Israel Puts an 18-Shekel Price on a Month of Days Out

Israeli Tourism Month is under way, with the opening event due in Jerusalem at the weekend, Israel's Ministry of Tourism said. The month-long programme is a national initiative run by the ministry with the stated aim of getting “all of us, Israelis, to go out and enjoy the variety of tourism experiences, connect with our beautiful country and strengthen local businesses, which are waiting for you.”

The structure is regional rather than national. Through November, each long weekend (Wednesday to Saturday) is devoted to a different part of the country: Jerusalem, the north, Tel Aviv and the western Negev. The ministry said the programme covers hundreds of experiences, performances and guided tours priced at 18 shekels or free, dozens of additional free activities, and hundreds of tourism businesses offering their own discounts. Hotels across the country are taking part with accommodation deals, and packages bundle a night in a hotel with a stand-up show or performance and a local culinary event. Every Friday between 10am and 3pm a flagship event is held, with a fair of local artists, food and performances, again at 18 shekels.

Why the ministry is chasing Israelis rather than foreigners

Inbound tourism has not recovered from the war. Israel received about 1.3 million foreign visitors in 2025, against 3.01 million in 2023 and a pre-pandemic record of 4.55 million in 2019, according to Tourism Ministry figures reported by PAX. Americans made up the largest group, at about 400,000, followed by France and the United Kingdom.

Hotels have felt it directly. National average occupancy was 50% in the first half of 2025, down from 62% in 2024 and 63% in 2023, according to Hotel Association data reported by Calcalist, with Jerusalem, Tiberias and Nazareth (the towns most dependent on pilgrims and foreign tour groups) worst affected. Domestic travellers have been the sector's ballast throughout: the hospitality consultancy HVS found that Israelis significantly increased their contribution to tourism across 2024 and 2025, with many hotels prioritising domestic guests to meet summer demand.

What 18 shekels buys

The price is symbolic rather than commercial (18 is a number of some significance in Jewish tradition) and covers a single activity. The ministry has said the fee applies across the guided tours, performances and Friday flagship events, with a further tier of activities carrying no charge at all. Businesses joining the scheme set their own promotions on top.

What the announcement did not say

The ministry's statement did not name the Jerusalem venue for the opening event or give its date beyond “this coming weekend”, and it published no list of participating sites, hotels or performers. It gave no attendance target, no figure for what the month costs to run, and no explanation of how the 18-shekel price is subsidised or which body absorbs the difference.