The Tourism Ministry took center stage yesterday at the Jerusalem Post 2026 New York Conference, launching an emotional and strategic blueprint to revitalize travel amid ongoing regional complexities.
Kicking off the session with his trademark high-voltage energy, actor and advocate Michael Rappaport shared how visiting the country nine times over the last two and a half years fundamentally changed him. "Tourism is not just about flights, it’s not just about hotels, tourism is about connection," Rappaport told the crowd, reflecting on the gritty authenticity of the local culture and atmosphere.
Following the introduction, Michael Izhakov, director-general of the Tourism Ministry, officially declared the launch of a groundbreaking North American initiative: "The campaign it’s called 'I AM ISRAEL.'" With its ₪20 million investment, the campaign is designed to reconnect the country to people's hearts and make it clear that tourist sites are safe and open. Izhakov explained that the strategy deliberately shifts away from traditional, sanitized imagery. "We chose not to show only landscapes and sites," he said. "We chose to show Israel through the people, through real moments, experiences, culture, food, street life, music, and the joyful Israeli spirit."
Danny Danon, Israel’s Ambassador to the United Nations, followed, noting that leading global diplomats on firsthand tours always yield profound connections that transcend politics. "The best experience we had in our visit to Israel was a Shabbat in Jerusalem," Danon revealed.
Yoash Ben Izhak, VP of Marketing for the Tourism Ministry, later elaborated on the philosophy behind the campaign, emphasizing a shift away from traditional, sanitized brochures. "Our mission is not to help Israel blend in; it is to ensure that Israel stands out as it has for thousands of years," Ben Izhak declared. "We’re offering tourism with meaning."
The event concluded with poignant remarks by Shanna Fuld. "As we conclude today's conference, we'd like to take a moment to recognize the brave soldiers who've fought to defend the State of Israel," Fuld said, before the conference drew to an official close with a collective singing of Hatikvah.
Written in collaboration with Tourism Ministry