The partnership aims to bring about global exposure to Jerusalem, and increase visitation by showcasing the city’s offering across Cook’s “multi-channel media offering”.

Modern Ancient Life will be a fully integrated, multi-market campaign “that promotes a modern and vibrant city emerging from its ancient and ever-present history”.

Mixologists, bakers, artists, techies and restaurateurs, all of whom are creating a modern life within a truly ancient city, will feature in the campaign through photographic and video content.

The campaign will be activated across Cook’s online, social, direct and in-store channels targeting affluent adults travelling either as couples or in groups.

Modern Ancient Life will also have a significant trade market presence, educating agents in the capital’s cuisine, art, culture and nightlife as well as the more traditional historical and religious associations.

Ilanit Melchior, tourism director of the JDA, 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.”