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| Hotel bookings drop sharply for March and April, but officials and industry leaders remain hopeful for a strong summer season. Photo credit: Unsplash |
CYPRUS MOVES TO PROTECT TOURISM AS GOVERNMENT COUNTERS TRAVEL ADVISORIES - KNews 15/3 by Dorita Yiannakou
Government launches international communications campaign to counter negative perceptions and reassure key travel markets.
Tourism stakeholders in Cyprus will need to work hard in the coming months to prevent serious damage to the sector, which contributes more than 7 percent to the country’s GDP. The share becomes even larger when tourism’s multiplier effect across the economy is taken into account. Tourism supports many sectors beyond the hotel industry and drives activity throughout the economy.
Several industries could face significant losses if tourism continues to suffer as a result of the conflict in the Middle East and the threats directed at Cyprus. Tourism remains a key pillar of the economy because visitors directly support sectors such as restaurants, retail, transportation, services, construction, and culture.
The stakes are therefore high for the Cypriot economy. The government and tourism industry stakeholders have mobilized to counter negative perceptions and maintain the confidence of international markets. Their goal is to show the reality on the ground and make clear that Cyprus remains a safe, high-quality destination where tourism continues normally.
The international consultancy firm Kreab is expected to play a major role in this effort. The firm has been tasked with running a communications campaign aimed at reversing negative perceptions and maintaining Cyprus’s strong presence in global tourism markets.
The explosion that occurred at the British bases in Akrotiri, caused by a Shahed-136 drone, along with the presence of international forces forming a protective security presence on the island, drew international attention to Cyprus and harmed its tourism industry.
In response, several countries issued travel advisories warning their citizens to exercise greater caution due to instability in the region. Such advisories were issued by the United States through the State Department, the United Kingdom through the Foreign Office, as well as Canada and Israel.
These developments inevitably affect tourism, particularly in markets that provide a large share of visitors to Cyprus, including the United Kingdom, Germany, and other European countries.
Even when travel advisories are issued as part of routine national precautionary procedures, they still impose costs on the country’s tourism industry. According to officials, some negative commentary circulating internationally about Cyprus appears to be targeted and aimed at damaging the country’s reputation abroad.
In this context, the government convened a meeting at the Presidential Palace one day after the brief visit of Greek Prime Minister Kyriakos Mitsotakis and French President Emmanuel Macron. The meeting, chaired by President Nikos Christodoulides, focused on the impact of international media coverage and online commentary, as well as targeted actions to restore the country’s image.
Participants included industry representatives, the Minister of Transport, Communications and Works, the Minister of Labour and Social Insurance, and the Deputy Minister of Tourism.
The strategy
The Swedish firm Kreab, which was hired by the Republic of Cyprus in December 2024 to lead an international image campaign, has also been mobilized to address the tourism situation.
Officials view the situation as a crisis, which falls within Kreab’s responsibilities under its contract with the government. During the three-year agreement, the international consultancy firm is tasked with managing negative publicity about Cyprus by providing accurate information to international media outlets and restoring the country’s reputation abroad.
According to information obtained by Kathimerini, the firm has already prepared specific proposals that the government has approved in order to reverse the negative climate and reassure international markets that stability and normal conditions prevail in the country.
The effort has been underway for more than a week. Its goal is to show the reality in Cyprus and emphasize that the country remains a safe destination where tourism activity continues normally.
Kreab’s strategy includes placements in international media outlets, opinion articles, interviews, and testimonials from visitors and professionals currently in Cyprus. The situation is also monitored continuously, and communication actions are adjusted daily to address any negative reports or concerns emerging in international markets.
This approach forms part of a crisis management plan included in the cooperation agreement with the firm. The agreement provides advisory services, strategic guidance, and immediate support in situations that may affect the country’s international image.
Within this framework, specialized communication initiatives are activated to address negative perceptions quickly and ensure that international audiences receive accurate information. These actions include targeted engagement with international media, the publication of articles and analyses, and the use of professional networks within the tourism sector to share reliable information.
Officials are also placing strong emphasis on presenting the real conditions in Cyprus in order to strengthen confidence in key markets and maintain the country’s image as a safe and attractive destination.
At this stage, authorities are relying on the tools and resources provided by the existing agreement, which is worth €1.5 million over three years. No additional spending is required.
At the same time, officials remain in close contact with tourism partners both in Cyprus and abroad. Particular attention is being given to maintaining flight schedules and preserving market confidence.
Target markets
The communications strategy developed by Kreab focuses on Cyprus’s most important tourism markets.
According to officials, the campaign targets countries that traditionally supply the largest number of visitors to Cyprus. These include the United Kingdom, Israel, Poland, Germany, the Nordic countries, and several other European markets.
These countries have long served as major sources of tourism for Cyprus and play a decisive role in shaping overall arrivals and revenues. For this reason, communication efforts focus on informing these markets quickly and reinforcing traveller confidence by showcasing the country’s stability and safety.
Losses and outlook
Hotel operators are concerned because a large share of bookings for March and April has been lost. Despite these setbacks, they remain hopeful that the summer season will be strong.
In addition to the coastal cities, Nicosia also experienced losses in March because many events linked to the Cypriot Presidency of the Council of the European Union were scheduled during that period.
In total, 40 meetings scheduled for March were postponed. Those events were expected to attract approximately 4,500 delegates.
According to local tourism associations, cancellations in coastal districts for March and April have reached roughly 30 percent.
At the same time, hoteliers and tourism workers remain hopeful about the summer season. However, they acknowledge that the year as a whole may prove difficult due to ongoing geopolitical tensions in the region.
Messages from the business community
Cyprus remains a safe and reliable destination for international investment, business activity, and high-quality tourism, according to the Executive Committee of the Cyprus Employers and Industrialists Federation (OEB), which met to discuss recent developments.
In a statement, the organization said that maintaining stability, security, and the smooth functioning of the economy is both a top priority and a shared responsibility.
The group emphasized that the Cypriot economy has faced severe challenges in recent years but has proven resilient both institutionally and operationally in the face of crises and geopolitical turbulence.
Industries connected to tourism, as well as companies exporting to Gulf countries and the Middle East, including pharmaceutical firms, are currently facing challenges that must be addressed with prudence, calm judgment, and effective action.
The organization also called on citizens to help clarify the real situation regarding the country’s safety and to correct misleading impressions that spread internationally during the early days of the military developments.
According to the statement, lowering tensions in public debate and refocusing on everyday issues and productive priorities will help the country return to normal conditions more quickly.
OEB also called for the immediate rescheduling of meetings, events, and activities of European Union bodies that had been postponed due to what it described as an exaggerated perception of risk during the early days of the crisis.
Meanwhile, Michalis Mitas, president of the Paphos Tourism Development and Promotion Company, expressed optimism that tourism losses during the current period can be recovered in the coming months.
Speaking to the Cyprus News Agency, he said that despite the challenges, Cyprus continues to operate as a safe and fully functioning tourism destination. He also expressed confidence that the situation will stabilize within the next few weeks and noted that efforts to secure rebookings are already underway.
A similar message came from the Limassol Tourism Development and Promotion Company. The organization stressed that Cyprus remains a stable and safe destination for visitors.
According to Christos Tsanos, president of the Limassol Hotel Association, demand remains largely stable with only minor differences compared with last year. Despite concerns linked to international developments, the flow of tourists to Cyprus and Limassol continues.
The organization added that any losses during the current period are expected to recover in the coming months, particularly as the Easter holiday season approaches.
