Jerusalem’s Tourism Industry: Between Crisis and Hope as Holy City Charts Path to Recovery

Current State of Jerusalem Tourism

Jerusalem, despite its profound religious significance, continues to face significant challenges in attracting visitors. Recent data shows some improvement, with approximately 100,700 tourists entering Israel in March 2025, compared to 78,600 in March 2024. However, this increase does not indicate a full recovery.

The tourism landscape has shifted dramatically, with current visitors primarily consisting of solidarity delegations, Orthodox students, family visitors, and businesspeople, rather than traditional tourists.

Infrastructure and Development

The Tourism Ministry has shown commitment to improvement by allocating $60 million for 55 tourism infrastructure projects in 2025, including new illumination of monuments in Jerusalem. A significant addition to the city’s attractions is the Museum of Tolerance, representing a vision of unity and respect among all faiths. This 150,000-square-foot, four-story facility features a 400-seat movie theater, an outdoor amphitheater, and various exhibitions including “06:29 – From Darkness to Light” and “Documenting Israel: 75 Years of Vision.”

Challenges and Future Outlook

The tourism industry faces significant hurdles, with industry experts skeptical about the 2025 tourism season. Tourism leaders estimate that it will take between 6 and 12 months to prepare for receiving the first tourist delegations, particularly for Christian and Muslim tourism, which represents the backbone of Holy Land visits.

Despite these challenges, local authorities have used the quieter period to upgrade various sites, including the state-of-the-art renewed Tower of David Museum, which now showcases Jerusalem’s archaeological richness and the connection of three monotheistic faiths through interactive technology. Many other sites and museums have invested in preparing for post-war recovery.

Economic Impact and Recovery Efforts

The government has taken steps to support the industry, providing approximately $20 million to companies organizing tourist groups from abroad to retain professional workers in the sector. As officials note, “We don’t want them to leave the industry, because it takes years to make them professionals.”