About Us

Get to know Sar-El, Our Story, Goals, and Values.

We are your trusted partner in Israel

You deserve the richest time in Israel possible, rooted in biblical truths. We're your partner, with 31 years of experience, more than 1,000,000 satisfied guests, and local Israeli believers guiding you. We have you fully covered. We work closely with the Israeli Ministry of Tourism, the Israeli Union of Hotels, and own an internal fleet of buses. You won't have to worry about the local bureaucracies, logistics, or details.

1 Million

Satisfied Visitors

30 Years

Of Experience

You're in good hands

We've been serving churches and Christian ministries around the world with the finest travel agents since 1993, sharing the same biblical values and spiritual understanding.

Tour Agents

If you are an established agency looking to add another land operator in Israel, we’d be happy to quote you on your itineraries. If you are an up and coming agency, we’d love to talk about how we can help bring our 30+ years of experience and impeccable reputation in Israel into your service.

Tour Leaders

We believe that our shared Biblical values give us the heart that lets you feel welcomed, connected, protected, and able to receive all that God has for you on your experience in Israel. Many tour leaders have told us how much they wished they’d worked with us on their previous trips to Israel.

Individual Visitors

There is no other place like Israel in the world! There is no place like the Dead Sea in the World! There is no other place like Jerusalem in the World! Please check out our stories page and don’t forget to Subscribe to get exclusive updates about travel tips for your next journey to Israel.

Your life-changing journey of Israel begins here.

We serve churches and Christian ministries from around the world. If you are a travel agent, tour leader, pastor, or a visitor looking for a trusted travel partner in Israel, please contact us today.

Our Executive Team

Samuel Smadja

Founder, Owner & President

Uri Avrouskine

General Manager

Kurt Kaufman

Director & Business Partner

Rodney Gilah

Deputy General Manager, Ascend Tours General Manager

Stefan Sadeh

Owner representative

David Katz

Deputy General Manager

Dvir Menahem

Deputy General Manager Operations

Odelia Dar

Chief Financial Officer

Israel Marans

Financial Advisor to the President

Yinon Ben-Hod

Director of Sales & Marketing

Ester Heinzmann

German Speaking Department Manager

Ella Schleifer

Operations Manager

Ibrahim Vidal

Asian Department Manager & General Manager of Sar-El Transportation

Virginia Syvan

Department Manager

Reuven Doron

Director Ministerial & Public Relations

Our Story

Sar-El is a unique company in many ways, but what really sets us apart from others, is that we want to see you connect to what God has for you in Israel. The owner of Sar-El Tours, Samuel Smadja’s heart’s desire is that you will have more than a tour, but rather an experience, which will connect you with the land, the people, and the scriptures. One that will give you a memory to take home that will connect you with Israel for the rest of your life. Your understanding of the scriptures will be changed, and you will never read the Bible the same way again as you walk in the very places mentioned in Scripture such as Capernaum, the Mt. of Olives, and Jerusalem!

By the grace of God, Samuel has built Sar-El from scratch over 30 years so that we are now one of the largest agencies focused on Christian Tourism to Israel. We are unique, proven, and committed to providing you with the very best experience of Israel, the Land of the Bible.