The new campaign, featuring actor Guri Alfi, urges tourists to rediscover Tel Aviv’s music, nightlife and sunrise scenes after months of nationwide hardship.
The Tel Aviv-Yafo Municipality has launched a new tourism campaign under the slogan “Tel Aviv: Life Worth Living,” highlighting the city’s resilience and vibrancy in the wake of Israel’s recent wartime trauma.
A video spot celebrates the city’s culture and nightlife with the line, “Every beat of music, every bright idea, every night out, every sunrise over the city – Tel Aviv, life worth living.”
Former government spokesman Eylon Levy promoted the campaign on social media, saying Israelis had “survived a near-death experience” and are now embracing life with greater passion, urging tourists to “come visit.”