Visit of Russian Airline Representatives. Photo: Ministry of Tourism Eilat Gears Up for Tourism: The Ministry of Tourism Advances Direct Flights from Russia.
Following a prolonged decline in inbound tourism to Israel, the Ministry of Tourism has set a key goal for 2025 - bringing back international tourists, with a strong focus on Russia.
As part of this initiative, a delegation from Russia is visiting Israel this week, comprising 10 leading tourism wholesalers, three airline representatives, and 11 journalists.
During their visit, the delegation is touring key destinations, including Jerusalem, the Dead Sea, and Eilat, with stops at attractions like the Dolphin Reef, the Underwater Observatory, and Timna Park. In addition, they are meeting with Israeli hoteliers and travel agents to develop vacation packages tailored to various traveler demographics. A central focus of the visit is Ramon Airport, where discussions are taking place about the potential launch of direct flights from Moscow.
Visit of Russian Airline Representatives. Photo: Ministry of TourismThis initiative is a joint effort by the Ministry of Tourism and its partners - the Eilat Municipality, the municipal tourism corporation, the Hotel Association, and the Airports Authority - aimed at revitalizing the industry despite ongoing geopolitical challenges. Just last week, Vladimir Kamenin, CEO of Russian airline Red Wings, visited Israel to assess the feasibility of operating direct flights.
In 2024, approximately 70,000 Russian tourists visited Israel, ranking Russia as the fourth-largest inbound tourism market, following the USA, France, and the UK. However, 2019 was a peak year, with 320,000 Russian tourists, making Russia Israel’s second-largest tourism source that year.
Listen to Dani Shahar, CEO of the Ministry of Tourism, as he shares insights during the delegation’s visit:
The Ministry of Tourism highlights the broader significance of tourism, emphasizing that beyond its annual contribution of 30 billion shekels to the Israeli economy, it also serves as a powerful diplomatic tool. As part of its new recovery strategy, the ministry is focusing on personalized marketing (door-to-door), targeting highly motivated travelers, particularly those less influenced by geopolitical complexities.
Alexan Makartchyan, Vice President of the Russian Travel Agents Alliance, also recorded a message, encouraging Russian tourists to visit Israel: