ISRAEL OUTBOUND TRAVEL
MARKET RESEARCH REPORT
BY DR. ERAN KETTER
Israel is a rapidly growing outbound travel market in the EMEA region, with a significant importance to tourism destinations in Europe and the Eastern Mediterranean. Before Covid-19, in 2019, over 9 million trips were conducted by Israelis. In 2022, Israel’s outbound market demonstrated a strong bounce back with some 8.5 million outbound trips. In 2022, the top 5 outbound travel destinations for Israelis were Turkey (2.5m), USA (1.9m), Greece (1.5m), Italy (1.3m) and France (1.2m), and the top 5 airlines serving Israel were El Al, Wizzair, Ryanair, Turkish Airlines and Israir.
What are the key characteristics of Israel’s outbound travel market? How can a destination effectively attract tourists from Israel? Which travel segments in Israel are the most open to try new destinations? And which marketing communication channels should be used when targeting high-tourists from Israel?
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Eran Ketter (PhD) is an acclaimed tourism advisor and researcher, and a former marketing advisor to the Israeli Ministry of Tourism. He is the author of numerous tourism strategy and market research reports, and since 2020 he is the Head of Research in a European Travel Commission market research serious on measuring Europeans’ travel sentiment, conducting surveys for over 90,000 Europeans and providing marketing recommendations and insights for 35 national tourism organizations around Europe (with Mindhaus). Dr. Ketter has a unique in-depth understanding of Israel’s travel and tourism market, based on his rich professional experience working with the Israeli Ministry of Tourism, Israel’s Nature and Parks Authority, Israel’s Hotel Association, Jerusalem Tourism Development Corporation and numerous DMOs, tourism organizations, tourism entrepreneurs and travel-tech startups in Israel.