Speaking to TTG at WTM London, Michel Awad, president of the Holy Land Incoming Tour Operators Association, said tourism would be vital to the territory's efforts to rebuild.

He stressed a simple message: “Your visit will help the ceasefire to last and help us to get our lives back. Tourism is so important for us because when tourism is back, we have a better economic situation."

In addition to the financial boost, Awad pointed out other benefits of tourism, referencing the numerous checkpoints that have been installed around Bethlehem.

He said the return of tourists would help encourage the checkpoints to be removed to improve access, which in turn would improve life for local Palestinians.

Although tourist numbers slumped during the Israel-Gaza war, Awad said Palestine had still received small numbers of visitors, largely from southeast Asian countries such as the Philippines, Indonesia and Singapore, who wanted to visit pilgrimage sites.

However, he was keen to stress Palestine offers more than just religious tourism, with hiking and biking tours also popular with travellers.

'Our message is of resilience and hope'

Elsewhere, Ihab Jabari, the association's director, said historical data shows it typically takes around a year after a ceasefire for tourism to return to the state, but that Palestine was ready to welcome back visitors with open arms.

The association has applied for funding for a three-year project to drive a return of tourists to the territory, with Awad acknowledging it would be difficult to begin marketing the region without this given the association’s limited funds. Palestine’s stand at WTM London has itself been funded by the UK government.

If the funding application is successful though, Jabari said the association would be eager to host UK travel agents on a fam trip once the Foreign Office has lifted its current travel advisory.

“Safety was always, and always will be, on our thoughts when we create the trips and we want visitors to know that,” Jabari added. “We just want people to know we are here and we are open for business – our message is one of resilience and hope”.