The Larnaca Tourism Development and Promotion Company (ETAP) invests in projects that are in line with the new international tourism trends, wishing to enhance visitor experiences. The projects are divided into five pillars and aim to gradually upgrade the tourism product of both the city and the province of Larnaca.
"Tourism internationally is in a period of significant changes, as visitors are now looking for authentic experiences, new forms of activities, sustainable destinations, a strong local identity and modern digital communication. At the same time, accessibility and the possibility of everyone participating in the tourism experience are key parameters of modern tourism development", said the director of ETAP, Nana Asmeni, noting that the Action Plan of ETAP Larnaca for 2026 is part of a wider strategic framework, which connects individual actions with international trends, which shape the tourism model of today and tomorrow.
The actions, as he explained, are not fragmentary, but operate in a complementary way, with the aim of enriching the tourist product and upgrading the visitor's experience. "This effort is collective and coordinated by ETAP Larnaca in collaboration with all stakeholders, i.e. the Deputy Ministry of Tourism, the Chamber of Commerce and Industry, the local authorities, as well as the local Associations of Hoteliers and Travel Agents. The results of this joint effort are already evident: large hotel chains have been choosing Larnaca in recent years, the two major British tour operators (TUI UK and Jet2) have recently included it in their programs for 2027, while the Larnaca Region has increased its share of pan-Cypriot tourist arrivals."
Experiential activities and special forms of tourism
"The modern visitor is increasingly looking for experiences related to the place, history, culture, nature and lifestyle of his people," explains Ms. Asmeni, adding that for this reason, targeted initiatives of local authorities are supported by ETAP Larnaca.
Among them is the Agios Theodoros Farm, which will experientially present the authentic rural life through the Village Farm and picnic area, the restoration of the authentic historic wagons of the Kalavasos line to highlight the mining heritage of the area, as well as actions to utilize the Pervolia Lighthouse as a new point of reference. In addition, the entrance to the Choirokoitia Nature Trail has been upgraded, while the installation of new permanent sculptures is planned in the Artists' Park Mesogeios in Larnaca.
At the same time, ETAP supports sports and cultural events with international participation, enhancing alternative forms of tourism and attracting visitors with special interests.
Strong local identity
One of the pillars that is given particular importance is the strengthening of the identity of the Larnaca Region. "Modern tourism development requires each region to have its own recognizable identity, so that the visitor does not just know a single destination, but experiences the special characteristics of each city or village," notes the director of ETAP.
In this context, the special projects that are gradually being carried out in the 9 bee villages of Larnaca are included, in which a single instagrammable sign will be placed, with the aim of creating a common and recognizable identity. Hundreds of trees have been planted in the area, parks have been upgraded, and nature trails have also been created.
In Pano Lefkara, the picturesque alley of Vassilis Michailidis Street was upgraded, which enhances the special character of the village, while in Kato Drys actions are planned to highlight the community, including the creation of a map with the workshops that can be visited.
In Athienou, the aesthetic and cultural promotion of the green space, behind the Kallinikeio Museum, is associated with the traditional Venice embroidery, while in Tochni a stone welcome landmark was created. In the city of Larnaca, as well as in Choirokoitia, there was also artistic decoration of walls in central places, with elements that refer to the identity of each area.
Sustainable and year-round tourism
Sustainability and the extension of the tourist season are perhaps the most important challenges for all modern destinations. In Larnaca, the actions include the continuation of the Enriching and Greening the beaches program, with new plantings in Oroklini, as well as the continuation of the upgrade of the coastal park of Pyla. In addition, themed benches are being created on the coastal pedestrian street of Oroklini, while there are plans to transform the public garden next to the Information Office of the Deputy Ministry of Tourism.
"But sustainable tourism development is also about investing in people. ETAP supports educational programs such as Carte PostArt, as well as joint actions with the Hotel Sector of the Larnaca Technical School, investing in the new generations of employees in the tourism industry. At the same time, it promotes the integration of local products into the tourism chain, through actions such as the co-organization with the Chamber of Commerce and Industry of the CyFood B2B Forum and other initiatives in the context of ETAP's participation in projects of the Leader intervention", said Ms. Asmeni.
Digital Promotion and Modern Tourism Marketing
ETAP Larnaca, according to Ms. Asmeni, also attaches great importance to digital communication, given that it is now one of the most important tools for the international promotion of a tourist destination. For this reason, the renewal of the ETAP website, which is an integrated digital portal for the Larnaca Region, as well as the digital platforms Larnaka Virtual Museums, Larnaka Cultural Walk and Larnaka Storytelling Statues, continues.
"The continuous management of Larnaca's official social media accounts through reels and new photographic material as well as the utilization of selected influencers enhance the recognition of the destination," noted Ms. Asmeni, adding that every year foreign journalists, tour operators and influencers are hosted, in order to create additional opportunities for international promotion.
An important part of the digital strategy is the utilization of new technologies and the connection of the main points of reference of Larnaca through the platforms mentioned above. It is noted that all 16 Museums of the Larnaca Region are fully digitized, while this year the new ecclesiastical museum in Athienou will be added to the platform.
Inclusive tourism
Remarkable projects are also included in the pillar of accessibility, which is a great challenge, given that Larnaca, like the rest of the cities of Cyprus, suffer in this area. Ms. Asmeni noted that accessibility is now a key element of a modern tourist destination, since the aim is for all visitors to be able to enjoy it without exclusions.
In this context, the accessibility actions at the Kalamourgiki Livadia Memory Museum are being completed this year, while at the same time the creation of an innovative, fully accessible seating unit in Finikoudes is being promoted.
At the same time, through the European Programs in which ETAP Larnaca participates as a partner, actions are promoted to improve the access of people with disabilities to the labour market, as well as for the equal participation and treatment of vulnerable groups in the tourism industry.
