Cyprus Tourism Organisation
Brits love Cyprus: more than half the island’s visitors come from the UK. But while tourism is vital to the Cypriot economy, Ayia Napa’s party scene hasn’t helped the island’s image. We ran a carefully-targeted four-year campaign to show what the island had to offer “beyond-the-beach”, from agrotourism, wine, food and art, to sports, spa and wellbeing. We also changed perceptions of Ayia Napa itself by underlining its cultural heritage, blue flag beaches and traditional hospitality. Media activity – including 100 press visits - was underpinned by a travel trade campaign. More than 400 positive stories in the broadsheets and magazines such as National Geographic Traveller, Country Life, Marie Claire and Delicious reinvigorated Cyprus’ profile as a desirable mid-haul holiday destination, and helped to change the demographic of visitors from the UK.
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