Israel is to be advertised on the side of London taxi cabs for the first time as the Israeli tourism ministry launches an unprecedented campaign to attract British holidaymakers to the Holy Land.

Research into the trends of Brits heading abroad conducted by the ministry showed that people are becoming increasingly attracted by what a spokesman described as “sun and fun holidays”.

And Israel believes it is rightly placed to provide that opportunity.

A spokesman for the MoT told EJP he believes Israel’s image is beginning to change since the recent relative calming of violence, and the country will now be able to capitalise.

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