That sound you hear – it’s Israel calling you home

In August 2023, I arrived in London with my family, brimming with optimism about my new role as UK Director of the Israel Ministry of Tourism. My mission was clear, to promote a thriving UK-to-Israel travel market and showcase everything our incredible country has to offer. Like so many in the Jewish world, that optimism was forever changed by the events of October 7th, 2023.

The trauma and disruption that followed created unprecedented challenges for those of us promoting Israel tourism. We faced flight cancellations, evolving travel advisories, and entirely understandable concerns about safety. Direct attacks on Israeli soil, ongoing regional tensions, and periods when airlines suspended services tested our resolve and that of potential travellers.

Yet something remarkable happened during this most difficult year. Travel to Israel continued. Despite the challenges, tens of thousands of travellers from the UK visited Israel during 2025, and they were welcomed with overwhelming gratitude by the Israeli tourism industry and people who recognised their visit as a powerful act of solidarity during such trying times.

Now, as we approach Rosh Hashanah 5786, I find myself thinking about the sound of the shofar and its call to action. When we gather in synagogue and hear the tekiah gedolah, that final, long blast we’re reminded not only of our ancient connection to the Land of Israel but of our present-day responsibility to support it. Since October 7th, that responsibility has taken on profound new meaning.

The Israeli people have demonstrated remarkable resilience and our tourism industry stands ready to welcome visitors with open arms. Hotels, restaurants, tour guides, and attractions are all operating, eager to share the Israel they love with those who choose to come.

This Rosh Hashanah, I’m asking you to consider making 5786 the year you return to Israel. Yes, go to show solidarity, but go for so much more than that. Go for the sheer fun and spirit, for the unique family memories you’ll create, and the diverse experiences that only Israel can offer.

Picture yourself walking through Jerusalem’s ancient stones, feeling the weight of history beneath your feet. Float effortlessly in the therapeutic waters of the Dead Sea. Discover the incredible beaches and dynamic urban energy of Tel Aviv, where history meets contemporary in the most vibrant ways. Hike through the rolling hills of the Galilee, where every path tells a story. Dive into the crystal-clear waters of the Red Sea at Eilat, where underwater wonders await.

From world-class museums to outdoor adventures that challenge and inspire, from deeply spiritual journeys to culinary discoveries that will redefine your understanding of Israeli cuisine, Israel awaits your arrival.

As we prepare to pray for a sweet new year, shanah tovah u’metukah,  let us also commit to meaningful action. In the Rosh Hashanah liturgy, we proclaim “Hayom harat olam” today the world is born anew. This year, let that renewal include a strengthened connection to Israel through travel.

Rather than waiting for some distant future let the sound of the shofar be your call not just to reflection and renewal, but to a journey home.

L’shanah tovah – and this year in Israel!