The new strategy aims to move away from Cyprus’ traditional “sun and sea” product and focus on alternative variables like gastronomy, culture, religion, diving and nautical activities.

The study notes that none of the nearby competitors have steered their branding towards couples, adding that such a focus would be in line with the already thriving wedding tourism.

However, the study also warns that excessive focus on romance may alienate families or couples that do not share this value.

Britain remains the primary market for Paralimni tourists, followed by visitors from Scandinavian nations.

Speakers also presented data on domestic tourism, that found Nicosians are the main Paralimni tourists at a percentage of 52%, followed by Larnacians at 27%. The majority of domestic tourists are married (50%) followed by singles at 37%.

91% of Cypriots cited the sun and the sea as the main reason for visiting Paralimni / Protaras.

Source: In-Cyprus