The challenge

Background

At the beginning of this century, Cyprus’ tourism demand stagnated at 2.6 million international tourists. According to World Bank statistics, Cyprus was the lowest performing destination among its EU competitors at the time. However, a promising increase in demand has been observed in recent years, opening up new opportunities. To take advantage of this opportunity, the Government of Cyprus decided to define a new National Tourism Strategy.

Lorem ipsum dolor sit amet consectetur. Vitae just nulla interdum morbi at rhoncus ultrices posuere. Morbi aliquet imperdiet sed facilisi. In felis hendrerit auctor gravida.

Key Objectives

Restore tourism growth and income by improving the value proposition, repositioning your tourism brand and making a strategic change towards an updated, enriched and diversified tourism product. Attract more visitors, get them to spend more and penetrate new niches and markets.

“Lorem ipsum dolor sit amet consectetur. Vitae just nulla interdum morbi at rhoncus ultrices posuere. Morbi aliquet imperdiet sed facilisi. “In felis hendrerit auctor gravida dictum diam amet.”

focus

THR developed a comprehensive development strategy that was converted into 8 specific action plans and organized into an implementation program. Additionally, the methodology included:

+
0
years creating value for our clients

+
0
projects in the public and private sector
+
0
years creating value for our clients

Created value

• A clear national strategy that will guide tourism development for the next 15 years, approved by the government and accepted by the main stakeholders.
• New branding and marketing strategies, defined to achieve a differentiating positioning for Cyprus and a plan to attract more flexible and less seasonal tourism.
• An action plan to increase Cyprus’ air connectivity and to reduce seasonality.
• A spatial growth model, which identifies new areas for tourism development.
• Main tourism projects and opportunities identified, as well as a plan to attract local and foreign investment.
• Business models and value proposition for the 7 main tourism products, defined.
• A new government model that involves public and private stakeholders.
• A new operating model and training sessions aimed at officials to support the alignment of strategy and organization.