strategic effort to reconnect international travelers to Israel amid regional complexities.
At the Jerusalem Post 2026 New York Conference, Israeli Tourism Ministry Director General Michael Izhakov unveiled the 'I Am Israel' campaign, a ₪20 million initiative targeting North American audiences. The campaign deliberately departs from conventional tourism marketing by focusing on people, culture, food, street life, and music rather than sanitized imagery of landmarks and landscapes. Actor Michael Rappaport shared personal testimony about how nine visits to Israel over two and a half years changed his perspective, emphasizing that tourism creates meaningful human connections. Israeli UN Ambassador Danny Danon highlighted the diplomatic value of firsthand visits, noting that direct experience transcends political divisions. The Tourism Ministry's approach reflects a broader strategy to position Israel as distinctive and culturally rich while addressing concerns about safety and accessibility for international visitors.
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- The Jerusalem PostRight
'I Am Israel': Tourism Ministry launches major campaign at 'Post' Conference
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