Israel has launched a new tourism campaign focusing on Tel Aviv and Jerusalem, which stars Israeli model Shir Almaliach.

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The Israeli model, Shir Almaliach, is going to attempt to draw Spanish, German, English and other European tourists to flock to Israel. Those working in the Machaneh Yehudah market seem excited about the prospect already.

“I am very proud to represent Israel. I believe I have a very Israeli character, says Shir. The latest campaign of the Tourism Ministry will cost tens of millions of shekels and will hit Europe through television, digital outlets and billboards. This campaign offers two nights in Jerusalem and two nights in Tel Aviv. The goal is to target a new, younger, fun-loving crowd.

Yariv Levin, Minister of Tourism, enthused about the new campaign. “It is so exciting to offer a couple of days on the beach and going out in Tel Aviv and then traveling one hour to historical Jerusalem. This is a very unique combination.”  Shir adds, “In Jerusalem, I feel like I’ve gone abroad.” 

The idea of the campaign came from a European clip to encourage tourism which was filmed with a go-pro camera. Shir took over and led her partner through the old city of Jerusalem, the beaches of Tel Aviv and then attempted to ride bicycles on Tel Aviv’s trendy Rothschild Boulevard. “Even on the road, I am a terrible driver,” she admits.