Regardless of a decreased global existence, Israel’s biggest tourist reasonable showcased strong local collaborations, a rise in domestic promo, and Azerbaijan’s growing function as a crucial location for Israeli tourists
In between cups of Taiwanese bubble tea and trays of Israeli dates, the 2025 edition of the International Mediterranean Tourist Market (IMTM) unfolded in Tel Aviv with a noticeably various character than in previous years. With just around a lots foreign nations represented– far less than the standard forty-plus– the fair’s global footprint was noticeably decreased. Whole rows that when hosted nationwide tourist boards from Europe, the Americas, and the Gulf now stood empty or were repurposed for regional exhibitors.
While the lack of numerous international gamers was significant, the occasion itself was far from controlled. The familiar buzz of marketing videos, costumed hosts, and multilingual chatter filled the exhibit halls, and the minimized foreign existence paved the way to a strong concentrate on domestic offerings. Roughly three-quarters of the exhibit area was inhabited by Israeli cities and areas– Eilat, the Galilee, and the Negev– all showcasing their destinations with vibrant cubicles, interactive experiences, and local specials.
” IMTM is not about diplomacy; it has to do with the tourist market,” stated Ambassador Peleg Lewi, political consultant to Tourist Minister Haim Katz, in an unique interview with The Media Line. “The nations that come are those seeking to draw in the Israeli tourist, and this year, the reasonable put a strong focus on domestic tourist.”
A brand-new center of mass
While just around a lots nations took part in this year’s IMTM, numerous brought a striking existence. Newbies like Hungary and Slovakia signed up with returning partners such as Cyprus, Romania, Vietnam, Taiwan, Uzbekistan, and China. Embroidered materials from Central Asia, Taiwanese bubble tea, Israeli artisanal ice cream, and shop red wine tastings stressed the Exposition flooring, providing visitors not simply locations, however sensory vignettes of what waits for abroad.
Amongst them, Azerbaijan stood apart– not just for running the biggest global structure, however for the energy surrounding it. The night before the reasonable opened, authorities hosted a gala occasion filled with live Azeri music, standard meals, and top-level speeches. “Tourist is the genuine bridge in between countries,” Lewi stated throughout his remarks at the occasion. “And Azerbaijan is a constant good friend of Israel, particularly in the previous 2 years.”
Views from inside IMTM 2025, Tel Aviv. (Gabriel Colodro/The Media Line)
The Azerbaijani side echoed this belief. “This occasion will be a turning point for more cooperation,” stated Fidan Akhundzade, director of global markets at the Azerbaijan Tourist Board. She explained a deliberate method: opening a Tel Aviv workplace in 2022, promoting Jewish heritage tourist, and interesting Israeli media and take a trip trade. “What they desire, we have– and they feel really comfy in our nation,” she informed The Media Line.
The effort is settling. According to main information shown The Media Line, Israeli tourist to Azerbaijan grew by 300% in Q1 2025 compared to the exact same duration in 2015, from 1,877 visitors to 7,548. The rise follows a sharp healing in 2024, when Azerbaijan Airlines resumed flights to Tel Aviv in March and brought over 8,000 Israelis in simply 2 months. By year’s end, overall arrivals had actually reached almost 29,000.
The numbers show not just reliable outreach however a shift in Israeli tourist choices. “Because October 7, the Israeli traveler has actually altered,” Lewi stated in a different interview. “They’re searching for locations where they feel safe and welcome– and Azerbaijan comprehended that.”
From method to belief
According to Akhundzade, the growing increase of Israeli tourists is the outcome of long-lasting preparation, not coincidence. “We began our active operations in the Israeli market in 2019, and by 2022, we opened our very first abroad workplace in Tel Aviv,” she discussed. The group carried out comprehensive marketing research to comprehend Israeli travel habits, recognizing shared cultural heritage, direct flights, and psychological familiarity as crucial aspects. “It’s not practically destinations– it has to do with connection. Israelis feel safe, invited, and even classic here.”
She kept in mind that this connection is now broadening beyond Baku to Azerbaijan’s ski resorts, eco-tourism centers, and historical red wine areas. “We see youths checking out treking tracks in the Caucasus or attempting Naftalan oil treatments in health health spas. Our obstacle now is to stay up to date with their interest.” With 79% of Israeli visitors taking a trip for leisure and just 5% for company, the focus stays on cultural, gastronomic, and natural experiences.
We have actually been here because the second century. Jews, Muslims, Christians– we cohabit. Visitors are impressed to see this type of coexistence. They come, and it’s not practically tourist any longer. They feel they belong.
Speaking With The Media Line, Igor Shaulov– director of the Shahdagh Mountain Resort and of the Mountain Jews Museum in Qırmızı Qəsəbə– highlighted the cultural and historic resonance that brings in Israelis to Azerbaijan. “We have actually been here because the second century. Jews, Muslims, Christians– we cohabit. Visitors are impressed to see this type of coexistence,” he stated. “They come, and it’s not practically tourist any longer. They feel they belong.”
Regional partners advance
After the very first shock of the war, individuals simply required to breathe.
Cyprus, Hungary, and Romania likewise made a strong proving, each with aesthetically striking cubicles and customized messaging for the Israeli public. “After the very first shock of the war, individuals simply required to breathe,” stated Louisa Varaclas, director of the Deputy Ministry of Tourist of Cyprus in Israel, in an interview with The Media Line. “They were searching for locations that were close, safe, and familiar– and Cyprus provides that.”
Hungary’s medical spa area of Hévíz, situated west of Budapest, is now straight available to Israelis thanks to a brand-new flight path introducing this June. “We desire Israelis to find not simply Budapest, however the Hungarian countryside– our food, nature, and hospitality,” stated tourist representative Mátyás Gyulai, speaking with The Media Line from the Hungarian cubicle, surrounded by wellness-themed visuals and scenic countryside images.
Views from inside IMTM 2025, Tel Aviv. (Gabriel Colodro/The Media Line)
Romania, for its part, highlighted its historical connection with Israel. Mihaela Mihet from the Romanian Ministry of Tourist stated that numerous Israelis take a trip for leisure and to reconnect with household roots. “Romania provides heritage, gastronomy, nature– and it’s less than 3 hours away,” she informed The Media Line.
China was likewise present through its nationwide provider, Hainan Airlines, the only long-haul operator to preserve undisturbed service to Israel throughout the war. “Organization is back,” stated Jonathan Bental, the airline company’s deputy basic supervisor in Israel. “Chinese travelers have not returned in great deals yet, however Israeli company travel to China is gradually growing once again.”
Tourist as healing and policy
At the nationwide level, Israel’s Ministry of Tourist is recalibrating its techniques to show the post– October 7 truth. “Because October, inbound tourist has actually dropped to simply 25% of in 2015’s levels,” stated Lewi. “That’s why we’re focusing more on domestic travel and local collaborations.”
He kept in mind that the tourist market taken in over 130,000 evacuees throughout the early days of the war, supplying crucial assistance to civilians and showing its tactical worth beyond leisure.
Tourist becomes part of our nationwide durability. It has to do with assisting Israelis recuperate– financially, mentally, and socially.
The ministry likewise works carefully with airline companies to support costs and re-establish crucial paths. Reservists returning from military service are now qualified for coupons of approximately 4,500 (approx. USD 1,215), functional in hotels, dining establishments, and traveler destinations. “Tourist becomes part of our nationwide durability,” Lewi included. “It has to do with assisting Israelis recuperate– financially, mentally, and socially.”
Looking ahead
Regardless of the especially minimized involvement of foreign nations at IMTM 2025, Israel’s Ministry of Tourist stays positive. Authorities highlighted that the fair still satisfied its main function: producing significant connections in between regional stakeholders and relied on local partners. They worried that the Israeli market is moving, not diminishing.
From the dynamic aisles of cities like Netanya and Jerusalem, to the elaborate stalls of Asian and Eastern European partners, the 2025 IMTM used more than company– it used peace of mind. “It’s not about who didn’t come,” Lewi stated. “It has to do with who appeared– and what we’re developing next.”