EDITORIAL: Why do tourists come to Cyprus?

Ever wonder why tourists come to Cyprus? This is a dilemma facing many people on this island whenever they travel to nearby and often competing holiday destinations.

First-half passenger statistics show an increase in the number of Cyprus residents traveling to Britain and Russia, but a drop of traffic to Greece.

The rational explanation behind this would be that firstly, the majority of Cypriots still only take their annual vacation in July and August, with the relevant data appearing in the 3Q statistics.

The increase in Cyprus-based travel to the U.K. is probably based on low air fares from Larnaca and Paphos to London’s airports and other cities in England with a sizeable Cypriot community. Whereas low fares are also an attraction for British travelers to visit Cyprus, once in the U.K., the traveler will embark on a bit of a shopping spree, an activity which is not recommended in Cyprus, judging from the high prices in shops, restaurants and other leisure attractions.

What about Russia? Although a growing number of Cypriots continue to enjoy bargain holidays in the CIS and other eastern European destinations, a significant part of outbound travel from Cyprus consists of Russians returning home for summer.

And Greece? Why the drop there? As said before, the two summer months will show an increase with the biggest part of school and other group holidaymakers traditionally making their way to organized camp sites and package holidays in the Aegean and Adriatic resorts. Once there, Cypriots will once again “ooh” and “aah” themselves as they stroll around shops finding bargains at half the price of after-sale discounts at home, hotel rates are lower than in Protaras or Paphos, while food is both affordable, presentable and (most importantly) fresh and tasty.

Why, then, do tourists come to Cyprus? Or should we be asking “how long will tourists continue to come to Cyprus?”

To avoid the island’s tourism industry from deteriorating further and to prevent a slow death as has been cursed upon the State Fair with its ambitious plans to become an international exhibition centre, perhaps officials and board members of the Cyprus Tourism Organisation should go off on intensive holidays of two to three days at a time and visit at least four different, but competitive, destinations. They should take note of what is nice and what attracts holidaymakers to other destinations and once they return home they should get their notebooks out and get busy with brainstorming sessions together with experts to find out where Cyprus lags in its tourist product.

Come to think of its, it’s amazing how no-one seems to have thought of this approach, as CTO officials are either not bothered with the demise of the island’s tourist industry or they have been given some very wrong data and future projections.

Regurgitating stale old strategic plans with ‘five year’ and ‘ten year’ labels on the cover, but with little essence inside, is not the way to proceed if we truly want Cyprus to regain its past glory of a leading holiday destination. Neither will the withdrawal of thousands of hotel beds help improve the situation.

For once, officials should have the courage to listen to some of the (few remaining) experts in the field who are keen to see a revival of the warmth and hospitality that Cyprus was once proud of and attracted millions of tourists to our shores.

Although the placement of the ‘Love Cyprus’ advertisements on international television channels is to be praised, there should be a concerted effort to improve everything else on the island, because tourists will not be attracted by love alone. Once they discover that the ‘Love’ campaign is superficial with not much else to support it, then they will surely not return.