“Prima Vera”: Prima’s New Hotel in Jerusalem

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    The “Prima Vera” Hotel, which used to be the “Jerusalem Tower” Hotel, was purchased for approximately 90 million ILS.

    With a clear future vision for the growth of the chain, alongside the growth of domestic tourism and the increase of inbound tourism in Jerusalem, the Prima hotel chain is expanding and strengthening its operations in the city with the purchase of a new and fifth hotel of the chain in the city of Jerusalem, under the name “Prima Vera.”. The chain recently purchased the “Jerusalem Tower” hotel, the well-known historic hotel located on Hillel St. in the city center, at a cost of approximately 90 million ILS.

    The chain is currently launching the 120-room hotel under the new name as part of a quiet launch in light of the situation in Israel. The hotel currently hosts dozens of evacuee families from all over the country, but after the war, the Prima hotel chain will invest another 30 million ILS in renewing and upgrading the hotel’s rooms and lobby.

    The hotel is in a strategic location in the city center on Hillel Street, close to places of entertainment and tourist attractions. The 17-story building is the first high-rise in Jerusalem and includes two separate wings; one is used as a hotel, while the other is used for offices. On the first two floors, in each wing, there are commercial shops, and the hotel includes an underground parking lot.

    Avi Dor, CEO of the Prima Hotels chain, says, “We believe that tourism will return to Jerusalem. The new hotel gives the chain a significant foothold in the city center due to its strategic location on Hillel St., close to entertainment venues, restaurants, Ben Yehuda Promenade, and the other most interesting attractions in the city. The purchase of the hotel, the fifth in number in Jerusalem, was made as part of the chain’s strategic vision of the future in the coming years in the city, with the continued strengthening of tourism, as well as a long-term strategic vision of the chain’s expansion in Israel and abroad in general and in Central Europe in particular.”.

    The chain was established in 1990 and is owned by the Moskovich family. The chain aims to create a unique hospitality experience with 15 active hotels scattered throughout the country. Prima is a concept hotel chain that allows its guests to connect with the unique atmosphere of each place where they vacation.

    Israel Travel News

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