(haipo) After a year of complete absence, Haifa is returning to the international tourism scene. The Haifa Tourism Association participated in the international tourism exhibition IMTM 2026 – International Mediterranean Tourism Market, which is being held for the 32nd year, at the Tel Aviv Fair Center.
True, it wasn't a huge pavilion or an extravagant production, but a relatively modest stand, but the mere presence symbolizes a change of direction and a clear statement: Haifa is not giving up its place on the tourism map.
Tourism is recovering and Haifa is back on the table
At a time when the entire Israeli tourism industry is trying to recover from the two or three difficult years it has been through, the IMTM exhibition is a central meeting point between professional entities from the country and around the world: travel agents, tourism entrepreneurs, airlines, local authorities and development bodies.
The exhibition, held on February 3-4, provides direct access to international partners and opens the door to new business opportunities, from collaborations and advanced tourism technologies to creating connections to game-changing destinations and suppliers. For cities like Haifa, it is an important platform to showcase local potential and remind the industry that the city is much more than a transit point, it is a true tourist destination.
Last year, Haifa did not participate in the fair. But this year, with the arrival of Yair Amitzur as CEO of the Haifa Tourism Association, a decision was made to return and be present, albeit in a more limited format. The association established a joint stand with the Haifa Tourism School, distributed informational materials and participated in professional activities throughout the exhibition.
According to the association's CEO, Yair Amitzur, This is a strategic decision that balances professional visibility with a challenging budgetary reality. "This year we participated in a stand together with the Haifa School of Tourism and with our representatives at the fair," Amitsur told "Hai Pe": "In addition, we also advertised in the fair's promotional materials. We did not set up a large stand, because right now we are directing the meager resources we have to tourism activities in the city itself and campaigns at municipal events."
According to him, the activity is not limited to Israel: "It is important to note that we also advertise at the Ministry of Tourism fairs that are held abroad. We recently participated in a tourism fair in Spain and in the near future we will also take part in a fair in Germany."
A small step – a long-term move
Despite the limited scope, the message is clear: Haifa seeks to rebuild its tourism status, in a gradual and responsible manner. In a city with a unique combination of sea, mountain, international gardens, culinary culture, coexistence, academic institutions and natural sites, the potential exists! Now the goal is to bring Haifa back into the consciousness of travel agents and target audiences in Israel and around the world.
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There is no doubt that such a "respectable" stand will really attract tourism to Haifa. Shame on the Haifa Municipality, a pretzel stand in a more organized and attractive market.
Better not at all.