The Back To Tel Aviv Pride advertising push launched on Monday (23 May) and will feature on digital billboards across New York, Amsterdam and London. 

Tel Aviv is preparing to welcome around 250,000 visitors to the city for its annual celebration, which begins on 10 June.

Hosted across multiple platforms, the campaign will run on the LGBT+ dating app Grinder for the first time as well as Instagram, Google and YouTube.

The campaign will also push tourism efforts following the country’s announcement this month it is scrapping all entry requirements. 

The digital advertising will also launch in several markets around the world including the US, UK, Italy, Germany, Spain, Netherland and France. 

Sharon Ehrlich Bershadsky, director of the Israel Government Tourist Office in London, said: "Our reputation as being one of the prominent gay capitals in the world is one that we’re all proud of so it made sense that we support the event in the way it deserves. 

“We look forward to welcoming everyone from across the globe to experience Pride but it goes without saying that Tel Aviv is a welcoming and inclusive city year-round.”