As Indian travellers increasingly seek unique and immersive experiences, the mystical land of Israel emerges as an exciting destination offering an unparalleled juxtaposition of antiquity with groundbreaking technological marvels. As India and Israel strengthen their bilateral relationship and tourism ties, Amruta Bangera, Director of Marketing-India, Israel Ministry of Tourism, sheds light on the key developments and strategic initiatives to strengthen Israel’s presence in the Indian travel market.
The US and the UK are Israel’s top tourism markets, ranking India among the top 10. Despite geopolitical challenges in 2024, Israel remained resilient, attracting nearly a million visitors globally. Amruta notes, “Even during the crisis, 9,600 Indian travellers visited, proving Israel’s continued appeal.” Israel’s decision to launch its e-visa programme first in India highlights its recognition of the Indian market.
Synergy Between India and Israel
Strong bilateral ties between India and Israel provide a seamless platform for expanding tourism. Amruta shares, “We are making significant investments in India because we understand its immense potential and the quality of travellers it offers. The revenue numbers and the audience we seek all come from India. We know this market has undeniable potential.”
Food plays a crucial role in travel, and Israel presents a delightful culinary journey for Indian travellers, particularly vegetarians. With Tel Aviv hailed as the ‘vegan capital of the world,’ Israel’s plant-based options perfectly suit Indian tastes. Amruta observes, “Israel’s fresh ingredients, audacious flavours, and diverse cuisines make it a perfect fit for Indian visitors.”
Building Better Connectivity
Obtaining a traditional visa is straightforward, but e-visas simplify entry even further. Amruta notes that e-visas for Indian travellers will eliminate intermediaries like VFS, allowing travellers to apply online and secure their visas quickly and easily. For the visa-exempt countries, the recently introduced mandatory Electronic Travel Authorisation (ETA) streamlines the process, allowing travellers to complete formalities online and enjoy a smooth immigration experience upon arrival.
Air connectivity between India and Israel is seeing a strong resurgence. “Discussions with Air India led to the relaunch of direct flights from Delhi to Tel Aviv from March 2, 2025, with five weekly services. Mumbai may be added soon, and we hope other airlines will follow, reconnecting key Indian cities with Israel,” she shares.
Geo Political Conundrum
Amruta addressed concerns about safety for first-time visitors to Israel, emphasising the country’s commitment to ensuring visitor security. She notes, “Safety is a priority for Israelis, and even in the most challenging times, not a single tourist has been harmed. We have hosted many travellers; despite the situation, over a million people have still visited Israel. To restore safety, we are doing everything in our power to provide clear facts and figures. We share transparent, official communication about the situation, and since October 2023, we have kept travellers informed.” With recent changes in the US government, things may be moving toward a beneficial solution for all concerned parties.
Vision for 2025
Amruta outlines the ambitious goals for Israel’s tourism growth, aiming to surpass the 70,000 arrivals that we reached in 2018. “Once we hit that target, we will aim higher, and Israel, known for its innovation, will make it happen,” she says.
Summarising Israel’s growth strategy for India, she emphasises the initial focus on Tier 1 cities, followed by expansion into Tier 2. She explains, “In 2025, we will ramp up our visits, engage with agents and the media, and host roadshows, seminars, and workshops by the end of the year. We are launching an E-meta training programme by April, followed by a destination specialist programme. We are partnering with Ease My Trip for a digital campaign and planning our own India-specific campaign focused on safety. Additionally, we have seminars lined up with the Christian community. Our goal is to stay visible and strengthen our presence in India.”
There is visible excitement about the future, with 2025 set to be a pivotal year for Israel’s tourism in India. She says, “We aim to reach at least a million Indian travellers, adapting and readjusting our strategies to achieve this goal in the next five years.” With this ambitious target in sight, Israel is committed to strengthening its ties with the Indian market, ensuring a bright and promising future for travel between the two nations.
