Tel Aviv to Debut First-of-its-Kind Luxury Hotel in a Lifeguard Tower

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The City of Tel Aviv, the Israel Tourism Ministry and the "Brown Hotels" Urban Collection are teaming up to launch an unusual luxury hotel that will be housed in a lifeguard tower on Tel Aviv Beach (“Frishman”).

As part of the project, the tower will be transformed into a luxury hotel suite. Travelers will have a chance to win a stay through an international competition to be launched in partnership with

This unique accommodation will be provided to the competition winners (one couple from each country) who will be flown to Israel for a four-day vacation in Tel Aviv, from March 15-25. Their first night will be spent inside the lifeguard tower at Frishman Beach, which will be renovated to meet the criteria of a five-star hotel. Guests will enjoy all the usual amenities, including a personal butler, shower, breakfast, and room service.           


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This joint initiative of the Israel Tourism Ministry, the City of Tel Aviv-Yafo and Global Tel Aviv will aim to showcase Israel as a leading tourist destination in the winter and shoulder seasons.

The marketing campaign will be implemented by the Tourism Ministry as part of the ongoing Two Cities One Break campaign, promoting Tel Aviv and Jerusalem in countries that have been defined as potential targets for increasing tourism.

Participants in the international competition in partnership with are invited to upload a photo of themselves to Instagram, against the background of their city, wearing the beach gear (bathing suits, flip flops, etc.) that they would take with them to Tel Aviv. In addition, they must be photographed with a sign bearing the hash tag "#TAKEME2TELAVIV". The participants must register on the competition website The most creative and viral submissions will be selected by the project committee.

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