Houthi threats target Israel’s tourism lifeline
As the spring holiday of Passover approaches, usually a boon for travel to Israel, the Israeli tourism industry is facing the renewed threat of attacks by the Houthis in Yemen. After a brief moment of normalcy during the short-lived ceasefire in Gaza, the tourism industry in Israel showed signs of a cautious return—but hopes for a full revival remain clouded by war, airline hesitations, and a shift in traveler demographics.“Most international airlines have returned,” Ami Alon, head of marketing at the Israel Ministry of Tourism, told The Media Line. “Travel warnings have been lowered, and demand from both the Jewish and Christian worlds remains high. But everything depends on continued stability.”4 View gallery Ben Gurion Airport (Photo: Yariv Katz)That stability appears fragile. Late last month, the Houthis declared that they were intentionally targeting Israel’s Ben Gurion Airport. Considering Israel’s robust air defense, missile fire toward the airport likely won’t result in physical damage. But it disrupts airlines’ activities and puts the local tourism industry in checkmate.Mark Feldman, CEO of the Ziontours Jerusalem travel agency, said that international travelers are putting their itinerary at risk if they choose to fly an airline other than Israel’s local El Al, Arkia, or Israir carriers. “Foreign carriers have made it clear—they’ll pull out immediately if missiles hit near Ben Gurion Airport again,” he told The Media Line.This concern is not hypothetical. The Houthis have already launched ballistic missiles aimed at central Israel, and while they have thus far been intercepted, the threat has been profoundly destabilizing. “The Houthis know exactly what they’re doing,” Feldman said. “They’re targeting the airport because they know that hurting tourism hits Israel economically and psychologically. And sadly, it’s working.”According to Tali Tenenbaum, vice president of the Israel Hotel Association, the hotel industry has noticed “a decrease of about 70% compared to 2023 before the October 7 events.”4 View gallery (Photo: Yariv Katz)The situation has forced a sharp pivot for luxury hotels such as the Norman in Tel Aviv. “We had to adapt quickly,” Yannick, the hotel’s guest experience manager, told The Media Line. “Initially, it was a big change. So we launched weekend-focused deals for locals and waived almost all cancellation fees due to the war.”While there has been a recent increase in bookings for the Passover holiday, the clientele has shifted. “Last year, we had no overseas guests during the holiday,” Yannick said. “Business travelers were the first internationals to return as soon as flights resumed. Some of our regulars returned this year—but mostly as individuals or couples. There’s been no rebound in the number of families.”Hotels have had to make budget-conscious adjustments without compromising their luxury standards. “We replaced some high-cost amenities with thoughtful alternatives and adopted flexible check-out times,” Yannick added. “And during check-in, we carefully explain our security protocols—where to go during sirens, how to use the bomb shelter, and what to expect.”He expressed frustration with the Israeli government over its lack of clarity in rolling out new policies, such as the recent requirement that visa-exempt travelers apply for an electronic travel authorization.4 View gallery (Photo: AFP)“Suddenly, guests had to preregister and pay online,” he said. “Many were confused or frustrated. That kind of bureaucracy, in a time like this, does real damage.”One group that isn’t predicted to visit Israel this holiday season is Christians, Feldman said. Before the war, many Christians visited Israel around Easter.“Traditional Jewish Passover tourism from places like the US, Canada, and the UK is almost nonexistent,” he added. “But French Jews are coming in droves. Hotels in Netanya and along the coast are filling up with them.”Air France’s flight schedules now seem tailored more for incoming French tourists than for Israelis flying out. “It’s very noticeable,” Feldman said.That trend might be a result of rising antisemitism in France—but if that’s the case, it’s a dynamic limited to France. “We expected to see more tourists from Amsterdam, London, or even Australia, given the rise in antisemitism in those countries, but it hasn’t happened,” Feldman said. “Only the French are coming in real numbers.”4 View gallery (Photo: AFP)The slow Passover season marks another difficult period for Israel’s tourism industry, which has been struggling to recover since the October 7 attacks.“Summer’s already looking weak,” Feldman said. “People plan their vacations months in advance. They’re not going to book Israel when the headlines are still about war.”If the industry keeps shrinking, he warned, it won’t have the manpower needed to bounce back when tourists do return.Despite the challenges, both Yannick and Feldman expressed hope that the situation would eventually improve—though perhaps not in time for summer.“My message to travelers is simple,” Yannick said. “Be patient, be flexible, and be realistic. Israel is still an amazing place. But right now, we’re not running at full speed.”Feldman echoed that sentiment: “Tourism will return. It always does. But until the war ends, we’re fighting to survive—not just on the battlefield, but in our hotels, our restaurants, and our airports.”The story is written by Nathan Klabin and reprinted with permission from The Media Line.
