State authorities and tourism stakeholders are coordinating efforts to address negative coverage abroad that has begun to dent hotel bookings just as the summer season is about to start. Sources told Politis the administration will swiftly assign the image‑repositioning drive to ‘Kreab’.
Tourism associations and political parties have highlighted the knock‑on effects on the hotel industry from the ongoing crisis in the Middle East. In response, the President of the Republic has convened a meeting with industry representatives at the Presidential Palace to assess developments and outline state measures.
“We decided on immediate steps to address whatever challenges arise from the situation in the region,” President Nikos Christodoulides said on Wednesday night.
Speaking to reporters on his way into the right-wing affiliated Cyprus Workers’ Confederation (SEK) Congress, the President stressed:
“Our country is safe. Our tourism is strong. Let me remind you that over the last two years we’ve had record arrivals and record tourism revenues.”
He added that Cyprus’ tourism sector has repeatedly proven its resilience and “will rise to the challenge again in the current circumstances.”
'Your country needs you'
Government Spokesman Konstantinos Letymbiotis said after the meeting – attended by the Deputy Minister of Tourism and the Ministers of Transport and Labour – that “everyone’s contribution is needed to present the real picture in Cyprus.”
He said there had been an extensive exchange of views and an assessment of the current data. What was confirmed, he added, was the shared commitment to safeguarding Cyprus’ tourism product – “a sector that has shown an upward trend in recent years thanks to intensive, methodical work.”
“It is encouraging that in recent days most airlines’ flight schedules are being restored, which is bringing us back to normality for the season,” he noted.
According to Letymbiotis, authorities agreed to remain in close coordination with all stakeholders over the coming period. A range of actions and decisions has been discussed and will be activated, with further joint meetings possible.
‘Life is normal here’
“Life in our country is normal. It does not, in any way, match the exaggerations we often see in international media. The task is to present, objectively and accurately, what daily life looks like in Cyprus – how the tourism season is getting underway and can do so with the best prospects, simply by showing the reality,” said Letymbiotis.
Asked whether there will be an information campaign, the spokesman replied that participation is needed from everyone – “especially from the media – by reflecting the real picture.” He added that Cypriot media content is also reproduced abroad, underscoring the need to intensify efforts so that accurate information is amplified internationally.
Philokypros Rousounides, Secretary‑General of the Cyprus Chamber of Commerce and Industry (KEVE), said a series of actions has been agreed “to reinforce and project the country’s real image both domestically and abroad,” urging all sides to be measured and careful with what is communicated, particularly on social media. He noted that a flood of misleading reports had already caused “significant damage.”
Michael Antoniou, Director‑General of the Employers and Industrialists Federation (OEV), told CNA that the most important step is to immediately launch a targeted international campaign promoting Cyprus as a safe, high‑quality destination for work, leisure and holidays – by engaging a specialised global firm. The campaign should start at once, he said, because “unwarranted harm” is being done by the mistaken impression that Cyprus is in a war zone.
Hotels ready to open
Akis Vavlitis, President of the Association of Cyprus Tourist Enterprises (STEK), told Politis that “the most important thing is to get the message out that life in the country is normal and nothing has changed.” He noted that flight cancellations are originating from the Middle East and affect other countries as well, not just Cyprus. “Hotels are gearing up strongly to open on April 1,” he said.
Thanos Michaelides, President of PASYXE (Cyprus Hotel Association), added that with the right actions and goodwill from all parties, Cyprus can maintain the excellent momentum of the past two years. “We have submitted our proposals and are confident we can implement initiatives to keep tourist flows on an upward path,” he said.
On hotel operations, OEV’s Director‑General said authorities are examining an extension of the temporary suspension‑of‑work scheme – which subsidises employees – for one or two more months where necessary, without blanket application.
Unions gathering data
On the unions’ side, Neophytos Timinis, Secretary‑General of the Hotel Employees’ Union of the Pancyprian Federation of Labour (PEO), told CNA the union is collecting data on cancellations and lower bookings expected over the coming months. In some hotels, he said, workers are already on partial suspension, and the union may seek to extend the suspension period where needed. He also flagged issues arising at certain properties due to the employment of third‑country nationals. The matter will be discussed at a union meeting on Friday, March 13, at 9am.
Michalis Frangou, Secretary‑General of SEK’s Federation of Hotel and Leisure Centre Employees, told CNA the unions understand the pressure facing the sector but believe patience is needed before any decisions are taken.
Political parties voice concerns
DISY called for the immediate launch of an international advertising campaign promoting Cyprus as a safe destination, and urged preparations by the authorities to prevent price‑gouging.
AKEL said the government must act on two fronts: send a clear message abroad that Cyprus is a safe destination, and swiftly prepare a comprehensive scenario‑based plan to shield the economy and support society against the war’s economic fallout.