IIn a candid conversation with Amruta Bangera, Director of Marketing, Israel Ministry of Tourism (IMOT) India, Travel Mail explores the evolving preferences of Indian travellers and the ministry’s targeted push to position Israel as a compelling destination. From the resurgence of pilgrimage tourism and the success of the new e-Visa program to fresh air routes and immersive experiences, IMOT is going beyond the spiritual narrative to tap into India’s growing appetite for culture, cuisine, and adventure. Ms Bangera outlines how strategic collaborations, regional outreach, and influencer campaigns are paving the way for a dynamic 2025.
Director of Marketing
Israel Ministry of Tourism
Surge in Indian Arrivals
We feel encouraged by the rising number of Indian travellers visiting Israel. From January to March 2025, we received 2,600 Indian tourists, with 1,100 arrivals in March alone. In 2024, 9,600 visitors from India arrived, and the momentum has continued into 2025. India currently ranks 11th globally and 1st in Asia in terms of inbound tourism to Israel.
This steady rise can be attributed to the return to normalcy, the resumption of Air India’s direct flights between Delhi and Tel Aviv in March 2025, and our sustained outreach efforts. We have made consistent efforts to engage with both tier-I and tier-II Indian cities through participation in key trade shows like OTM Mumbai, and seminars in Kochi and Bengaluru ahead of the Jubilee Year celebrations. Pilgrimage travel continues to be a major driver, especially from Kerala, but there is growing interest in Israel’s historical sites, vibrant culinary scene, coastal regions, and immersive cultural experiences.
Indian Traveller Preferences
Indian travellers to Israel represent a diverse demographic. While nearly half are pilgrims—especially from Kerala—we are also seeing a steady increase in leisure travellers, families, groups of friends, solo adventurers, and experiential travellers. The cities generating the highest interest include Delhi, Mumbai, Bengaluru, Kochi, and Hyderabad.
Impact of E-Visa Launch
The launch of the e-Visa program for Indian citizens in January 2025 has already made a positive impact. Although the program is currently in its pilot phase, we have received hundreds of applications over the past couple of months, reflecting a strong interest and demand. The simplified process, particularly its integration with Israel’s Entry Travel Authorization system, is designed to benefit families and independent travellers, especially from tier-2 markets. Once the pilot program is fully launched without technical issues, we plan to conduct roadshows to educate the travel trade and consumers to further streamline adoption.
Simplifying Visa Processes
Our priority is to make the visa application process simple and robust. Applicants must submit the relevant documents as listed in the checklist. We have introduced multiple pathways to make it easier for different types of travellers, including group visas for 10 or more travellers and e-Visa options with option to apply as a family member. There are Israel Visa Processing (IVP) Centres across India that help with document collection and submission support. These are authorized by the State of Israel and are located in Mumbai, Delhi, Bengaluru, and Kolkata. We also continue to update our official portal to reduce documentation requirements and speed up processing times.
Boost in Air Connectivity
Air connectivity plays a pivotal role in boosting tourism. The resumption of Air India’s direct Delhi–Tel Aviv flight in March 2025 has been a strong enabler. In addition to this, we have excellent one-stop connections through carriers such as FlyDubai, Etihad, Ethiopian Airlines, Azerbaijan Airlines, and more. Several international airlines have resumed flights to Israel, reinforcing confidence in the destination’s accessibility and safety. Ben Gurion Airport remains fully operational and well-connected to major tourist hubs like Tel Aviv, Jerusalem, the Dead Sea, and Galilee.
Direct Flight Expansion Plans
Yes, we are in active discussions with both Indian and regional airlines to explore the expansion of direct routes from cities like Mumbai and Bengaluru. This is a key focus for 2025, as we look to cater to increasing demand across multiple Indian regions.
Top Indian Source Markets
Kerala continues to lead, especially for pilgrimage travel. However, metro cities like Delhi, Mumbai, Bengaluru, Kochi, and Hyderabad are driving significant interest from leisure and FIT segments. Our seminars on Pilgrims of Hope and the Jubilee Year in Kochi and Bengaluru, along with strategic meetings with trade partners, have been instrumental in enhancing our reach in these regions.
Targeting New Traveller Segments
We are broadening our messaging beyond pilgrimage to appeal to millennial travellers, food lovers, luxury FITs, wellness seekers, and adventure enthusiasts. Campaigns now highlight offbeat and immersive experiences like stargazing in the Negev Desert, diving in Eilat, exploring the culinary landscape of Tel Aviv, and hiking in Masada. We are also incorporating new experiential verticals such as wellness escapes, sustainable travel, and kibbutz stays into our promotions.
Key Experiences for Indians
Indian travellers are seeking a mix of spiritual, cultural, and experiential journeys. Some of the top promoted experiences include Segway and walking tours of Jerusalem’s Old City, culinary explorations in Tel Aviv and Haifa, stargazing in Ramon Crater, snorkelling and water sports in Eilat, and hiking in Masada National Park. Travellers can explore nature reserves like the Snir Stream Nature Reserve in the Galilee or the Negev Desert, known for its unique landscapes and biodiversity.
We are also spotlighting sustainable travel and authentic kibbutz experiences at Kibbutz Lotan to learn about kibbutz life, its unique social model, their sustainable farming and water conservation techniques. Wellness is a big part of our offering and one can enjoy a spa vacation in Ein Bokek located at the Dead Sea, and enjoy the therapeutic benefits of the mineral-rich waters and mud.
New Attractions in 2025
Yes, 2025 is shaping up to be an exciting year for Israeli tourism. Our focus includes expanding wellness travel, immersive desert stays, and food trails that combine culture with gastronomy. We’re also developing experiential circuits that integrate faith, nature, and heritage. Signature annual events like the Jerusalem Film Festival, Red Sea Jazz Festival in Eilat, Tel Aviv Pride Week, and Jerusalem and Tel Aviv Marathons are a strong draw for Indian tourists.
Travel Trade Collaborations
We are going strong in 2025 with participation in key B2B events like OTM Mumbai and BLTM Delhi. The Jubilee Year 2025 presents a unique opportunity for believers to embark on a profound spiritual journey. To engage with faith-based travellers, we are hosting a series of seminars with Christian communities in Kochi, Chennai, Hyderabad, Bengaluru, and Guwahati. These events aim to inspire more pilgrims to visit Israel and further strengthen engagement with religious travellers.
Our seminars held in Kochi and Bengaluru have been very effective in connecting with trade partners as well. We are also planning a multi-city roadshow in July across Delhi, Mumbai, and Bengaluru, along with continued webinars and training sessions for our trade partners to continue this engagement. We are also working with EaseMyTrip to create travel itineraries for families and FITs, and influencer engagement campaign.
Our strategy also includes targeted PR activities, trade hosting, and influencer collaborations. Israel Ministry of Tourism also hosted 46 tour operators and 11 journalists from around the world at the International Mediterranean Tourism Market (IMTM), Tel Aviv in May this year. This initiative is part of the Ministry’s ongoing efforts to strengthen Israel’s position as a leading global tourism destination and to showcase Israel as an open, safe, and welcoming country.
Media & FAM Trip Strategy
FAM trips remain a cornerstone of our promotional efforts. We will continue to host leading Indian journalists, bloggers, and influencers to showcase both popular and lesser-known destinations in Israel. These trips aim to highlight experiences in the Negev Desert, Golan Heights, Masada, Galilee, and beyond. Our most recent FAM in March 2025 received an overwhelmingly positive response and generated extensive media coverage, which we aim to build on throughout the year.
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