Tel Aviv Global is an initiative started by the Mayor's Office of Tel Aviv-Yafo dedicated to elevating the city’s global positioning. In 2010, the Tel Aviv-Yafo Municipality undertook a municipal-national initiative designed to position Tel Aviv as a global city – a leading international business center that specializes in innovation. Role: Creating economic growth by drawing foreign companies, startup founders, visitors, students and international events to the city. Mission: Managing a municipal-national undertaking to support the Mayor's vision regarding Tel Aviv's development as a global business center of innovation and entrepreneurship, a leading destination for urban tourism, and a leading city brand worldwide. Tel Aviv Global is a municipal company managed directly under the Office of the Mayor of Tel Aviv-Yafo. Its primary efforts are directed toward making the city more accessible to the world and facilitating its quantum leap in the global arena, achieved in cooperation with municipal, national and ,private partners. The company focuses on three main pillars which together produce the infrastructure needed for global economic growth. The pillars are: Economic Development, Visit and Global Communications