Larnaca, Cyprus. Larnaca is rolling out a broad 2026 tourism drive aimed at boosting the district’s appeal through targeted promotion, local upgrades and greener infrastructure, as Middle East tensions weigh on the sector.
Flexible strategy amid shifting conditions
Nana Asmeni Pavlou, director of the Larnaca tourism board (Etap), said the organisation’s strategy had been designed to remain adaptable as conditions continue to shift.
“Our programme remains flexible and dynamic, in order to adapt to current developments and the needs of the tourism sector,” she told Philenews.
“We must shape it according to developments with a multidimensional range of actions, concerning electronic marketing, the expansion of digital promotion tools, but also the creation of synergies with individuals who have an international presence and appeal,” Asmeni said.
Focus on priority markets and coordination with tourism ministry
Asmeni said particular emphasis was being placed on priority markets.
“In parallel with the interventions to upgrade the tourism product, the Larnaca’s Etap is implementing a tourism marketing and international promotion programme in priority markets, among which are the United Kingdom, as well as the countries of Eastern and Central Europe,” she said.
She added that the actions were being carried out in coordination with the deputy ministry of tourism.
Digital messaging to counter impact of regional instability
Etap is also seeking to counter what it described as a negative impression created by regional instability by presenting the real image of Cyprus through carefully calibrated digital messaging.
“Due to the geopolitical situation, we are mainly trying, through social media and our electronic means of promotion, to show the real picture with very careful language,” Asmeni said.
Technology to promote cultural heritage and local experiences
Asmeni said technology would play a central role in the campaign, particularly in the digital promotion of cultural heritage and local experiences.
How do you think Larnaca’s focus on digital promotion and priority markets will affect tourism in 2026?
