Cyprus has history, culture, human resources and authentic experiences, but it still has not formed a unified narrative on how it wants to present itself abroad, content creators and digital professionals told the Cyprus Diaspora Forum, in Limassol.
The discussion took place on the panel "Content creation: reaching global audiences", on May 7, 2026, at the Amara Hotel, moderated by Adonis Adonis, news editor at Finance Magnates. The panel was attended by writer Alex Christofi, CEO of TheSoul Media, Louisa Ioannidou, digital content creator Margarita Orlova, brand builder Martin Zarian, entrepreneur Matthew Zorbas and influencer and creative strategist Rafaella Mehmet.
A common finding of the speakers was that Cyprus cannot continue to be promoted only through beaches, real estate, nightlife or old clichés, at a time when internationally the competition for public attention is huge and artificial intelligence is changing the way content is produced and disseminated.
At the center of the discussion was a question broader than marketing: what does Cyprus want to be known for?
Alex Christofi said that Cyprus' geographical location, at the crossroads of three continents, has made it a place of exchange, adaptation and innovation for thousands of years. "Innovation is embedded in the island's identity," he said, noting that this element needs to be promoted much more as part of the country's international image.
Martin Zarian said that Cyprus does not suffer from a lack of content, but from a lack of direction. As he said, the country must be presented as something "more than passport scandals, more than real estate, more than halloumi, more than hospitality".
The crucial question, he added, is "what do we want to be in the future and how do we get there", warning that much of the content produced for Cyprus recycles the same images and patterns.
In the same vein, Rafaella Mehmet said that content creators can help international audiences experience aspects of Cyprus that are rarely showcased, such as village life, nature and the small everyday stories of the place, beyond Nissi Beach and Ayia Napa.
Margarita Orlova highlighted human relations as one of the strongest characteristics of Cyprus. As he said, trust, reputation, personal contacts and daily hospitality are key elements of the island's character. "Here trust comes before transactions," he said.
Special reference was also made to artificial intelligence, with the speakers emphasizing that it can enhance the creative process, but not replace the human experience. Louisa Ioannidou, head of a company with a strong international presence in digital brands, said that artificial intelligence can help in the production, analysis and organization of work, but it must remain a tool.
"Artificial intelligence is a tool," he said, adding that it can only effectively pay off when combined with human judgment. Instead, he warned that complete reliance on these systems "will ultimately disappoint you."
For his part, Alex Christofi distinguished between automation and art. "The goal of art is not to reduce friction, but to explore it," he said, underlining that human creation is based on emotion, experience and the ability to understand difficulty.
The speakers estimated that AI will make it easier and cheaper to mass produce content, but at the same time make authentic human voices more valuable. Rafaella Mehmet noted that audiences already seem to be getting tired of perfect images and luxury standards, looking for more meaning, experience and human truth.
More sharp was Matthew Zorbas, who said that Cyprus was slow to grasp the importance of the content creator economy and the digital transition. "We are not small," he said, stressing that the country must make much better use of its position in the European Union.
He said that Cyprus needs long-term thinking, better infrastructure and more space for younger people in positions of responsibility. "Younger people need to get in," he said.
Louisa Ioannidou also raised the issue of education, saying that Cyprus needs training programs, certifications or even university directions that will teach young people how to create content, build communities and act as ambassadors of the country.
Margarita Orlova said that there is already interest in more meaningful stories about Cyprus, its history, its museums and its personalities, but content creators need more support from the wider system.
