Cyprus tourism businesses urged to focus on value, quality and technology

Nicosia, Cyprus. Cyprus’ tourism sector must adapt more quickly to a changing international environment by improving quality, increasing value per visitor and making greater use of technology and artificial intelligence, the association of Cyprus tourist enterprises (Stek) said on Monday.

Pressure to adapt

Marking World Tourism Day, Stek said the occasion should recognise tourism’s contribution to the economy, employment and development while prompting a discussion about the sector’s future.

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It said tourism businesses face geopolitical uncertainty, stronger competition from other Mediterranean destinations, climate pressures, labour needs and rapid technological change. Cyprus’ heavy reliance on air connectivity adds to the need for flexibility, faster adaptation and closer coordination between the state and the private sector, it said.

Value over visitor numbers

Future policy should not focus solely on attracting more tourists, according to Stek. The association called for more value from each visitor, a longer tourism season and more authentic, differentiated experiences.

Technology and hospitality

Stek said AI and data could help businesses better understand visitor preferences, personalise services, forecast demand and manage pricing and bookings. The tools could also support sustainability by helping businesses monitor and reduce energy and water use and limit food waste.

Technology should complement, rather than replace, the human side of hospitality, the association said.