Cyprus needs new strategy to grow winter tourism

According to an article written by Dorita Yiannakou in this Sunday's Kathimerini, this year has been a steady one for winter tourism in Cyprus, showing the sector’s strength despite various regional challenges. However, experts warn that Cyprus is not targeting the right markets and needs to focus on areas where it has clear advantages to stay competitive.

Many in the tourism industry believe the country is spending money chasing markets that aren't familiar with Cyprus, and on types of tourism that lack proper infrastructure. They say more investment in tourism is needed, as it offers a good return for the economy. There’s also a push for a long-term plan to develop specific sectors and ensure that hotels, restaurants, and other businesses stay open during the winter.

The government's 2025 budget will increase tourism spending from €353 million in 2024 to €497 million, highlighting the sector’s importance.

Winter tourists are quite different from those visiting in the summer. They tend to be older and have different interests, meaning Cyprus needs to market itself in a way that appeals specifically to them.

Apart from familiar markets like England, Russia, and Israel, Cyprus has struggled to attract visitors from larger markets like France and Germany, where the country is relatively unknown. Experts say Cyprus must first build a strong brand and product before launching its marketing efforts.

There is also potential for niche tourism sectors, such as conference and sports tourism, but past efforts to attract everyone without enough infrastructure have failed. Instead, Cyprus should focus on its strengths, like its mountainous regions, which offer opportunities for gastronomy, sports, and cycling tourism. The island's short travel distances are also an advantage.

Countries like Mallorca and Tenerife, which share some similarities with Cyprus, serve as good examples. These destinations attract large numbers of tourists by focusing on what they do best. For example, Mallorca draws over 250,000 cyclists a year, while Tenerife pulls in six million tourists annually by offering flexibility and capitalizing on its status as a year-round destination.

There’s also concern that Cyprus has lost some of its traditional charm, which has hurt its tourism appeal. Poor urban planning has led to a mix of modern and traditional styles that confuses tourists, especially those from Europe, who tend to prefer a more consistent experience.

Despite these challenges, the industry has remained resilient, bringing in the same number of tourists as last year, even in the face of global issues like wars, economic downturns, and political tensions.

To support future growth, the government has approved a five-year plan to train hotel workers and ensure they’re prepared to meet the needs of tourists. The goal is to build a strong, year-round tourist destination in Cyprus that can compete on the global stage.