Reviving Jerusalem’s tourism amidst geopolitical uncertainty post-October 7 conflict

Purpose This paper explores the issues and challenges arising from the October 7 event, focusing on intergroup tensions and the risks of conflict. It examines how the current political climate may impact tourism in Jerusalem, probing whether there is a decline in tourism due to safety concerns or if visitors remain committed despite the risks. Overall, this paper sets the stage for a comprehensive investigation into the complexities of Jerusalem’s political landscape and its repercussions on both local dynamics and international perceptions. Design/methodology/approach This qualitative study investigated the nuanced relationship between political risk and tourism in Jerusalem. Recognising the intricate nature of political instability in shaping tourism perceptions and behaviour, this research employs a qualitative method to explore the multifaceted dimensions of tourist experiences following geopolitical turbulence. Through in-depth interviews and thematic analysis, this research investigated the subjective responses and perspectives of respondents following the event of October 7. The interviews were conducted with 12 experts who consisted of tour operators, travel agents, tour guides and academicians. Findings The study highlights emerging challenges and issues from the October 7 event. The study reveals significant challenges for Jerusalem’s tourism post-October 7, including increased perceptions of political risk, a decline in tourist arrivals and damage to the city’s reputation. It also highlights reduced tourist loyalty and trust, emphasizing the need for improved crisis communication and strategic interventions to restore confidence among visitors. In addition, it offers specific recommendations and strategies to enable industry stakeholders to respond to the impact of political instability on tourism. Practical implications These findings should be of interest to tourism industry stakeholders and policymakers as they highlight challenges and offer possible policy formulations post-October 7 in conflict-prone regions. Originality/value This study provides actionable insights for tourism management, policymakers and stakeholders in Jerusalem, leveraging the findings of the study to navigate and mitigate the impacts of political risk on tourism.