The Israel Ministry of Tourism (IMOT) made a strategic return to the MICE & Leisure Travel Congress (MILT) on 23–24 July at the ITC Grand in Goa, marking its first appearance at the event in more than five years. The ministry's participation signals a renewed push to capture a larger share of India's outbound MICE and leisure travel market, which has been recovering steadily post-pandemic.
During the two-day congress, IMOT conducted pre-scheduled B2B meetings and networking sessions with over 50 Indian corporates, travel agents, and event planners. The focus was on Israel's diverse tourism offerings, including culinary tourism, wellness retreats, and its well-established MICE infrastructure. The country's hotel inventory—approximately 200 Level 1 and Level 2 properties offering around 36,000 upscale rooms—positions it as a viable destination for incentive groups and business events.
Strengthening India-Israel travel ties
Amruta Bangera, Marketing Director for IMOT in India, underscored the significance of the event. “Participating in the 13th MILT Congress marks an important milestone for the Israel Ministry of Tourism as we continue to strengthen our engagement with the Indian travel trade,” she said. Bangera expressed optimism about restoring Indian visitor numbers to pre-COVID levels, noting that the Indian market remains a priority for the ministry.
The MILT Congress appearance is part of a broader IMOT strategy to enhance destination awareness and confidence among Indian travelers. The ministry is actively collaborating with Indian travel trade partners to boost awareness and attract more visitors. This includes leveraging digital campaigns, trade familiarization trips, and partnerships with key industry players.
Israel's appeal to Indian MICE groups is bolstered by its compact geography, which allows for seamless itineraries combining business events with leisure experiences. Popular destinations include Tel Aviv, Jerusalem, the Dead Sea, and Eilat. The country's culinary scene, influenced by diverse immigrant communities, and its growing wellness tourism sector—featuring spa resorts and holistic retreats—are also key selling points.
The Indian outbound MICE market has shown strong resilience, with corporates increasingly seeking unique destinations that offer both business facilities and experiential travel. Israel's ability to provide a blend of history, innovation, and hospitality makes it a competitive option. The ministry's engagement at MILT aligns with broader trends in the region, such as GRT Hotels strengthening trade ties in India and Radisson Hotel Group expanding its India footprint.
IMOT's return to MILT also comes at a time when India's travel industry is seeing increased connectivity and policy shifts. For instance, South Africa's new 48-hour ETA for Indian passport holders reflects a broader trend of destinations easing entry requirements to attract Indian travelers. Similarly, India's road trip boom highlights the growing appetite for domestic and international travel among Indian consumers.
With its participation at MILT, IMOT aims to rebuild confidence and position Israel as a safe, accessible, and rewarding destination for Indian MICE and leisure travelers. The ministry's efforts are expected to yield results as travel demand continues to rise, particularly from the corporate sector.
