Haim Katz, Minister of Tourism, Israel, speaking at the IMTM 2026 International Tourism Exhibition in Tel Aviv, said, “Uncertainty and travel warnings have impacted tourism activity, but with improvements in flight availability in 2026, there is reason for optimism that signs of recovery are already emerging. Accordingly, we are increasing investment in marketing and will soon launch a new flagship campaign in the USA, titled ‘I AM ISRAEL’, tailored with dedicated messaging to pro-Israel audiences, evangelicals, and Jewish communities. This will be carried out alongside continued promotional activity and hosting efforts in other leading markets. Our goal is not only to return to previous levels, but to improve and break records.”
With over 17 years of experience in the B2B travel and hospitality sector, she brings deep insight into travel trade dynamics, industry challenges and market developments. She holds an MA in English Literature and a Diploma in Journalism from the Xavier Institute of Communications, Mumbai, which underpin her strong editorial expertise. An avid nature enthusiast, she prefers outdoor and adventure-led travel, including hiking and trekking.
