ABOUT US
Our Story
Our story began in 2012, when Shin Tours founder Asaf Peled started working as a Registered Tour Guide in Israel for a leading tour operator. He loved being a guide – but he became frustrated working with the same recycled itineraries. Families would visit the major cultural and historic sites, but too often they’d leave having “seen the sights” without truly connecting to their Jewish heritage. The packages were too generic. The schedules were too rushed. And the most important moments – the ones that bring families closer – were the easiest to miss. Asaf could feel his passion slipping away. So, despite having no business background, he committed to building something different. After years spent learning the trade, building trusted relationships on the ground, and refining an approach that put families first, he founded Shin Tours in 2013 – with a mission to create Jewish heritage experiences that are truly moving, emotional, memorable and transformative.Our Mission
Our mission is to create personal, responsible, and deeply meaningful Jewish heritage journeys that bring families closer to their roots – and to each other.
We understand what families are really looking for when they travel: kids who are engaged (not bored), days that truly matter, meals that surprise you, and moments that stay with you long after you return home. That’s why we design trips to make you feel alive, with time to connect, laugh, slow down, and be present.
Everything we do is personal and built around your family. We’ll be with you every step of the way, listening closely, guiding thoughtfully, and curating an experience that’s deeply relevant to you.
More than anything, it’s about connection. Time is precious – especially the time spent traveling with the people you love – and we take that responsibility seriously in every detail of your journey.
Why Book With Shin Tours?
Consultation-first Design
Most tour providers start with a fixed itinerary and ask your family to fit into it. We do the opposite.
We begin every relationship with short consultations to understand what each family member wants from the trip – what they hope to feel, learn, and take home. From there, we design a bespoke multi-day itinerary that satisfies the emotional purpose of your journey while still covering the iconic sites that matter to you.
Responsibility and Vetting
In addition to creating transformative experiences, our core value is responsibility. Anything we provide for our clients is carefully vetted, and we take responsibility for everything we recommend – guides, drivers, routes, restaurants, and experiences. This comes from intimate, constant insider connections and an on-the-ground understanding of what’s actually happening in our destinations, so your trip isn’t built on assumptions or outdated recommendations.
Depth of Experience
“Seeing the sites” isn’t the same as experiencing them. We design tours with the right pace for your group, especially when you’re traveling as a family across different ages and energy levels. That means balancing iconic locations with the right depth, context, and spacing, so the trip feels meaningful instead of rushed.
Certainty Before You Commit
We also understand how important certainty is. Before you book, you’ll have real clarity about the trip – when to go, which destinations are best, what ages it’s most suitable for, and a clear sense of the overall budget. You’ll know what you’re saying yes to, and why it’s the right fit for your family.
Hear From Our Clients
If you’re considering a Jewish heritage tour, take a moment to read reviews from the families who’ve travelled with Shin Tours. These are the stories of families who didn’t just “see Jewish sites”, but genuinely reconnected to their heritage and their roots. You’ll see how our interview-first approach creates meaningful, moving, and emotional experiences.
Our Luxury Tours Experts
Drop us a line for a free consultation, and we'll help you map out your luxury tour and crunch the numbers.
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