Israel has initiated its first advertising campaign since the October 7, 2023, Hamas attacks, seeking to draw British visitors back to the country.
The "I Am Israel" digital campaign, launched in October, showcases the nation's people, landmarks, cuisine, and landscapes, encouraging potential tourists to form their own opinions. Michael Izhakov, director general of the Israel Ministry of Tourism, stated that the campaign is focused solely on tourism, not politics, and aims to promote Israel as any national tourism office would.
The campaign coincides with an increase in air connectivity. Five airlines now operate flights between the UK and Israel, and the UK Foreign Office revised its travel advice in June, lifting warnings against travel to many parts of the country. Tel Aviv, specifically, remains without a travel advisory.
British visitor numbers saw a nearly 50 percent increase in September, making the UK Israel's second-largest source market for that month. British Airways resumed its London Heathrow to Tel Aviv route on October 25, following an eight-month suspension.
Wizz Air currently offers five weekly flights from London Gatwick. El Al has maintained its services throughout the period. Additionally, two Israeli carriers have entered the UK market since October 2023: Israir began flights from London Luton in November 2024, and Arkia introduced services from London Stansted in August 2025.
Israel promotes diverse experiences, including its renowned Pride celebrations in June, which feature drag queens and street parties, making them among the largest globally and within the Middle East. "Israel is a safe and open destination with a long record of looking after holidaymakers, and it welcomes visitors of every background and faith," Izhakov said. He noted that nine out of ten recent visitors rated their experience positively, with over eight in ten recommending the destination.
The "I Am Israel" campaign is the first proactive advertising effort by the ministry in the UK since the Hamas attacks that resulted in over 1,200 deaths and approximately 251 hostages taken.