In spite of a lower global existence, Israel’s biggest tourist reasonable showcased strong local collaborations, a rise in domestic promo, and Azerbaijan’s growing function as an essential 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 significantly 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 lots of international gamers was significant, the occasion itself was far from suppressed. The familiar buzz of advertising videos, costumed hosts, and multilingual chatter filled the exhibit halls, and the lowered foreign existence paved the way to a strong concentrate on domestic offerings. Around three-quarters of the exhibit area was inhabited by Israeli cities and areas– Eilat, the Galilee, and the Negev– all showcasing their tourist attractions 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 advisor to Tourist Minister Haim Katz, in an unique interview with The Media Line. “The nations that come are those aiming 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, lots of 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 store white wine tastings stressed the Exposition flooring, using visitors not simply locations, however sensory vignettes of what waits for abroad.
Amongst them, Azerbaijan stuck out– 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 stable pal of Israel, specifically 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 technique: 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 extremely 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 very 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. “Considering that October 7, the Israeli traveler has actually altered,” Lewi stated in a different interview. “They’re trying to find locations where they feel safe and welcome– and Azerbaijan comprehended that.”
From technique 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 described. The group carried out substantial marketing research to comprehend Israeli travel habits, determining shared cultural heritage, direct flights, and psychological familiarity as essential aspects. “It’s not almost tourist attractions– 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 white wine areas. “We see youths checking out treking routes in the Caucasus or attempting Naftalan oil treatments in health day spas. Our difficulty now is to stay up to date with their interest.” With 79% of Israeli visitors taking a trip for leisure and just 5% for service, the focus stays on cultural, gastronomic, and natural experiences.
We have actually been here given that the second century. Jews, Muslims, Christians– we cohabit. Visitors are astonished to see this type of coexistence. They come, and it’s not almost tourist any longer. They feel they belong.
Talking To The Media Line, Igor Shaulov– director of the Shahdagh Mountain Resort and of the Mountain Jews Museum in Qırmızı Qəsəbə– stressed the cultural and historic resonance that draws in Israelis to Azerbaijan. “We have actually been here given that the second century. Jews, Muslims, Christians– we cohabit. Visitors are astonished to see this type of coexistence,” he stated. “They come, and it’s not almost 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 trying to find locations that were close, safe, and familiar– and Cyprus provides that.”
Hungary’s health spa area of Hévíz, situated west of Budapest, is now straight available to Israelis thanks to a brand-new flight path releasing this June. “We desire Israelis to find not simply Budapest, however the Hungarian countryside– our food, nature, and hospitality,” stated tourist representative Mátyás Gyulai, talking to The Media Line from the Hungarian cubicle, surrounded by wellness-themed visuals and breathtaking countryside images.
Views from inside IMTM 2025, Tel Aviv. (Gabriel Colodro/The Media Line)
Romania, for its part, stressed its historical connection with Israel. Mihaela Mihet from the Romanian Ministry of Tourist stated that lots of 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 keep continuous 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 service 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. “Considering that 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 soaked up over 130,000 evacuees throughout the early days of the war, offering vital 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 rates and re-establish essential paths. Reservists returning from military service are now qualified for coupons of as much as 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
In spite of the significantly lowered involvement of foreign nations at IMTM 2025, Israel’s Ministry of Tourist stays positive. Authorities stressed 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 busy aisles of cities like Netanya and Jerusalem, to the elaborate stalls of Asian and Eastern European partners, the 2025 IMTM provided more than service– it provided 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.”