We’re a family business. Our family of staff shares our values and are passionate about the services we provide. We offer personalized tourism services in Israel and a selection of apartment rentals in Tel Aviv.

At Simply, Israel we aim to go beyond the common cookie-cutter organized tours; our passion is designing creative, private tour packages for a variety of interests, themes and activities.

Service and dedication is our first priority. We’re committed to provide you dedicated 24- hour service. With Simply, Israel you can always expect quality, worry-free service and competitive prices, and most importantly, an unforgettable experience!

Our Ecosystem

At Simply, Israel we aim to collaborate only with professional, customer-oriented service providers with similar high standards. We particularly make an effort to support the smaller, local businesses that are unique, interesting and of high standard.

We believe that working closely together with other businesses in the industry can lead to healthy competition and mutual growth, and are always looking for similar individuals and entrepreneurs. By maintaining an open and fair business environment, we believe that we can positively affect Israel's tourism offerings.

Simply, Israel

Creating memorable experiences of Israel since 2012

Our Family Team



Shirrah is a native Israeli who grew up in Israel, Canada and Europe. Growing up internationally has given her understanding and appreciation of other cultures.
She’s lived in and traveled to many wonderful places worldwide, and eventually arrived at Ben Gurion University in Israel, where she studied Tourism & Hotel Management. She then completed her Master’s in International Business at St. Andrews University in Scotland.
Home in Israel now, Shirrah is the mother of three beautiful (well traveled) children. As a very seasoned traveler herself, Shirrah’s vision is to offer every guest a comfortable, stress free, personally tailored trip that fits his/her needs and desires.

Roei Levav


Roei's passion for travel and entrepreneurship had lead him to many initiatives and ventures.
Today, along with his work with Shirrah starting-up and growing Simply, Israel out of a passion for sharing Israel and it's stories, and his time with his three children, he is a partner at syd.vc an early stage VC helping young companies take off.
His background includes a variety of positions in tech and start-up companies, and he has studied Humanities and Digital design. He's also worked as the Tech Lead, initiating his US company's growth, strengthening it from 20 to over 600 people.

Iris Ashkenazy

Operations & Guest Services Manager

Iris’ connection to Shirrah goes back to their shared high school in Toronto. Iris made Aliyah in 2013, after completing her BA from York University and a M.Ed from Daemen College and working in education and student activism in private schools in the US and Canada. She also ran a private tutoring business teaching Math with an emphasis in Special Education.
Iris is busy these days teaching in Tel Aviv and dancing the Argentine Tango as well as managing the day-to-day operations of the apartments and provides guests with a safe and easygoing environment. She shares Shirrah’s vision of a unique customer experience, and has been providing personal care and concern for each guest since 2015.