Israel revives China tourism push with first influencer event in three years

The Israeli Tourism Ministry held its first event for Chinese media figures and social media influencers in three years this month, as part of a broader effort to rebuild ties with the Chinese travel industry. The gathering, held on August 13 in Chengdu, brought together 21 participants, including key opinion leaders and content creators, to promote Israel as a travel destination ahead of the 35th anniversary of diplomatic relations between the two countries in 2027.

The program highlighted Israel’s "four seas"—the Mediterranean, Dead Sea, Red Sea, and the Sea of Galilee—to showcase nature-based tourism and water sports. Ola Gurevich Lucas, director of the Israel Tourism Office in China, stated that the goal was to reconnect with Chinese media and provide a current perspective on the country, addressing questions about what has changed and what travelers can experience today.

According to the ministry, the response from participants was encouraging, with many expressing interest in visiting Israel when circumstances allow. Lucas noted that while there is significant work ahead, the longstanding ties between the two nations remain strong, and the ministry is committed to supporting the recovery of inbound tourism from the Chinese market.