During the Jerusalem Post 2026 New York Conference, the Israeli Tourism Ministry introduced a bold initiative designed to portray the country as a place best understood through direct personal encounters.

The conference ballroom carried the usual rhythm of Israeli-American policy events, featuring prepared speeches, rotating speakers, and attendees familiar with discussions centered on strategy, endurance, and crisis handling. Yet when the presentation shifted to the Tourism Ministry's fresh project, the mood changed noticeably.

At the heart of the event was the debut of the North American effort called I Am Israel. Officials framed it as part of a wider push to restore visitor numbers amid ongoing regional tensions and external perceptions. The project, supported by roughly NIS 20 million in funding, aims to position Israel less as a collection of attractions and more as an immersive journey shaped by individuals, traditions, and heartfelt links.

Actor and longtime supporter Michael Rappaport opened the session by noting his nine visits over the past two and a half years, calling each one life-changing. He stressed that tourism involves more than travel logistics or lodging, focusing instead on building genuine bonds.

His remarks resonated with listeners used to advocacy centered on political matters rather than individual stories. Rappaport highlighted the raw, authentic feel of daily life in Israel, echoing the campaign's move away from standard promotional visuals.

Ministry director-general Michael Izhakov explained the choice to feature people and everyday moments over scenery alone, aiming to capture the lively spirit and cultural essence of the nation.

This marks a clear break from earlier polished marketing approaches. The focus now rests on real-life narratives instead of idealized images.

Izhakov added that the effort seeks to connect on a personal level with Jewish, Christian Evangelical, and pro-Israel groups, moving beyond mere statistics.

Although the campaign emphasizes emotion, it is grounded in practical economic needs, as the United States continues to lead in visitor arrivals to Israel.

In 2025, Americans made up over 30 percent of total entries. This compares with the 2019 high point when nearly one million U.S. travelers contributed to roughly 4.5 million overall tourists. Izhakov has met with industry leaders, community figures, and investors during his U.S. visits.

He views tourism as a tool for building international goodwill, noting that each visitor can serve as an advocate abroad. He also highlighted the special link between Israel and the American Jewish community.

Unlike past drives aimed mainly at increasing numbers, the ministry now stresses creating stories that turn visits into ongoing personal connections.

By drawing on the longstanding ties of American travelers, the goal is to convert experiences into lasting support. Izhakov reported that communities and leaders express a clear desire to visit, recognizing that direct encounters create enduring value despite shifting events.

The outreach combines official diplomacy with private sector flexibility and includes internal ministry updates. Officials are weaving Israel's tech strengths into long-term planning for stability.

Izhakov announced deeper commitments to technology and artificial intelligence in 2026, reminding attendees of the Start-Up Nation identity.

These steps include the new Lighthouse unit, which provides streamlined help for entrepreneurs facing administrative hurdles.

Recent policy changes allow up to 49 percent mixed-use projects, including housing in hotel areas, to support developers and maintain a modern hospitality sector while protecting natural sites.

Marketing vice president Yoash Ben Izhak stressed the intent to make Israel distinctive rather than ordinary, offering tourism that carries real significance.

What Lies Ahead

The campaign rollout shows steady progress despite regional challenges. Izhakov noted that work continued without interruption even amid difficulties.

The evening closed with a brief tribute to soldiers defending the country, yet the campaign remained the central focus.

Officials are preparing for future growth, with Izhakov stating they are shaping the next phase of Israeli tourism. The I Am Israel effort positions the country as an experience to be felt rather than just a location to see.

The launch carries a direct invitation for the world to engage with Israel's story on a personal basis. Izhakov summed it up simply: visitors are welcome to come and discover it themselves.

In times of divided views, Israel can still be presented as both a destination and a narrative worth entering firsthand.

This piece was prepared in partnership with the Tourism Ministry.