Michael Ben Baruch, director of Israel’s ministry of tourism, said: “Last year, we cancelled after 7 October. It was too close, it did not feel comfortable.
"Now, after a year of war, Israeli society is looking forward to better times. We are trying to prepare for better days.”
Baruch said 20 suppliers were at WTM, half the usual number, but added the Israeli tourism industry was “trying to prepare” for the return of peace.
He added that Israel was still welcoming tourists despite the war due to its diaspora.
“We still have 40% of tourists compared with 2019 [including] 70,000 from the UK and Ireland. It’s very difficult to find flights, and yet still they travel.”
However, he conceded those without a connection to the country would be hesitant.
“I think the first tourists to return will be the pilgrims; they have postponed travel," he said. "The second group will be the older generation, those that have experienced situations like this in Israel before and know Israel recovers very quickly.”
He said tourist safety would be guaranteed “like it was before 7 October”, adding no other Middle East country was – in normal times – as safe for LGBTQ+ and solo female travellers.
Baruch added the return of UK and European airlines from next spring would bring down currently high air fares and encourage travellers to return if safe.
Until then, he said the country was reliant on the Jewish community to be “an active player in the recovery of Israel” by visiting it.
WTM London is also hosting Palestine after a year’s absence.
