The Tourism Ministry has selected renowned Israeli chef Yossi Shitrit to lead Taste of Israel Food Truck Tour 2026, a culinary initiative that will travel across the United States, introducing American audiences to Israeli cuisine and culture through food, music and personal experiences.
The tour will feature an Israeli food truck making stops in four U.S. destinations, offering visitors complimentary tastings of authentic Israeli dishes, including vegetarian options, accompanied by Israeli music. The experience will be open to the public free of charge.
Tourism Ministry launches its ‘Taste of Israel’ food truck tour, bringing free Israeli cuisine and cultural experiences to four US destinations
(Photo: Tourism Ministry)
The initiative aims to introduce American audiences to Israel beyond its traditional tourist attractions, using food as a way to connect people and cultures while encouraging interest in visiting the country.
“One taste is enough to fall in love. Together with Chef Yossi Shitrit, one of the leading names in Israeli cuisine, we are bringing the tastes and aromas of Israel to American audiences: from the spice markets of Jerusalem to the beachfront restaurants of Tel Aviv, from the Galilee to the Negev,” Tourism Ministry Director-General Michael Izhakov said.
“This is an invitation to discover Israel through the senses, and a good reason to pack a suitcase. The Tourism Ministry continues to create new connections with audiences around the world and to spark curiosity about Israel and its unique beauty.”
The United States remains Israel’s largest source market for incoming tourism. From January through September 2026, approximately 295,000 American tourists entered Israel, accounting for 37% of total incoming tourism during that period. In 2025, approximately 448,000 American tourists visited Israel, representing around 34% of all incoming tourists.
Israeli cuisine prepared for the Tourism Ministry’s ‘Taste of Israel’ initiative, led by chef Yossi Shitrit
(Photo: Tourism Ministry)
The Taste of Israel tour will begin on October 25 in Boca Raton, Florida, followed by Atlanta, Georgia, on October 27, and Nashville, Tennessee, on October 28. The fourth and final stop will take place on October 30 in the Dallas–Fort Worth area of Texas. At each destination, visitors will be able to enjoy complimentary tastings of Israeli cuisine between 12:00 p.m. and 3:00 p.m.
Chef Yossi Shitrit is a prominent Israeli chef who has also gained international recognition for his work. Known for his distinctive cooking style, Shitrit combines the culinary traditions of his upbringing with contemporary techniques and creative interpretations of local ingredients. His cuisine draws inspiration from his family roots and the cultural diversity of Israeli food, bringing together tradition and innovation.
His selection to lead the initiative reflects the ministry’s aim to present the diversity of Israeli cuisine to international audiences through a chef whose work connects local traditions with contemporary culinary practices.
“For me, everything begins with taste and memory. Even when I create a new dish, the flavors of home are always there. That is what I want to bring with me on this journey: the warmth, generosity and meeting of traditions that exist in Israeli cuisine,” Chef Yossi Shitrit said.
Israeli chef Yossi Shitrit (right), who is leading the Tourism Ministry’s ‘Taste of Israel’ food truck tour across the United States
(Photo: May Goldstein, Studio Carla)
“I am excited to meet people in the United States through my food, to serve them a dish and tell them a little about where it comes from. I hope this encounter will spark their curiosity to come here, sit around a table and experience for themselves the food and the people behind it.”
The Taste of Israel initiative is part of the Tourism Ministry’s international I AM ISRAEL campaign, which launched in June 2026. Since its launch, the campaign has recorded more than 320 million media impressions, 105 million completed video views and a reach of more than 70 million unique users. Following its results and positive reception, the campaign has also been expanded to Canada and the United Kingdom.
The food truck tour will be produced by Narrative Group, a global marketing agency specializing in influencer and content creator marketing, connecting leading technology companies with influencers around the world.
“Narrative is proud to take part in this significant and important campaign, which brings a real taste of Israel to the heart of the American public,” Narrative Group Vice President Dori Zisman said.
“Food connects people through emotion, beyond words, cultures and borders. At a time like this, the ability to present the warm and creative side of Israel is exactly the kind of encounter we love and are happy to create.”
According to the Tourism Ministry, the initiative is intended to highlight another aspect of Israel beyond its traditional tourism attractions and landscapes. The ministry believes that the flavors and stories making up Israel’s cultural mosaic, together with Shitrit’s creativity, which has helped make local cuisine a significant part of Israel’s tourism identity, will spark curiosity among American audiences and encourage visits to Israel.
