New US Based Campaign to Promote Tourism Aimed at both Jews and Evangelical Christians
Israel’s Ministry of Tourism unveils the "I Am Israel" campaign in the US, a $20 million initiative targeting Jewish and Evangelical Christian communities.
Jerusalem, 2 June, 2026 (TPS-IL) — Israel’s Ministry of Tourism launched a new campaign in the US called “I Am Israel.”
The launch was held Monday night at a conference in New York, by the Director General of the Ministry of Tourism, Michael Itzhakov, with the participation of opinion leaders from across the country and leaders of Jewish and Christian communities. In accordance with the policy of the Minister of Tourism, Haim Katz, for the first time, the ministry produced sub-campaigns tailored to the various audiences in the American market: a general audience that is supportive of Israel, Jews, and evangelical Christians.
The move, with an investment of 20 million Shekels, will include sponsored promotion of videos, content collaborations with media entities, activity with influencers on social networks and PR events. It is not a sales campaign but an awareness campaign, to reconnect the main target audiences in the United States with Israel through authentic people, experiences and stories. It is designed to accelerate the recovery and lay the foundation for renewed growth of the tourism industry in the coming years, while strengthening Israel’s image as a diverse and vibrant, safe and inspiring tourist destination.
The innovative campaign includes three films tailored to target audiences, alongside over 30 short videos for social media, and will be distributed on large, high-quality platforms in North America, including Hulu, Disney+, YouTube, Meta, iHeartRadio, and leading content and lifestyle sites.
