In the Israeli booth, which spans an area of 400 square meters, 30 Israeli companies are represented, including 19 incoming tourism organizers, 9 major hotel chains, such as Africa-Israel, Dan, Fattal, Canada-Israel, and others, as well as El Al and Israir.
Around 156 countries are exhibiting at the fair, with about 9,500 exhibitors taking part, and the fair is expected to attract over 250,000 visitors, including 155,000 industry professionals from the global tourism industry. The fair, which opens annually in the presence of the King of Spain, serves as a hub for meetings with decision-makers, airlines, and tourism agencies from the Spanish and Latin American markets.
Director-General of the Ministry of Tourism, Michael Izhakov: “According to the policy of the Minister of Tourism, Haim Katz, we are working to increase tourist traffic while focusing on audiences with ties to Israel. Indeed, tourism is clearly on an upward trend, and the Ministry of Tourism sees international trade shows like FITUR as an integral part of the effort to return Israel to the global tourism map. So far, we are witnessing great interest, and we are happy to be here to leverage it and send a clear message: Israel is safe and invites the world to come and visit.”
During the fair, Director-General Izhakov will hold meetings with major tourism wholesalers, including the AVORIS Group, which specializes in spiritual tourism, having brought over 6 million passengers last year, and operates about 3,000 points of sale. He will also meet with Air Europa and representatives from tourism ministries from around the world. These meetings aim to promote marketing collaborations, pilgrimage packages, and to strengthen air connectivity to Israel.
At the Israeli booth, large screens will display tourism videos, and visitors will be able to receive a personalized caricature against the backdrop of Israel’s landscapes, drawn on-site by an artist. Additionally, a special Shabbat reception will take place at the booth.
Tourism to Israel is on the rise, with 1.3 million visitors entering Israel in 2025. Spain is a Catholic country with a population of 49 million people, whose residents make over 21 million international trips annually. The Ministry of Tourism’s office in Madrid is in contact with dozens of Spanish wholesalers who sell packages to Israel and is working to fully realize this potential.
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