| Highlights |
| More than 140 professionals gathered in Jerusalem. |
| The meeting aims to shape the future of the tourism sector. |
| The context: attacks of October 7 and prolonged war. |
| Members discuss innovative strategies to revive the industry. |
| Participants come from over 100 different organizations. |
| Focus on educational programs to attract more visitors. |
| IETA’s commitment to increase the number of participants this year. |
| Discussions include security and Jewish identity. |
| Excursions in the north and south of Israel are planned. |
| Initiatives aim to rebuild communities and revitalize the economy. |
Gathering of tourism stakeholders in Jerusalem #
More than 140 representatives gathered in Jerusalem to discuss the future of educational tourism in Israel, following the tragic events of October 7. This event, organized by the Alliance for Educational Travel in Israel (IETA), brought together members from over 100 organizations. The diversity of participants stimulated collective reflection on the challenges and opportunities currently at hand.
Context and challenges of the sector #
The tourism sector has recently experienced significant turbulence. Following the attacks on October 7 and the ensuing war, tourist attendance has dropped significantly. Growing safety concerns, along with a spike in airfare prices, have led to a dramatic reduction in the number of participants in educational travel programs. Some reports indicate a 90% decrease in registrations.
Initiatives for recovery #
The IETA summit sought to identify pathways for recovery in the sector. A commitment was made to increase the number of participants in educational programs in Israel to 53,700 this year, compared to 35,500 in 2024. Anna Langer, interim Executive Director of IETA, emphasized the importance of this initiative: “We are here to collectively shape the future of educational travel in Israel.”
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A collaborative and respectful approach #
Participants also explored ways to make travel programs more relevant and respectful of contemporary Israeli realities. Exchanges with survivors of tragic events potentially enhance visitors’ understanding and empathy towards the residents of Israel while creating meaningful connections. Together, they debated the necessity of broadening the themes addressed during the travels, such as pluralism and diversity, to offer an enriching and enhanced experience.
Tourism economy and societal impact #
IETA revealed that the educational tourism sector played a fundamental role in the Israeli economy during the war. Its contribution significantly increased, rising from a share of 5% to 15% of the overall tourism sector. Educational travels influence the perception of young North Americans towards their Jewish identity, strengthening their community engagement as well as their connection to the State of Israel.
Tasks to accomplish for the future #
Discussions highlighted the need for better training for travel staff. The professionals present exchanged ideas on how to reform the narrative presentation of Israel in order to promote constructive dialogue around contemporary issues. This collaborative work aims to affirm a nuanced vision of Israeli society.
Conclusion on traveler engagement #
Young travelers demand a more refined view of Israeli society. This desire necessitates tailored educational programs that consider their expectations and aspirations. The summit also emphasized the importance of building trust-based partnerships among different stakeholders to foster constructive exchanges and aid the sector’s growth.
Encouraging prospects #
Efforts to regain travelers’ trust, while maintaining a delicate balance between security and accessibility, appear promising. New opportunities are emerging for the tourism sector, notably through successful dialogue and field initiatives, offering hope for the future of educational tourism in Israel.
