When you meet Chad Martin in New York, he usually introduces himself as a guy from Youngstown, Ohio. He’s lived in the city for nearly twenty years, but that Midwestern roots-driven optimism is hard to shake. It’s also probably the only reason he’s been able to do his job for so long. As the Director of the Northeast Region for the Israel Ministry of Tourism, Martin isn’t just selling a vacation. He’s navigating one of the most complex, emotionally charged, and volatile travel markets on the planet.
For most people, tourism is about palm trees or museums. For Martin, it’s a "cause."
Who is Chad Martin at the Israel Ministry of Tourism?
He isn't an Israeli diplomat sent from Jerusalem. He’s an American who fell in love with the destination after a high school trip. That matters. It gives him a perspective that bridges the gap between the average American traveler and the intensity of the Middle East. Since his appointment in May 2016, he has been the face of the Israel Ministry of Tourism in the U.S. Northeast, the largest market for North American travel to the region.
Before he took over the Northeast office, he paid his dues in the industry. He worked for major tour operators and served as the North American Director of Sales for the Inbal Jerusalem Hotel. Basically, he knows every side of the desk—from the person booking the flight to the person checking you into your room.
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The Reality of Tourism Under Duress
Honestly, 2024 and 2025 have been brutal for the industry. While 2019 saw record-breaking numbers—nearly 643,000 U.S. travelers in the first eight months alone—the recent conflict sent those figures into a tailspin. By late 2024, arrivals had dropped by roughly 68%.
But Martin sees something most people miss. He calls it "solidarity travel."
While first-time leisure tourists might be staying away, repeat visitors are flooding back. They aren't going for the beaches (though the beaches in Tel Aviv are actually open). They are going to "bear witness," as Martin puts it. They are volunteering in agriculture, visiting friends, and supporting a local economy that has been gutted. It’s a shift from consumerism to community.
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What’s happening on the ground right now?
- Aviation Struggles: For a long time, El Al was the only game in town, flying at nearly 99% capacity. As of early 2026, major carriers like United and Delta have started trickling back, but seat capacity is still a major bottleneck.
- Hotel Dynamics: Displaced residents from border towns have occupied many lower-budget hotels. If you're looking for luxury, there’s plenty of room, but the "budget" sector is still largely serving as emergency housing.
- The "Beginning of the Beginning": With recent ceasefire agreements, Martin has noted a 36% jump in air seat capacity projections. It’s a slow climb back.
Why Chad Martin Thinks "Tourism Still Matters"
At a major travel conference in late 2023, Martin received a standing ovation not for a sales pitch, but for a reality check. He told a story about being one of only four Jewish kids in a class of 420 in Ohio. That first trip to Israel as a sophomore didn't just give him photos; it gave him an identity.
He argues that tourism is "popular diplomacy." It’s the only way to see the "best qualities of a destination—its people, culture, and food—alongside its complexities." He’s not interested in "bursting bubbles" or selling a fake, polished version of reality.
Instead, he’s pushing for the return of "mainstream" tourists. The wine lovers. The history buffs. The people who want to see the new archeological sites or the boutique hotels opening in the Negev.
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Key Insights for Travelers in 2026
If you’re looking at the Israel Ministry of Tourism for guidance, the message is clear: the country is open, but it's different. Most of the popular visitor attractions and historic sites are fully operational. However, you have to be okay with a heavy security presence and the reality that the "spirit" of the place is currently one of recovery.
Actionable Steps for Planning a Visit:
- Check Airline Reliability: Don't just book on price. El Al has remained the most consistent during periods of tension, while U.S. carriers are more likely to pause service based on security updates.
- Verify Hotel Status: Since many hotels are still housing evacuees, call your property directly to ensure they are fully open for international leisure guests.
- Use Licensed Operators: This isn't the year for a "wing it" DIY trip. Licensed guides are the first to know about road closures or area-specific restrictions.
- Enroll in STEP: If you're an American, the State Department’s Smart Traveler Enrollment Program is essential for real-time safety alerts.
Tourism isn't just a business for the Israel Ministry of Tourism; it's the "glimmer of hope" that a normal day is eventually coming back. Whether you're going for faith, family, or curiosity, the destination is currently defined by those who show up when things aren't perfect.