Israeli Tourism CEO Highlights Aviation as Key to National Resilience and Economic Growth
Revitalizing the Israeli tourism sector is crucial not only for leisure but as a strategic pillar of national resilience, according to Revital Ben Natan, CEO of the travel group Ofakim. Speaking at the Calcalist National Economic Conference hosted by Bank Leumi and Clal, Ben Natan emphasized the sector's unique ability to provide real-time economic insights, acting like an economic radar by tracking travel trends, emerging markets, and business activities before official statistics are released.
Ben Natan explained that tourism responds primarily to geopolitical certainty rather than specific agreements. For example, a potential Iran-US deal reducing regional tensions would immediately encourage foreign airlines to resume flights and attract international business travelers to Israel. Ofakim, with nearly 300 travel agents and over 46 years in operation, represents major brands and is the exclusive Israeli partner of global tourism giant FCM, granting it advanced technology and strong international business ties.
Despite past perceptions of tourism as a luxury, the sector proved essential during recent crises, including wartime, by maintaining vital business, academic, and personal travel. Israeli airlines continued operations throughout these challenging years, demonstrating "real national resilience" by keeping skies open and enabling routine amid chaos.
Looking ahead to the summer and beyond, Ben Natan noted a trend of early bookings influenced by election timing and a shift in consumer preferences toward meaningful travel experiences over destination checklists. She also highlighted the growing importance of human support in travel services, especially amid disruptions.
By 2027, artificial intelligence is expected to revolutionize operational aspects of tourism, elevating the role of personalized human service. Ben Natan urged Israel to adopt a strategic approach similar to countries like the UAE, Qatar, and Singapore, which invest heavily in aviation infrastructure as a driver of economic growth, attracting conferences, investors, and tourists alike.
