Despite playing up to its ‘new Ibiza’ tag, Ayia Napa is still nowhere near its clubland rival in terms of numbers. But while the Balearic dance haven is still number-one on all of the top five lists, this could soon change.
According to Escapades and Club 18-30, Cyprus is the fastest growing short-haul destination in the youth market.
Airtours director of sales, marketing and development, Ed Sims, noted it could knock Ibiza off the top spot within a couple of years.
Club 18-30 general manager Andy Tidy agreed. He said it was leading a pack of fast movers which also included Rhodes, Tenerife and Majorca.
“Ayia Napa has gone beserk -Êit’s one of the key trends of the season,” said Tidy.
“Everybody was looking for a new clubbing destination for years, and here it is.
“Cyprus has a better infrastructure than Greece, though there is still a Greek feel to it, and of course, the clubs are fantastic. Let’s hope they don’t spoil it by putting the prices up,” he added.
The resort has already been down the same road as Ibiza – the compilation CDs are in the shops, and a Channel Four docusoap, Ayia Napa: Fantasy Island, is shocking parents everywhere. But the differences between them are discernible to those in the know.
Club Freestyle brand manager Richard Storton said the two resorts are music led: Ayia Napa playing garage, as opposed to Ibiza’s emphasis on house and trance. And Ayia Napa has not reached the excess of Ibiza yet. Entry to a club to hear a well known DJ can be as little as £15, compared with up to £50 in the Balearics.
According to Sims, operators are starting to see that this is a desirable market. “When Escapades was launched in 1997, we encountered no major resistance. Since the 80s, there’s been a shift from lager culture to dance culture,” said Sims.
Certainly, younger travellers do depend a great deal on cheap, self-catering accommodation, but it is common for someone to spend two or three times the amount spent on the holiday while in the resort.
Cyprus Tourism Organisation director Orestis Rossides said it was important that Ayia Napa does not become swamped by younger visitors who will not use the resort’s four and five-star hotels, but he acknowledged that he can’t stop it acquiring a popular face.
With the kind of uptake the resort has enjoyed recently, operators are now speculating as to where will be next. Airglobe – 70% of whose trade is in the youth bracket – reported that Falaraki in Rhodes, Kavos in Corfu, Laganas in Zante and the Greek island Mykonos are all selling well.
But, as with Ibiza, Ayia Napa’s success was due in part to celebrity-DJ endorsement. By this rationale, the next resort to entice a Danny Rampling or Paul Oakenfold to its shores will be the one to watch.
freestyle Client profile
Age:75% 18-24; 25% 25-30.
Occupation: 70% are in full -time employment; 30% are students or unemployed.
Gender ratio: 60:40 male to female. Freestyle stressed that it doesn’t have a problem with male-only groups.
Interests: clubs, bars cinema, sport and music. Tastes range from the latest club events, to ’70s and ’80s nights and well as karaoke.
Duration: 1.7 weeks on average, rising to two weeks in the high season.
Type of accommodation: self-catering remains the favourite. Club Freestyle’s Hotspot accommodation is popular, due to the all-inclusive drinks option.
Lead-in price: Club Freestyle prices from £129 for seven nights at The San Jordi Apartments in Costa Dorada. Based on four people sharing a one-bedroom apartment and flying from Gatwick or Luton on May 2 2000.