A glitzy new advert promoting Tel Aviv as COVID-safe destination ready for British and international tourists is set to premiere on ITV on Thursday night.
The tongue-in-cheek campaign shows people in the city making final preparations for visitors to return after the pandemic.
They include a lifeguard checking the sea is sufficiently salty, an art museum guard practicing how to hush visitors, and a bar worker mixing cocktails against the clock.
Ron Huladi, the mayor of Tel Aviv-Yafo, said 80 percent of eligible people in the city had now been vaccinated against COVID-19, offering visitors a safe experience this summer.
“Beyond offering an outstanding urban, cultural and culinary experience, as a vaccinated city we understand the extent of our responsibility at this time,” he said.
“Your safety and health is a top priority for the city’s entire tourism industry. Alongside international-standard service and hospitality, we will do everything to ensure that you have fun and return home safely.”
Israel is set to reopen to foreign tourists on May 23 after a successful vaccination drive, with more than half — 56% — of people inoculated so far.
The figure places Israel third only behind Gibraltar and Seychelles in terms of population fully vaccinated, according to data gathered by Johns Hopkins University.
Tourism authorities in Tel Aviv-Yafo said they were also hoping to welcome groups and individuals from the United Arab Emirates, Bahrain and Morocco to the city for the first time since the Abraham Accords were signed.
“I am well aware of the deep connection that British Jewry has with the State of Israel and the city of Tel Aviv-Yafo in particular,” said Sharon Landes-Fischer from Tel Aviv Global & Tourism.
“After 14 months of being closed to foreign nationals, Tel Aviv-Yafo and its large British olim community are greatly looking forward to welcoming visitors again from Britain and beyond.”
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