IMTM 2026, Israel’s International Mediterranean Tourism Market conference, marked its 32nd year by welcoming approximately 12,000 visitors on February 3, the opening day, at Expo Tel Aviv. The high turnout, along with a marked increase in international exhibitors, are clear signs of the recovering tourism industry in Israel, as well as strong interest by Israeli tourists in future travel to both new destinations and old favorites.

IMTM 2026 included nearly 100 booths, featuring more than 180 exhibitors from over 20 countries, with tourism industry leaders from airlines, hotel chains and cruise lines to travel agencies, travel startups, payment and logistics providers.

The opening ceremony was attended by dozens of diplomats and dignitaries, including Cypriot Deputy Tourism Minister Kostas Koumis and US Ambassador Mike Huckabee, and opened by Minister of Tourism Haim Katz. Minister Katz noted that Israeli tourism is on the upswing, and touted the success of the I AM ISRAEL campaign, aimed at increasing tourism from Evangelical and Jewish audiences around the world. The minister also mentioned the ministry’s focus on rehabilitating the tourism industry via funding for hotels that hosted evacuees and national initiatives to encourage domestic tourism.

Eli Cohen, president of the Israel Hotel Association highlighted the resilience and resistance of the tourism industry in Israel, observing that despite all of the challenges, Israeli tourism leaders continued to innovate and succeed, as exemplified by IMTM. He called for a round of applause for Lior Galfand, Chairman of the Israel Incoming Tour Operators Association and Eyal Shmueli, CEO of Israel Travel News, co-founders of IMTM.

Following the celebratory ceremony, the conference was quickly opened to the thousands of visitors, who circulated among the colorful stalls, or took advantage of networking stations to discuss potential ideas, while several larger lectures were held on the upper floor of the Expo. A two-day tourism hackathon was held concurrently as well.

Gentian Proseku, from Tours Albania and Balkans, which organizes Balkan tours for many Israeli tour groups, told Diplomacy.co.il that attending IMTM was “a very unique and great experience”, and noted an increasing interest among individuals and tour operators from Israel to visit Albania, as a hidden gem of Europe: “Israelis have discovered my country and not just its ancient and wonderful history, but also its authenticity, and religious harmony and culinary. Ties between Israel and Albania goes deeper and longer in history. For me it is a great privilege to be in Israel, because we in Albania love Israelis. Shalom!”

Along with traditional tourism mainstays, innovation and the future of tourism were on full display at IMTM. In one example of that, the conference served as the launch event for HolyLand Travel.AI, an innovative, free online platform that builds tailor-made pilgrimage itineraries, including videos and podcasts to teach about the selected sites. US Ambassador Mike Huckabee spoke at the launch event and recalled his own first trip to Israel, in 1973, telling the audience that “Once you have come to Israel and walked the land, for the rest of your life you will read the Bible in 4K living dynamic color. This is an incredible app, one of the most practical tools I have seen for planning a tour to the Holy Land.” Founder Jack Gottlieb explained: “HolyLandTravel.ai is where the past meets the future. Whether at home or already in the land, pilgrims can bring the Bible alive by planning their journey and logistics in seconds, then kick back for days learning about each and every place with their own specially generated AI podcasts and videos.”

IMTM was organized by Ortra Ltd. and Israel Travel News in cooperation with the Ministry of Tourism, with sponsorship by key tourism and aviation organizations.

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