Michael Izhakov, the Director General of Israel's Ministry of Tourism, is visiting the United States to enhance Israel's position in the tourism market and support the recovery of inbound tourism. His itinerary includes meetings in major cities such as New York, Los Angeles, and Miami, where he will engage with tourism executives, airline representatives, and community leaders. A key event during the visit is a reception on June 1 in New York, coinciding with the launch of a new North America marketing campaign. This campaign, funded by approximately NIS 12 million (around $3.3 million), aims to showcase Israel's culture, gastronomy, and local experiences, reinforcing the message that Israel is a safe destination for tourists. Izhakov stated that the visit aims to deepen partnerships and strengthen ties with decision-makers while highlighting tourism's importance as an economic driver and a means of improving Israel's global image. The ministry anticipates that 2026 could be a pivotal year for tourism recovery, aided by the return of international airlines and improved travel advisories.