Let’s face it: Pride Week 2025 in Tel Aviv marks an unprecedented low in LGBT tourism.
It’s not just a decline in numbers – it’s the palpable emptiness in the streets that used to echo with foreign languages, smiles, and spontaneous flirtations. This downturn is the result of a dramatic mix of circumstances, primarily the ongoing security situation since October 7, which has cast Israel in a negative international light.
Tourists – especially gay travelers, who seek safety, openness, and ease – simply don’t feel secure coming here.
But it would be a mistake to blame everything on security. Tel Aviv has become one of the most expensive cities in the world. A premium-priced destination must offer premium value – in quality, service, and uniqueness.
There must be deeper investment in local tourism, nightlife, and entertainment. Municipal and national services must be upgraded – from airport welcome kits and attraction passes to easier access between Tel Aviv, Jerusalem, and other major destinations.
Pride events are shifting across the globe
Globally, Pride events are also shifting. Some have lost momentum. The LGBT movement is undergoing a transformation – distancing itself from divisive narratives like "Queers for Palestine" or endless identity fragmentation. New, powerful initiatives are emerging – from desert festivals to wellness retreats in the Golan Heights.
The story is evolving, and so must its presentation.
Let’s not forget: Gay tourism is not just colorful – it’s economically powerful. Queer travelers spend more, stay longer, return more often, and share more content. It’s a smart investment. What we need is a unified taskforce – combining the municipality, Ministry of Tourism, airlines, business owners, and event organizers – to create a new roadmap.
Cultural infrastructure, unique festivals, local entrepreneurship, accessible packages, and international partnerships: Pride from Eilat to Metulla.
And the crown jewel? The week that bridges Jerusalem’s pride with Tel Aviv’s is one-of-a-kind. The fusion of a city of faith and a city of freedom is a global asset. Now is the time to offer a fresh, relevant, exciting, and profitable model – for tourists, for the state, and for the community.
Imri Kalmann is the CEO of the destination marketing company Terranova, former Chair of the Aguda, the Israeli LGBT Association, and a Tel Aviv-based entrepreneur in marketing and culture.