This paper analyzes the image of Israel, a country subject to continuous conflicts, and the effect of a political event on its image. A measurement model is examined before and after a specific international incident, the Mavi Marmara conflict between Turkey and Israel, in order to understand how this event influences the image that the Turks have of Israel, as well as their intention to visit the place. The results confirm that, when people have previous animosity towards a nation, the image of this country is formed mainly through its affective component and not through its cognitive one. The research concludes that a political conflict between two countries significantly damages the country image through the affective component and boosts the previously held animosity. The incident also increases the negative influence of the affective image on the overall country image and on the intention to visit the place. •The affective image has a greater weight in forming the overall country image.•Political incidents damage the country image even if the prior image is negative.•Political incidents have a greater effect on the country's affective image.•The affective country image influences visitation intentions.•The perceived level of development of the country affects visitation intentions.