In the last year, Sharon Shlomo has assumed the role of CEO at The Israel Experience. The Israel Experience is a subsidiary of The Jewish Agency for Israel that specializes in operating tailor-made educational travel programs and journeys for diverse audiences visiting Israel. Throughout the year, the organization runs dozens of training programs and tours, including: Masa Israel programs, Birthright Israel, youth movement visits, Ministry of Foreign Affairs delegations, among many others.

Shlomo entered his role at the height of the war, during a particularly complex period for Israel’s inbound tourism sector-especially with regards to groups arriving as part of long-term programs, training initiatives, and pre-Aliyah frameworks.

“If you look at the past two years, you can divide them into two distinct periods. At the beginning of the war, many solidarity delegations arrived in Israel-Jews from around the world who came to volunteer, offer support, and express solidarity,” Shlomo explains. “In the second half of the war, the challenge became significantly greater. The initial wave of solidarity subsided, developments on the various fronts of the war naturally deterred visitors, and the rise in antisemitic incidents within Jewish communities worldwide led to a certain inward turn. Despite this, we succeeded in bringing groups and organizations that continued to come to Israel throughout the war.”

According to Shlomo, signs of recovery are already evident. “We are seeing a renewed demand for all programs, particularly longer-term ones. Young Jews want to come to Israel and stay as part of these frameworks. The experience they undergo here is life-changing. Recently, I met someone who participated in one of our programs nearly 30 years ago. According to him, his experience in Israel changed his life. Today, he is sending his son to the same program that he attended, he feels more deeply connected to Israel, and he even invests in Israeli startups as a result of the personal experience he had here.”

The concerns that arose after October 7th have also proven unfounded. “We were certain it would be almost impossible to bring groups, and we were pleasantly surprised by the delegations that continued to arrive throughout the entire period.”

The sense of renewal is unmistakable. While many groups arrived through Israel Experience during the war, following the ceasefire agreement one can feel the renewed momentum of additional communities seeking to come to Israel through the various programs that they offer. The central challenge now is adapting Israel Experience’s offerings to the post-war reality.

“Immediately upon assuming my role, I understood that we needed to move Israel Experience forward,” says Shlomo. “Most of our programs are fully customized for each client-tailored by language, culture, and the specific needs of the target audience. At the same time, there is one principle on which we never compromise: strengthening Jewish identity and the connection to the State of Israel. We see it on the ground-participants of all ages, and especially teenagers, leave with a stronger Jewish identity and with tools to confront antisemitism abroad. Older participants arrive out of solidarity or as part of pre-Aliyah programs.”

Technological changes and evolving consumer habits are also shaping the nature of the groups. “Audiences are seeking a different kind of experience, and we adapt our content accordingly.”

Since October 7th, a new permanent component has been added to every program: volunteering. “In the past, volunteering was characteristic of certain groups. Today, every group-regardless of religion or age-requests at least one community contribution activity. Young and old alike, whether on a short visit or a long-term program, everyone needs to feel that they have contributed to Israel.”

“The added value we offer to all groups, is the opportunity to experience the very best that Israel has to offer-innovation, networking, and a comprehensive experience that combines business and leisure, history and roots alongside progress and hybridity. We do not operate alone; we work closely with our partners across the tourism sector. Whether accommodation providers, transportation and catering services, or our content partners-everyone understands the importance, especially in these times, of delivering a positive and enriching experience to those who choose to come to Israel, particularly after the challenging period the tourism industry has endured.”

Shlomo comes from the business world, with a focus on information systems, marketing processes, and customer experience-areas he plans to implement at Israel Experience. “Zionism and a love for Israel are our cornerstones. Our employees are the foundation; these are the assets that differentiate us from other organizers,” he adds. “Alongside this, we are upgrading our information systems, establishing a strong marketing department, and opening new branches-all with the aim of enhancing both the customer experience and the employee experience. These steps are part of a broad, long-term strategic plan to propel Israel Experience forward.”

At Israel Experience, 2026 is viewed as a year of opportunity and growth and is being marked as a turning point in the development of Israeli tourism. “The coming year will be dedicated to building infrastructure, information systems, and expanding target audiences. This is an opportunity to strengthen tourism to Israel, increase visitor numbers, and deepen the connection with Jewish communities around the world."

This article was written in cooperation with The Israel Experience