Chef Yossi Shitrit to Lead Taste of Israel Food Truck Tour 2026 in USA
The Israeli Ministry of Tourism has chosen renowned Chef Yossi Shitrit to lead the Taste of Israel Food Truck Tour 2026 across the USA, promoting tourism and culture.
The Ministry of Tourism has selected Chef Yossi Shitrit, one of the most prominent and respected figures in Israeli cuisine, to represent the country in the 'Taste of Israel - Food Truck Tour 2026' project in the USA.
As part of this initiative, an Israeli food truck will embark on a culinary journey across the United States with the aim of introducing American audiences to the flavors and culture of Israel. Visitors will be able to enjoy authentic Israeli dishes, vegetarian options, and Israeli music in a culinary experience open to the general public free of charge.
This is an international marketing campaign by the Ministry of Tourism, led by Chef Yossi Shitrit, whose contemporary culinary style represents the modern Israeli kitchen. The food truck will travel between various stops in the USA, offering the local public an opportunity to experience Israeli cuisine through a combination of food, culture, and music.
Strong US Tourism Ties
The United States remains the largest source of incoming tourism to Israel. From the beginning of the year through September, 295,000 tourists arrived from the USA, accounting for 37% of total incoming tourism so far this year. Last year, 448,000 tourists arrived from Israel's largest market, making up about 34% of all visitors.
At each stop along the US tour, visitors can enjoy free tastings of Israeli dishes between 12:00 and 15:00. The food served will be kosher and will include vegetarian options, offering a sensory immersion into Israel through its signature tastes and sounds.
Tour Schedule and Culinary Vision
The culinary journey will kick off on October 25 in Boca Raton, Florida, continue to Atlanta, Georgia on October 27, and arrive in Nashville, Tennessee on October 28. The tour will conclude its fourth stop on October 30 in the Dallas-Fort Worth area of Texas.
Chef Shitrit has established his status in the culinary arena through a personal cooking style that combines the culinary traditions of his upbringing with contemporary techniques and creative interpretations of local ingredients. His kitchen draws inspiration from family roots and the cultural wealth of Israeli cuisine, blending tradition with innovation.
Promoting Tourism Through Food
'Taste of Israel' seeks to present Israel from another angle, going beyond its traditional tourist sites and landscapes, and turning food into a tool that connects cultures and people. According to the Ministry of Tourism, the flavors and stories making up the Israeli cultural mosaic, combined with Shitrit's creativity, will spark curiosity among American audiences and encourage visits to Israel.
The initiative is part of the Ministry's international tourism campaign 'I AM ISRAEL', which since launching in June has recorded over 320 million media impressions, 105 million full video views, and reached more than 70 million unique users. Due to its success, the campaign has been expanded to Canada and Britain.
Ministry of Tourism CEO Michael Itzhakov stated: 'One taste is enough to fall in love. Together with Chef Yossi Shitrit, we are bringing the flavors and aromas of Israel to the American public: from the spice markets of Jerusalem to the beach restaurants of Tel Aviv, from the Galilee to the Negev. This is an invitation to discover Israel through the senses.'
