Industry Odisha Bureau, Oct 17: Israel’s tourism ministry is courting Indian leisure, family and corporate travellers. Air India plans to resume nonstop Delhi–Tel Aviv flights from December 1. The goal: restoring pre-pandemic arrivals of 70,000.
Israel is widening its pitch to Indian travellers beyond religious tours. Its tourism ministry is targeting leisure, family and corporate visitors. The push coincides with Air India’s planned return to nonstop Delhi–Tel Aviv flights. Those services are due to resume on December 1.
Over the past week, the ministry held roadshows in Delhi, Mumbai and Bengaluru. The events showcased Israel’s attractions and its cultural links with India. They also sought to clear up confusion over the visa procedure. Such roadshows help destinations reach travel agents, tour operators and corporate planners.
Direct flights matter for any tourism recovery. The route links India’s capital with Israel’s main international gateway. Nonstop services cut journey complexity and make short trips easier to plan. They can also reassure agents and companies weighing group bookings. The December 1 restart, however, remains a plan, not yet a reality.
Visa worries appear to be a key hurdle. Galit Hoffman, consul for tourism affairs at the ministry’s India office, said misconceptions persist. She described the e-visa process as user-friendly. Applicants, she said, simply need to follow instructions and submit documents carefully.
Holders of existing US or Schengen visas tend to find approvals easier, she added. That eases the path but does not guarantee approval.
Israel’s challenge is one of perception. Many Indians see it chiefly as a religious destination. Relatively few visit purely for leisure. A broader mix of visitors could make arrivals less dependent on one segment.
The corporate market is another gap. Israel has not been marketed enough for conferences and events among Indian companies. Many Indian firms favour value-for-money destinations in East and Central Asia.
This segment, known as MICE, covers meetings, incentives, conferences and exhibitions. Winning it depends on flight access, hotel costs, venues and ease of travel.
Hoffman said the ministry hopes to regain the pre-Covid-19 level of 70,000 Indian visitors. That figure is a recovery benchmark, not current arrivals. Regaining it would mark a return to pre-pandemic demand.
Security remains the backdrop to any recovery. Israel’s tourism sector was hit by regional conflict over the past two years.
Hoffman said the situation is now calm. She noted all major airlines have returned, calling it a sign of market confidence. Travellers will still weigh official advisories, which can change quickly.
Hoffman also pointed to strong goodwill towards India among Israelis. She cited Captain Smit Machhar, who she said is admired in Israel for his bravery. Shared values and traditions, she said, would help Indians feel at home.
A revived route could open opportunities for airlines, agents, tour operators and hotels. Event planners may also gain a new option for corporate groups.
Promotion alone will not restore arrivals. Sustained flights, smooth visa processing and travel confidence will decide the outcome. Pricing against rival Asian destinations will matter too. The coming months will test whether the December restart draws demand.
