Dorita Yiannakou
We hired communication consultants to rebuild our name and reputation. This rebranding initiative aims to internationally showcase Cyprus's achievements and progress across various economic sectors. It is evident that we have accomplished much, even while reflecting on the past decade—going back to 2013, when Cyprus gained international attention for all the wrong reasons. More recently, the "golden passports" scandal exploded like a bomb. This case is currently under investigation by the Independent Authority Against Corruption, potentially involving even the former President of the Republic, Nicos Anastasiades. We have made strides to realign ourselves: implementing reforms, downsizing the country's banking system, opening high-profile cases, forming committees, and conducting investigations into individuals entrenched in the deep state.
To be fair, few were sent to prison—though there were some exceptions. Nonetheless, we have moved forward, but this “clean-up” effort leaves no room for complacency. The central question remains: do all these achievements and corrections erase the stigma of a corrupt state? This is the same corruption that even the current President, Nicos Christodoulides—who served for nine years in the previous administration linked to the golden passports scandal—likened to Mexico, a country long synonymous with drugs and organized crime. We must be fair, though. Cyprus is not the only country with such issues; it is not the only one mired in corruption, nor the only one where lawyers and accountants pocketed bribes. However, the stain on our nation was significant and indelible. This is the blemish that the international firm Kreab will attempt to clean up abroad. But who will clean the Augean stables at home? The answer is us—those of us within—who are supposed to have learned from past mistakes and pledged not to repeat them, or rather, to have established proper mechanisms to prevent such incidents.
We must remember that we are still under scrutiny, and competing investment destinations are watching to see how they might capitalize on any missteps. So, yes, it’s a positive development to have communication experts with international media connections spearheading a campaign to bolster Cyprus's global image.
These professionals will manage the country's image abroad, aiming to highlight its achievements while addressing any negative commentary. Their work seeks to foster a positive reputation for Cyprus, making it more attractive to investors. Authorities anticipate that this rebranding effort will bring multiple benefits to Cyprus. We agree that this is a step in the right direction and hope that the €1.5 million investment in this initiative will yield tangible results.
At the same time, we must acknowledge that potential investors will evaluate the business climate, assessing whether it is conducive to their intended projects. They will also examine the country’s levels of corruption and the political will to expedite investment processes. This is the true test. What we need is a 180° turn toward legality. Those of us within the country have made changes and must continue to reshape the narrative of Cyprus. As for how this narrative is marketed—and it must be marketed—on the international stage, that is the job of the consultants, whose work will be judged in due course.
This opinion was translated from the Greek original.
