“We want to use this identity to show that there is much more for tourists to explore and that Cyprus is condensing the Mediterranean experience,” Perdios said at an event on Monday which launched the Love Cyprus logo.

“There is a stunning diversity of cultures, ethnicities and people,” the minister added.

He emphasised that a wide array of experiences are on offer, such as cycling and food, and that these elements are flexible while also being on offer for a longer part of the year.

“The dream of being able to promote our country in a different way which does not only remind us of the sun and sea is becoming a reality,” he said.

The effort to reforge Cyprus’ brand and product as a tourism destination has been in the works for years, Perdios acknowledged.

The minister emphasised that the brand is flexible and can be adapted to each person’s own tastes and interests, saying that Cyprus has much to offer and locals should be proud and excited about their future.

Perdios also called upon the widespread Cypriot diaspora to show their love for their island.

But the event and the wider effort to launch a rebrand of Cyprus as a diverse tourist destination took place within the shadow of the ongoing coronavirus pandemic, which Perdios addressed.

He appeared hopeful that the tourist season could be prolonged into the autumn and late winter as the island could draw upon its wide range of experiences on offer to satisfy different interests and markets.

Perdios acknowledged however that great uncertainty remains a stark reality as key markets for Cyprus, Russia and Britain, are both facing ongoing issues related to the pandemic.

Source: Cyprus Mail