The UK is to be included in a £2.3 million Israel Ministry of Tourism global winter holidays promotion.
The ‘Anywhere’ campaign is based on a rise in Google searches for flights without a specific destination.
The ministry is capitalising on the trend of spontaneous holidays, searching according to what destinations have to offer rather than a defined location.
Different versions of the campaign will appear according to the target audience who are looking for a holiday searching with the terms “holiday anywhere”.
Some will focus more on Tel Aviv and Jerusalem, with others on Israel as a whole.
Both London and Greater Manchester are key areas that have been targeted in the UK as the ministry expects to reach about 70 million viewers worldwide.
The campaign will be launched through targeted adverts on YouTube and smart TVs, and will last for about two months.
Tourism minister Haim Katz said: “The new campaign we are launching is no longer a film with a uniform appearance. It speaks the language of the tourist and illustrates the power of the tourist experience in Israel, while generating a sense of FOMO in the viewer.”