A new era has dawned in the Municipality of Paralimni-Deryneia, which has implemented a very ambitious strategy, with the aim of giving a unified voice and international recognition to an area that is not only the sea, but has a great history and culture. With the central name "Protaras Riviera" and the main message "There are reasons to be here every day", the Municipality is attempting to establish itself as one of the most attractive and recognizable Mediterranean destinations. The new strategy bears the stamp of internationally renowned brand strategist, Peter Economides, who is behind shaping the identity of countries, organizations and large companies, such as Apple and Pepsi.
According to the information provided by the Municipality to "F", the new strategy is based on a multi-year plan, which will evolve gradually, with interventions, actions and initiatives at all levels of the tourist experience. This focuses on the utilization of the international readership of Protaras, but also activates the great potential of the hinterland. The new tourist identity Protaras Riviera essentially functions as a promotional umbrella for the entire Municipality. Through it, Protaras, Kapparis, Pernera, Paralimni, Deryneia, Frenaros and Acheritou will now be projected through a single narrative, which connects the coastal zone with the hinterland and highlights the special characteristics of each area.
"We are the first Municipality in Cyprus to proceed with such a strategic approach, with a long-term horizon and with a participatory character," said the mayor of Paralimni-Deryneia, Giorgos Nicolettos, noting that the new strategy comes to enrich "the already strong identity with tradition, cultural monuments, gastronomy, history, agricultural production, experiential experiences, diving tourism, the ecclesiastical monuments and archaeological sites that can be discovered in each municipal district."
They will even be trained... The inhabitants
The new strategy is not limited to the external projection of the destination. On the contrary, as mentioned in our newspaper, it concerns the way in which the Municipality, professionals, employees, residents and visitors perceive the area as a whole.
For this reason, specialized workshops are planned for all those who are directly or indirectly involved in the tourism sector, such as owners and employees in tourism businesses, hotels, restaurants, hospitality businesses and services related to the tourism industry.
These workshops will also be extended to the staff of the Municipality, with the aim of understanding and applying the new philosophy at every level of contact with the citizen and the visitor. "Creating a shared hospitality narrative is a key condition for the success of the strategy. The way of reception, the quality of information, the image of public spaces, the service, the communication and the overall experience of the visitor are now linked to a single perception of the destination", notes the Municipality of Paralimni-Deryneia.
At the same time, the new strategy is also addressed to the residents of the Municipality themselves. The aim is for the citizens to get to know their area more deeply, to rediscover the special elements that make it up and to gain a stronger connection with their place. The gastronomy, the local products, the history, the monuments, the traditions, the natural beauties, the routes, the cultural references and the hidden treasures of the area are, after all, integral elements of the identity of the region.
The first touches of the new strategy made an impression
The new identity of the area was inaugurated in the best way, through a project that proves that it is not necessary to need a lot of money, but smart ideas and inspiration. The Municipality took full advantage of the fact that the wider area is the southeastern tip of Europe. So he created a new reference point on the peninsula of Xistarkas, near the award-winning Fig Tree Bay, in order for visitors to experience the unique experience of the first east of Europe. A sign was placed in the area, as well as modern benches, which began to fill with people, as reported in our newspaper, even before the new reference point, which already counts many posts on social media, was advertised.
The first open lending libraries, which have the shape of a boat and bear the logo of the Protaras Riviera, also receive positive comments. The libraries have been placed on Vrysi and Fig Tree Bay beaches and allow residents and visitors to borrow a book for the time of their stay at the beach or leave a book they do not need, offering it to the next reader.
The Municipality has already proceeded with a series of actions to place the new logo in other reference points, while it will also pay special attention to the creation of modern Instagrammable spots, which correspond to the way destinations are currently promoted internationally. "The image of a place on social media is now an important promotion tool, as visitors themselves become carriers of the identity and experience of the destination. Through stylish, recognizable and photographic spots, the Municipality seeks to enhance the digital presence of the area and create new points of connection with the public," says the Municipality.
At the same time, as noted, targeted promotion actions have been launched in Cyprus and abroad, which utilize the new logo, the new messages and the overall philosophy of the tourism development strategy. "The projection does not focus exclusively on the established sun and sea model, although this remains one of the strongest comparative advantages of the region. On the contrary, it highlights a wider set of experiences that make the Municipality of Paralimni – Deryneia attractive throughout the year", it is noted.
However, the promotion of the Municipality as a year-round destination is the central goal of the new strategy, which will be aimed at different categories of visitors, in order to increase flows beyond the summer months, "The Protaras Riviera is now promoted as a destination with countless reasons to visit every day of the year. The sea, the beaches and the Mediterranean landscape are combined with experiences of wellness, sports, culture, touring, gastronomy, rural life and authentic hospitality. In this way, the area acquires a more multidimensional tourist identity, capable of meeting modern tourism trends and the demands of visitors looking for authentic and complete experiences."
