ITB Asia has established itself as a key event for tourism professionals, and Israel's participation seeks to capitalize on the opportunities presented by this region. During the fair, the country is expected to promote its religious, historical and cultural destinations, as well as its beaches and vibrant city life, all in an effort to attract more tourists from Asia.

One of Israel's main focuses at ITB Asia will be to highlight its innovative and varied tourism offerings. In addition to its traditional religious and archaeological attractions, Israel has developed in recent years an offer focused on wellness tourism, technological tourism and cutting-edge gastronomic experiences. This diversification seeks to position the country not only as a pilgrimage destination, but also as a modern and accessible place for younger tourists with diverse interests.

Promoting its vibrant city of Tel Aviv as a world-class cultural and technological destination is another key strategy. Tel Aviv has been recognized for its thriving tech scene and cosmopolitan lifestyle, making it an ideal location for those seeking a dynamic urban destination in the Middle East.

Israel's return to ITB Asia is just one part of its strategy to establish itself as a major player on the global tourism scene. In recent years, the country has intensified its participation in international trade fairs, such as ITB Berlin and WTM in London, with the aim of promoting its offer globally and attracting new markets.

This increased participation in international events allows Israel not only to strengthen its tourism brand, but also to establish strategic alliances with tour operators, travel agencies and airlines in different regions of the world. In addition, international fairs provide an ideal setting for presenting new tourism projects and generating business contacts.

Israel has seen remarkable growth in its tourism industry in recent years, with an increase in the number of tourists visiting the country, particularly from Europe and North America. However, the Asian market remains relatively small compared to other outbound markets, highlighting the importance of Israel's return to ITB Asia.

Participation in such international events not only seeks to increase the flow of tourists to Israel, but also to foster cultural understanding and exchanges between Asia and the Middle East. The opportunity to present Israel as an accessible and attractive destination for Asian tourists could open new avenues of growth for the country's tourism industry.

Israel's return to ITB Asia is not without its challenges. Competition in the Asian tourism market is fierce, with established destinations such as Japan, Thailand and South Korea continuing to attract millions of tourists each year. However, Israel is confident that its unique and diverse offering will enable it to differentiate itself and capture the attention of Asian travelers seeking authentic and out-of-the-ordinary experiences.