Michael Ben Baruch, UK Director of the Israel Ministry of Tourism, explains how travel to Israel offers not just a wonderful holiday but a vital show of solidarity with our people.
As we approach Rosh Hashanah 5786, the shofar’s call reminds us of our ancient connection to Israel and our present responsibility to support it. Since October 7th 2023, that responsibility has taken on profound new meaning.
I moved to London in August 2023 as UK Director of the Israel Ministry of Tourism, optimistic about promoting UK-to-Israel travel. Like the entire Jewish world, I quickly faced the trauma of post-October 7th reality. Our organisation confronted flight cancellations, travel advisories, and understandable safety concerns amid direct attacks and regional tensions.
Yet something remarkable happened and despite unprecedented challenges, travel to Israel continued. Tens of thousands of people from the UK visited during 2025, welcomed with overwhelming gratitude by Israelis who recognised these visits as powerful acts of solidarity.
The Israeli people have shown remarkable resilience, and our tourism industry stands ready to welcome you. Hotels, restaurants, tour guides, and attractions operate eagerly, sharing the Israel they love with visitors who choose to come.
This Rosh Hashanah, consider making 5786 your year to return to Israel. Go beyond solidarity, go for sheer fun, unique family memories, and experiences only Israel offers. Walk Jerusalem’s ancient stones, float in the Dead Sea, hike the Galilee, or dive in Eilat’s Red Sea. From world-class museums and outdoor adventures to spiritual journeys and culinary discoveries, Israel awaits.
When we hear the Tekiah Gedolah in synagogue, that final, long shofar blast, we’re called to action. In Rosh Hashanah liturgy, we proclaim “Hayom Harat Olam”, today the world is born anew. Let that include renewed connection to Israel through travel. Rather than waiting for some distant future, make this the year you book that ticket.
L’shanah Tovah – and this year in Israel!
