THE Cyprus Tourism Organisation is aiming to boost its winter business to the as part of a new strategy for the millennium.
CTOdirector-general Phryne Michael said the destination wanted to move away from its traditional image as a sun-and-sea resort to concentrate on promoting more alternative holidays.
In future, marketing campaigns will focus more on the availability of activities such as golf, fishing, cycling and the opportunity for cultural tours and agrotourism.
The tourism plan, which is due to be completed by the end of this year, is part of a joint initiative between the government and the private sector to create a long-term strategy for sustainable tourism.
“Our plan will evaluate different markets, segments within those markets and the range of holiday products on offer in Cyprus. By the end of the year, we will have a strategy to take us up to 2010,” said Michael.
The CTOis planning a series of educationals for agents during the winter to help boost its winter business. Last year the destination hosted four educationals involving 12 to 15 agents on each. This year it plans to increase the number of trips to six involving 15 to 20 agents.
“We already have quite a lot of traffic in the winter because of the good climate but we would like to increase those figures,” said Michael.
Over 1m UK holidaymakers visited Cyprus in 1998, a 20% increase on the previous year. At a conservative estimate the tourism organisation believes visitor numbers will be up 7% in 1999 although early bookings suggest it could be as high as 13%.
Michael claimed part of the growth from the UK is down to the success of agrotourism in Cyprus, introduced to give holidaymakers the chance to experience the real Cyprus by staying in traditional villages and meeting with local people, rather than staying in beach resorts.
Now in its eighth year, the programme has just won a British Airway’s Tourism for Tomorrow Regional European Award.
To help limit the impact of tourism, the CTO has launched an environmental code of conduct aimed at hoteliers, entrepreneurs and holiday-makers.
The code comprises a series of recommendations covering issues such as water conservation and reducing packaging waste which includes recycling tips.
The CTO is currently devising an action plan to develop ways to implement the code which will be distributed to hotels and tourist offices in Cyprus and overseas.