By Renee Strouthou
The installation of an Israeli election campaign billboard in Cyprus has sparked public discussion and criticism in recent days, with questions raised over foreign political advertising on the island.
According to social media posts, a billboard featuring Israeli politician Gadi Eisenkot was placed along the highway from Larnaca Airport to Nicosia. The message, written in Hebrew, appears to target Israeli tourists visiting Cyprus and encourages them to return to Israel and vote in the upcoming parliamentary elections.
The campaign message is split across two billboards.
For travelers arriving from Larnaca Airport towards Nicosia, the billboard shows Eisenkot’s photo alongside the message, "Israelis, enjoy! You deserve it.”
A second billboard, placed for drivers heading back towards the airport, reads: “Have you rested? Have you had fun? Now come back and win!”
A similar billboard has also been placed along the Nicosia-Limassol highway near Zygi.
The campaign has prompted reactions from political figures in Cyprus, with some questioning the presence of foreign political messaging on Cypriot roads.
European Parliament member Fidias Panayiotou criticized the billboard in several social media posts, raising concerns about foreign political advertising taking place in Cyprus.
“This photo was not taken in Israel but in my country, Cyprus,” he wrote, arguing that political messaging of this nature raises issues related to Cyprus’ sovereignty.
Meanwhile, political figure Melanie Steliou also shared a photo of the billboard, questioning, "...since when did Cyprus become a platform for the election campaigns of foreign political parties?”
Reacting to the posts were various comments for and against the installations. One reaction also called Fidias' attention to the many Russian signs, specifically in his village called Meniko and parts of Limassol, where there is no established Russian minority.
The billboard campaign, however, is not aimed at Cypriot voters but at Israeli citizens visiting the island.
Israel is one of Cyprus’ largest tourism markets, with approximately 600,000 Israeli visitors traveling to the island each year. A significant number of these visitors, about 75%, arrive through Larnaca Airport, making the route between the airport and Nicosia a strategic location for reaching the target audience.
The campaign comes ahead of Israel’s legislative elections in October 2026, when voters will elect the 120 members of the 26th Knesset.
Eisenkot, founder of the Yashar party, former Chief of the General Staff of the Israel Defense Forces, and former government minister, placed the billboard as part of efforts to encourage Israelis abroad to return home and vote.
Eisenkot is considered a prominent figure in Israeli politics and has been mentioned as a potential future prime minister, although Israel’s prime minister is not directly elected by voters. The country’s parliamentary system means the leader is selected through the formation of a governing coalition after elections.
