Cyprus is experiencing steady winter tourism growth despite regional challenges, but experts argue that a shift in focus and better planning are needed to tap into its full potential. Dorita Yiannakou reports in Kathimerini that Cyprus has missed key opportunities by not targeting the right markets and should concentrate on areas where it holds a competitive edge to maintain its position.
Many tourism professionals believe Cyprus is wasting resources by focusing on markets unfamiliar with the island and promoting types of tourism without sufficient infrastructure. Experts suggest more strategic investment in the sector, as it has a proven positive impact on the economy. Additionally, there is a call for long-term planning to keep hotels, restaurants, and other businesses open during the winter season.
In line with this, the government’s 2025 budget plans to increase tourism spending from €353 million in 2024 to €497 million, underscoring the sector’s importance to the economy.
A Different Kind of Tourist
Winter tourists differ significantly from the summer crowd—they tend to be older and have specific interests. As such, Cyprus needs to tailor its marketing strategies to appeal to this demographic, promoting activities and experiences that resonate with winter travelers.
While Cyprus has had success in attracting tourists from England, Russia, and Israel, it struggles with larger markets like France and Germany, where awareness of Cyprus as a destination remains low. Experts suggest that before ramping up marketing efforts in these regions, Cyprus should first strengthen its brand and refine its tourism offerings.
Focusing on Niche Markets
There is also potential in niche tourism sectors such as conference and sports tourism, but previous attempts to cater to all types of tourists have been unsuccessful due to insufficient infrastructure. Instead, experts recommend focusing on Cyprus’ strengths, particularly its mountainous regions, which could be promoted for gastronomy, sports, and cycling tourism. Cyprus’ compact size and short travel distances also give it an edge that could attract niche travelers.
Cyprus could learn from destinations like Mallorca and Tenerife, which attract large numbers of tourists by focusing on their strengths. Mallorca, for example, draws over 250,000 cyclists annually, while Tenerife attracts six million tourists each year by capitalizing on its flexibility as a year-round destination.
Restoring Traditional Appeal
Another concern is that Cyprus has lost some of its traditional charm due to poor urban planning, resulting in a confusing blend of modern and traditional elements. This mix has especially turned off European tourists who prefer a consistent, culturally immersive experience.
Resilience Amid Challenges
Despite these obstacles, the tourism industry has remained resilient, maintaining the same number of visitors as the previous year, even amid global challenges like wars, economic downturns, and political tensions.
To ensure sustainable future growth, the government has introduced a five-year plan aimed at training hotel staff to better meet tourists’ needs. The ultimate goal is to transform Cyprus into a competitive, year-round tourist destination.
Source: Knews