BEYOND SEA & SUN
TRANSFORMING CYPRUS INTO A YEAR-ROUND
CreatingExperiences:FromGastronomytoArts&Nature
Athens:ATourismMetropolis–TheStoryBehindtheScenes
CreatingExperiences:Infrastructure
JET2–LovesCyprus
RebrandingCyprus:StrategiesforTargetedAudience EngagementandPromotion WizzAirbaseinCyprus.Thevision.
Welcome Message
Eleni Kaloyirou, CEO of Hermes Airports, welcomed attendees to the conference focused on “Transforming Cyprus into a Year-Round Destination ” She emphasized the importance of collaboration among key stakeholders including tourism, business, government, and academia to strengthen the island’s tourism sector and economic prosperity
She highlighted Hermes Airports’ commitment to enhancing year-round air connectivity since assuming management of Larnaka and Pafos Airports in 2006 Over this period, passenger traffic has grown by 82%, reaching a record 12 million passengers in 2024 While winter connectivity has expanded, with 34 airlines serving 97 destinations, she stressed that more efforts are needed to maintain strong passenger traffic throughout the year
Kaloyirou acknowledged varying local perspectives on what constitutes a true year-round destination She noted shifting travel trends, including the growing demand for authentic, slower-paced experiences and the impact of climate change on peak-season attractiveness Cyprus has the potential to capitalize on these changes by repositioning itself as a year-round destination
She urged stakeholders to move beyond challenges, develop a shared vision, and take actionable steps Quoting Antoine de Saint-Exupéry, she underscored the need for a clear strategy, infrastructure development, skilled workforce, targeted marketing, and a strong national brand She concluded by calling for collective commitment to making year-round tourism a reality.
CEO - Hermes Airports
Eleni Kaloyirou
Cyprus Tourism
The Vision
Fireside Chat with H.E. The President of the Republic, Nikos Christodoulides
Introduction
The discussion centred on Cyprus' evolving tourism landscape, emphasizing policy strategies, market expansion, and long-term prosperity andsustainability.
PresidentChristodoulidesunderscored tourism’s crucial role in Cyprus' economy, its interconnection with foreign policy, and the nation’s resilience in overcoming regional and economicchallenges.
GeopoliticalandDiplomatic Considerations
Tourism is shaped by Cyprus’ diplomatic relationships. Strong regional ties with Egypt, Lebanon, and Israel contribute to stability, impacting visitor flows. Challenges regarding visitor movement to occupied areas are being addressed diplomatically, ensuringcontrolledtourismdynamics.
H.E. The President of the Republic
Nikos Christodoulides
EvolvingBeyondthe‘Sun
andSea’Model
While Cyprus remains a prime destination for beach tourism, its unique geographic contrast coastal andmountainousregionswithinclose proximity presents diversification opportunities. Heavy investment in mountaintourism,culturalheritage sites, and religious tourism aims to extendthetourismseasonandappeal to niche markets. Joint cruise tourism initiatives linking Cyprus,Alexandria, andIsraelareunderconsiderationto revivepastsuccess.
Cyprus Tourism
The Vision
ResilienceandEconomic Contribution
Cyprus recorded its best tourism year in 2024, welcoming over 4 million tourists andgeneratingapproximately €3billionin revenue. The sector’s contribution to GDP rose to 13.5%, with 12.5 million airport arrivals marking an all-time high. While Cyprushasnottraditionallypositioneditself as a luxury destination, selective investments in casinos, marinas, and high-end tourism experiences are being pursued cautiously to balance premium offerings without alienating traditional visitors.
Sustainability&Infrastructure Development
Recognizing the impact of climate change and environmental sustainability, Cyprus integrateseco-tourismandgreenenergy initiatives into its Recovery and Resilience Plan. Labor shortages in the tourism sector remain a key challenge, necessitating workforce agreements with Egypt and policies encouraging young Cypriotstoentertheindustry.
Conclusion:
MarketExpansionand Connectivity
With the loss of Russian tourists due to the war in Ukraine, Cyprus successfully diversified its tourism markets. Poland has emerged as the second-largest source market after the UK. Future expansioneffortsfocusonCentralAsia, the Middle East, the U.S., and India, with new airline partnerships under discussion. The government is also finalizing its entry into the U.S. Visa WaiverProgram and expects Schengen integration by 2025, both of which will significantly enhance tourism accessibility.
Year-RoundTourismStrategy
Progress in extending the traditional tourism season is evident, with many hotels that previously closed in October now operating into November. A policy shift from seasonal unemployment benefits to employment subsidies is incentivizing longer operational periods for hotels, ensuring workforce stability andextendedairconnectivity.
Cyprus' tourism industry is at a pivotal moment, balancing growth, diversification, and sustainability. Public-private collaboration remains essential, with the government aligning its policies with industry trends to position Cyprus as a leading year-round destination.
Akamas Peninsula
Facts & Figures
Presented by Ged brown, CEO, Low Season Traveller
Introduction
Ged Brown’s keynote addressed the evolving landscape o emphasizing the growing trend of off-peak travel and the opportunities it presents for Cyprus. He highlighted key tourism statistics, market trends, and strategicactionstopositionCyprusasaleadingyear-rounddestination
EuropeanTourismGrowth&Revenue
In2024,Europeantourismsawa12%riseinvisitornumbersanda10% increaseinovernightstays compared to 2023. This represents a 6-7% growthover2019pre-pandemiclevels,adding80millionnewvisitors
TourismrevenueinEuropereached€800.5billion,a13.7%increasefrom 2023 Spain and Greece led with 25% revenue growth, while Italy and Francefollowedat20%and16%respectively
Cypruswelcomed3.2milliontouristsin2023,withprojectionsindicatinga 400,000visitorincreasein2024,generatinganadditional€370millionin tourismrevenue
RiseofOff-PeakTravel
Tourists are increasingly traveling outside peak months, with 75% of EuropeansplanningtripsbetweenJuneandNovember2024(6%more thanin2023)
32%oftravelersavoidpeakseasonstosavecosts,and19%chooseoffpeaktoescapeextremeheatwaves.
Cyprus’ mild winters (17-19°C) present a new opportunity to attract NorthernEuropeanvisitorsseekingwintersun.
ClimateChange&DestinationResilience
Southern Europe’s summer appeal may decline due to rising temperatures,affectinglong-termtourismdemand.
Cyprus can leveragespring,autumn,andwintertravel by promoting diverselandscapes,outdoorexperiences,andculturalheritagebeyondpeak seasons.
Facts & Figures
PositioningCyprusasaYear-RoundDestination
Cyprus’compactgeographyenablesuniqueexperiences—travelerscanski intheTroodosMountainsinthemorningandsunbatheinAyiaNapa intheafternoon
Growinginterestinauthentic,experientialtravelcreatesopportunitiesfor Cyprustopromoteitsculturalsites,wineregions,andlocaltraditions
The rise of budget airlines, expected to generate $254 billion by 2027, supportsaffordableoff-peaktravelexpansion.
Sustainability&DomesticTourism
81% of travelers value sustainable tourism, with 50% actively choosingoff-peaktraveltoavoidovertourism.
Domestic tourism is growing, accounting for 75% of global travel spending in 2023, creating an opportunity for Cyprus to promote local travelexperiences.
CaseStudies&LessonsforCyprus
Croatia forecasted 10% off-peak growth, successfully marketing active, wellness,andgastronomytourism.
Greece achieved record-breaking €22 billion in tourism revenue in 2024, driven by promoting lesser-known destinations and sustainable travel.
StrategicRecommendationsforCyprus
Develop a year-round tourism strategy focusing on seasonality management.
Expandoff-peakexperiencessuchaswellnessretreats,culturalfestivals, andadventuretourism.
Enhance sustainability efforts to align with eco-conscious traveler demands.
Strengthenairlinepartnershipstoboostoff-peakaccessibility.
Leveragedigitalmarketingandinfluencerstoattractyoungertravelers.
Encourage domestic tourism through seasonal promotions and local events.
Repositioning Cyprus
It Starts from the Inside Introduction
Presented by Peter Economides
PeterEconomides’keynotefocusedontherebrandingofCyprus,emphasizing thatbrandingstartsfromwithin.Hedefinedabrandasanarrativebridge, connectingadestination’spast,present,andfuture.Successfulbrandingisnot just about logos but about culture,values,andhumanconnection, which shapehowadestinationisperceived.
TheEssenceofBranding
Abrandisnotjustalogooraname,butwhatpeoplesayaboutyou whenyou’renotintheroom(JeffBezos'definition).
Themostsuccessfulbrands,suchasNike,Apple,andStarbucks,createa humanconnectionthatfostersloyaltyandlong-termgrowth.
Cultureshapesbrandidentity adestination’sbrandmustberootedin itspeople,values,andauthenticity.
RepositioningCyprus
Cyprusmustmovebeyondits"sunandsea"identityanddefineitselfasa year-rounddestinationwithaconsistentyetdiverseexperience.
Consistency+Diversity is key: the island offers beaches,mountains, history,andculture,allwithincloseproximity
To succeed, Cyprus must own its category, just as Apple dominates technologyandNikedefinessportsapparel
BuildingaStrongNarrative
Apowerfulbrandnarrativemustbeledbypurpose,belief,andvalues, shapinganinspiringmanifestoforCyprus.
Thecountry’sleadership,businesscommunity,andtourismstakeholders mustembraceandactivelycommunicatethisvision.
Brandingisabouteveryinteraction 4millionvisitorstoCyprusin2024 representmillionsoftouchpoints,eachanopportunitytocreatelasting impressions.
Cypriot Halloumi Cheese Salad
Repositioning Cyprus
ThePowerofHumanConnection
Brandexperienceis builtonetouchpointatatime—everyhotelworker, restaurantserver,andtourguidecontributestotheoverallperception.
The example of Patricia from Aegean Airlines, who transformed a poor customer experience into a memorable, positive interaction, highlights howindividualservicemomentsshapeadestination’sreputation
Cyprusmust createmillionsof“Patricias”—hospitality professionals who provideunforgettable,personalizedservice.
VisionforCyprusasaGlobalYear-Round Destination
Cyprusmust defineandleaditsowntourismcategory—becomingthe "Appleofyear-rounddestinations."
Thegoal:Infiveyears, CondéNastTravelershouldfeatureCyprusas the world’s leading year-round destination, celebrating its diversity beyondsunandsea.
A unified narrative and shared purpose among all stakeholders will driveCyprus’repositioning.
CaseStudies&LessonsforCyprus
Croatia forecasted 10% off-peak growth, successfully marketing active, wellness,andgastronomytourism.
Greece achieved record-breaking €22 billion in tourism revenue in 2024, driven by promoting lesser-known destinations and sustainable travel.
Conclusion
Rebranding Cyprus starts from within—through culture, consistency, and shared belief in its unique identity. By fostering a genuine, people-first tourism experience, Cyprus can transform itself into a global leader in year-round travel. The power of human connection and a strong narrative will be the foundation of this transformation.
Eftichios Vasilakis
Quality Tourism and Connectivity
A Fireside Chat with Eftichios Vasilakis & Athanasios Ellis
Introduction
Thisdiscussionexploredhowqualitytourismandconnectivitycanenhance Cyprus’ tourism sector. Eftichios Vasilakis emphasized the importance of public-privatepartnerships, seasonal expansion strategies, and the role of aviationandinfrastructureinshapingsustainablegrowth
Public-PrivateCollaboration
TourismcooperationinGreeceandCyprushasevolvedbutstillhas roomforimprovement.
AegeanAirlinesandlocalstakeholdershaveworkedtogethertodevelop marketinganddestinationpromotionstrategies,similartomodelsin AthensandThessaloniki.
Crisis periods have underscored the need for joint efforts between businessesandgovernment.
ExtendingtheTourismSeason
Off-peak travel is growing, but destinations must offer compelling experiencesbeyondsummer.
Airlines act as enablers rather than demand drivers travelers book destinations,notflights
Cyprus has an advantageinwintertourism, with established secondhomestaysandgolftourism
However,marinadevelopmentlagsbehindGreece,presentinganarea forgrowth.
Aegean Airlines has increasedwinterconnectivity, offering up to nine dailyflightstoGreeceandexpandingflightstoIsraelandEasternEurope.
Quality Tourism & Connectivity
Hotel&AirlineCollaboration
Shared risk strategies between airlines, hotels, and tour operators can sustainwintertourism.
InGreece,Crete,andMessinia,winterflightsaresubsidized,andretirees receive discounted packages in exchange for controlled shopping experiences.
This model, first developed in Antalya, Turkey, has been successfully implemented in Malta, Morocco, and Rhodes and could be adapted for Cyprus
RouteExpansion&Connectivity
Airlinesdeterminenewroutesbasedonindirecttraveldata,identifying high-demandlayoverstojustifydirectflights.
Aegean Airlines follows a hybrid model, balancing hub connections withdirectpoint-to-pointroutes. Expansionplansinclude:
Sixnewaircraftperyearforthenextthreeyears.
IncreasingtheLarnaca-basedfleetfromtwotothreeaircraft,with apossiblefourthaircraftforwinter2025–26. NewroutestoEasternEuropeandbeyond.
InvestmentinapremiumloungeatLarnacaAirporttoenhancethe high-endtravelexperience.
SustainableGrowth&QualityTourism
Thefocusshouldbeonenhancingvisitorexperienceswhilepreserving authenticity.
Tourisminfrastructureshouldbenefitlocalsaswellasvisitors excessive commercializationcanerodelong-termsustainability.
Quality tourism prioritizes experience and authenticity over volume, ensuring that growth remains sustainable and beneficial for local communities.
Conclusion
Acollaborativeapproachbetweenairlines,hotels,andlocalstakeholdersis essentialtoextendingthetourismseasonandimprovingconnectivity.By investingininfrastructure,wintertourismstrategies,andsustainable growth,Cypruscanelevateitstourismindustrywhilepreservingitsunique identity.
Creating Experiences: From Gastronomy to Arts & Nature
Introduction
The panel explored how Cyprus can develop authentic, experience-driven tourism, leveraging its culture, nature, gastronomy, and wine heritage to attract year-roundvisitors.EachspeakerhighlightedstrategicactionstoenhanceCyprus' tourismappealbeyondthetraditional"sunandsea"model.
CulturalTourism
VasilikiKassianidou,DeputyMinisterofCulture
Cyprus has yet to fully integrate culture into its tourism strategy, despiteitsricharchaeologicalandhistoricalassets.
Many archaeological sites remain closed on weekends or are underdevelopedfortourism.
The Ancient Drama Festival is gaining international attention, showing thepotentialofculturalevents.
AdedicatedexhibitionvenuewouldallowCyprustohostglobalexhibits, attractingoff-seasontourists.
The new Cyprus Archaeological Museum aims to be a landmark attraction,similartotheAcropolisMuseuminAthens.
Sustainable&Nature-BasedTourism
AntoniaTheodosiou,CommissionerfortheEnvironment
Cyprus must expand year-round tourism sustainably to avoid overtourismissuesseeninotherdestinations.
Initiatives like "Heartland of Legends" promote local craftsmanship and ruraltourism.
800kmofhikingtrailsexist,butbettermarketingisneeded.
Eco-tourism growth includes glamping sites and sustainable accommodations,butthesemustprotectnaturalecosystems.
Creating Experiences: From Gastronomy to Arts & Nature
GastronomyTourism
ChristoforosPeskias,RenownedChef&CulinaryAmbassador
Cypriot cuisine is a blend of Mediterranean and Middle Eastern influences,makingitauniqueculinaryattraction
The lackoflocalingredientpromotion (e.g., imported cheese instead of halloumi)hindersCyprus’gastronomicidentity
Greece’s culinary revival during the financial crisis was fueled by local sourcingandauthenticstorytelling,amodelCypruscanreplicate.
WineTourism
SofoklisVlasides,Winemaker&IndustryLeader
Wine tourism has evolved beyond tastings, now offering immersive vineyardexperiences,suchasharvesteventsandwellnessretreats.
Cypriotwinequalityhasimproved, and local consumers trust it more, buttourismpromotionneedstobestronger.
Final Thoughts
The panel underscored the need for a cohesive tourism strategy integrating culture, nature, food, and wine. By investing in local identity, sustainability, and experiencedriven tourism, Cyprus can extend its season and attract a diverse range of visitors year-round.
Athens: A Tourism Metropolis –
The Story Behind the Scenes
A Fireside Chat with Kostas Bakoyiannis & Yiannis Olympios
Introduction
ThisdiscussionexploredAthens’transformationintoaleadingurbantourism destination under former Mayor Kostas Bakoyiannis (2019–2023). Key themes included public-privatecollaboration,infrastructure,destination management,andsustainablegrowth
RevitalizingAthensasaTourismHub
2019: Athens was struggling global media focused on protests, economiccrisis,andsocialunrest.
Restoring local confidence was the first step Athenians needed to believeintheircity’spotential.
The ‘ThisisAthens’ initiative united publicandprivatestakeholders (SETE,AthensAirport,AegeanAirlines)tocoordinatecitybrandingand tourismdevelopment.
Strategicexecution:Planningandimplementationweretreatedasone process,avoidingbureaucraticdelays.
ExpandingTourismBeyondtheHistoricCore
Challenge:Tourismwasover-concentratedinSyntagmaandPlaka.
Solution: Broaden visitor experiences—reopening LycabettusTheater, launching the Maria Callas Museum, and developing underutilized neighborhoods.
Success:Increasedaveragetouriststayfrom2to2.5days,withatarget of3days.
Acropolis, Athens, Greece
Athens: A Tourism Metropolis – The
Story Behind the Scenes
Sustainability&Infrastructure
AthensdoesNOTsufferfromovertourism receiving6milliontourists annuallyvs.30MinRome,50M+inParis. Key challenge: Ensuring city infrastructure supports both locals and tourists(e.g.,risinghousingcosts).
Approach: Destination management, not over-regulation engaging stakeholderstosolveissuesliketouristbuscongestion.
PreservingAthens’Identity
Avoidinggenerictourismbranding Athens is a cityofcontrastsand surprisesthatmustbepreserved.
Revitalizing historic sites: Plans to restore Plato’s Academy, create a newAthensCityMuseum,andenhancegreenspaces.
TopPrioritiesforSustainableGrowth
Institutionalizingpublic-privatepartnershipsbeyondpoliticalcycles. 1. Developingalong-termDestinationManagementStrategy. 2. Aligninginvestmentwithstrategicgoalsforsustainableurbantourism. 3.
Conclusion
Athens’ success demonstrates that rapid tourism transformation is possible when cities embrace strategic planning, public-private collaboration, and sustainable development. The challenge now is maintaining growth while preserving Athens’ authenticity and livability.
Pissouri village. Limassol
Creating Experiences: Infrastructure
Introduction
ThispanelexploredtheroleofinfrastructureintransformingCyprusintoa year-round tourism destination, emphasizing the importance of publicprivate partnerships, sustainable urban planning, and diverse tourism offerings. Key areas discussed included municipal collaboration, financial investment, sports and cultural infrastructure, and best practices from otherdestinations.
Municipal&RegionalCooperation
AndreasVyras,MayorofLarnaca&CharalambosPrountzos,MayorofNicosia
Citiesmustbeattractive,clean,andwell-maintainedtoenhancevisitor experiences.
Larnaca has successfully revitalized old neighborhoods, boosting city hoteloccupancyyear-round.
Nicosiaonlycaptures6%ofovernightstays itaimstopositionitselfas ashort-stay,cultural,andconferencedestination
Planned€20MinvestmentinthePedieosRiverprojectwillcreateurban hikingandadventureparks,integratingsustainabilityintotourism
Collaborationbetweencitiesisessential NicosiaandLarnacacanjointly promotetourismbyleveragingLarnaca’sairportandhotelcapacity.
Investment&BankingSectorSupport
PhivosStasopoulos,HellenicBank
Infrastructureinvestmentiscrucialforlong-termtourismgrowth. Banksprioritizefundingyear-roundprojectsoverseasonalones.
The Visit Paphos Initiative is a model of hoteliers collaborating to marketthedestination,supportedbyprivatesponsorslikebanks.
Creating Experiences: Infrastructure
Sports&OutdoorTourismDevelopment
GeorgePaschalis,HermesAirports(CyclingEnthusiast)
Cyprus has ideal conditions for cycling tourism, with mild winters and diverselandscapes.
LearningfromMallorca,whichattracts200,000cyclistsinwinter,Cyprus candevelop:
Cyclinglanesandwell-maintainedruralroads. Coordinatedmarketingcampaignsandinternationalevents. Hotelsandresortsstayingopenyear-round.
Developing sports and adventure tourism benefits both tourists and locals.
InternationalBestPractices:Croatia’sSuccess
JelenaStupalo,SolinTourismBoard,Croatia
Solintransformeditselfintoaculturaltourismdestinationthrough: Year-roundeventslikewinterandspringfestivals. Strong public-private partnerships (e.g., collaboration with 5-star hotels).
Heritage-drivenexperiences(e.g.,re-enactmentsofRomangladiator fights).
Cypruscanadoptsimilarstrategiesbyleveragingitsculturalassetsand diversifyingtourismproducts.
KeyTakeawaysforCyprus
2.
Diversification is key—develop sports, cultural, and eco-tourism to reducerelianceon"sunandsea."
1. Municipalitiesmustworktogethertoofferseamlessvisitorexperiences acrossregions.
3. Infrastructure projects must benefit locals too—sustainable urban planningenhancesbothtourismandqualityoflife. 4.
5.
Public-private partnerships drive success—hoteliers, banks, and governmentmustalignoninvestmentpriorities.
Learn from successful destinations—adapt best practices from Mallorca,Paphos,andCroatiatoboostyear-roundtourism.
Creating Experiences: Infrastructure
Conclusion
Cyprus has the potential to be a leading year-round destination, but achieving this requires infrastructure investment, stakeholder collaboration, and product diversification. By focusing on sustainable tourism and experiential offerings, Cyprus can expand its season and create long-term economic benefits.
Jet2
Jet2 Loves Cyprus
A Fireside Chat with Steve Heapy, CEO, Jet2 and Maria Kouroupi, Hermes Airports
Introduction
ThisdiscussionexploredJet2’scommitmenttoCyprus,airlineexpansion,and strategies to develop Cyprus into a year-round destination Key topics included sustainability, season extension, product development, and targetedmarketing.
Jet2’sGrowth&Expansion
NewJet2basesin2024:Liverpool,Bournemouth,andLondonLuton. Fleet expansion with 135 aircraft in 2024, including 146 new Airbus A321neoaircraftforgrowthandreplacement. Jet2 is retiring its Boeing 757 fleet and expanding operations to destinationslikeCyprus.
BritishTravelers&SeasonalTrends
UK travelers prioritize weather, hospitality, and experiences over sustainabilitywhenchoosingholidaydestinations. Winter tourism is growing, but expanding the season requires both productdevelopmentandmarketinginvestment.
KeyFactorsforExtendingCyprus’TourismSeason
1.
ProductDevelopment
Cyprus mustenhancewintertourismofferings beyond "sun and sea."
Golftourism:Theisland’sfourhigh-qualitygolfcoursescouldattract morewintergolfers.
Cycling tourism: Cyprus shares similar terrain and climate with Mallorca,amajorwintercyclingdestination.Hotelscouldadaptto include bike storage, repair centers, and specialized dining options.
Winetourism&culturalheritage:Cyprus’wineriesandmountain villages are under-promoted. Wine routes and heritage tourism coulddrawmoreoff-peakvisitors.
Jet2 Loves Cyprus
2.Hotel&ResortAdaptation
Hotels must adjust offerings for winter guests, including indoor activities,heating,andfull-servicerestaurants. Consistency in service: Early and late-season holidays often receive lower customer ratings due to reducedstaff,limitedfacilities,and resortclosures,whichnegativelyimpactsfuturebookings.
Jet2 sees higher early/late-season complaints when facilities are closed,affectingCyprus’appeal.
3.StrategicMarketing&Promotion
Targetedmarketingiscrucial—massadvertisingwon’tbeeffective. Directoutreachtocycling,golf,andwinetourismgroupswouldbe moreimpactfulthangenericpromotions.
A structured government initiative like Mallorca 365 could coordinateprivateandpubliceffortstoboostoff-seasontravel. Engaging travel agents to recommend Cyprus for winter travel insteadoftraditionalmarketsliketheCanaryIslands.
Jet2’sRoleinCyprus’TourismGrowth
Jet2 invests hundredsofmillionsofpoundsannuallyindestination marketing.
TheairlineiswillingtocollaboratewithCyprus’government,hotels, andtourismboardstodevelopasustainableyear-roundmodel. A well-planned winter strategy could significantly expand Jet2’s Cyprus operations, benefiting both UK travelers and the Cypriot economy.
Conclusion
Cyprus has untapped potential to become a leading year-round destination, but success depends on product adaptation, infrastructure, and targeted marketing. With collaborative efforts between airlines, hotels, and tourism stakeholders, Cyprus can extend its tourism season and attract more offpeak travelers. Jet2 is eager to support this transformation, reinforcing its long-term commitment to the destination.
Rebranding Cyprus: Strategies for Targeted Audience
Engagement and Promotion
Introduction
The panel explored effective branding strategies to reposition Cyprus as a year-round tourism destination Key themes included stakeholder collaboration, community engagement, innovative marketing, and authenticityinbranding
Athens’DestinationMarketingSuccess
IoannaPapadopoulou,AthensInternationalAirport
Athens successfully rebranded itself after the economic crisis by shiftingthedestinationnarrative.
Instead of conventional advertising, they launched the ‘PerhapsYouAre an Athenian Too’ campaign, connecting global travelers with Athens’ culturallegacy. They leveraged partnerships with airlines, airports, and global networks rather than traditional ad spending, achieving 270 million globalimpressions.
Lesson for Cyprus: Focus on storytelling and emotional connection ratherthangenericpromotions.
LocalEngagement&CommunityBuy-in
YrjotapioKivisaari,Oulu,Finland
After losing business travel due to COVID-19, Oulu shifted focus to leisuretourism,engaginglocalsasambassadors.
Instead of hiring an ad agency, they used local Instagram photographers’contenttoshowcasethecity’sappeal.
A provocativelocalcampaign,‘AreYouAfraid?’ , reframed the region’s cold,darkwintersasaunique,immersiveexperience.
Lesson for Cyprus: Engage residents in the branding process make thembelieversintheirowndestinationfirst.
Rebranding Cyprus: Strategies for Targeted Audience
Engagement and Promotion
Larnaca’sAuthenticity-BasedRebranding NanaAsmeni,LarnacaTourismBoard
Larnaca’s rebranding centers on authentic experiences (gastronomy, crafts,andculture).
Challenges: Pooraccessibility—touristsstruggletoreachexperienceprovidersvia publictransport.
Needforprofessionalexperiencepresentation.
Lackofcoordinationbetweenhotelsandtourismproviders.
Solution: A real-time B2B booking platform for hotels and agents to seamlesslyofferlocalexperiencestovisitors.
LessonforCyprus:Improveinfrastructureandaccessibilitytoenhance visitorexperiencesbeyondresorts.
StrategicFocus&NicheTourism
CharisPapaharalambous,CyprusTourismExpert
Year-round tourism is critical for industry sustainability—it reduces relianceonseasonalworkersandstabilizesrevenue.
Niche tourism focus is necessary: Instead of attempting 50 sports tourism activities, Cyprus should invest in a few key segments (e.g., cycling,golf,conferences).
Lesson for Cyprus: Identify where Cyprus has a true competitive advantageandinvestaccordingly.
ThePowerofHonest,UniversalStorytelling
PeterEconomides,BrandingExpert
A destination brand must be authentic, universal, and emotionally compelling.
Success comes from honest storytelling that resonates globally (e.g., Athens’ campaign worked because it was rooted in universal cultural connections).
Brandingisnotjustaboutmarketing itmustalignwiththefullvisitor experience,fromhotelservicetotaxirides.
Lesson for Cyprus: Develop a compelling national brand rooted in honest,universallyrelatablethemes
Coral Bay, Paphos
Rebranding Cyprus: Strategies for Targeted Audience
Engagement and Promotion
KeyTakeawaysforCyprus
Authenticity is key – Branding should reflect what makes Cyprus unique,notjustagenericsun-and-seamessage.
Local communities must be engaged – If residents don’t believe in Cyprusasayear-rounddestination,visitorswon’teither.
Infrastructuremustsupportbranding –Poor transport,accessibility, andservicequalitywillunderminemarketingefforts.
Focus on storytelling, not just promotion – Emotional connection mattersmorethantraditionaladvertising. Cyprusmustbebold–Takingcreativerisksandstickingtoalong-term strategyisessentialforsuccess.
Conclusion
Rebranding Cyprus as a year-round destination requires more than marketing it demands real infrastructure, community buy-in, and a compelling narrative. By adopting bold, honest, and experience-driven branding, Cyprus can successfully reposition itself and attract a diverse global audience beyond the summer months.
Wizz Air flight on approach, Larnaca Airport
Wizz Air Base in Cyprus –
The Vision Introduction
A Fireside Chat with Michael Delehant, Wizz Air
Thediscussionfocusedon WizzAir’sexpansionstrategy,challenges,and visionforCyprus Keythemesincludedfleetgrowth,operationalstability, year-roundconnectivity,andtheroleofCyprusinWizzAir’slong-term plans.
WizzAir’sExpansion&OperationalChallenges
WizzAirhasgrownfrom120aircraft(pre-COVID)to220,withplansto reach500by2030. 2023wasachallengingyearduetoenginesupplyissues,geopolitical crises,andextremeweatherdisruptions. Theairlineredesigneditsoperationstoimproveon-timeperformance andreliability,rankinginthetop3forcompletionratesinEurope.
CommitmenttoCyprus
WizzAirhasbeenoperatingyear-roundinCyprus,withseasonalroute adjustments. The airline is on track to hit 10 million passengers in Cyprus by summer2024. Cyprus is strategically located it serves not only tourism but also business,diasporatravel,andregionalconnectivity.
FutureGrowthProspectsforCyprus
Potential for more Wizz Air aircraft in Cyprus depends on market conditionsandinfrastructureimprovements. Collaboration with airports, tourism boards, and government is essentialtoensuresustainableandcost-effectivegrowth. Hospitalityandservicequalitymatter localairlinestaffandtourism professionalsshouldactasbrandambassadorsforCyprus.
Michael
Wizz Air Base in Cyprus – The Vision
FactorsInfluencingYear-RoundViability
DemandDiversification
Cyprusshouldmovebeyondseasonaltourism,focusingonbusiness, leisure,andregionaltravel
Example:WizzAirinitiallyfocusedonEasternEuropeanlabormobility butisnowexpandingintoCentralAsiaandbeyond.
Product&InfrastructureReadiness
Hotels and resorts must adapt for winter tourism—seasonal facilitiesneedindoorofferingstoaccommodateoff-peakvisitors.
Experiential tourism (cycling, gastronomy, heritage) should be promotedmoreeffectively.
Ease of use matters—streamlining entry procedures, airport logistics,andtourisminfrastructurecanincreaseappeal.
Affordability&MarketAccess
Ultra-low-costcarriersrelyoncostefficiencytostimulatedemand. High airport taxes and operational costs can hinder price-sensitive travelers.
Example: Albaniagrewfrom0to11WizzAiraircraftin18months byreducingaviation-relatedcosts.
KeyTakeawaysforCyprus’Strategy
Broadentourismbeyondsunandsea—target business,regional,and experientialtravelers.
Optimize infrastructure—improve airport logistics, public transport, andseasonalhoteladjustments.
Ensureaffordability—alignairportfeesandtourismcostswiththelowcostairlinemodeltomaintaincompetitiveness.
Enhance destination branding—position Cyprus as a regional hub for bothtourismandbusinesstravel.
Leverage the Wizz Air partnership—align growth strategies to maximizeyear-roundconnectivity.
Conclusion
Wizz Air sees significant long-term potential in Cyprus, but sustainable growth requires coordinated efforts from all stakeholders. By investing in infrastructure, maintaining cost efficiency, and expanding year-round tourism offerings, Cyprus can secure its position as a key regional aviation hub.
Engaging a Community to Change
Keynote by Yrjotapio Kivisaari, CEO of Visit Oulu
Introduction
YrjotapioKivisaarihighlightedhowcommunityengageme destinationdevelopment His presentation shared Oulu’stransformation fromabusinesshubintoagrowingleisuretourismdestinationbyaligning localperceptionwithglobaltourismtrends.
Key Strategies for Community Engagement & TourismGrowth
1.UnderstandingLocalIdentity&ShiftingPerceptions
Oulu’sChallenge: Locals viewed their city as a "shittycity" with little tourismappeal.
Solution: The ‘Nothing to See Here’ campaign highlighting 400+ activitiestoprovethatOuluis,infact,atourismdestination.
Lesson for Cyprus: Destinations must involve and educate local communitiesabouttheirtourismpotential.
2.TourismasaMulti-PurposeDevelopmentTool
TheVisitOuluStrategyfollowsasimpleprinciple: Agoodplacetovisitisagoodplacetolive. Agoodplacetoliveisagoodplacetowork. Agoodplacetoworkisagoodplacetoinvest.
LessonforCyprus:Tourismdevelopmentshouldbenefitbothvisitors andlocalstoensurelong-termsustainability.
3.TurningUniqueLocalCultureintoTourismStrengths
Quirky, community-driven events like the Air Guitar World ChampionshipandWinterSwimmingmakeOulustandoutglobally.
EuropeanCapitalofCulture2026:Ouluwillhost5,000culturalevents, showcasinglocalart,music,andtraditions.
LessonforCyprus:Authenticityandlocalculturemustdrivetourism marketing.
Engaging a Community to Change
4.AligningInfrastructure&SustainabilityGoals
SustainableTourismCertification:Ouluisnowofficiallyrecognizedasa sustainabledestination,emphasizingsmarttourismsolutions.
Newdirectflightroutes(e.g.,Lufthansa’sOuluservice)haveexpanded accessandboostedGermanvisitornumbersby35%.
LessonforCyprus:Sustainabilityandaccessibilitymustbecorepillars oftourismexpansion.
KeyTakeawaysforCyprus
1.
Involvethelocalcommunity intourismbranding—engagementdrives success.
2.
Showcase unique culture & identity—embrace local quirks instead of relyingongenericmarketing.
3.
Align tourism with urban development—a good visitor experience shouldalsoimprovequalityoflifeforresidents.
Prioritize sustainability & smart tourism—long-term success depends ongreeninitiativesandinfrastructure. 4.
Leverage major events & cultural programs—hosting international festivalsandcreativeexperiencescanattractnewvisitorsegments. 5.
Conclusion
Oulu’s success proves that community engagement and local pride are essential to destination rebranding and tourism growth. Cyprus can adopt similar grassroots initiatives to create a strong, sustainable, and culturally rich year-round tourism model.
Cultivating Skills and Culture: Labor and Education Strategies
for a Year-Round Tourism Destination
Introduction
Thispaneladdressedthecriticalroleofworkforcedevelopment,education, and strategic planning in making Cyprus a successful year-round tourism destination. Key topics included the need for structured policies, publicprivatecollaboration,skillstraining,andinfrastructureinvestments
TheNeedforaStructuredPlan&Industry
Collaboration
ThanosMichaelides,CEO,ThanosHotels&Resorts&President,PASYXE
Financialincentivesalonewon’tsustainyear-roundtourism—a clear strategyandstructuredplanareneeded.
DifferentregionsinCyprushavevaryingtourismpotential Paphoshas wintertourismexperience,Larnacaisemerging,andeasternCyprus needsmoredevelopment.
A joint public-private body is necessary to align tourism growth, governmentpolicies,andbusinessneeds.
LessonforCyprus:Long-termcollaborationbetweenstakeholderswill ensuresustainableyear-roundoperations.
TheRoleofInfrastructure&LocalGovernance
PhedonasPhedonos,MayorofPaphos
Paphos successfully shifted towards year-round tourism through targetedinfrastructureinvestments. €225millioninvestedover10yearsin:
Citycenterbeautification
Publicspaceupgrades
Culturalandsmartcityinitiatives
Lesson for Cyprus: Infrastructure must align with a city’s identity small,well-executedprojectscreateachainofimprovementsthatattract investment.
Cultivating Skills and Culture: Labor and Education Strategies for a Year-Round Tourism Destination
WorkforceDevelopment&Training
NatasaIacovides,HRDirector,HermesAirports
Customer service consistency is key passengers don’t differentiate betweenairportstaffandtourismprofessionals.
The Hermes Academy (est. 2019) provides standardized customer servicetrainingtoallairportstaff,includinghandlingagentsandretailers.
LessonforCyprus: Uniformtrainingacrossthetourismindustry can elevatevisitorexperiencesandensureservicequality.
EvolvingTourismCycles&FutureTrends
KostasKoumis,DeputyMinisterofTourism
Tourism operates in cycles, with mass tourism declining and demand shiftingtowardsunique,experience-driventravel. Emergingtrendsinclude:
‘Coolcation’travel touristsavoidingextremeheat.
Sustainability-conscious travel—climate concerns affecting destinationchoices.
Overtourismbacklash residentsinpopulardestinationspushingfor limitsonmasstourism.
Lesson for Cyprus: The country must adapt to changing traveler behaviors,focusingonnichetourismandhigh-valueexperiences.
EnsuringYear-RoundBusinessSustainability
ChrysemilyPsilogenis,GM,AssociationofCyprusTouristEnterprises-STEK
Operating year-round often comes at a financial loss—supportive policiesandincentivesareneeded.
Theall-inclusivemodelisshifting demandisgrowingforindependent, experience-basedtraveloptions.
Lesson for Cyprus: Tourism strategies must support businesses in transitioningtoamoresustainable,diversifiedyear-roundmodel.
Cultivating Skills and Culture: Labor and Education Strategies for
a YearRound Tourism Destination
Key Takeaways for Cyprus
Ayia Napa Sea Caves at sunset
Summary: Extending Cyprus’ Tourism Season Beyond ‘Sun and Sea’
Cyprus is at a critical turning point in its tourism evolution, aiming to transition from a seasonal summer destination to a thriving yearroundhub.Thecountryhasseenrecord-breakingtourismgrowthin 2024, yet challenges remain in extending the season, diversifying offerings,andaddressingworkforceshortages.
Key strategies include infrastructure investment, cultural tourism expansion, and niche market development, such as cycling, gastronomy, and wellness tourism. Enhancing air connectivity, workforcetraining,andsustainablepractices are also vital. Lessons from Athens, Oulu, and Croatia demonstrate the value of publicprivatecollaborationandlong-termstrategicplanning.
NextStepsforCyprus
DevelopaNationalYear-RoundTourismStrategywithclearmilestones. 1. Enhance off-peak experiences, including cultural festivals, eco-tourism, andactivesports. 2. Strengthen public-private partnerships to align infrastructure and marketingefforts. 3. Investinworkforcedevelopmenttoimproveserviceconsistency. 4. Leveragesustainabletourismandclimate-conscioustraveltrends. 5.
By focusing on authentic experiences and strategic planning, Cyprus can establishitselfasaleadingyear-roundMediterraneandestination,moving beyonditstraditional"sunandsea"identity.
Halloumi cheese making in Letymbou village
Speakers
DeputyMinisterof Culture
Commissionerforthe Environment
Andreas Vyras Charalambos Prountzos MayorofLarnaca MayorofNicosia
RenownedChef& CulinaryAmbassador
SolinTourismBoard, Croatia
Charis Papaharalambous
Maria Kouroupi
HermesAirports
Winemaker&Industry Leader
Phivos Stasopoulos George Paschalis HellenicBank HermesAirports
AthensInternational Airport
LarnacaTourismBoard
Thanos Michaelides CyprusTourismExpert ThanosHotels& Resorts
HermesAirports MayorofPaphos
Vasiliki Kassianidou
Antonia Theodosiou
Christoforos Peskias Sofoklis Vlasides
Jelena Stupalo
Ioanna Papadopoulou Nana Asmeni
Natasa Iacovides Phedonas Phedonos
Contact Information
LARNAKA INTERNATIONAL AIRPORT
P.O. Box 43027 P.C. 6650
Larnaka, Cyprus
Local landline: 77778833 / 24008038
International landline: +357 25 123022
Fax: +357 24 008117
Email Us
PAFOS INTERNATIONAL AIRPORT
P.O. Box 62320 P.C. 8063
Pafos, Cyprus
Local landline: 77778833 / 24008038
International landline: +357 25123022
Fax: +357 26 007100
Email Us