.
Thomas Cook unceremoniously going belly-up as the sun was setting on another summer holiday season proved how precarious the travel business is, while those who plan their lives a year in advance are not always the smartest apples.
There are horror stories of couples spending thousands on a dream Cyprus wedding only for it to burst quicker than a party balloon in the hands of a drunken guest hugging the dancefloor.
Collapse of the global tour operator disrupted travel plans for millions – factoring the number of bookings for next summer as well – while that once-in-a-lifetime vacation may now, never happen.
For those stranded on Cyprus wondering when or how they will get home was not as bad as those who had seen their money go up in smoke for a holiday, they were promised but never delivered.
Cyprus – overweight by gorging itself silly on the package holiday boom – is now fretting over what to do next as it relies heavily on operators like Thomas Cook.
It is all well and good arguing that the holiday island should diversify and not put all its eggs in one tourist basket, but this will not change overnight.
Certainly, Cyprus needs to venture into new markets to avoid becoming too dependent on Russian and British tourists but what have the authorities been doing.
The island is a relatively expensive destination with poor flight connectivity its weakest point, seeing as you can’t just hop in a car, catch a train or jump on a ferry to get here.
There seems to be a lot of noise coming out of the deputy tourism ministry about doing the business at trade fairs but is that really enough to shape our future strategy.
A 10-year national tourism plan is being thrashed out which aims to reach five million tourist arrivals by 2030 – some would argue we should already be at that figure.
How is the island being promoted abroad, are we targeting the right countries to get maximum benefit?
Does Cyprus have different types of accommodation that attract different sorts of visitors or are we stuck in a time warp of luxury hotels and martinis on the beach?
We want people to explore Cyprus but what is being done to promote agro-tourism, are we investing in remote villages and giving them a transport system that enables visitors to get around.
What about leisure and recreational tourism for those who want a bit of active adventure to destress and workout.
Rock climbers, skiers, golfers, yachters, runners, cyclists, swimmers, athletes – what are we doing for them, where are the brochures and online campaigns attracting sports tourists.
Where is the infrastructure or the blueprint to lay down such a marker in the diversification strategy?
Cyprus doesn’t only need to diversify its markets but also offer a varied range of holiday experiences, recreational and leisure options that cater to various niche groups.
Cypriots pride themselves on the standard of service and hospitality that they provide to visitors, although this sense of welcome was tarnished by the profiteers preying on unsuspecting tourists.
They spotted the crowds coming and decided to fleece our guests without mercy in the hope they wouldn’t see past our fake smile and a complimentary drink.
Now there is a realisation that Cypriot hospitality is a precious brand worth protecting as the competition heats up from cheaper destinations in a digital world where complaints travel faster than a poison arrow from the bow of Hercules.
As the death of Thomas Cook began to spread, there were stories of British tourist being held hostage in Tunisia until they coughed up for a holiday, they had already paid for to the bankrupt UK tour operator.
Treating tourists like criminals in a vacation nightmare where they are stressed and frustrated by their predicament in a strange land is not a good look for a country.
To their immense credit, hotels in Cyprus did not go down this path of trying to rob tourists of their holiday, it was understood that sympathy and brandy sours were a far more effective remedy in a time of crisis.
As the future of Cyprus tourism seemed to be dissolving by the minute, the government was adamant that the Thomas Cook brigade be treated with respect, the repatriation be as smooth as possible while their holiday scrapbook is filled with positive images.
A realisation that our precious tourism sector crucially relies on good impressions, professionalism and a high standard of service, is maybe what saves it from extinction.
Have all the strategies you want, putting people first will always give you the edge in a fiercely competitive market and Cyprus has proven to be a friend in need – who wouldn’t come back to visit.
