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.
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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.
THR developed a comprehensive development strategy that was converted into 8 specific action plans and organized into an implementation program. Additionally, the methodology included:
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years creating value for our clients
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projects in the public and private sector
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years creating value for our clients
Cliente: Ministerio de Energía, Comercio, Industria y Turismo de Chipre
TUI Group is a leading global tourism group and operates worldwide. The group offers integrated services from a single source for its 19 million customers. The entire tourism value chain is covered under one roof, including over 400 hotels and resorts, cruise ships, five airlines, more than 1200 travel agencies, tour operator brands and online marketing platforms.
The Spanish division of the biggest tour operator in the world was losing competitiveness owing to the radical change in distribution and information models and new customers’ needs. In addition to that, the global crisis deeply struck general tourism in Spain in 2009, and tour operators’ capacities have been considerably reduced in general.
TUI key objectives for the project were the following:
THR designed a strategy focused on reconfiguring product line and radically transforming company’s business model, shifting from a receptive tour operator to a provider of destination experiences. Main strategic guidelines proposed by THR, including development of new online and offline distribution channels:
Client: TUI Spain
Cliente: Ministerio de Energía, Comercio, Industria y Turismo de Chipre
At THR, we are proud of our clients' success in global tourism. Their achievements stand as a testimony of our commitment to providing strategic insights, innovative solutions and tailored support through close collaboration.