Jerusalem is hoping to entice more tourists to the city with a new marketing campaign highlighting the city’s modern side alongside the better-known religious history.

The Jerusalem Development Authority (JDA) has partnered with Thomas Cook to promote the destination across Europe, including online and on social media.

The campaign, Modern Ancient Life, aims to showcase Jerusalem’s contemporary attractions, from food and culture to art and nightlife. Featuring mixologists, bakers, artists, techies and restaurateurs, it’s intended to appeal to affluent couples and groups aged 25+ looking for a new city break destination.

Ilanit Melchior, Tourism Director of The Jerusalem Development Authority said: “We are delighted to launch our new partnership with Thomas Cook, one of the leading leisure tourism companies in the world.

“With its global reach we will be able to reach tens of thousands of potential travellers who are looking for their next exciting and fascinating city break, and who will now see Jerusalem as a vibrant destination one must experience. We look forward to welcoming Thomas Cook customers to our unique city.”

Stuart Adamson, Director of Thomas Cook Media & Partnerships Group added: “By developing a campaign creative that captures the city’s rich history but also its very vibrant and modern edge, we are looking forward to showing Jerusalem in an entirely new light.”