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Thank you, guys. When you think about Tel Aviv, what's the first thing that comes to mind?

The beautiful beaches, Rothschild Boulevard, the luxurious

Nevitzedic neighborhood, all of the above? It's hard to imagine, but until not too long ago,

Tel Aviv wasn't the trendy, touristy, attractive city that it's become. It took a lot of work

to make it what it is today. So how did it happen?

Today we have with us just the man who can tell us the story of Tel Aviv, a man who's

responsible in large part for Tel Aviv's worldwide reputation.

Eitan Schwartz is the former CEO of Iro-Olam, a Tel Aviv municipal company responsible for Tel Aviv's

international PR.

Aetan was also the head of Tel Aviv's communications division, a role from which he just

recently stepped down.

And we are super thrilled to be joined by Aiton Schwartz today to talk about Tel Aviv's

secret, its stories, and its people.

Thank you so much for joining us, Aitan.

How are you?

Hi, how are you?

...