We speak to Philokypros Roussounides, Director General of the Cyprus Hotel Association, who recounts the important role that the organisation plays in the development of tourism in the region and how the island’s historical depth and cultural richness continue to contribute to a growing travel and tourism sector.
Q&A WITH CYPRUS HOTELS ASSOCIATION
Firstly, what are the overall aims of the Cyprus Hotel Association?
Philokypros Roussounides, Director General (PR): The Cyprus Hotels Association is the guardian of the country’s tourism industry. In an advisory role, we guide our members on issues concerning the development of hotel units and the improvement of the professional level of hoteliers; we protect and promote their interests and strengthen the efforts made to upgrade and promote the tourism product of Cyprus.
However, our involvement in the country’s decision-making centres is also of decisive importance. In cooperation with relevant government departments and ministries, we provide direct information to our members in relation to the issuance of protocols, support plans, and government incentives, while at the same time participating with expertise in the preparation of legislation concerning the industry and tourism in general.
How would you say the Cypriot tourism industry has evolved over time?
PR: The tourism sector is one of the main pillars of the Cypriot economy, contributing significantly to Cyprus’ GDP and providing employment opportunities. Hotels play a leading role in tourism, undertaking the crucial task of hosting both foreign and local visitors.
However, it is an industry that has been significantly affected by the 1974 Turkish invasion, which impacts the smooth functioning of tourism in the country to this day. Due to the Turkish invasion, Cyprus lost more than half of the coastline it once controlled.
As such, Cyprus today controls only 316.2 kilometres (km) of the island’s coastline, as opposed to the 420.5km controlled by occupying Turkey. At the same time, the country lost access to Nicosia International Airport and its associated connectivity.
As a result of this, along with other consequences of the Turkish invasion, Cyprus lost 40 percent of the tourism it enjoyed prior to the invasion. Over time, however, the industry survived and has since experienced significant growth.
What are some of the key locations that travellers should prioritise when visiting Cyprus?
PR: Cyprus is an island rich in history, culture, and natural beauty, offering a wide range of experiences for visitors. From ancient sights to local culture and cuisine, Cyprus has something to offer everyone. Some key attractions not to be missed include:
- Paphos Archaeological Park: This UNESCO World Heritage Site is home to a wealth of ancient ruins, including Roman villas with exquisite mosaics, the Odeon, and the Tombs of the Kings, offering a glimpse into the island’s past dating back to the 4th century BCE.
- Ayia Napa: Famous for its beautiful beaches, such as Nissi Beach, Ayia Napa is also known for its vibrant nightlife. However, it’s not just about partying – the area also boasts the Ayia Napa Monastery and the Thalassa Municipal Museum.
- Troodos Mountains: Ideal for hiking, wine tasting, and visiting traditional villages, the Troodos Mountains are home to Byzantine monasteries and churches on UNESCO’s list of World Heritage Sites, such as the Kykkos Monastery.
- Akamas: A nature reserve known for its biodiversity, scenic beauty, and the Baths of Aphrodite, Akamas is a great spot for hiking, jeep safaris, and enjoying unspoiled beaches.
How do you market Cyprus as a competitive travel destination?
PR: Through a range of infrastructure, from luxury hotels to budget accommodation in sea, mountain, and city settings, we are able to respond to the different preferences and needs of visitors, offering a total tourist experience with a range of amenities, services, and entertainment options.
At the same time, Cyprus is evolving into an attractive destination that is value for money. I believe that we are close to cementing this status, something that our tourism partners abroad have assured us is the case.
Cyprus’ recent evolution can be, in part, attributed to tourist tariff increases from our competitors in Spain, Greece, Italy, and Portugal since 2021. These were aimed at covering heightened operating costs caused by significant challenges such as energy prices, economic inflation, high interest rates, and geopolitical developments.
How does Cyprus appeal to travellers throughout all four seasons of the year?
PR: Cyprus’ year-round appeal lies in its ability to offer something for everyone, whatever the season. Whether it’s outdoor activities and festivals, exploring ancient ruins and cultural sites, or simply relaxing by the sea and mountains, Cyprus offers a wide range of experiences that appeal to all types of travellers.
As the largest established tourism organisation board in Cyprus, how important are members to the Cyprus Hotel Association?
PR: The association plays an important role in the development of the industry, as well as in the resilience and sustainability of the tourism sector.
Our members are an integral part of our efforts, and through dialogue and close relations, we formulate appropriate strategies and actions for the benefit of tourism and the Cypriot economy.
What makes Cyprus an inspiring place to discover, and how is it different to other destinations in Europe?
PR: Cyprus seamlessly combines historical depth, cultural richness, and natural splendour to present a mosaic of experiences that fascinate visitors.
From the ancient ruins that dot the island to the enchanting beaches of Ayia Napa and the serene beauty of the Troodos Mountains and the Akamas peninsula, the island offers a unique journey through time and tradition.
Its landscapes are as diverse as its history, from rugged coastlines to mountainous hinterlands, each telling a story of cultures past and present.
Cyprus invites explorers to discover its archaeological treasures, enjoy its vibrant festivals, and take in its natural wonders, making it a destination that embodies the essence of the Mediterranean spirit.
Finally, are you optimistic about the future of the tourism industry in Cyprus?
PR: Without a doubt. In the short term, the future of tourism will largely depend on the stability of global politics, markets, and geopolitical developments.
Now, we cannot make optimistic predictions, as although the initial signals were positive, we have seen a downward trend in bookings since January, which is expected to continue in the coming months. This development is a result of the war in our neighbourhood and publications that implicate our country with various political movements.
But, in the long term, we are very optimistic. We are an industry with strong resilience that has proven to successfully overcome any challenge. At the same time, our country offers an attractive tourist product that will always appeal to travellers.
