Opinion
By Dorita Yiannakou
Let’s accept that we may not solve everything, but we can aim to address some key issues. At the very least, we should lay the groundwork for their resolution. This should be our objective. Of course, some distractions pull us from one topic to another, wasting both time and resources, especially concerning the longstanding issues in tourism. In some areas, we maintain a competitive edge over our rivals, while in others, we lag. This is true across various markets; in some, we need to invest significantly more effort and resources to achieve satisfactory results.
For example, countries like the United Kingdom have historically favored us, while others, like the United States, view us as a less safe destination. Last July, Cypriot authorities made contact with Delta Air Lines, based in Georgia, with the aim of establishing a direct flight connection between Cyprus and the USA.
At this point, it's essential to highlight some facts about the American market, with which we have never had strong ties. The reason is simple: Americans look at Cyprus on a map and immediately assume we're at the center of conflict and turmoil, categorizing us among destinations they will not visit. Additionally, being a small market poses a challenge; despite being a hub, we are unlikely to soon reach the numbers needed to encourage direct flights. We're talking about very high figures, around 500 people per day, while currently, that number barely reaches 100. There is a significant distance we need to cover in terms of both recognition and demand.
This brings us to the issue of priorities. We're not saying we shouldn't pursue these markets; quite the contrary. Efforts are ongoing, and not just with this particular airline. However, we would argue that other markets, which require less effort and lower costs, should take precedence at this stage. For instance, in the French market, as the Minister noted from a recent visit, we expect record numbers, despite historically being an unknown destination.
Efforts have been made, and they yielded results. They came at a cost, but it was relatively small, acceptable, and reasonable. In contrast, targeting the American market requires coordinated actions that extend beyond the jurisdiction of a single ministry and involve many stakeholders.
One potential positive step in this direction could be Cyprus's inclusion in the U.S. Visa Waiver Program. This is expected to become a valuable tool for frequent travelers to the U.S. by simplifying visa application processes. If Cyprus is included in the Visa Waiver Program next year, as the authorities anticipate, it will support frequent travelers and encourage others to visit. Last year, approximately 5,530 visas were issued in Nicosia for Cypriots traveling to the U.S., and this year, that number is expected to rise. This could lead to the much-desired passenger figures and the demand necessary for American airlines to establish direct flights.
The planning and approach of the relevant authorities play a significant role. Timing and momentum are of utmost importance, adding value to these efforts.
[This op-ed was translated from its Greek original]
