Tel Aviv, a city defined by liberalism, creativity, resilience, and an unwavering belief in the future, shares a renewed message of hope with the world as Israel enters a chapter of rebuilding and recovery. After a long and difficult period, this campaign serves as a reminder of what continues to guide us forward: freedom, democracy, and the vitality of a diverse, open society.

Mayor Ron Huldai: “As Israel navigates a period of profound security, value related, and social challenges, Tel Aviv-Yafo continues to stand strong as a beacon of resilience, solidarity and free spirit. This video is a reminder — to us and to the world — that in Tel Aviv, democracy is alive and thriving. It is a city built on partnership, optimism and determination. In Tel Aviv-Yafo, we choose creativity, community and the freedom to keep dreaming, even when the world around us is turbulent.”

 

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Created by Tel Aviv Global of the Tel Aviv Yafo municipality, in collaboration with the Tel Aviv Hotel Association, the “Tel Aviv – Life Worth Living” shares the spirit of Tel Aviv by reminding us of the values that define it — and the values that make life worth living: pluralism, liberalism, and democracy. From its buzzing startup ecosystem to its rich cultural diversity, the campaign underscores a simple truth: “This is what we’re fighting for — everything that makes life worth living.” Recognizing the significance of this initiative, key institutional partners, including the Ministry of Foreign Affairs, the Ministry of Tourism, and additional organizations, have joined forces to amplify the message and ensure it reaches far beyond Israel’s borders.