Tourism in Israel Takes a New Turn: Yoash Ben Izhak’s Appointment is Set to Shape the Future of Travel in Tel Aviv, Jerusalem, and Beyond – Here’s What You Need to Know

Published on December 10, 2025

The Israel Ministry of Tourism has made a significant step forward in strengthening its global presence with the appointment of Yoash Ben Izhak as the Senior Deputy Director-General for Marketing. Ben Izhak, known for his robust background in marketing and public relations, will play a pivotal role in guiding the Ministry’s efforts to promote Israel as a top-tier tourist destination, especially in the context of recovery from recent challenges. With a fresh strategy aimed at enhancing the Israel brand, his appointment marks the start of an era focused on boosting inbound tourism and elevating Israel’s standing in the competitive global tourism landscape. This move comes at a critical time as Israel looks to rebound from the disruptions caused by the ongoing conflict and strengthen its economic position.

New Leadership to Drive Tourism Innovation in Israel

The Israel Ministry of Tourism has announced the strategic appointment of Yoash Ben Izhak, who will take on the crucial role of Senior Deputy Director-General for Marketing. This leadership change is expected to make a considerable impact on Israel’s approach to tourism, focusing on bolstering the country’s tourism branding and promoting its unique attractions to international markets. Ben Izhak brings a wealth of experience from his previous role as the Director-General of Marketing, Communications, and Community Relations at Israel Railways, where he demonstrated a keen understanding of public relations and communications strategies that successfully resonated with both the local and global audience.

Under his new role, Ben Izhak will be tasked with overseeing the Ministry’s marketing initiatives, which include advertising campaigns, branding strategies, and promotional events aimed at enticing more travelers to Israel. These efforts are designed to promote not just Israel’s famous landmarks, but also its vibrant culture, historical significance, and diverse landscapes.

The Strategic Importance of Inbound Tourism for Israel’s Economic Growth

Tourism plays a critical role in Israel’s economic stability and growth, and Ben Izhak’s appointment comes at a time when the country is looking to capitalize on its rich heritage and dynamic modern offerings. The recent challenges brought on by the ongoing conflict have disrupted the tourism industry, making this strategic focus on tourism recovery and marketing even more vital. Ben Izhak’s deep-rooted experience in public information and marketing communications is expected to propel Israel’s recovery efforts, fostering growth in both the domestic and international tourism markets.

Israel is renowned for its religious landmarks, historical cities like Jerusalem, vibrant nightlife in Tel Aviv, and its breathtaking Dead Sea. The renewed focus on innovative marketing strategies will highlight these key attractions, while also introducing lesser-known gems that offer immersive experiences for visitors seeking to explore beyond the traditional tourist sites.

What Does Ben Izhak’s Appointment Mean for Israel’s Tourism Landscape?

With the rise of global competition in the tourism sector, it’s crucial that Israel’s tourism messaging remains fresh, engaging, and attractive to international travelers. Ben Izhak’s approach will likely focus on digital marketing, data-driven strategies, and targeted campaigns that appeal to diverse demographics, from history enthusiasts to adventure seekers. Israel’s diverse landscapes, rich culture, and modern appeal offer endless opportunities for creative tourism campaigns that resonate with global travelers.

Ben Izhak’s comprehensive background, which blends marketing expertise with a deep understanding of the public sector and community relations, positions him as an ideal candidate to strengthen Israel’s reputation as a global tourism powerhouse. His focus on strengthening Israel’s brand will be essential in attracting more inbound tourists, especially in the post-crisis period.

Israel Tourism Tips for 2025 and Beyond

For those planning to visit Israel in the coming years, here are a few tips to ensure an enriching experience:

• Explore Beyond the Famous Sites: While Jerusalem and Tel Aviv are must-see cities, don’t miss hidden gems like Haifa, Eilat, or the Negev Desert for unique landscapes and cultural experiences.
• Consider the Timing: The best time to visit Israel is in spring (April to June) or autumn (September to November), when the weather is pleasant and there are fewer crowds.
• Plan for Religious and Cultural Festivals: Israel hosts numerous festivals throughout the year, such as Passover, Rosh Hashanah, and Hanukkah, offering visitors a chance to witness vibrant celebrations.
• Travel Smart with Israel Railways: With the advancements in public transport, travelers can easily use Israel Railways to visit major cities and attractions conveniently.

Israel’s Tourism Sector on the Rise: What’s Next?

As Israel recovers and reinvents its tourism sector, the focus on tourism branding, cultural heritage, and sustainable tourism practices is expected to grow. By embracing the leadership of Yoash Ben Izhak, Israel will not only rebuild its tourism sector but will likely pave the way for a more resilient, innovative, and globally connected tourism industry. The Israel Ministry of Tourism is determined to adapt to the new realities of the tourism world, ensuring that travelers continue to see Israel as a destination of choice for both spiritual and adventure-based experiences.