Israel should turn tourism into a national public diplomacy project and collaborate with organizations dedicated to Israeli advocacy and develop a model equipping travelers with tools for engagement. Tourism is an effective tool for advocacy because of its direct and personal nature. These direct, human interactions are more powerful than any digital campaign or sponsored ad. Israel should encourage similar models and create more 'Tourism Ambassador' programs, offering travelers tools for advocacy through direct dialogue and visual content on social media. The annual IMTM International Tourism Exhibition can serve as a significant platform for advancing Israeli public diplomacy and strengthening international ties.