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STUDY ON THE TECHNOLOGICAL ADEQUACY OF THE TOURISM ECOSYSTEM OF 'DESTINATION PAFOS'
The recent study on the technological adequacy of the tourism ecosystem in 'Destination Pafos' highlights significant opportunities for improvement.
The research findings were presented recently to the Board of Directors of the Pafos Regional Board of Tourism. Conducted over nearly 12 months, the study involved evaluating foreign visitors to the Pafos region and assessing more than 22 communities within the province, all municipalities, 100 small and medium-sized enterprises across the tourism industry, over 25 hotel units, as well as foreign tourist information platforms and tour operators.
This evaluation was carried out through a structured questionnaire, personal interviews and desk research. The results confirmed the concerns of the Pafos Regional Board of Tourism Development indicating that the overall level of technological proficiency in the destination highlights significant opportunities for improvement with some sectors approaching levels of technological illiteracy.
Specifically, issues were identified in catering businesses, tourism service providers, and retail trade, where many establishments do not utilize even basic social media marketing tools. In tourism retail, there is a notable lack of knowledge regarding technology and a clear indifference or lack of intent to adopt modern technological solutions. This reliance on outdated methods hinders their ability to keep pace with advancements and opportunities for innovation. The situation is similar among local communities, which display low levels of technological expertise and limited resources. Even when relevant materials are available, there is often insufficient information dissemination and utilization, resulting in minimal use of basic SMM tools.
The findings also revealed that most municipalities, aside from the Municipality of Pafos, have considerable room for improvement in both service provision to citizens and the use of technological tools. Their technological presence is primarily restricted to social media, while the implementation of applications or online services is inadequate. In the hotel sector, some basic digital tools, such as reservation systems and social media presence, are being used.
However, the integration of innovative practices and advanced technologies—like smart automation systems, personalized digital guest experiences, and AI-optimized management solutions—remains limited. This gap creates ample opportunity for growth, allowing hotels to better meet the demands of modern travellers and enhance their competitiveness.
The evaluation of 12 tourism platforms indicated that while the presentation of the destination is generally satisfactory, there are areas that require updates. Specifically, improvements are needed in the quality of photographs and descriptive texts to better reflect the current image and characteristics of the destination.
Additionally, the promotion of the destination to airlines and tour operators needs to be enhanced, focusing on the experiences available. In many instances, renewing the digital materials is necessary to align with the overall communication strategy for the destination.
As agreed, the findings of the study will be presented separately to various stakeholders, including partners, municipalities, communities, businesses, and hoteliers. Following these presentations and discussions, the results will help shape the digital strategy and action plans for 2026-2028, aimed at reinforcing the digital transformation of the destination.
Moreover, the relevant results will be forwarded to the Deputy Ministries of Tourism and Innovation respectively , to assist in reversing the current situation. The role of these ministries is crucial as they can provide both technical and financial support, enabling businesses and local authorities to receive the necessary training and adopt modern practices and tools to accelerate the digital transition.
