Despite the valiant efforts of its biggest fan, David Ben-Gurion (who also happened to be Israel’s very first prime minister), Be’er Sheva still doesn’t appear on Israel’s tourism map. Did you know tourism in Israel doesn’t actually begin and end with Jerusalem’s Old City? So, to jump-start Be’er Sheva’s tourism industry, we chose a young, bold, and colorful brand language that highlights the city’s amazing potential and provides a platform for young businesses alongside surprising new attractions.

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