With the tourism industry confident that tourist arrivals will step up by Spring, Tel Aviv is preparing to launch its new open air tour bus service around that time. "We are planning to start operating the service during Hol Hamoed Pessah," Rafaeli Shmuel, CEO of the Dan Vehicle and Transportation Company, told The Jerusalem Post at the IMTM Tourism Exhibition in Tel Aviv Tuesday. "We feel that Tel Aviv needs such a service just as any major city in Europe." Shmuel said the company was approached by the Tel Aviv municipality to provide the service and that it agreed despite it not being a profitable venture for the company. Dan invested approximately NIS 1 million in the project, he said. The bus will follow a two-hour route starting at the Port and making its way through, among other Tel Aviv landmark areas, Old Jaffa, Nahalat Binyamin, Dizengoff Street, Rabin Square, the Tel Aviv Museum, Azrieli Center and the University. While the finer details of the service have not yet been finalized, a spokesperson for the company said it will cost passengers approximately $10 for a day pass. Tel Aviv will be the second Israeli city to provide an open bus tour after Jerusalem launched its 99 line in July 2005.