Lorin Maugery Reveals How Israel Is Chasing US South Tourists With Faith Travel, Flights and Luxury Hotels

Friday, August 28, 2026

Lorin Maugery is Consul for Tourism Affairs to the Southern United States, overseeing Israel’s tourism outreach across 11 states. A former lawyer, he joined the Israel Ministry of Tourism in 2014 and established its Foreign Investor Relations field, where he worked with international hotel groups, developers and investors to promote hospitality investment in Israel. He also initiated and co-organised the Israel Hotel Investment Summit (IHIS), an annual international hotel investment conference in Tel Aviv. In his current role, Maugery focuses on strengthening Israel’s tourism ties with faith communities, travel trade partners, airlines and investors across the US South.

Managing operations across 11 southern states, how are you tailoring your outreach to engage faith leaders, tour operators, and travel trade partners throughout the US South?

We have a huge territory to cover, 11 states, but I truly feel blessed to oversee the Southern Region. The South is an amazing part of America, and the people here are incredibly warm, welcoming, and passionate about Israel.

With such a large area, we constantly have to prioritize where we can have the greatest impact. We are also at the heart of the Bible Belt, so engaging people of faith who cherish the Holy Land is naturally a major part of what we do.

We make a real effort to go where these communities are. In 2026, for example, we participated in the Southern Baptist Convention Annual Meeting and the Church of God International General Assembly, both in Orlando. These gatherings allow us to meet pastors and ministry leaders face-to-face and encourage them to bring their congregations to experience Israel.

Christian media is another important pillar. We recently hosted TBN personalities and influencers in Israel, in partnership with Israel’s Ministry of Foreign Affairs, and we also hosted American Family Radio, giving them opportunities to experience Israel firsthand and share those experiences with their audiences.

At the same time, we work extensively with tour operators, travel advisors, consortia and other travel trade partners through trade shows, educational programs, webinars and networking opportunities with Israeli tourism companies.

Ultimately, our strategy is relationship-driven. Whether we are speaking with a pastor, broadcaster, tour operator or travel advisor, we want to build relationships that ultimately bring more people to Israel.

Faith-based pilgrimages remain vital to regional travel. What targeted initiatives and safety assurances are you providing to restore confidence among group travel organizers heading to Israel?

Faith-based travel is absolutely vital for Israel, particularly in the Southern United States. For many Christians in our region, visiting Israel is not simply another vacation, it is a lifelong dream and a deeply personal spiritual journey.

Our priority is to rebuild confidence through firsthand experience, accurate information and strong relationships. We stay in close contact with pastors, faith-based tour operators, travel advisors and Christian organizations, providing current information and making sure they have direct access to us when questions arise.

One of the most powerful tools is simply seeing Israel firsthand. That is why hosting pastors, Christian media, influencers and travel professionals in Israel is so important. When they return home and speak authentically about what they experienced, that carries tremendous credibility within their communities.

We are also encouraging group organizers to begin planning again and connecting them with experienced Israeli DMCs, hotels, guides and tourism professionals. Israel has great expertise in handling faith-based groups, and our partners know how to adapt itineraries and operations when circumstances require it.

Regarding safety, we believe in transparency. Conditions are continuously assessed, the tourism industry works closely with the relevant authorities, and itineraries can be adjusted when necessary. We always encourage travelers and organizers to follow official travel guidance.

It’s so fulfilling to speak with travelers who have just returned and have the time of their lives.

Israel is ready to continue welcoming pilgrims.

Leveraging your background heading the Foreign Investor Relations department, what incentives and government support are currently available to encourage foreign hospitality brands to invest in Israel?

My previous experience heading the Foreign Investor Relations Department at the Israel Ministry of Tourism gives me a particularly relevant perspective on this. I worked directly with international hotel groups, developers and investors, promoted investment opportunities and government incentives, represented Israel at major international hotel investment conferences, and connected investors with government and private-sector partners.

Today, Israel continues to actively encourage investment in new hotel capacity. One of the Ministry’s key tools is government grants of up to 20% of the eligible investment in a hotel project, excluding the cost of land, subject to the relevant criteria and approvals.

Another important incentive is mixed-use development. Under the relevant framework, hotel projects can incorporate up to 49% non-hotel uses, subject to planning rules and approvals. This can improve project economics by combining hospitality with residential or commercial components.

Beyond incentives, we help investors understand the market, navigate the process and connect with the appropriate authorities and industry partners.

Importantly, we continue to see international brands demonstrate confidence in Israel’s long-term potential. The pipeline includes projects involving Six Senses, InterContinental, Swissôtel, MEININGER, Hilton’s LXR and Curio Collection, and Mandarin Oriental. Six Senses, for example, is developing a hotel and branded-residence project in Tel Aviv, while Swissôtel is preparing a 266-room beachfront property in Bat Yam.

These investments send a strong message: major international hospitality companies continue to recognize the long-term potential of Israeli tourism, and we are ready to work with the private sector to turn strong projects into reality.

Given the importance of seamless travel, how is your office collaborating with major airlines to expand direct flight routes between Southern US hubs and Tel Aviv?

Air connectivity is absolutely critical to rebuilding tourism. For a territory as large as the Southern United States, nonstop service can make an enormous difference, particularly for groups, families and first-time visitors.

We are fortunate to have EL AL operating nonstop service between Miami and Tel Aviv, providing an important gateway for Florida and the broader Southeast.

Atlanta is especially important to us. As the home of Delta and the world busiest airport, an Atlanta–Tel Aviv flight does not serve Georgia alone, it can connect travelers from across our entire 11-state region and beyond. Delta had planned to restore the route in 2026, and while the service is currently suspended through December 18, we remain engaged and excited about its return.

There are also encouraging signs. Delta is scheduled to resume its New York-JFK–Tel Aviv service on September 6, an important step toward restoring U.S. air capacity to Israel.

Our role is to maintain a close dialogue with airlines, demonstrate the demand that exists in our region and show that the market can support additional capacity. We are also in discussions with American Airlines, and with major hubs, we see significant potential for future connectivity.

Ultimately, we want to build sustainable air bridges between Israel and the Southern United States. The demand is here, from faith-based travelers, leisure visitors, groups and the broader travel trade — and we will continue working with airline partners to make Israel increasingly accessible from the South.

Beyond historic and holy sites, how are your latest marketing campaigns highlighting Israel’s culinary, wellness, and outdoor attractions to appeal to first-time and younger travelers?

Israel will always be known for its extraordinary history and holy sites, and that is at the heart of who we are. But one of our marketing priorities is to show travelers, particularly younger and first-time visitors, that Israel offers much more than a pilgrimage experience.

Few destinations offer so much diversity within such short distances. You can spend the morning exploring thousands of years of history in Jerusalem, enjoy Tel Aviv’s incredible culinary scene that evening, hike in the desert the next day, and then relax at the Dead Sea.

Culinary tourism is particularly important. Israeli cuisine tells the story of the country through its remarkable mix of cultures and influences. We highlight everything from the markets of Jerusalem and Tel Aviv to wineries, street food, local restaurants and Israel’s exciting chef-driven culinary scene.

Outdoor and wellness experiences are another major focus. Travelers can hike or cycle through the Negev and Galilee, enjoy Mediterranean beaches, float in the Dead Sea, explore the desert, or dive and snorkel among the coral reefs of the Red Sea in Eilat. Few destinations can offer that variety within such a compact area.

We increasingly tell these stories through digital content, social media, influencers, and partnerships with travel professionals and media, because younger travelers are looking for authentic experiences and inspiration from people they trust.

Our message is simple: in Israel, you don’t have to choose between a meaningful journey and an exciting modern vacation. You can experience both.

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