The Israel Ministry of Tourism (IMOT) has signed a Memorandum of Understanding (MoU) with the Travel Agents Association of India (TAAI) at the association’s 69th Convention & Exhibition, held in Kolkata from 25–27 October 2026. The agreement marks another step towards strengthening Israel’s engagement with the Indian travel trade and exploring new opportunities for tourism promotion and collaboration between the two organisations.
The MoU was signed by Galit Hoffman, Consul for Tourism Affairs, Israel Ministry of Tourism, India, and Sunil Kumar, President, TAAI. It establishes a framework for long-term cooperation, with a focus on enhancing awareness of Israel as a tourism destination, strengthening destination knowledge among Indian travel professionals and developing mutually agreed initiatives to encourage tourism between the two markets. Under the agreement, IMOT and TAAI will explore opportunities to collaborate on joint roadshows across India, destination training and educational programmes, familiarisation (FAM) tours, and, marketing and promotional initiatives.
Galit Hoffman, Consul for Tourism Affairs, Israel Ministry of Tourism, India, said: “For us, building strong relationships with our travel trade partners is key to growing our presence in India. TAAI has deep roots in the Indian travel industry and a strong network across the country, making this partnership a great opportunity to connect with more travel professionals and explore new ways to promote Israel. We see tremendous potential in the Indian market and believe that working closely with our partners will help us turn growing interest into meaningful opportunities. We truly value the trust and support of our Indian travel partners and look forward to building a strong, lasting relationship with TAAI.”
Sunil Kumar, President, Travel Agents Association of India (TAAI), said: “We are pleased to partner with the Israel Ministry of Tourism to strengthen destination promotion and create new opportunities for our members. Through TAAI’s nationwide network, we look forward to facilitating greater engagement between Israel and the Indian travel trade through joint initiatives. This collaboration will help our members gain a deeper understanding of Israel’s tourism offerings and better serve the evolving interests of Indian travellers.”
For IMOT, the partnership forms part of its continued efforts to deepen engagement with the Indian travel trade and broaden awareness of Israel beyond its traditional positioning as a pilgrimage destination. Israel offers a range of experiences spanning culture and heritage, leisure and family holidays, luxury travel, adventure, culinary experiences and MICE, providing opportunities to engage with travellers across different interests and segments.
The MoU with TAAI follows IMOT’s three-city roadshow in New Delhi, Bengaluru and Mumbai earlier this month, its first such series in India in almost seven years, as well as the signing of a separate MoU with Outbound Tour Operators Association of India (OTOAI). Adding to this momentum, Air India is scheduled to resume direct Delhi–Tel Aviv flights from 1 December 2026, with five weekly services.
Through these initiatives and its partnerships with Indian travel trade associations, IMOT aims to strengthen destination knowledge, develop new tourism opportunities and build lasting relationships with the Indian travel industry.