After October 7th, We Thought No One Would Come — Israel's Tourism Sector Finds Its Footing

Leadership Change at a Critical Juncture

Sharon Shlomo took over as chief executive of The Israel Experience, a subsidiary of The Jewish Agency for Israel, in the midst of ongoing conflict. The organization designs and runs educational travel programs for visitors, including Masa Israel initiatives, Birthright Israel trips, youth movement visits and delegations organized by the Ministry of Foreign Affairs. Shlomo arrived with a background in information systems and customer experience from the private sector, bringing plans to update internal systems and create a dedicated marketing unit.

Two Distinct Periods After October 7

Shlomo describes the period since October 7 as divided into two phases. Early months brought numerous solidarity groups from Jewish communities abroad who arrived to volunteer and show support. Later months saw reduced numbers as fighting continued on multiple fronts and antisemitic incidents rose in several countries, prompting some communities to limit travel. Despite these pressures, the organization maintained programs for groups that chose to proceed.

Recovery Signals in Long-Term Programs

Recent months show renewed interest, especially in extended stays. Young participants continue to request placements that combine study, work and cultural immersion. One former participant from nearly three decades ago now sends his son on the same program and has since invested in Israeli startups, illustrating lasting personal and economic ties formed through these visits.

Volunteering Becomes Standard Practice

Every current program includes at least one community service component, regardless of group age or background. Activities range from support in local communities affected by the war to environmental projects. This shift reflects participant requests rather than organizational mandate and connects visitors directly to daily life in regions still recovering from recent events.

Operational Upgrades and 2026 Targets

The Israel Experience is expanding its branch network and refining digital tools to match changing booking patterns. Officials view 2026 as a potential turning point for inbound educational tourism, with emphasis on longer frameworks that combine learning and contribution. These efforts aim to support broader economic recovery in tourism-dependent areas while maintaining program quality.

Adapting to Shifting Global Habits

Consumer preferences now favor flexible schedules and meaningful local engagement. The organization responds by integrating technology for smoother coordination and by tailoring activities to diverse audiences. Such adjustments help sustain participation even when external conditions remain uncertain.