Israel Wants Indian Travellers to Explore Beyond Jerusalem and Other Holy Sites

Written By: Tuhin Sarkar

Tuhin Sarkar

Tuhin Sarkar is a Senior Journalist at Travel and Tour World with more than 10 years of experience in travel and tourism journalism. A post-graduate in Journalism and Mass Communication from Jadavpur University, he combines strong research, industry knowledge and storytelling expertise to produce engaging, insightful and impactful travel news and fascinating feature stories.

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September 12, 2026 04:56 GMT+5:30

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Israel is widely recognised for its religious and spiritual significance, but the destination wants Indian travellers to look beyond its famous holy sites and discover its broader tourism offering, according to Galit Hoffman, Consul of Tourism Affairs (India), Israel Ministry of Tourism.

Speaking exclusively to Travel and Tour World on the sidelines of BLTM 2026 at Yashobhoomi, New Delhi, Hoffman highlighted Israel’s diverse tourism experiences while discussing the growing tourism relationship between India and Israel.

Hoffman acknowledged Israel’s established appeal among pilgrims and religious travellers, particularly because of destinations such as Jerusalem. However, she stressed that the country offers considerably more than religious tourism.

“Israel is very well known as being the holy place, the holy land,” Hoffman said. “But I must say that Israel provides much more than only holy places.”

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She encouraged visitors who travel to Israel for its spiritual heritage to extend their trip and explore other parts of the country.

Israel Wants Travellers to Explore Beyond Religious Tourism

According to Hoffman, travellers can combine visits to Israel’s important holy sites with experiences centred on nature, cities, food, wine and leisure.

She pointed to Jerusalem and Haifa while also highlighting Israel’s natural landscapes, cities, culinary scene, wineries and nightlife.

The country’s geographical diversity, she said, also gives travellers opportunities to experience the Dead Sea, desert landscapes, mountains and the Red Sea.

Hoffman specifically referred to opportunities for diving and marine experiences in the Red Sea, alongside Israel’s other outdoor attractions.

Her message to international visitors was straightforward: do not restrict an Israel itinerary to religious sites alone.

“Don’t just stick only to the holy places, give it a broader trip,” she said.

For Indian travellers, this creates the possibility of positioning Israel as a multi-interest destination rather than exclusively as a pilgrimage market.

India-Israel Tourism Relationship Continues to Grow

The interview also touched on the broader relationship between India and Israel.

Hoffman noted that the two countries have longstanding cooperation across several sectors, including defence, agriculture, technology and innovation. She described tourism as one of the growing areas within the wider relationship.

Having lived in India for the past eight years, Hoffman said she has observed a strong sense of familiarity between people from the two countries.

She also highlighted the experience of Israeli visitors to India, saying they often feel welcomed and experience a sense of being at a “second home”.

Hoffman believes Indian visitors can experience a similarly warm welcome when travelling to Israel.

“There are a lot of similarities between the people in Israel and in India,” she said.

She concluded by expressing her hope that more Indian travellers will visit Israel and experience the destination beyond its well-known religious and historical attractions.

Israel Tourism Looks Beyond Pilgrimage as US, France, UK, Russia and India Shape Its Global Source Markets

Israel is rebuilding its international tourism industry with a broader proposition that goes beyond pilgrimage, as the United States, France, United Kingdom, Russia and India remain important source markets. At BLTM 2026 in New Delhi, Galit Hoffman, Consul of Tourism Affairs (India), Israel Ministry of Tourism, told Travel and Tour World that Israel offers considerably more than its famous holy places.

The comments come as Israel continues to navigate an uneven tourism recovery following the sharp decline in international arrivals after October 2023.

United States

The United States remains Israel’s leading international tourism source market. Israel received approximately 330,300 US tourists in 2024, while the figure increased to around 400,000 in 2025, according to figures reported by Israel’s Ministry of Tourism. The US market combines religious, cultural, leisure and diaspora-related travel, making it particularly important to Israel’s tourism recovery and long-term strategy.

France

France is another major European source market for Israel, ranking second among the leading markets in the available 2024 and 2025 data. Around 130,700 French tourists visited Israel in 2024, rising to approximately 159,000 in 2025. France’s importance reflects established cultural, religious and leisure connections, giving Israel a substantial base from which to rebuild and diversify demand.

United Kingdom

The United Kingdom continues to be an important source of international visitors to Israel. Approximately 79,100 British tourists travelled to Israel in 2024, with the number increasing to roughly 95,000 in 2025. The UK market has potential across religious and heritage travel as well as conventional holidays, allowing Israel to promote experiences beyond Jerusalem’s spiritual attractions and encourage longer, more diverse itineraries.

Russia

Russia was Israel’s fourth-largest source market in 2024, generating approximately 72,600 tourist arrivals. That was significantly below the roughly 158,500 Russian tourists recorded in 2023, illustrating the impact geopolitical conditions can have on international travel patterns. Russia therefore remains an important historical market, although its recovery trajectory has differed from that of Israel’s leading Western markets.

India

India represents a smaller but strategically important growth market for Israel. Approximately 9,600 Indian tourists visited Israel in 2024, with pilgrimage accounting for a substantial share of demand. Israeli tourism authorities have nevertheless identified India as a market with considerable potential. Hoffman’s BLTM 2026 comments suggest the strategy is to build on pilgrimage by promoting nature, cities, cuisine, wineries, nightlife and adventure.

Israel Wants Indians to See More

Hoffman’s message at BLTM was clear: Indian travellers should not limit their Israel experience to holy places.

“Israel provides much more than only holy places.”

She highlighted Jerusalem and Haifa, but also pointed to Israel’s nature, cities, culinary experiences, wineries, nightlife, the Dead Sea, desert landscapes, high mountains and the Red Sea.

Her broader invitation is significant because pilgrimage remains an important component of India’s Israel travel market. Rather than replacing religious tourism, Israel can potentially extend the pilgrimage itinerary into a wider holiday experience.

An Uneven Tourism Recovery

Israel’s overall international tourism market remains below pre-conflict levels, but 2026 data show periods of recovery alongside renewed volatility. The country’s leading markets remain crucial to restoring visitor volumes, while emerging markets such as India offer an opportunity for diversification.

For Israel, the next phase is therefore not simply about bringing back tourists. It is also about expanding what those tourists do once they arrive.

For Indian travellers in particular, the message from BLTM 2026 is straightforward: Israel wants to be considered not only as the Holy Land, but also as a destination for nature, food, wine, cities, adventure and leisure.

What This Means for Indian Travellers

Hoffman’s comments point towards a broader tourism proposition for Israel in the Indian market. While pilgrimage and religious tourism remain important reasons for visiting, the destination is also promoting experiences involving nature, cities, food, wine, nightlife, deserts, mountains, the Dead Sea and Red Sea activities.

That broader positioning could be particularly relevant for Indian travellers seeking itineraries that combine heritage with leisure and experiential travel.

The interview did not announce a new tourism programme, target or policy. Instead, Hoffman used the BLTM 2026 platform to reinforce Israel’s message that Indian travellers should consider the country as a destination offering more than its famous holy places.